Is Google taking on Apple with own smartphone?

Google could be releasing its very own, in-house developed smartphone, essentially turning the iOS vs Android battle into a straight fight between Apple and Google.

The Daily Telegraph reports that we could see a Google-branded handset released by the end of the year. The move would see the internet giant tighten its grip on Android OS, as used on the likes of LG and Samsung phones, while becoming a direct hardware competitor for Apple and its iPhone.

Google already has de facto phones in the shape of the Google Nexus range, although these are designed and manufactured by third parties such as Huawei.

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According to a senior source, Google will take control over design, manufacturing and software, reports the Telegraph.

Android is the world's most popular smartphone operating system and runs on around four out of every five devices. However, the nature of the system means different handsets from different smartphone-makers can run different versions.

As Alphr puts it, Google's move "could bring some Apple-like unity to the platform", helping to establish the company as a major player within the premium smartphone hardware market.

One of the reasons Apple has had success with its iPhone platform is that the company "has always had tight and scrupulous control over both the device's hardware and software, making it much easier for the company to optimize it to its fullest", says 9to5Google.

In comparison, Android has suffered fragmentation issues and, reports AppleInsider, many Android users can be left out in the cold when it comes to software updates, thanks to the lack of central planning and newer devices being more lucrative to support.

Nothing is known or has been said of what the phone could be like. TechRadar says that it remains just a rumour, so don't be surprised if Google remains software only in the smartphone world going into next year.