Google launched its Nexus program back in 2010 with the Nexus One. The idea was to team up with third-party manufacturers to create good smartphones and tablets that were competitively priced. Nexus devices also had the advantage of receiving software updates directly from Google so they were always the first to get updates. Now that the company has launched its first “Made by Google” smartphones under the Pixel brand one wonders what will happen to the Nexus program. Google says that it currently has “no plans” to release any Nexus devices.
The Nexus program has been around for half a decade and we’ve seen eight smartphones, four tablets, and two media players being launched under this brand. It’s not like the Nexus program flopped but Google is now taking its hardware ambitions into a different direction and Nexus doesn’t appear to fit in that vision anymore.
Google is highlighting the fact that the new Pixel smartphones are Made by Google whereas it teamed up with OEM partners on Nexus devices. That being said, it’s likely that people who preferred Nexus smartphones are most likely going to be the ones that pick up Pixel handsets, it remains to be seen whether Pixel phones will appear to the mass market which didn’t really flock towards Nexus smartphones.
Google appears to be done with the Nexus program for all intents and purposes. It will continue to release smartphones under the Pixel brand and may soon add a new tablet to the lineup as well.