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Why would Google pull the Google Now Launcher from the Play Store?

War. War never changes — but Google's mind does. There is some indication that Google is pulling the Google Now Launcher  from the Play Store sometime before the end of March 2017 (Q1). Besides trying to find out more details about this one, we're also left wondering why? Let's start at the beginning. The  Google Now Launcher  is a home screen manager that Google made using the Android launcher code as a base. Originally only for the Nexus 5, it later expanded to include all Nexus and Google Play edition phones. Eventually, every phone that has Android 4.1 or later could go to Google Play and install it like any other launcher. It is also the launcher that comes with recent Nexus phones, including the  Nexus 6P  and  Nexus 5X . The Google Now part of the Google Now Launcher is still here and can be used by the people who made your phone. It's not an open source Android thing — it's an app made by Google that might come with your phone but isn't part of An