Google CEO Sundar Pichai and his lieutenants have signaled to colleagues and outsiders that the company wants to take greater control over its program for making “Nexus” smartphones, which are powered by Google’s Android software, the Information reports.

The change would effectively reduce the level of involvement of hardware partners that make the phones with Google, a group which has included Samsung, Motorola, LG and Huawei.

The move would be the latest step by Google to make Nexus phones more like the iPhone, which is controlled by Apple top to bottom, and strengthen Android’s brand overall in order to capture more share at the high end of the market.