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Today, in coordination with the launch of the Google Pixel and the Pixel XL, Google has made it clear that the Nexus line is coming to an end. Those who had theorized that Nexus and Pixel might coexist must now sadly pack their hopes away.

This news comes to us via the official Nexus Google+ account, which announced the following this afternoon:

As Nexus users, you’ve played an integral role in this journey for Google. We’re excited about Pixel, and also want you to know that we’ll continue to support your Nexus devices (with customer support, software updates, etc.) and the Nexus G+ page will continue to be a place for Nexus convos.

For years, Apple has succeeded in producing something that Google has not excelled at: creating a fully integrated ecosystem of products. It appears that Google is no longer satisfied with leaving the orchestra of their technology in third party hands, and today’s event showcased that in spades.

Google is now stepping into the hardware game with full force. The launch of Google Home, Wi-Fi routers, upscaled VR, and – most prominently – two phones “Made by” Google, all point toward the search giant taking the reigns of the technology they’ve developed over the years.

Nexus is dead, long live Pixel

It’s worth noting that Google appears to be taking a much different approach than the current competition. The release of the Pixel puts Google directly in the fray with both Apple and Samsung, but the aesthetic that they conveyed with today’s line of products is very different than that offered by these two rivals.

Whereas Samsung aims for sleek and futuristic, and Apple aims for stoic minimalism, Google is attempting to strike a balance between the two. Their products are neither futuristic nor ascetic. They’re… comfortable. Google isn’t aiming for the future with their design language, they’re aiming for the present.

The release of the Pixel puts Google directly in the fray with both Apple and Samsung.

In their presentation of Google Home, the company described its design process as angling toward things you would already find in a home – like candles or wine bottles. Some are comparing its appearance to an air freshener.

In the same way, the abandonment of the Nexus branding brings us away from a concept that is techie and futuristic, and puts us into conversation with a brand named after something we encounter millions of times every day. Pixel.

What are your thoughts regarding Google’s abandonment of Nexus? The company recently made an aggressive purge of the branding from the Play Store, evoking the ire of some. Give us your thoughts in the comments below!

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