Google's new Android smartphone might bid adieu to Nexus branding

Google's upcoming Android flagship devices will reportedly have its own branding, instead of the Nexus name, suggests a new disclosure. Google is believed to unveil two Android high-end models, codenamed Sailfish and Marlin, manufactured by HTC, soon.

Google's forthcoming Android models, according to information shared by Android Central, are expected to have Google brand on the front and centre.

The internet giant's latest move indicates a break from the Nexus series. Google has been working along with the hardware partners to launch flagship Nexus phones powered by its latest Android iterations. The company launched Nexus One by HTC in 2010. Last year Nexus models named Nexus 6P and 5X built by Huawei and LG, respectively were launched.

Google's 2016 Android phones will pack additional software features and a modified interface on top of vanilla Android operating system, suggests the report. The software feature will differentiate the new models from the older ones, which comes with a barebones Android experience.

The new branding also suggests Google's strategy for pushing its own Android handsets, not only in a new brand name but also in terms of software features. Apart from the Google-branded smartphones, there are no details about the tablets, although the source revealed Google was likely to release own-branded smartwatches running Android Wear operating. Codenamed Angelfish and Swordfish, the smartwatches are likely to have circular displays and support Google Assistant.

The details about own-branded smartphones first emerged in June this year, suggesting Google is planning to release its own smartphone in an attempt to have a strong foothold on mobile software. The new handset is expected by the end of 2016 and would be launched in direct competition with Apple's iPhone lineup.