Experts say Google's latest push into the smartphone market has thrown down the gauntlet to Android market leader Samsung.

Foad Fadaghi, managing director of emerging technology analyst firm Telsyte, said today's announcement from the search giant is significant.

"It outlined their ambition to be a strong player in not just smartphone software but also hardware," Mr Fadaghi said.

And while at first glance it might appear Google's move is aimed at Apple, Mr Fadaghi said Google actually has Samsung "directly in its crosshairs".

Say hi to the Pixel

Google had been testing a new smartphone for a while now.

In short, the Pixel has all the features you'd expect from any new smartphone.

What's in the Pixel? Two screen sizes: 5 inch (starts at $1,079) and 5.5 inch (starts at $1,269)

Two screen sizes: 5 inch (starts at $1,079) and 5.5 inch (starts at $1,269) 12.3MP camera

12.3MP camera Unlimited online storage for photos and videos

Unlimited online storage for photos and videos Ships with Android 7.1 Nougat

But it's the first phone to have Google Assistant built in (basically Google's answer to Apple's Siri) and has what Google claims is the "best smartphone camera. Ever".

Going against the Apple trend, it's also got a 3.5mm headphone jack.

It's not the first time Google has dipped its toes into the smartphone market. But this is the first time the whole phone has been designed by Google itself.

In an announcement blog post, Google said it "obsessed over every detail" on the phone.

"We've now decided to take the next step and provide our take on the best Google experience, by bringing hardware and software design together under one roof."

What it all means for Samsung

Samsung has had a rough few months of late, with reports of exploding batteries and a forced recall of its Galaxy Note 7 paired with Apple's splashy reveal of the iPhone 7.

Samsung has always had stiff competition in the Android market, even from previous Google branded phones like the Nexus, according to Mr Fadaghi.

But, this is the first time Google has taken the reins when it comes to hardware.

He said there is no doubt about who Google is targeting with the Pixel.

"With its premium pricing and unique features, the Pixel has Samsung directly in its crosshairs," he said.

If Google can win over Samsung customers, Mr Fadaghi said it could lead to manufacturers aggressively looking for their own unique Android features.

And a new big player could see some even leave the market all together.

Google wants the Pixel (pictured) to do what the Nexus couldn't. ( REUTERS:Beck Diefenbach )

How about Apple?

While Samsung may have strong customer loyalty, it's nothing when you stack it up against Apple.

"Apple enjoys the highest repeat purchase intention rate of any handset manufacturer," Mr Fadaghi said.

"With Pixel's premium pricing it is unlikely to give iPhone users many reasons to switch."

It's not all roses for Google

Remember, Google has had a crack at this whole smartphone thing before, most recently with the Google Nexus.

The phones were developed in partnership with other smartphone manufacturers.

They weren't smash hits according to Mr Fadaghi.

"Google Nexus-branded phones have not typically been huge sellers in the past but have had a dedicated following," he said.

"Introducing a new brand is always difficult too, given the market re-education."

Analyst Jan Dawson of Jackdaw Research said because Google's Android operating system software is so widely available, it's struggled when trying to distinguish itself in the Android market in the past.

"(Google) wants to have this end-to-end experience, but it's not clear that people really want that," she said.

ABC/Reuters