Since launching the LG-built Nexus 4 in early November, Google has faced a constant shortage of the device, leading to backorders and unavailability for much of the last month. Many customers are still waiting for their Nexus 4 to arrive, while new customers are currently unable to even order one - the phone is sold out in the Canadian and US Google Play Stores. Google just can’t keep the latest Nexus in stock.

According to LG, the shortages are simply a case of popular demand, which it seems Google did not anticipate. Speaking to CNET UK, Andy Coughlin, head of mobile at LG UK, says “demand via the Play Store has been very high”, which is mostly good news for Google. He also said that LG “supplies product quantities against partners forecasts”, indicating that Google did not anticipate such high demand for the Nexus 4, and subsequently did not order enough units from LG.

It is actually not surprising that Google would anticipate modest response to the latest Nexus. The Nexus devices have never been top sellers, despite the fairly high profile launch of the Galaxy Nexus on Verizon, and pretty much every Canadian carrier, last year. Furthermore, Google has tried selling unlocked devices online before - remember the Nexus One? - and those experiments did not fare well. Add in the controversial lack of LTE in the Nexus 4, and you can see where Google was coming from.

As it turns out, people are flocking to the Nexus 4 despite its higher price tag and 3G data, and Coughlin assures that LG is “working closely with Google to ensure that those who wish to purchase a handset are able to do so”.

Tweet