Google is planning on turning its Nexus range into a flagship series of devices much like Apple’s iPhone, with limited input from hardware partners, a report has claimed.
The Information has reason to report Google CEO Sundar Pichai is planning to exert more control over the range, with manufacturing partners being treated more like component suppliers. The designs of the phones will also be brought completely in-house, according to the report.
As a result, future Nexus devices would only feature Google branding and would be focused on picking up a larger share of the Android market.
Currently Google treats Nexus devices, often made by partners like HTC, Motorola, LG, Samsung, and Huawei, as showcases for the capabilities of the latest version of Android.
They also act as a representation of how Google sees Android manufacturers like the aforementioned place their own skins on devices.
See also: Nexus 5X review
According to the report, Google is also planning on devoting more resources to promoting the Nexus range.
It is hoped the result will be a greater share of the high end market, which Apple dominates, according to the report.
The efforts would likely be a blow to the Android manufacturers who have received a bump in prestige from being associated with the Nexus brand in years past.
According to the report Google is motivated by the fear its money-making services on high end smartphones are “at the mercy of Apple like they are now.”
Just last month it was reported Google paid Apple $1 billion just to remain the default search engine on the iOS.