OnePlus & the end of the flagship killer era
For much of the last decade, OnePlus occupied a unique place in the global smartphone industry.It never matched Samsung's scale or Apple's ecosystem. Yet for
For much of the last decade, OnePlus occupied a unique place in the global smartphone industry.It never matched Samsung's scale or Apple's ecosystem. Yet for a generation of Android users, it became the default recommendation for anyone looking for flagship performance without paying flagship prices. Clean software, top-end specifications and aggressive pricing helped the company build a loyal following across Europe, India and other international markets.That journey may now be entering a new phase.According to a Bloomberg report, parent company Oppo is planning a major restructuring of its smartphone business that could see OnePlus wind down operations in the US and Europe as early as this week. The report adds that the restructuring is planned to eventually extend to India in 2027, while sister brand Realme exits China.Also Read: OnePlus, once popular with tech fans, to pull out of US and EuropeIn response to ET's queries, OnePlus India said: "OnePlus India continues to operate its business as usual, with all local operations on track. We urge the media to exercise restraint before amplifying unverified speculation."Whether Bloomberg's reported plans ultimately materialise remains to be seen. But the report has once again put the spotlight on a company that, despite never becoming one of the world's largest smartphone brands, played an outsized role in shaping the premium Android market.The "flagship killer" eraFounded in 2013 by Pete Lau and Carl Pei, OnePlus entered a premium smartphone market largely dominated by Apple and Samsung.Its strategy was relatively simple. Offer flagship specifications at significantly lower prices, pair them with a clean Android experience and build a community instead of relying on expensive.The original OnePlus One launched in 2014 with Cyanogen OS before the company later introduced OxygenOS, which became one of its biggest differentiators. The invite-only sales model generated considerable buzz, while subsequent launches such as the OnePlus 3, 5 and 6 established the company's reputation as the original "flagship killer."The strategy translated into rapid growth.According to Counterpoint Research, OnePlus' global smartphone shipments grew 270% year-on-year in 2018, making it one of the fastest-growing premium smartphone brands globally. That year, it entered the world's top five premium smartphone brands despite accounting for only around 2% of the global premium smartphone segment — an indication that its influence extended well beyond its shipment volumes.Europe helped establish the brand's credibility, but India became its biggest success story.India became the growth engineOnePlus entered India in late 2014 through an exclusive partnership with Amazon, at a time when the country's premium smartphone market was still relatively small.The company found an opportunity between expensive flagship devices from Apple and Samsung and the rapidly growing budget Android segment.
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