Google may take hardware by the horns and make its own smartphone

Rumors leaking out of Google seem to suggest the search giant wants to build its own phone. The Information reports that key executives are discussing a Google-made device. The new head of Android, Hiroshi Lockheimer, has reportedly been a part of these talks.


It is not the first time rumors of a Google Phone have appeared. Back when Motorola was part of Google, we heard rumors almost every month on the “Google Phone,” though that might have been Google flexing its hardware muscles to keep Samsung on a leash.

Google has not commented on the rumors of a first-party smartphone, but it seems that an in-house phone might just be a possibility.

Reports last week hinted that Google wants to start standardizing components for Android, and now would be a good time to lead by example. Launching its own smartphone would help Google promote and visualize the advantage of standardization, and it might also inspire manufacturers like HTC, Sony, and LG to make design changes and add support for newer components.

Should Google make its own phone, partner manufacturers would continue making Android phones, just like PC makers kept creating their own tablets and laptops after Microsoft got into hardware. Of course, Google may face backlash from its partners much like Microsoft did when Surface first launched.

If Google does decide to make its own phone, the Pixel team will most likely be involved in the hardware development, since it built the Chromebook Pixel and Pixel C.

Android is in a much stronger position than it was in 2011, when the first reports of a Google phone were published. Google’s operating system already has a large fan base, and even though Nexus phones have never sold particularly well, a devoted group of Pure Android fans do buy them. Building your own mobile platform is nearly impossible; even Samsung is having trouble taking more than two percent off Android with Tizen. However, Google doesn’t have that problem — All it needs to do is tackle hardware.

We’re still unsure whether Google wants to build a benchmark device, a mass market device, or any device at all. It’s entirely possible that these discussions — if they are indeed taking place — won’t ever come to fruition. A foray into hardware would be a big change for Google, but would also show that the company wants a slice of Apple’s enormous iPhone-profit-pie and more control over the Android experience.

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By David Curry


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