Given that we all know headlines are made for clicking, I think it's pretty clear why this time is very different vs the previous 10 years: "He notes that the company is now managing inventory, building relationships with carriers, sourcing components, making supply chain deals and managing distribution. Google is even making accessories, including cases and cables." This article isn't about the technical approach, it's more about the business/go to market approach.
That's _very_ different to how Google went to market prior. Is this going to materially impact the iPhone? I don't know. But it is different enough that it warrants some sort of "This is a new approach by Google to taking on the iPhone" headline.