SAN FRANCISCO: Google today unveiled its new ' Pixel ' brand of phones, geared up with Google Assistant and virtual reality capabilities, as it looks to challenge Apple in the premium smartphone market.The two phones -- Pixel and Pixel XL -- will be available in India, priced at Rs 57,000 onwards, in 32GB and 128GB versions. The eagerly awaited smartphones replace the existing Nexus line.The devices will be put up for pre-order from October 13 in India and will be sold by the end of October. The handsets would be available through channels like Flipkart, Reliance Retail, Croma and Vijay Sales in India.India is among the first six countries where Pixel is being launched."Hardware isn't a new area for Google but we are now taking steps to showcase the very best of Google across a family of devices designed and built by us. This is a natural step and we are in it for the long haul," Google SVP Hardware Rick Osterloh said at an event here.Building hardware and software together would let the company take full advantage of capabilities like its Google Assistant, harnessing its expertise in machine learning and artificial intelligence.While most handset vendors, other than Apple, use Google's Android operating system, the company has made various approaches to building its own hardware.It sold Nexus phones from 2010 with the devices being made by various vendors like HTC LG and Motorola Pixel would be the first phone to ship with Google Assistant built in and the latest operating system, Android 7.1 Nougat . The devices will get software and security updates as soon as they are available, directly from Google.Google has also made the update process easier, with the download and installation happening in the background, so users no longer have to wait for the phone to update.Also, unlike the Nexus range, the Pixel phones do not sport the branding of the handset vendor.The company has also unveiled a new VR headset, priced at USD 79 that will be available from November. Google is partnering a number of companies to increase immersive content available to users across the world. SAN FRANCISCO: Google on Tuesday unveiled its new Pixel smartphone with artificial intelligence built in as it directly takes on the iPhone with its own branded, premium-priced handset."We are building hardware with the Google Assistant at its core," said Rick Osterloh, head of a new hardware division at the California-based internet giant."We believe that the next big innovation is going to take place at the intersection of hardware and software, with AI at the center."Pixel smartphone will be availabile with a five-inch display or a 5.5 inch display, starting at $649 for US customers, at similar prices to the latest iPhone models.Pre-orders began on Tuesday in Australia, Canada, Germany, Britain, and the United States."It's the first phone made by Google inside and out," said Sabrina Ellis of the Pixel product management team.By producing the hardware and Android software, Google is making a more direct challenge to Apple and its tightly controlled ecosystem.Along with being the first smartphone to ship with Google Assistant, it will come with unlimited storage for photos and videos and be compatible with the company's new Daydream virtual reality platform.Pixel also has a special program to make it easy for users to switch operating systems, say from an iPhone to and Android, by simply transfer contacts, content and even iMessages, according to Ellis.Google announced an exclusive deal with US telecom provider Verizon for Pixel sales. Ellis said the company is working with service providers in other countries.The version for sale at Google's online shop is "unlocked" to work with various carriers..