For all the pomp and show that precedes a product launch these days, Apple's is perhaps the gold standard when it comes to marrying substance with hype.
No wonder then that Google's decision to announce the launch of its refreshed Nexus devices on Wednesday through a blog came off as a little odd, even timid by a big margin.
The complete absence of showmanship also led many to say that perhaps Google is not attaching much importance to the launch or that it simply lacks faith in the new line-up. But let’s get this straight: the Nexus 6 is Google boldest pitch to the high end smartphone market yet.
The LG-made Nexus 5 was a solidly designed phone with near high-end specs, an impressive piece of hardware that was tremendous value for money.
The Nexus 6 made by Motorola though is a flagship device that can stand its ground in front of any high-end handset by Samsung, LG or Sony while offering a pure Android experience.
With the Nexus 6, Google has announced its arrival in the high-end smartphone battleground, but unlike Samsung, Sony or LG, regardless of who does well, its Google which is going to win eventually.
This is because Google’s star attraction is not the Nexus 6 but Android Lollipop, the biggest update to Android since ‘Ice Cream Sandwich’. Lollipop is driven by a completely overhauled user interface called ‘Material Design’ and offers a strong degree of scalability across multiple screens and devices.
So for Google it doesn’t really matter if you choose to buy a Nexus 6 over a Samsung, LG or Sony phone as long as you are buying a phone with Android Lollipop.
Watch: Android Lollipop's 'Material Design' interface
The Nexus 6 is simply the first (but a very impressive) step to push the newest version of Android into the hands of high-end smartphone users. And in a way it's Google’s first effort to breach into Apple’s territory.
The ultimate battle between the two tech giants will take place on every electronic device with a screen you will buy from now on. Everything from your watch, phone, tablet, TV and even your car’s entertainment system will run scaled versions of Android Lollipop or iOS 8.
The goal is to coax the consumer to adapt a particular ecosystem and stick with it. The iPhone 6 and Nexus 6 are simply Trojan horses that will push you towards that, the Google device being more so. On that count the Nexus 6 is a fantastic start for Google.