On Tuesday morning, Google took the stage in San Francisco for what turned out to be one of the more substantial hardware unveilings in company history. Along with the Pixel and Pixel XL smartphones, Google also showed off a new 4K Chromecast, a router, a fabric-covered VR headset and a virtual assistant.

In the process of launching all of this new hardware, Google had to make a difficult choice. As of today, the Nexus line is, for all intents and purposes, dead.

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Shortly after the “Made by Google” event ended, Google puts its products up for preorder on the Google Store. In doing so, it pushed 2015’s Nexus 5X and Nexus 6P smartphones out of the store (along with the Nvidia Shield, the Mattel View-Master VR Starter Pack, the Goggle Tech C1-Glass VR Viewer and the Dell Chromebook 13) as Android Police noted earlier this afternoon.

In fact, if you search for “Nexus” on the Google Store now, the only results that show up are Live Cases for the previous three Nexus phones… none of which are still available directly from Google. Factor in the discontinuation of the Nexus Player earlier this year, and it’s clear that Google is killing the Nexus brand.

Even the Google Nexus Twitter account is saying farewell:

https://twitter.com/googlenexus/status/783360528986931204
https://twitter.com/googlenexus/status/783360665108951040

If you own a Nexus device, Google will “continue to support” it (for the time being), but don’t expect to see a Nexus 7 popping up on store shelves next fall. Pixel is the future of Google’s phone line, and Nexus has run its course.

Jacob started covering video games and technology in college as a hobby, but it quickly became clear to him that this was what he wanted to do for a living. He currently resides in New York writing for BGR. His previously published work can be found on TechHive, VentureBeat and Game Rant.