End of the Road for Google Nexus!

BENGALURU: The road seems to have come to an abrupt end for Nexus, which was started by Google six years to offer ‘affordable’ stock OS devices. It slowly and gradually turned into a high-end brand. This isn’t the only time that we have heard about re-branding. Remember Android Silver? However, if Android Central reports are to be believed then it may be finally happening. Also, it is believed that Google is coming out with a phone that isn’t Nexus.

Quoting people familiar with the matter, the news site reports that a different name for the brand is in the pipeline this year. The new model is set to feature additional software along with a fine-tuned UI on Vanilla Android. There will be a distinct difference compared to the Android experience brought by the Nexus program. However, there is no word on whether we have heard the last about Nexus, or Google will continue to churn out these devices under the brand name too.

Google, which is largely seen as a software company is now taking keen interest in design and hardware development as well. As it is with Nexus, companies like HTC and Samsung provide the hardware and services while Google is in charge of the software part. If reports are to be believed, upcoming Google-branded phones could be manufactured in-house by Google. The company is also planning to hit the market with Google-branded smart watches and a Google-branded tablet, along with smartphones.

Hired from Motorola in April, Rick Osterloh leads a newly formed hardware division, which will be in charge of Google-branded hardware. Google is already in the hardware market in the form of the Chromecast, Chromebook Pixel and more. But a smartphone from the Google stable would be their first venture in the smartphone arena.

Nexus, as a brand, had started to falter from its path since 2014 and the gradual move towards comparatively expensive devices had the company reportedly ponder over the Android Silver brand. So, dose it signal the end of the Nexus saga?

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