Pixel is a direct challenge to Apple – and a referendum on Google

After fighting long proxy war the two tech titans are now in same arena, as Google bets big on its new phone brand transferring to a market dominated by iPhone

Google has just launched a new smartphone, the Pixel, and for the first time this isn't just another Android smartphone - it's a Google phone. The company is finally launching a direct assault on its biggest rival: Apple.

For years Google has been involved in a proxy war with the iPhone maker. It makes a rival operating system, Android, it buys up patents and it goes to court to protect them.