Google plans to launch Smartphones, increasing competitiveness for Apple

Google Nexus 7 2016

Google is preparing to release a branded phone by the end of 2016 in an effort to compete more directly with Apple's iPhone, according to a report in The Telegraph this morning.

Google has been talking with mobile service providers about releasing a Google smartphone sometime before the end of this year, according to a report yesterday in the U.K.'s Telegraph, which quoted unnamed sources. The proliferation of Android device makers, many of which apply the software differently, means Google has struggled to ensure consistency, with some smartphone owners waiting months for updates, and some manufacturers relegating Google's own internet services which are included in Android.

Gadget grapevine is again rife with speculations that search giant Google is finally launching its own smartphone, a move that will be bring the company into direct competition with smartphone vendors like Apple, Samsung, Huawei and others.

If Google has its own smartphone, the company would be able to roll out updates to users as soon as they're ready.

Google set up its own hardware division back in April, spawning speculation that it is planning to build its own consumer devices.

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But now, Google wants more control over the process of making and designing smartphones. How smartphone manufacturers respond to Google's decision to make its own phones, despite Google's claim to continue to support them, remains to be seen.

It seems highly unlikely that Google will close Android for others.

Don't get us wrong, this year's Nexus 6P is definitely the most monumental device that we have used so far, still, it is not the epitome of the true Android experience.

The company is reportedly gearing up to launch its modular smartphone concept, Project Ara, early next year, allowing consumers the chance to pick and choose which components go into their devices.

In a sense, Google is already deeply involved in the cell phone game. The company doesn't, however, plan to abandon its partnership with Nexus phone makers. Apple has been successful with its iPhone line, partly because it manufactures most of the hardware and software for its product, without having to contract and discuss with other companies.

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