Google Gets Aggressive With New Phones, Other Gadgets

Google ratcheted up its rivalry with Apple and Amazon by unveiling new smartphones, an internet-connected speaker that channels a digital assistant, and other gadgets the company hopes to make indispensable.

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The devices announced Tuesday are part of Google’s bold move to design and sell its own hardware, instead of just supplying Android and other software for other companies to make products. Google’s previous attempts at hardware have had limited distribution and included such high-profile flops as its internet connected Glass headgear.

This time around, Google is betting that it can design software and hardware to work seamlessly with each other. That’s an art Apple mastered over the past 15 years as it turned out finely crafted iPods, iPhones, iPads and Macs.

Borrowing another page from Apple’s book, Google is backing its expanded product lineup with the biggest marketing campaign in its 18-year history. The company isn’t disclosing how much it will spend, but made it clear the ads touting products “Made by Google” will be ubiquitous during the next few months.

“They have done some advertising in the past, but it’s never been with this kind of ‘let us take care of everything for you’ way,” Gartner analyst Brian Blau said. “This is more like Apple’s way of doing things.”

GADGETS ON PARADE

Google executives showed off a series of gadgets in rapid succession in San Francisco on Tuesday.

The new Pixel phones, starting at $650, are aimed squarely at Apple’s iPhone and could also siphon sales from the biggest manufacturer of Android-powered phones, Samsung.