Google Wants Dictatorial ‘Apple-Like’ Control Over Future Nexus Devices

Google might be taking a page from its rival and changing the way it operates in the mobile phone space, at least on the manufacturing side. Rather than continue to outsource production to established players like HTC and LG, Google's now interested in controlling the entire process from start to finish, much like Apple.

The way it works now is Google partners up with third-party handset makers and gives them a list of features, requirements, and specifications for whatever Nexus phone it has on tap. Over the years, companies like ASUS, Samsung, Motorola, and Huawei have played major roles in bringing Google's hardware to market, but that could change.

Nexus 6P

It's said that Google CEO Sundar Pichai has put the word out to insiders and hardware partners about its plans, though no time frame has been given. If and when the change takes place, partners like HTC, LG, and ASUS would be less involved with Google's hardware as it looks to take the reins and control production from top to bottom.

Apple isn't a bad company to emulate here, not from a dollars and cents perspective, anyway. The Cupertino outfit generates a third of its revenue from its iPhone line, which isn't too shabby for a company that's the second most valuable in the world (second to Google's parent firm, Alphabet).

Unlike Google, Apple doesn't tap hardware partners like HTC to build its handsets. Instead, it sources components from various manufactures, including its rival Samsung, and outsources assembly to Foxconn in China. It then slaps a premium price tag on its iPhone devices and reaps the rewards.

That's what Google is interested in doing, both in terms of handling all aspects of production, and in competing at the high end hardware level, a market it currently concedes to Apple and, to some extent, Samsung.