Google wants to take Apple-like control over Nexus devices

Google is panning to take an Apple-like approach with its Nexus devices, for complete control of design, hardware, and software. The Information reports that Google CEO Sundar Pichai has signaled to colleagues and outsiders that the company wants to take greater control over its program of making Nexus smartphones.

As of now, Google controls only the software of Nexus devices, and teams up with OEM partners for the hardware, design and more. The report adds that Google wants a complete say on the design and other aspects of development, and wants its hardware makers to be "order takers", similar to how Apple handles Foxconn.

The report also suggests that, once Google take control, the Nexus line will have only Google's branding. The current Nexus smartphons has 'Nexus' logo as well as the logo of the manufacturer on the back of the smartphone.

With this move, Google aims to further strengthen Android's brand overall in order to capture more share at high end market, which is dominated by Apple. It appears that Google will take a similar approach it used for its Pixel C Android tablet, which it created in-house.