By Alistair Barr And Rolfe Winkler
Google Inc. unveiled three new Nexus-branded devices Wednesday,
signaling plans to compete with Apple Inc. for high-end
consumers.
Google's new Nexus 6 smartphone, Nexus 9 tablet and Nexus Player
set-top box are priced slightly below, or in line with, competing
devices from Apple. That's a departure for Google, which in the
past has priced new models significantly less than Apple
products.
Google also said it would introduce a new version of its Android
operating system, dubbed Android L, for Lollipop, next month.
Unlike Apple, Google also licenses its operating system to other
phone makers. With the new releases, Google is trying both to
compete more with Apple at the premium end of the mobile-device
market and help partners churn out cheap handsets for developing
markets.
"We deeply respect what Apple is doing, but we take a very
different approach," said Sundar Pichai, who runs Google's Android,
Chrome and Apps businesses. "With Android L, we wanted to show the
entire spectrum."
Android powered 85% of smartphones shipped globally in the
second quarter, according to Strategy Analytics. But in developed
markets, such as the U.S., Apple devices remain popular with
wealthier customers. That gives Apple an advantage because its
users spend more on applications, encouraging developers to work on
its platform first.
Google said all three new devices can be pre-ordered online
later this week. The phone will be sold in 27 countries and in
stores in November.
At 5.9 inches diagonally, the Nexus 6 is larger than Apple's new
iPhone 6 Plus, which measures 5.5 inches. It will sell for $649,
compared with $749 for the iPhone 6 Plus. Last year, Google
introduced the Nexus 5 at $349.
Mr. Pichai said the goal of Nexus products is not to sell lots
of devices, but to provide a "roadmap" to help other Android device
makers, such as Samsung Electronics Co., develop similar
products.
The Nexus 6 will be available through the four major U.S.
wireless carriers and sold in their stores, with two-year contracts
and monthly installment plans that reduce the up-front cost of the
device, Mr. Pichai said. Verizon Communications Inc. didn't carry
the two most recent Nexus phones.
The Nexus 6 smartphone is made by Motorola Mobility, the handset
manufacturer that Google is selling to China's Lenovo Group.
The Nexus 9 tablet, made by HTC Corp., features an 8.9-inch
screen, and starts at $399. An optional keyboard cover costs $129.
It will be available in 30 countries and in stores next month.
Google hopes the Nexus 9 can substitute for laptops in some work
situations. Microsoft Corp. has tried that strategy with its
Surface tablet, but it has failed to catch on with lots of
consumers. Mr. Pichai said many people already use Android tablets,
which should help get the Nexus 9 adopted in the office and on
business trips.
The Nexus 9's $399 starting price is also close to what Apple
charges for its iPads. The 9.7-inch tablets from Apple start at
$399 and the latest iPad Air tablet is starts $499. Apple is
expected to unveil new iPads Thursday.
The Nexus Player is a small set-top box shaped like a hockey
puck that connects to TVs and uses Wi-Fi to stream movies and TV
shows. It doubles as a gaming console, letting users play Android
games on a larger screen. Asustek Computer Inc. made the
gadget.
The set-top box costs $99 and will be sold in the U.S. and
Canada through Google's Play store in early November. That matches
Apple's $99 set-top box, Apple TV. The Nexus Player has an optional
game controller that costs $39.99.
Write to Alistair Barr at alistair.barr@wsj.com and Rolfe
Winkler at rolfe.winkler@wsj.com
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