Google doubles investment in own hardware: report

The Google Pixel 7 series, powered by the second-generation Tensor G2 SoC, was recently unveiled and the search giant is looking to bet big on its Pixel devices. Now, a new report claims that Google is planning to “double down” on Pixel phones and its own hardware. Amid Samsung’s declining numbers, the tech giant is reportedly shifting product development and software engineering staff working on services for non-Google devices to Google-branded devices. The move could reduce the scope of support for partners, including Samsung. Google could develop Google services for premium Android smartphone makers such as Samsung, OnePlus and Xiaomi.

According to a report Google is “doubling down” on Pixel phones and its own hardware, according to The Information. The Android maker is reportedly moving product development and software engineering staff working on features for non-Google hardware to work on Google-branded devices.

Google’s largest Android partner Samsung is losing customers to Apple in mature markets, and the search giant is reportedly concerned about the South Korean company’s declining numbers and the impact it will have on Google’s mobile advertising business. Google’s chief search officer, Sissie Hsiao, reportedly confirmed to the publication that CEO Sundar Pichai believes the company making its own devices “best positions the company to be protected” from market shifts in the mobile market.

The report, which cites an internal document, says that Google’s recent decision to remove support for Google Assistant on some Wear OS smartwatches and reduce support for Assistant features like Driving mode were part of this shift within the company.

Google has reportedly tapped Samsung and Chinese brands OnePlus and Xiaomi as premium Android phone partners for which it would develop top-tier Google services. However, other handset makers may not get the same level of attention.