Google seems to have learned a lesson from Apple products as the famous search engine is set to make its Android more competitive. Reason is simple: Google wants to compete with Apple.
Application Processors used by Apple in products like iPhone and iPad have constantly been customized; this has smoothed the process between hardware and iOS software.
Earlier Android boasted its hardware fragmentation among different processors as a saleable feature along with mobile baseband chips, cameras and other sensors; but now the same features do not allow Android to come up with a functionality that can stand the competition.
According to a report released by Amir Efrati, Google has initiated negotiations with chipmakers and the brand wants to develop more sophisticated camera processing; this will enable features like faster photo capture and the ability to record the environment, further sending images and video to Google for cloud-based analysis.
Google wants to bring more onboard processor memory and a more powerful motion processor like Apple’s M9; this will allow Google to monitor sensors and Siri efficiently.
In this entire exercise, Google may have to face one hurdle mentioned by Efrati, “Profit margins of Android handset brands are already severely pressured, so that can be a tough sell when the less-powerful chips are good enough.”
Google also dreams to convert chipmakers into commodity producers. In the report, Amir noted, “Persuading chip makers to use designs put forward by Google seems like a long shot to people in that industry”.
He further reported, “The top vendors, such as Qualcomm and MediaTek, are likely to value their own technology over IP developed by others, either because they make money from licensing their own tech; they don’t want to depend on a third party like Google; or they wouldn’t want to churn out a product that might be identical to one that’s produced by other Google partners”.
To sum up, if Google goes to the level of controlling chipmakers and imposing its own designs, it may broaden the opportunity of its current antitrust investigations in the United States and Europe.
Google’s partners have shown opposition to its strategies earlier, which includes subverting MPEG H.264 standards with its own WebM/VP8 and VP9 video codecs.