But now, Google appears to want more control. The report indicates Google wants to do a better job of competing throughout the market. They want to compete with Apple on the high end, but also seem concerned that manufacturers haven't put enough effort into quality budget phones. The article at Droid-Life argues, "We all know that Nexus phones will never be household items until Google puts some marketing dollars behind them. Will a top-to-bottom approach finally push them to do that?"
Now this news should not be surprising to anyone who has watched the slow decline of Windows Phone. Last December, in an article on Windows10update.com, Onuora Amobi also wrote off the platform. In this case, his analysis was based on the nonconformity of the Microsoft user interface to Apple and Android's widely adopted aesthetic appeal. He wrote "I believe Windows Phone is dead. Kaput. Finished. Over. Done. ... Windows 10 is successful in part because it's a return to Windows 7 in many ways and that's what made the consumers happy. One of the definitions of insanity is "doing the same thing over and over again but expecting a different result". This is exactly what Microsoft is doing and it's insane. Over 90% of Microsoft's desired audience like the look and feel of iPhones and Android devices. They do – it's not good or bad – it just is what it is. They spend their money on those two user interfaces."