Google challenges Apple, Samsung with its Pixel

San Francisco

GOOGLE opened fire on rivals Apple, Samsung and Amazon in a new push into hardware on Tuesday, launching premium-priced Pixel smartphones and a slew of other devices showcasing artificial intelligence (AI) prowess.

The unveiling of Google's in-house designed phone came as part of an expanded hardware move by the US company, which also revealed details about its new "home assistant" virtual reality headset and Wi-Fi router. The event marked a shift in strategy for Google, which is undertaking a major drive to make Google Assistant AI a futuristic force spanning all kinds of Internet-linked devices.

"We are evolving from a mobile-first world to an AI-first world," Google CEO Sundar Pichai said. "Our goal is to build a personal Google for each and every user." Rick Osterloh, head of a new hardware division at the San Francisco-based Internet giant, added: "We believe that the next big innovation is going…