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Google uses the Pixel brand to denote its own-brand machines.
The new Pixel brand is in-keeping with that used for Google's Chromebook Pixel and recent Pixel C Android tablet.
Until now, the Pixel brand was all about Chrome OS laptops.
The Pixel brand has always been about the screen and the C is no exception.
In addition to using the Pixel brand for its new phone, Google is also still selling the Pixel C tablet.
The Chromebook Pixel brand for Google's most high-end and costly Chromebooks is dead, but you can now say hello to its replacement: the Pixelbook.
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Google's new own-brand Pixel smartphones have been revealed a day before their official unveiling after Carphone Warehouse leaked promotional content.
But we already know (or think we know) a fair amount about what will be revealed, including brand new Pixel smartphones with some big upgrades, and some devices that will flesh out Google's broader hardware portfolio considerably.
Look for a brand called Pixel Qi; it has LCD monitors (both their own and for replacing existing ones) that are daylight readable.
Samsung's stumble has opened the door to rising rival Huawei, nemesis Apple and the new threat of Google's own-brand Android Pixel smartphones.
For Google, the Pixel is about putting its brand and services – the Google Assistant – front and centre.
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