As Apple is set to launch its highly anticipated iPhone 7 this September, Google is looking to drop the Nexus brand from its future phones. Google's new upcoming smartphones that are expected to be manufactured by HTC would not be carrying the 'Nexus' name.

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Instead, the company is looking to lean more towards marketing the devices under a different name entirely and depending on the Google brand. Google's homebrewed brands Marlin and Sailfish look set to be part of a new family of devices from the search giant.

Google is expected to replace the back Nexus logo with a "G" logo. What will happen to the original handset manufacturer's logo is still unclear.

Not only is Google doing away from the Nexus name, but the company is also reportedly doubling on the tweaks offered exclusively to its Nexus handsets.

Speculations are rife about many new potential features, some of which are: Google will likely introduce a new button layout, color scheme, and other features designed around the upcoming Google Assistant technology. The new button layout will be much different in design compared to what Nougat currently looks like currently.

At this year's Recode Code Conference, Google's CEO Sundar Pichai said, "You'll see us hopefully add more features on top of Android on Nexus phones. There's a lot of software innovation to be had."