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Change to Google’s homepage signals desire to challenge Apple

by Justin Herrick | October 9, 2017October 9, 2017 9:00 am PST

The global reach of Google Search will be leveraged to sell the Pixel 2, Google Home, Pixel Buds, and other devices.

Google wants to be like Apple. There’s no denying it anymore. For years we’ve watched as the company stayed away from hardware and focused exclusively on software. Its partners did much of the heavy lifting for Android’s growth, even when it came time to release Nexus and Pixel devices. But now Google is ready to battle on its own. After purchasing a big piece of HTC’s mobile division for $1.1 billion, Google is on a path to deliver hardware and software made for each other just like Apple does.

What Apple doesn’t have is the ability to push products on the world’s most popular website, which Google is about to start doing.

Now the Google Store is featured on Google’s homepage alongside a link to a company profile. Both the “About” and “Store” labels were added just days after the big October 4 event where a number of new devices debuted.

Prior to this, Google would occasionally promote new Nexus and Pixel devices on its homepage but below the search bar.

It’s a sign the company is indeed committed to hardware on much larger level than in the past. Google emphasized the convergence of hardware, software, and artificial intelligence throughout its presentation in San Francisco this month. The disappearance of Android Wear from the Google Store can also be attributed to Google’s desire to take on Apple with in-house products only. You won’t find any partners’ devices on the Google Store anymore.

The shift for Google from reliance on partners to being a true hardware manufacturer will happen in 2018. The Pixel 2 is made by HTC while the Pixel 2 XL is made by LG. With 2,000 employees and access to intellectual property from HTC joining Google, the first real ‘Google Phone’ should launch by the end of next year.

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Justin Herrick

Justin is easily attracted to power buttons. His interest in technology started as a child in the 1990s with the original PlayStation, and two...

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