Google is to drop its own-brand Nexus line of mobile devices from 2015 and will instead focus on plain 'Google Play edition' versions of other popular handsets going forward.
That's the claim of headline-grabbing mobile clairvoyant Eldar Murtazin, who reckons we'll see “two or three” Nexus releases this year but that'll be it.
The Samsung Galaxy S4 was the first Android handset to get the Google Play edition treatment at Google I/O in May last year. The basic specs are identical to the existing Galaxy S4, and it still has Samsung's name on it, but the OS is stock Android and it's available directly from Google Play.
Since then we've also seen Google Play editions of the HTC One, Sony Xperia Z Ultra, LG G Pad 8.3 and most recently the Motorola Moto G, though frustratingly none are available in the UK.
Murtazin doesn't say where his info is coming from, but if the Nexus brand is falling away it means the end of probably the most enduringly popular mobile brand after the Apple iPhone and Samsung Galaxy.
The prediction of two or three more Nexus products in 2014 is largely what we'd expect anyway, with a new Nexus smartphone and replacements for the Nexus 7 and Nexus 10 tablets the obvious candidates.
Intriguingly, Murtazin adds that the Google Play edition name will be rebranded, though whether that means a few tweaks to the basic concept or simply a change of marketing focus isn't clear.
Given his track record we're not sure whether we buy into the idea or not, but there are certainly some persuasive arguments to be made.
After all, Google now has its own hardware brand in Motorola, and while each Nexus device (particularly the smartphones) has meant good business for whichever hardware partner Google has worked with to create it, the Google-subsidised price tag has meant lost sales for the others.
We'll watch this space for now, and hopefully the details will become clearer in the months to come.