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Report: Google looking to design its own chips

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Nexus 6

Google is reportedly considering taking chip design for its various devices into its own hands.

So far, barring a brief dalliance with hardware in the form of a half-hearted Motorola acquisition (it was swiftly sold on), Google has been all about the software.

That is, Google has been happy to partner up with hardware specialists on specific Android and Chrome OS products such as the Nexus 6P. These products typically source generic components off the shelf.

This situation could be set to change. According to a fresh report from The Information, Google recently spoke with microchip manufacturers about developing chips to its own specifications.

Apparently, it's part of Google's push to defragment the Android smartphone market. At present there are numerous chipsets from various manufacturers on the market.

This gives Apple and its rival iOS platform the edge in terms of consistency of experience, because Apple designs its own custom chips to best serve its software.

It seems Google is eager to follow in Apple's footsteps on this front. In their discussions with chip makers, Google's representatives allegedly put forward designs of chips its would like to co-developer, including a smartphone CPU.

Related: Nexus 5X review

Another advantage to this approach is that Google will be able to implement new, cutting features into future versions of Android that aren't currently supported by off-the-shelf chips.

Of course, we doubt that the likes of Qualcomm will be eager to dilute control of a market it currently dominates. Google may have to move a little further down the chip manufacturer chain to strike a deal.

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