The new Pixel phones carry branding that identify them as "Phone by Google," which is a departure from the old Nexus "partner" branding but a crucial turn in what the company is trying to do: owning the phones as its own.

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Despite the fact that both are made by HTC, Google takes credit for designing the phones around Google Assistant, the tech giant's answer to Apple's Siri, Amazon's Alexa and Microsoft's Cortana.

The idea behind Assistant is that Google wants to build a Google for each person, not just a Google for everyone, Pichai said.

Users will be able to ask broad questions such as, "Okay Google, what do I have to do today?" and more conversational queries that (ideally) won't have your so-called smart assistant flummoxed by your phrasing.

"Why should we build hardware?" said Rick Osterloh, Google's newly appointed head of hardware. His answer was something we've heard from Apple for years: that building hardware and software together allows companies to take full advantage of both, by designing them for each other.

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Yet, while Osterloh borrowed some familiar phrases from Apple, Google's pitch came with a twist. The next revolution, Osterloh said, will take place at the intersection of hardware and software together — with AI in the middle.

"The technology needs to be smart and just work for you," Osterloh said.

The Pixel phones start at $649, and will have either 32 GB or 128 GB of storage. It is also compatible with Google's new VR headset, the Daydream View.