Google has announced its first smartphone designed in-house, the Pixel. The company showed the new phone to the world during a launch event Tuesday in San Francisco, California. “So today, I’m very excited to introduce you to a new phone made by Google, we call it Pixel.” That was Rick Osterloh, head of Google’s newly-formed hardware group. Google’s Android operating system already runs millions of phones worldwide. In the past, the company has sold phones and tablets under the Nexus name. But the Pixel smartphone marks a change by Google to design and build its own devices, rather than just supplying software to other manufacturers. In addition to the smartphone, the company also launched several other high-tech devices designed to compete with main rivals Apple and Amazon.