Already a major player in the mobile market due to its Android software, Google is looking to ruffle Apple's feathers further by releasing its own-branded smartphone.
According to The Telegraph, the Silicon Valley behemoth is currently in discussions over designing and manafacturing a Google phone that will be released by the end of the year.
The company's Android operating system is already installed in four out of five smartphones worldwide, but so far brands like LG and Samsung have been building the models that run Google's software.
Apple still dominate the majority of the smartphone market - having sold more than 200 million iPhones in 2015 - but Google's hope is that by producing of their own phones, they can close the gap and offer more consistency for consumers.
Speaking to The Telegraph Ben Wood, an analyst at CCS Insight said, "They are concerned that Android is fragmenting, that it needs to become a more controlled platform.
"I think they'll seek to control it more, more like Apple."