Google unveiled its Pixel phone on Tuesday to get transformed into a hardware company. But ahead the sale of the new hardware, the search giant has apparently discontinued its existing Nexus lineup.
The Nexus programme was started by Google in 2010 to deliver pure Android experience with affordability. Users were largely opting for Nexus devices to get latest updates from Google. Also, developers were selecting Nexus handsets over Samsung Galaxies and Sony Xperias to easily port custom ROMs and test their apps on newest Android versions.
However, the era of Google Nexus is now seemingly overtaken by the Pixel. This new brand has just got two new smartphones and is likely to receive a convertible (Microsoft Surface Pro 4 competitor) in 2017. Google considers that the decision of picking the Pixel brand is the “next step” in its journey to deliver the best of Android and aimed to bring “hardware and software design together” at a single place.
“Since 2010, we’ve partnered closely with mobile handset partners around the world to bring you the best of Android,” wrote Brian Rakowski, vice president of product management, Google, in a blog post. “Through Nexus, the goal was to work with these various partners to push the boundaries of what’s possible with a smartphone. We’ve now decided to take the next step and provide our take on the best Google experience, by bringing hardware and software design together under one roof.”
The Nexus line was not exclusive to smartphones but also consisted of four tablets and two media players. Some most iconic devices in the range included the Nexus 5, Nexus 5x and Nexus 6P smartphones, Nexus 7 and Nexus 9 tablets and Nexus Player.
Affordability was one of the prime factors of attracting users towards the Nexus devices. The Nexus 6P was emerged as the top-end model in the range, which was priced at Rs. 39,999 in India, while the Nexus 5x captured the mid-range market with its official price of Rs. 31,990.
Unlike the affordability factor of the Nexus models, the newly launched Pixel range seems to have targeted at a particular class of users who were previously looking for premium iPhones and Galaxies. Thus, the standard Pixel variant with 5-inch display and Snapdragon 821 chipset will go on sale in the Indian market for Rs. 57,000. This is precisely Rs. 17,001 higher than the price of the Nexus 6P.
The official Google Store has completely removed the Nexus listing. Some major online retailers in India and global regions are still selling the recent Nexus models though this wouldn’t be a scene for long time. Multiple sources have confirmed TechOne3 that LG and Huawei, the original manufacturers of the Nexus 5x and Nexus 6P, are no longer producing the handsets at their factories.
This non-availability of Nexus devices takes Google completely away from the mid-range market. Nevertheless, unique features like Google Assistant and unlimited Google Photos access through the Pixel models could help the company counter Apple and Samsung.