Google is reportedly mulling creating its own Android phone, in order to produce a fully integrated flagship which can best showcase the platform and its services, according to reports.

The Information said there is “debate and discussion” about the issue within the company, while adding it is “noteworthy” that such a strategy is even being considered. However, it also appears that there are no firm plans as yet.

While Google of course owned Motorola briefly, its Android hardware strategy has really centred on the Nexus devices which have been delivered by partners such as Huawei, LG and HTC (among others).

And while these do herald the introduction of a new Android platform, and are delivered using the stock Google version of the platform, they fall some way short of being Google-led devices.

Previously, The Information also reported that Google is in talks with silicon vendors to develop tailored Android chips “based on Google’s preferred designs”, as part of a way to address fragmentation in the market.

Unsurprisingly, Google’s efforts were compared with those of Apple, which obviously has a tightly-integrated model from components through devices to services.

However, unlike Apple, Google licences Android to device makers, who may feel aggrieved if the company decides to become a direct competitor – especially in the tough premium market, where a number of existing vendors are struggling.

Google managed to side-step this issue fairly successfully when it owned Motorola, by keeping the subsidiary largely independent – and enabling it to subsequently be sold to Lenovo. And its Nexus efforts have also kept Android device makers on side by using them as partners and enabling them to benefit from the effort.