What I don’t understand is why Google wants to be in the smartphone business in the first place. It’s a cutthroat business where Apple eats up the majority of the profits and everybody else (with the possible exception of Samsung) competes for scraps. In the US market it’s an effective duopoly, and even well-funded competitors like LG, Motorola, and Microsoft have failed. Given Google’s nonexistent market share, it is virtually guaranteed that this division loses money and highly unlikely that this will change in the future. Furthermore, if it did, it would be at the expense of Google’s own partners like Samsung and Qualcomm. If Google is concerned about something in the Android ecosystem- like Qualcomm, OEMs, and carriers’ refusal to give long-term support, it needs to use its clout as the developer of Android to force them to behave, not make its own sorta-custom SoC. If it wants a hero device to compete with the iPhone, plenty of Android OEMs already make great devices. Hardware is not software, and being great at software doesn’t mean you’ll succeed in hardware (or vice-versa). Google is not Apple. You cannot both be the steward of a diverse ecosystem and the biggest OEM/chipmaker. Apple’s approach works for Apple partly because they realize this and don’t aim for market share dominance. Google will eventually realize this too, but only after burning billions of dollars and countless partnerships in the process.