Reports say that Nexus, which has been Google’s flagship brand since 2009, has been dropped from the company’s next generation of devices.
While this year’s efforts – being built by HTC – are still expected to launch, they’re expected to do without the Nexus branding.
It’s currently understood that Google’s own branding will replace Nexus, with a more substantial rebrand to follow later down the line.
It’s a major shift in the company’s approach to the mobile market and one that very much reflects what CEO Sundar Pichai has previously said about Google’s ambitions to take a more hands-on approach to their smartphone offerings.
