OnePlus

OnePlus
Name	OnePlus
Founded	16 December 2013
Founder	Pete Lau, Carl Pei
Hq location city	Shenzhen
Hq location country	China
Area served	Worldwide
Industry	Consumer electronics
Products	Smartphones, earbuds, televisions, wearable technology
Parent	BBK Electronics
Website	https://www.oneplus.com/

OnePlus. It is a Chinese consumer electronics manufacturer founded in December 2013 by former Oppo executives Pete Lau and Carl Pei. The company is a subsidiary of the multinational conglomerate BBK Electronics, which also owns brands like Oppo, Vivo, and realme. OnePlus initially gained global attention for its high-specification smartphones marketed as "flagship killers," offering premium features at competitive prices, and for its unique, community-driven marketing strategies.

History

OnePlus was established on 16 December 2013, with its global headquarters in Shenzhen. The company's first product, the OnePlus One, was announced in April 2014, famously utilizing an invite system for sales to manage production and generate hype. This strategy, along with partnerships like the one with Cyanogen Inc. for its operating system, created significant buzz in the Android community. In 2016, facing legal challenges over the CyanogenMod software in India, OnePlus shifted to developing its own OxygenOS. The company expanded its product portfolio over the years, entering the North American market through a carrier partnership with T-Mobile US in 2018 and launching its first OnePlus TV in India in 2019. A significant corporate development occurred in 2020 with the deeper integration of its research and development with Oppo, and co-founder Carl Pei departed to found Nothing (company).

Products

The core of OnePlus's lineup has been its numbered smartphone series, such as the OnePlus 3 and the OnePlus 7 Pro, the latter introducing a high-refresh-rate Fluid AMOLED display. The company later diversified into multiple lines including the premium OnePlus 8 Pro, the more affordable OnePlus Nord series, and foldable devices like the OnePlus Open. Beyond smartphones, its product ecosystem includes audio products like the OnePlus Buds series of wireless earbuds, the OnePlus Watch, and various television models under the OnePlus TV name. It also produces a range of accessories, from power banks to backpacks, often sold through its online OnePlus Store.

Software

OnePlus devices originally launched with a customized version of CyanogenOS before the company introduced its own Android-based operating system, OxygenOS. Praised for its clean, near-stock Android experience with useful customizations, OxygenOS became a key selling point. Following increased integration with Oppo, OnePlus announced a merger of OxygenOS with Oppo's ColorOS, beginning with the OnePlus 10 Pro, though it maintains a distinct user interface. The company also developed the HydrogenOS variant for the Chinese market and provides regular Android version updates and security patches for its devices. Its software suite includes features like Zen Mode and integration with the Google Play Store.

Marketing and sales

OnePlus cultivated a distinctive brand identity through unconventional, community-focused marketing. Its early "Never Settle" slogan and use of an invite system fostered exclusivity and direct engagement with enthusiasts on platforms like its official OnePlus Forums and Reddit. The company leveraged strategic partnerships, such as collaborating with Marvel Studios for special editions and securing a crucial carrier deal with T-Mobile US to expand its reach in North America. While initially an online-only brand, it later established physical experience stores in cities like New York City and Bangalore. Its sales strategy has evolved to include wider retail availability and frequent promotional events like flash sales.

Corporate affairs

OnePlus operates as a subsidiary of the BBK Electronics conglomerate and shares deep ties, particularly in manufacturing and research and development, with Oppo. The company's leadership has been led by CEO Pete Lau, who also serves as Chief Product Officer for both OnePlus and Oppo. Its corporate structure involves multiple regional offices, including significant operations in India, which serves as a major market and manufacturing hub. OnePlus has faced various controversies, including investigations by the National Cybersecurity Administration of China and criticism over its customer service practices and handling of data breach incidents.

Reception and impact

OnePlus has received generally positive reviews from technology media outlets like The Verge, CNET, and GSMArena, often praised for offering high performance and quality displays at aggressive price points, challenging established players like Samsung Electronics and Apple Inc.. Its emphasis on fast charging technology, popularized as Warp Charge, influenced industry trends. The company played a notable role in popularizing high-refresh-rate screens in mainstream smartphones. However, it has also faced critique for gradually increasing prices, software update policies, and the perceived dilution of its unique software identity following closer integration with Oppo. Despite this, it maintains a loyal following within the Android enthusiast community.

Category:Consumer electronics companies of China Category:Smartphone manufacturers Category:Companies based in Shenzhen Category:BBK Electronics