Google rolls out a suite of new devices including its Pixel phones

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Alphabet Inc’s Google launched a new ‘Pixel’ smartphone along with some other gadgets, to further strengthen its foothold in the consumer electronics space, and better compete with rivals including Apple Inc. and Amazon.com Inc.

Besides $649 Pixel phone, the company revealed a smart speaker for the living room named ‘Home,’ a new Wi-Fi router and a virtual reality headset. The latest products will enable the search engine giant to compete one-on-one with leading tech firms.

The company launched the phones in three colors—black, blue and silver—with flashy camera features. The device comes in two sizes and runs Android’s latest Nougat 7.1 OS.

The Pixel is expected to compete with the iPhone, but some experts believe that if the phone performed well in the market, it could hurt Samsung Electronics more than Apple. Jackdaw Research’s analyst Jan Dawson said ‘’obviously Google doesn’t want to explicitly compete with its own partners, but this product is much more likely to compete with Samsung than Apple.”

Google licenses Android for free and take advantage of embedded services like search and maps that make its operating system the dominant one with around 89 percent of the market share worldwide, according to research firm IDC.

The company also revealed its voice-activated artificial intelligence system dubbed Google Assistant, similar to Amazon’s Alexa and Apple’s Siri. During the Tuesday’s event, Google showed how users can make a reservation in the restaurants by speaking just few phrases.

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