Google decided it’s time to bring its phones out of their shadowy niche and duke it out directly with top manufactures such as Samsung and Apple. Welcome to the new Pixel phone era.

With premium features exclusive to Pixel phones and a sales plan that means you might actually find one in a store, the company is showing significantly more ambition than it did with the last six years of Nexus-branded phones.

The 5-inch Pixel and 5.5-inch Pixel XL are officially called “Pixel, a phone by Google” and have a “G” on the back, signifying how Google designed the phones on its own instead of tweaking another company’s product into a Nexus. Google is now the one picking components, providing support and promoting the phones.