Has OnePlus lost part of its identity?

OnePlus created a great deal of interest among technology enthusiasts and on technology blogs when the manufacturer debuted through the phone “One” in the spring of 2014. The investment had been announced just four months earlier.

The strategy was simple on paper but all the more difficult to row home in practice: to offer an attractive top model for a much lower price than flagships from established brands, and thus create headlines, build a brand and get a loyal customer base. The article about OnePlus One aroused great debate on Swedroid.

Even if OnePlus went backwards in the beginning, it did not matter, because the plan was long-term and the brand apparently had the giants Oppo and BBK behind it. The marketing genius Carl Pei, one of the founders, was an important part of OnePlus’ initial success.

Pei said early on that the goal has always been to make the best possible phone, although OnePlus apparently made some compromises in the beginning to bring down the price. In the long run, the ambition seemed to be to release full-fledged flagships with full-fledged prizes and compete with the giants.

In the beginning, OnePlus only launched one phone a year, with one exception, which certainly contributed to the hype. In the autumn of 2016 came the first T-model, which was a slightly upgraded version of the spring phone. But it took until 2019 before OnePlus started introducing two phones at the same time: an entry-level model and a “Pro”.

The OxygenOS interface was long similar to Google’s Android, but with more features and settings. With Android 11, OnePlus began to deviate more from how Google’s Android looks and works. Today, OnePlus is officially an Oppo brand and next year’s phones will run a merger of Oppo ColorOS and OnePlus OxygenOS.

All this can be seen as a logical development and a result of the company’s success. Nor does it necessarily have to be something negative. At the same time, it is sometimes possible to see posts that OnePlus has lost some of its identity and charm and become one in the crowd. The objections concern not least the pricing. The price for the OnePlus 9 Pro was around SEK 10,000 at launch – a long step from the initial price pressure.

The Nord models can today be seen as a kind of spiritual successor to the first phones, which have a lower pricing with approved performance. A question for those of you who have used OnePlus phones: what made you choose OnePlus to begin with and have you kept your interest?

Source: Swedroid by swedroid.se.

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