Google reportedly working on its own Android smartphone

According to a report published on The Telegraph, Google is planning on launching a smartphone under its own brand name by the end of this year. The report further adds that Google will take more control over design, manufacturing and software. The company is in talks with mobile operators for the same.

If the report is true, this will be the first time Google will have total control over the design and hardware of the smartphone, without any partner like Huawei, LG or HTC, with whom the company has teamed up for the Nexus program.

It appears that the move is to challenge Apple's dominance, in the high-end smartphone segment, who have total control over the software, hardware and design.

Last month Google CEO Sundar Pichai said the Google was going to put more effort into developing phones. However, the company will continue to support the Google-backed Nexus smartphones, which are expected to continue this year with handsets made by HTC. The company has also signed former Motolrola Mobility president Rick Osterloh to take charge of its hardware division.