Google has already teamed up with a handful of phone-makers to create the Nexus series, but the search giant’s next handset could be an entirely in-house product. A new report from The Information claims the company is considering building its own Android device in an effort to challenge Apple’s iPhone dominance head-on.

Hiroshi Lockheimer, who was recently promoted to head of both Android and Chrome OS, is involved in the discussions, but beyond that we still don’t know very much about the rumored device. The entire idea is apparently still up for debate, but it could represent a big shift in Google’s mobile strategy.

The premium Android market hasn’t exactly been thriving in the past year or so. Even tech giants like Samsung are struggling to compete with Apple on the high-end. That doesn’t mean Google will do any better, though it may be worth trying anyway. Then again, building its own device could backfire by spooking other companies away from their reliance on Android.

This also won’t be the first time Google builds its own smartphone. The company owned Motorola when it released the original Moto X, even if there was supposed to be some sort of barrier between the two companies. Google is also still working on the modular Project Ara handset through its Advanced Technologies and Projects (ATAP) group. Still, this new project may turn out to be the most purely-Google smartphone yet.