Google is canceling its Nexus 2016 phones and will launch its upcoming mobile devices under a different brand name.

Google Drops Nexus Brand

According to Android Central, this year's versions of Google-branded Android mobile devices will drop the "Nexus" name. The widely anticipated HTC-build handsets presented in recent online leaks as "Nexus" phones will arrive instead on the market under a different brand name. This break from Google's past six years tradition of flagship devices has been reported by insiders familiar with Google's plans.

Google's move would draw an end line to the long-running Nexus series that began back in December 2009 with the HTC-made Nexus One. The latest iterations were the Nexus 5X and the Nexus 6P launched in 2015.

Google has partnered with LG, Samsung, Huawei and HTC throughout the life of the Nexus program to sell tablets and phones showcasing its latest software. The upcoming handsets will highlight more the "Google" brand, skipping the HTC name altogether. It is unclear yet what name will be used by Google instead of Nexus.

Aside of changing their brand name, this year's Google phones will also feature a tweaked interface atop the Android operating system, as well as additional software. According to Neurogadget, there are changes that the Galaxy Note 7 from Samsung to be the first device that will come with the Android N 7.1 pre-installed instead of the canceled Google Nexus Marlin and Sailfish.

While sales of the Google Nexus handsets are declining, the Samsung Galaxy Note 7 continues to be a top option in the mobile market. One of the reasons Google has decided to drop its Nexus smartphones line could be this decline in the market of its mobile devices series. However, Google did not officially confirm the cancellation of Sailfish and Marlin yet.  Only time will tell what are the real intention of the giant tech company.