Google reportedly wants to take ‘Apple-like control’ over the Nexus lineup

It will also allow Google to integrate the Android with the hardware in a better because it would be able to pick and choose every component itself instead of relying on the supply chains or knowhow of its hardware partners. Now, a new report suggests that even Google is having conversations about what it could change for the lineup.

Still, the report adds that Google may have a hard sell to partners on this new arrangement, since Nexus manufacturers already make relatively little money on the devices due to Google’s cut of the sales price.

The likelihood that Google’s CEO uttered the words “Apple-like” in an internal memo is a bit on the unbelievable side, but nevertheless, the approach could have a positive impact on the Nexus program.

Now that Android own more than 90% of the low-end market, Google wants a bigger piece of the pie in the premium tier and the only way to get it is by challenging Apple. This is strikingly similar to Apple, which does iPhone design in-house, but out-sources production. Google doesn’t want its revenue-generating services for high-end smartphones to be at the mercy of Apple like they are now. Right now, Google partners with manufacturers like Samsung, LG, and HTC to bring to life its latest Nexus devices.

The search giant will take greater control over its Nexus program in the coming months, but it’s still dependent on companies that helped build its smartphones in the past. The patched firmware is available from Google’s developer site but it’s also going out as an over-the-air update today to Nexus 5X, Nexus 6P, Nexus 6, Nexus 5, Nexus 4, Nexus 7, Nexus 9, and Nexus 10 devices. Whether or not Google would strike a deal with the carriers to get its phones on their shelves remains to be seen.