A new report claims Google is planning to follow Apple's hardware and software approach. The company will reportedly develop and build its Nexus devices in-house instead of partnering with Android licensees like Samsung, LG, Huawei and HTC.

While Apple has continually had record-breaking quarters that are attributed to iPhone sales, the iPod will forever be remembered as the blueprint for its success. Apple wasn't the first company to build an MP3 player but was the first that focused on designing a device that not only looked great but also had a user experience that anyone could pick up and intuitively use. This recipe all stemmed from Steve Jobs' insistence of complete control of hardware and software.

Two years before Apple unveiled the iPhone in 2007, it had partnered with Motorola to integrate its iTunes music player into a cell phone called the Rokr. It was the first device, besides Apple's iPod that was able to play music purchased from the iTunes Music Store and its music player featured the same familiar UI as the iPod.

The Rokr was never a huge success for Motorola but the experience proved to be a turning point for Apple. The company used its philosophy of complete control of hardware and software and two years later unveiled the iPhone.

Google is now reportedly planning a similar move with its Nexus devices. A new report claims the company is planning to pull back the reigns of its Nexus program by developing and building the devices in-house rather than partnering with Android licensees as it had in the past.  

Google CEO Sundar Pichai has supposedly set the plan in motion and believes that this complete control of hardware and software approach will allow the company to use Apple's recipe of success.

Google has been rumored for years to be planning this exact approach with its Nexus program. One recent, conflicting report claimed the company was already working with HTC to build its next-gen Nexus smartphones. Thus whether the in-house approach is actually in the cards remains to be seen, but we'll keep you posted on any new details.

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