The "uncool" data company is trying to change its image
Google has long been cast aside in Apple's shadow, like the nerdy younger brother who never gets as much attention as his popular older sibling. That's its cross to bear as a company that specializes in things that are inherently uncool: data and software. After all, it's tough to get people pumped about super-accurate maps and email inbox management when across the aisle Apple's flaunting a flashy new phone, tablet, computer, and watch.
Now, Google's effort to put out better-looking hardware that could easily be mistaken for the competition's suggests it's using Apple's signature strongpoint to poach customers. That's not to say it doesn't have a long way to go. Apple has tirelessly crafted its image as the user-friendly, tech-as-accessory brand with a unique retail concept and impeccable customer service. The same can't be said for Google. It has no physical retail presence (yet), is known primarily for its search engine and software, and neither Nexus nor its Android OS are particularly easy to figure out.