Google fires at Apple; launches new Nexus phones, tablet

MUMBAI, INDIA: In a bid to target loyal Apple customers, Google has launched new Nexus smart phones and a convertible tablet.

Besides the `coincidence’ that the new products were announced parallel to Apple’s iPhone 6S and iPhone 6 Plus launch, Google will bank on the year-end holiday shopping season, for sales.

Two new Nexus smart phones come with enhanced features including fingerprint sensors and cameras aimed at the high end of the market dominated by Apple and Samsung.

The search engine giant has partnered with LG for its 5.2-inch screen Nexus 5 X and Huawei for its 5.7-inch Nexus 6P, which falls under the phablet category.

The devices will feature the new Android operating system named Marshmallow which allows for fingerprint sensors for unlocking and other features including Android Pay.

The new software allows for a voice-commanded Now On Tap virtual assistant to be summoned by holding down the home screen button.

"We care about making sure there are affordable, high quality smartphones for users around the world," said Sundar Pichai, CEO, Google.

Both handsets which aim to showcase the Google Android operating system, will be sold unlocked, and are available for ordering in the United States, Britain, Japan and Ireland, with more countries to be added next week.

The Nexus 5X starts at $379 for US customers and the 6P starts at $499.

Benefits over Apple and Samsung:

The phones are priced below the premium devices from Apple such as the new iPhone 6S and 6S Plus, and similar offerings from Samsung.

With the Nexus-branded devices, Google is able to control much of the hardware and software in a manner similar to Apple, which has its own operating system.

On the other hand, Google’s Pixel C is the first tablet built ground-up and is seen as an alternative to the iPad Pro unveiled this month and Microsoft's Surface.

The C in the name stands for convertible. "We think the Pixel C tablet and keyboard experience really unlocks ways to play and be productive across one device," said Andrew Bowers, Director, Product Management, Google.

Pixel C tablet will be available in time for the year-end holidays at a starting price of $499, with the keyboard priced at $149, according to Google.