The Chinese firm OnePlus has been one of the most popular on the market in recent years. The growth and reputation of the brand have been based on values and principles that are no longer as clear today as they were a few years ago. Something that is making many of his followers doubt and even his parent company, the BBK group.
For many years the mantra that the brand has transmitted around it has been that of a manufacturer that only launches high-end mobiles at a better price than its rivals, coining the famous phrase ” Flagship Killer ” that described its phones, a business concept that is faltering in recent months.
What happened to that promise?
After several successful models, OnePlus launched in 2015 the OnePlus X , the brand’s first mid-range mobile. This was something that many users liked, in fact it had good sales, and many awaited the arrival of its second generation. But it was not like that, since the brand scrapped the project and announced with great fanfare that they would not launch a mid-range mobile again, and that they would only focus on the Flagships , the high-end mobiles that had characterized it until then. There were no criticisms at the time, because the product offered by the brand was really very good, and it had a very competitive price, practically half that of its competitors.
OnePlus X
But as you know, in the last two years the brand has turned its strategy 180 degrees, and practically the whole essence of the brand has been lost . Now its range not only has the heirs of those Flagships, but also many other mid-range mobiles that according to that promise should never have reached the market, but that are there.
Carl Pei, the brand’s co-founder, and its visible face, left the firm last year to undertake a new project, although many have blamed it precisely on that change in strategy, which has completely blurred the essence of OnePlus. To finish off this change in the principles of OnePlus, OxygenOS is merging with ColorOS , which is practically the end of another of its hallmarks, one of the layers most valued by Android users.
And now that?
The truth is that it is difficult to define or give some sense to the current strategy of OnePlus. Their “Flagships” are no longer cheap , in fact they cost twice as much as their first models, and they are no longer any different in this regard. And its mid-range does not have its own character either, what little it had left was that layer of software, which is now at serious risk of disappearance to mix with those of the rest of the BBK group to which it belongs.
So as you can see, that OnePlus promise to only manufacture and sell ” Flagship Killer ” has been diluted a long time ago, and now they will hardly be able to recover it, since other brands have taken its place, such as Realme within the same group to which it belongs. and Poco, which as you know, belongs to Xiaomi.
