According to indications, Google might be planning to launch new Google-banded home entertainment devices to take on rival Apple in the segment.

Google might be planning to take on the rumored Apple iTV. Google's own branded home entertainment devices will mostly be based on the Andiron platform. The device could be controlled through a Android powered smartphone or tablet.

Many point out that Google has already tried its luck in the segment without much success, with the launch of Google TV in 2010. Even as the product claimed to close the gap between the Internet and television, but was not able to attract customers due to concerns of the content providers to offer their content over the platform.

Google has backed by the powerful video blogging service, YouTube, but it does not have much studio content and is only just starting original programming. If Google aims to make it big in the home entertainment segment, it needs to offer content that is unmatched by rivals including Apple, Netflix, Amazon and Hulu.

Google might leverage its recent acquisition, Motorola to offer the device and get into serious hardware business. Google and Motorola have a huge amount of brand equity together and this might help the company attract customers to the new device.