Future of Google's Nexus to take a page from Apple


Brandon Russell for TechnoBuffalo:

It might not happen this year, or even next, but soon Google will have complete control over how its Nexus phones are made. The approach would match Apple's iPhone strategy, treating outside manufacturers as contractors rather than seeking out help for development. Sundar Pichai, Google CEO, allegedly wants more of a vertically integrated approach in an effort to challenge Apple in the high-end market.

Apple appears to continue re-writting conventional dogma of how the tech world works. First we had the aggregate of Microsoft's ecosystem would overpower Apple in tablets and mobile just like the Wintel PC did. Then Google's open is better approach with device partners, again just like the PC.

Both companies are now look to emulating Apple's whole widget approach. Apple I think raised the bar of delivering the better customer experience and probably the best way to compete is to control everything the customer touches.