Nexus is dead, and Pixel is here to replace it. It’s the biggest shift in Google’s homegrown smartphone strategy since the first Nexus launch in 2010. Google executives have assured this will be one to remember, and the company has begun an advertising campaign bigger than anything they’ve done previously for a hardware product. So what’s the big deal?

Pixel is the first time Google is challenging the smartphone market with a product of their own. The Nexus line was always positioned as a niche / price-conscious alternative for developers and enthusiasts, designed to show off the latest features of Android; Pixel, on the other hand, is a full blown consumer product with unique features and a top-end price tag to match. Google wants Pixel to compete with the Apple iPhones and Samsung Galaxies of the world, and they believe this is the hardware and software to do so.

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