Google unveils Nexus 6 smartphone and Nexus 9 tablet.

On Wednesday, Google unveiled three new Nexus devices, in a bid to gain market share in the high-end mobile market.

According to initial reports, the prices of the Nexus 6 smartphone, Nexus 9 tablet and Nexus Player are in line with similar Apple devices, which signals a move away from Google's tradition, which consisted of targeting lower-end consumers.

The technology giant also announced a new version of its Android operating system, named Lollipop.

Google shares were down 2.40% to $535.74 at 18:04 on Wednesday.