While the Nexus nametag has served Google well for over half a decade, the search giant is soon set to branch out with the next generation of its own-brand handsets which ditch this moniker altogether.
The Google Pixel and Pixel XL will, reportedly, be endowed with cutting edge hardware and could cost roughly the same as a new iPhone 7 or iPhone 7 Plus, according to Android Police. This bucks the trend for Nexus devices being competitively priced to win over people who feel that Apple charges too much for its flagship models.
A launch event for the Pixel range is pencilled in for early next month, with industry sources suggesting that a range of high end hardware will be on offer, including the latest Snapdragon 821 chipset, along with components designed to support virtual reality capabilities.
The one issue that Google may face if it decides to take on Apple directly with expensive smartphones is that this goes against the grain of its existing, value-conscious mobile brand. So convincing iPhone owners that the time has come to migrate to Android may be difficult, were it not for the fact that the iPhone 7 has suffered controversy in its own right.