Google's hardware launches to challenge Apple and Amazon

Alphabet Inc’s Google on Tuesday announced a new “Pixel” smartphone and a suite of new consumer electronics products for the home, planting itself firmly in the hardware business and challenging Apple Inc’s iPhone at the high end of the $400 billion global smartphone market. The string of announcements - including the $649 Pixel, a smart speaker for the living room dubbed “Home,” a virtual reality headset, and a new Wi-Fi router - is the clearest sign yet that Google intends to compete head-to-head with Apple, Amazon.com Inc and even manufacturers of phones using its own Android mobile operating system. Swipe At Apple Taking another page from the Apple playbook, Google said it would work exclusively with a single carrier in the United States, Verizon Communications Inc, on the Pixel, emulating Apple’s agreement to launch the original iPhone with AT&T Inc. That deal gave Apple unprecedented control over the look of the phone and how it worked. While the new phones are clearly aimed at competing with the iPhone - Google executives took several swipes at Apple in their on-stage remarks - analysts said Android rivals like Samsung Electronics could be the biggest victim if the Pixel takes off.