This rumor is a hard one to swallow. According to industry insider Eldar Murtazin, Google has plans to kill off its Nexus brand for smartphones and tablets next year. The company will reportedly instead launch new Google Play Edition devices only. That means, instead of devices designed specifically to run the latest version of Android, Google may instead re-launch existing devices with a pure offering, much like it did this year with the HTC One Google Play Edition, Galaxy S4 Google Play Edition and Xperia Z Ultra Google Play Edition, among other devices.
Nexus line by Google is over in 2015 Yes – this line will be replaced by Play Edition (current name, it will be rebranded)
— Eldar Murtazin (@eldarmurtazin) January 27, 2014
We say it’s a hard rumor to swallow only because the Nexus has become more of a consumer-friendly brand than one that’s only catered to developers. The Nexus 7 and Nexus 5 are sold at Best Buy, for example, surrounded by other Google products and accessories. They aren’t only for developers, and we think Google entered the market for a reason. Perhaps it will pass the torch on to Motorola, however, which has done a great job catering to that market with the Moto X and Moto G.
Murtazin has been wrong before (but correct with his insider information, also), and it seems weird for Google to pull the plug when the Nexus brand appears to be more popular than ever. In either case, any plans to kill the Nexus (or not) may change over the next 12 months. Our guess? Google keeps the Nexus brand… at least until more substantial evidence as to why it would ditch it surfaces.
Google was not immediately available for comment when contacted by TechnoBuffalo.