Google is developing a new self-branded phone, which it will exert more manufacturing control, design and software - putting the American multinational technology company in more direct rivalry with Apple's iPhone.

The self-branded phone of Google will launch by the end of 2016. While the technology company has been shipping self-branded Nexus devices for years, most of the work has been manipulated by outside companies from the likes of Huawei, LG and the Taiwanese consumer electronics company - HTC.

But, it has nevertheless allowed Google to determine the Android platform by way of products that run pure versions of the operating system (OS), Apple Insider reported.

Google may be concerned that there's still too much fragmentation in the phone manufacturing industry, for the reason that phone manufacturers are most likely free to customize Android. Which means that phone makers can install custom apps that keeps individuals away from Google services, where the company gets most of its income.

The analyst at CCS Insight - Ben Wood, stated that the company is concerned that the mobile operating system Android has broken into fragments, that it needs to become a more controlled platform. Wood also said that other companies seek to control it more - like Apple technology company, Telegraph reported.

However, Google is famous for its internet software, but, the company has leveled up in terms of hardware in recent years, by releasing its own laptops, tablet computer, and even other gadgets.

Earlier this year, Google hired the former president of Motorola - Rick Osterloh, to be the head of the latest hardware division in a sign of its growing desires and determinations.

On the other hand, if Google's own smartphone does exist, that would make the company a direct competitor to those Original Equipment Manufacturer's (OEM) as well. But, it will depend largely on how much Google will market their very own smartphone, Slash Gear reported.