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Google Drop Nexus Brand

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.

As previously reported, these new devices will ship with a unique version of Android 7 featuring a revamped home screen.

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.

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