Google To Build Its Own Smartphone

Google could be planning to build its own smartphone, according to The Information.

Sources speaking to the publication revealed that discussions are taking place at the search giant’s HQ over whether it should enter into the smartphone hardware business.

Currently, the closest thing to a phone built by Google  is its Nexus line. This is a suite of smartphones that run pure Android (otherwise known as ‘stock’ Android), but they’re built by third parties like LG, Huawei and Motorola under Google’s direction. 

The potential new plans – which would see Google building its own smartphone from scratch without the help of another manufacturer – could signify a dramatic shift: not only in Google’s strategy, but its relationship with other Android manufacturers and how Android’s presented to the public.

The obvious benefit to Google having full control of the production process is the ability to create the software around the hardware; ensuring they work in perfect harmony. Google’s resources also means it can be a bit more daring than the smaller manufacturers (barring Samsung) that currently build Android handsets.

Complete control of the design and production process works very well for other companies, most notably: Apple AAPL -3.04%. The Cupertino-based company proudly boasts that every aspect of the iPhone is developed from the ground-up in-house. This partly explains how Apple has been able to bring innovations to market before its Android competitors, such as 64-bit architecture and 3D Touch.

Photo Caption: The new Nexus 5X phone is displayed during a Google media event on September 29, 2015 in San Francisco, California. Google unveiled its 2015 smartphone lineup, the Nexus 5x and Nexus 6P, the new Chromecast and new Android 6.0 Marshmallow software features. (Photo by Justin Sullivan/Getty Images)