Android is the world's most ubiquitous operating system and one of the most important parts of Google's business. But it becomes clearer that the company will no longer be words related to its phones. The final proof is in the transcript of the event this week in New York City.
"Android" was not said once during Made by Google 2018 keynote. It's the first time ever that Google has had a public hardware event like this – since its operating system introduction in 2008 – without mentioning it at least.
Going, going (almost) gone  This is not the first thing we've seen the Android brand slowly slipping away lately. Google's most important apps have also seen that the Android name disappears in the last couple of years. Android Pay was rebranded into Google Pay. "Android notifications" were renamed to "Only" Messages in the Play Store once in the past months (even though it retains the Android name online). Google's portable OS Android Wear was rebranded to Wear OS.
It's not to mention all the brands and products that Google has introduced over the past couple of years, which has left some mention of the operating system often for the benefit of the Google moniker himself. "Google One," for its all-in-one storage. "Google Tasks" for their new Task Manager app. "Google Allo" and "Google Duo" for their latest attempts on Android and video calls, respectively. Not everything is rebranded as "Google" obviously, but it's a popular replacement.
Of course, the name of most Android OS remains the same as Android has not been renamed: Android TV, Android Auto, and Android stuff are still around. (Although it was confirmed that Google's Home Hub Smart Display does not run Android Things, but rather the "Cast platform." And we confirmed that it is used to test the Fuchsia OS as well.)
It's no secret that Google Pixel 3 and the Google Pixel 3 XL runs Android too – far from it. You can find the word in the Settings app, of course, Google tells you if you ask and the company is still talking Android and all its latest features high and proud of its annual developer event where the Pixel phone known to get the latest versions is fastest – definitely lacking.
But the Android brand has quickly disappeared from Google's products and its marketing posts since the launch of the original Google Pixel. That phone had no apparent mention of Android apart from a few apps. No mention of Android on the retailers. Not even a mention on the startup screen. This year's keynote was probably the most muted yet with regard to the little green robot.
Chrome OS is the New Star
While Android went invisible, Google had no shame to speak Chrome OS, which runs the new Pixel Slate tablet. Google told a whole story around Chrome OS, where it comes from why it makes sense on the tablet, and designated it as a great desktop model for Windows and MacOS.
To me, Chrome OS was clearly marketed as a standout feature ] by Pixel Slate. To add insult to injury to Android, the "universe" for Android apps that can now be run on Chrome, called "apps" or "apps from the Google Play store" under the main note. 
chromeOS definitely had the spotlight on 10/9
So why has it disappeared from the name of so many apps? And why did the word go for the first time this week? And why – as you can see – is chromeOS (apparently it's the new format for that brand?) Clearly, to get a spotlight while Android is not?
Google is traditionally quiet about the reasons behind its branding decisions, but we can make an educated guess.
Android sounds technical, has luggage, and may be out of date
First, it's public opinion. "Android phones" have a reputation for being cheaper and lower quality than "iPhones" in popular culture, regardless of being true to some, but not all of them. Since the beginning of the platform, an attractive aspect of Android phones as an alternative to the iPhone has been their often lower prices – or at least that the reasonable models exist.
It is understandable that, given the Android brand's connection to "lower quality" non-premium phones, Google does not want to associate the name of the operating system with its phones – at least not in the form of marketing announcement for public resistance. Android phones are made of dozens of scattered manufacturers, all with varying approaches to their products, their designs, their features, etc. (which has led to an incredible good thing: the vast array of phones running Android today) means " Android "I really do not matter much more than just being non-iPhone.
Google has used millions over the last few years to build a brand around the word Pixel and the various aspects you can associate with it – especially the star camera. Like the other brands "iPhone" and "Galaxy" that are ubiquitous in smartphone space, Google will build one of its own. And it will not have the luggage of Android connotation, so the image of a phone that competes with iPhone costs up to $ 1000.
Another aspect may simply be that Google is considering the Android brand sends the best message to the much wider variety of potential customers Google will reach with its products in the future. A person close to the company's marketing efforts told us that, even before Google's hardware initiative, as Google moved from marketing its products to niche markets to market them to the regular audience, the Android brand was ineffective.
The source was added that with this in mind, it is an internal understanding that one of Google's long-term goals is to completely drop Android as a brand, although such a direction has been controversial with "some important players attached" to it. Of course, Google has not provided any official indication that it plans to continue from the brand, so it's not yet seen – although there is clearly growing evidence that this is a conscious decision for its consumer marketing announcements.
For the historical context, at the Made by Google 2017 event and the launch of Pixel 2, the word Android was featured once. Google talked about the latest features in Android Oreo and said that those who " already have a Pixel recently received the Android Oreo update," and that " a Pixel-you use always be the first to get the OS and security updates without having to make something . "
During Made by Google 2016, where the company launched Google Pixel, Google Wifi, its Daydream Watch headset, Google Home and more, Google mentioned Android six times. So just looking at the one – admittedly specific – metric, there has been a remarkable decline.
But Android is not gone yet
All this said, the Android brand is far from dead yet. At least on the technical side of things, there is no reason to expect Google to rename its mobile operating system anytime soon. Android was mentioned countless times during the Google I / O 2018 keynote, and I expect it to continue in the coming years. And even on the Google Pixel phones, there are some stragglers that have remained. The Android Auto app is preinstalled to connect your phone to automotive photography systems.
But when will Google's automated infotainment system get a publicly-turned rebrand to dive the Android name? I would not be surprised if it is before rather than later.