OnePlus

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A Chinese consumer-electronics brand best known for performance-oriented smartphones.

Last updated October 14, 2026

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First read: Oct 29, 2026
Latest read: Nov 4, 2026

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Overview

OnePlus is a Chinese consumer-electronics brand headquartered in Shenzhen and best known for smartphones that combine high-end hardware, fast performance and comparatively aggressive pricing. The company was established on 16 December 2013 by Pete Lau, a former Oppo executive, and Carl Pei. Its founding proposition was that buyers should not have to accept compromises in design, performance or software simply because they wanted a lower price. This idea was expressed through the slogan “Never Settle” and through the brand name itself: “1” represented the existing status quo, while “+” represented improvement. OnePlus entered the market with a deliberately unconventional launch model. The OnePlus One, introduced in April 2014, paired flagship-level specifications with a price substantially below many competing premium phones. It initially used Cyanogen OS outside China, benefitting from CyanogenMod’s enthusiast and developer community. The device was sold through an invitation system, which limited supply while creating scarcity and discussion around the product. OnePlus relied heavily on online communities, word-of-mouth promotion and social media rather than the large conventional advertising budgets used by established smartphone manufacturers. The brand expanded from the OnePlus One into a succession of numbered flagship phones, including the OnePlus 2, OnePlus 3, OnePlus 5, OnePlus 6, OnePlus 7, OnePlus 8, OnePlus 9, OnePlus 10, OnePlus 11, OnePlus 12 and OnePlus 13 families. It also experimented with adjacent segments. The OnePlus X, released in 2015, was a more affordable compact model. In 2020, the OnePlus Nord introduced a broader mid-range proposition, later becoming a substantial family of lower-priced phones. In China, the Ace range serves as a performance-oriented series that is generally not marketed internationally under the same name. Software has been central to the identity of OnePlus. After its Cyanogen relationship became unsuitable for the brand’s longer-term strategy, OnePlus developed OxygenOS, an Android-based interface emphasizing speed, relatively restrained design and enthusiast-oriented features. In 2021, OnePlus and Oppo combined elements of their hardware research and software development operations. OxygenOS and Oppo’s ColorOS continued to serve different regional products, but increasingly shared a technical foundation. This closer relationship reflected OnePlus’s position within Oppo’s broader consumer-electronics organization while preserving OnePlus as a distinct market-facing brand. OnePlus has also expanded beyond phones. Its products have included wireless earphones, the OnePlus Buds family, the OnePlus Watch line, OnePlus Pad tablets and OnePlus TV products. In 2021, the company announced a major camera-development collaboration with Hasselblad for the OnePlus 9 generation and subsequent premium devices. The brand has used partnerships with public figures and entertainment properties, including Robert Downey Jr. and Indian actor Amitabh Bachchan, to increase awareness in important markets. The company has faced several controversies, including criticism of a 2014 promotional contest, an Indian distribution dispute involving Cyanogen OS, non-compliant USB-C accessories sold in 2015 and allegations that the OnePlus 9 reduced performance for selected applications. Customer-support quality and software-update practices have also periodically attracted criticism. Despite these issues, OnePlus established a durable position among technology enthusiasts and gradually broadened its appeal from a specialist “flagship killer” brand to a multi-category consumer-electronics company. Its relationship with Oppo has become increasingly important to manufacturing, research and software development, while OnePlus continues to operate under its own brand identity.

History

OnePlus Technology was founded in Shenzhen on 16 December 2013 by Pete Lau and Carl Pei. Lau had previously worked at Oppo, and the new company benefited from relationships with Oppo’s manufacturing and supply-chain infrastructure, although OnePlus was initially presented as a separate business. Lau’s goal was to build a high-quality flagship phone at a lower price than established premium competitors. The resulting “Never Settle” philosophy became the central organizing idea of the brand. The first product, the OnePlus One, was announced on 23 April 2014. It combined powerful specifications with Cyanogen OS outside China and was aimed at technically sophisticated consumers. OnePlus used an invitation system to control demand and conserve marketing resources. The approach generated substantial online attention and helped the young company build a global enthusiast community. The company expanded into the European Union in 2014 and entered India through an exclusive Amazon arrangement later that year. In 2015, OnePlus began broader Southeast Asian expansion and introduced the OnePlus 2 and OnePlus X. The OnePlus X represented an attempt to reach buyers seeking a smaller and less expensive device. The company later returned its focus to performance-oriented flagship products, releasing the OnePlus 3 and subsequent numbered generations. The invitation model ended with the OnePlus 3 in 2016, signaling a transition from controlled scarcity toward more conventional retail availability. OnePlus broadened its ecosystem during the late 2010s. It introduced Bullets Wireless headphones in 2018 and announced OnePlus TV for India in the same year. The first OnePlus TV Q1 models reached the Indian market in 2019. In 2020, the company launched OnePlus Buds and the OnePlus Nord, the latter becoming the foundation of a broad mid-range family. Carl Pei left the company in October 2020, ending the founding partnership’s direct involvement in day-to-day brand marketing. The relationship between OnePlus and Oppo became closer in the 2020s. Their hardware research teams began working together, and in 2021 the companies moved toward a shared software-development foundation. OxygenOS remained the international OnePlus interface, while ColorOS was used on Chinese-market OnePlus products, but the underlying development process became more integrated. This arrangement gave OnePlus access to greater engineering, manufacturing and distribution resources while reducing some of the operational independence associated with its early years. OnePlus continued building a multi-category portfolio with the OnePlus Watch, OnePlus Pad and additional generations of Buds. The premium smartphone range also expanded through the numbered flagship line, the Nord family and the China-focused Ace family. A Hasselblad collaboration beginning with the OnePlus 9 generation supported the company’s efforts to improve camera processing, color science and premium-product credibility. The brand also increased its use of celebrity endorsements and music partnerships, particularly in India. OnePlus’s history includes recurring disputes and criticism. A 2014 women-focused invitation promotion was withdrawn after users criticized it as objectifying. A legal dispute with Micromax over Cyanogen OS temporarily affected sales of the OnePlus One in India. In 2015, the company admitted that an independently criticized USB-C cable and adapter did not comply with the relevant specification. Customer service and repair experiences have also drawn criticism in several markets. In 2021, an investigation into application-specific performance behavior led OnePlus to acknowledge throttling selected applications on the OnePlus 9. The brand remains associated with fast smartphones and enthusiast-oriented value, but it now operates as part of a much more integrated Oppo-centered organization and sells products across several consumer-electronics categories. Its long-term market footprint, product mix and regional presence remain subject to change.

2024
Bangladesh operations begin
[1]OnePlusen.wikipedia.org
OnePlus announces official operations and local assembly in Bangladesh.
2021
Oppo integration and Hasselblad partnership
[1]OnePlusen.wikipedia.org
OnePlus aligns development work with Oppo and announces camera cooperation with Hasselblad.
2020
Nord and Buds launch
[1]OnePlusen.wikipedia.org
OnePlus expands into mid-range phones and true-wireless audio.
2018
OnePlus enters audio and television categories
[1]OnePlusen.wikipedia.org
The company introduces Bullets Wireless and announces its OnePlus TV initiative for India.
2016
Invitation system ends
[1]OnePlusen.wikipedia.org
The OnePlus 3 becomes available through regular online sales.
2015
OnePlus X launches
[1]OnePlusen.wikipedia.org
OnePlus experiments with a more affordable and compact smartphone.
2014
OnePlus One launches
[1]OnePlusen.wikipedia.org
The company enters the smartphone market with a Cyanogen OS device sold initially through invitations.
2013
OnePlus is founded
[1]OnePlusen.wikipedia.org
Pete Lau and Carl Pei establish OnePlus Technology in Shenzhen.

Products and positioning

Performance-focused premium and upper-mid-range consumer electronics, marketed around fast hardware, clean software, distinctive design and value relative to flagship competitors.

Smartphones · 2014
OnePlus numbered smartphone series
The core OnePlus line consists of premium smartphones designed around fast processors, high-refresh-rate displays, rapid charging and performance-oriented software. Generations include the OnePlus One, 2, X, 3, 5, 6, 7, 8, 9, 10, 11, 12 and 13 families. The line helped establish OnePlus as a value-focused alternative to established flagship manufacturers.
Smartphones · 2020
OnePlus Nord
Nord is OnePlus’s mid-range and value-oriented smartphone family. It was introduced in 2020 after the company had largely concentrated on flagship phones. Nord models have been offered in several specifications and regional variants, extending the brand to consumers who prioritize price, battery life and everyday performance over the highest-end camera and processor features.
Smartphones · 2022
OnePlus Ace
The Ace family is primarily a China-market performance smartphone range. It emphasizes high processing performance, fast charging and competitive pricing, and operates alongside the internationally marketed numbered and Nord families.
Wireless audio · 2020
OnePlus Buds
OnePlus Buds is the brand’s true-wireless earbud family, introduced as part of the company’s expansion beyond smartphones. The range is designed to integrate with OnePlus phones and compete in the mainstream wireless-audio market.
Wearables · 2021
OnePlus Watch
The OnePlus Watch line extends the brand into smartwatches and connected wearables. Later products include the Watch 2, Watch 2R, Watch 3 and Watch 3 Lite.
Tablets · 2023
OnePlus Pad
OnePlus Pad is the company’s tablet family, including the OnePlus Pad, Pad Go, Pad 2 and Pad 3. These products broaden the brand’s ecosystem around large displays, productivity and entertainment.
Televisions · 2019
OnePlus TV
OnePlus TV was an India-focused television line announced in 2018 and launched with the Q1 series in 2019. The category was positioned as an extension of the OnePlus device ecosystem, although the television range later appeared to have been discontinued or removed from the company’s Indian product presentation.

Controversies

2022
Arigna Technology sues seven companies over Qualcomm components
Arigna Technology filed a complaint in the Western District of Texas against Alphabet, Apple, Lenovo, Microsoft, OnePlus, Samsung, and TCL, alleging that their devices incorporated Qualcomm envelope-tracking modules covered by its patent.
Source
2021
Application-specific performance throttling
An AnandTech investigation found that the OnePlus 9 reduced performance for selected applications. OnePlus subsequently acknowledged the behavior and said it was intended to improve battery life, prompting criticism about undisclosed performance differences.
Source
2019
OnePlus launches bug bounty program after data breach
OnePlus launched a bug bounty program offering hackers up to US$7,000. The article reports that the launch followed a data breach in late November that exposed some users’ credit card information and other data.
Source
2019
OnePlus discloses customer data breach
OnePlus said an unauthorized party accessed customer names, email addresses, and shipping addresses, which may have been exposed. OnePlus said payment information and passwords were not exposed and no accounts had been accessed.
Source
2019
OnePlus discloses unauthorized access to customer order information
OnePlus disclosed that an unauthorized party accessed some customers’ order information and that names, contact numbers, email addresses and shipping addresses may have been exposed. It said payment information, passwords and accounts were safe.
Source
2015
USB-C cable specification dispute
A Google engineer and members of the OnePlus community found that a OnePlus USB-C cable and USB-C-to-Micro-USB adapter did not comply with the USB specification. Co-founder Carl Pei acknowledged the issue and OnePlus offered refunds for affected accessories, with limitations concerning bundled cables.
Source
2014
Ladies First promotional controversy
OnePlus faced backlash over a female-member invitation contest that required participants to submit photographs for forum voting. Critics said the format was degrading and objectifying, and the company removed the campaign shortly after launch.
Source

2018OnePlus Playback
India
OnePlus Playback is a music-video collaboration series involving popular Indian singers and used entertainment partnerships to strengthen the brand’s cultural presence in India.
Outcome. The series supported OnePlus’s India-focused brand and community marketing.
Source
2014Smash the Past
Global
The promotion invited selected participants to destroy an existing phone on video in exchange for the opportunity to buy a OnePlus One for one dollar. Confusion led some people to destroy devices before understanding the rules, after which OnePlus revised the promotion to allow donations instead.
Outcome. The campaign generated substantial attention but also criticism; 140,000 people reportedly entered and 100 winners were selected.
Source
2014Ladies First
Global online community
A contest for female forum members asked participants to post photographs featuring the OnePlus logo so that other users could vote on them for access to scarce invitations.
Outcome. The promotion was withdrawn within hours following criticism that it objectified women.
Source

Brand decisions

2021
Integrate development with OppoStrategy
Background
OnePlus and Oppo sought to reduce duplicated engineering work and improve the consistency and speed of product development.
Action taken
The companies combined parts of their hardware research and software-development operations while retaining OxygenOS and ColorOS as distinct regional interfaces.
Aftermath
OnePlus gained closer access to Oppo’s resources, while some users expressed concern about reduced software distinctiveness.
Source
2021
Enter a camera-development partnership with HasselbladOther
Background
Improving camera quality was important to OnePlus’s effort to compete more directly with established premium smartphone brands.
Action taken
OnePlus announced a reported 150 million dollar collaboration with Hasselblad focused on camera technology and color processing for its premium phones.
Aftermath
The OnePlus 9 series was the first major product family associated with the partnership.
Reported partnership value. 150 million USD (Announced 2021)
Source
2020
Launch the Nord familyProduct launch
Background
OnePlus had become strongly associated with premium flagship phones but had not offered a broad mid-range family since the OnePlus X.
Action taken
The company launched OnePlus Nord in July 2020 and subsequently developed additional Nord models.
Aftermath
Nord broadened OnePlus’s addressable market and became a continuing product platform.
Source
2016
End the invitation sales modelStrategy
Background
The company’s early invitation system created scarcity and helped manage demand, but it also restricted ordinary customers’ access to products.
Action taken
OnePlus made the OnePlus 3 available through regular online sales in major markets.
Aftermath
The change marked a shift from community-driven scarcity toward a more conventional international retail model.
Source

Recent events

2026.10.29
Reported2026.10.13
OnePlus to transition India smartphones from OxygenOS to ColorOS starting with OnePlus 15[7]OnePlus 印度智能手机将从 OxygenOS 转向 ColorOS，率先从 OnePlus 15 开始themobileindian.com
OnePlus announced that its smartphones in India will transition from OxygenOS to ColorOS, beginning with the OnePlus 15 (and OnePlus Pad 4) on October 29, 2026, with ColorOS 17 rolling out progressively to more OnePlus devices in batches. OnePlus says the move is intended to streamline development, accelerate software updates, make better use of shared engineering and research capabilities, and improve software quality.
Unconfirmed
Reported2026.10.24
ColorOS 17 stable update begins rolling out early[8]ColorOS 17 稳定版提前开始推送livemint.com
Oppo's stable ColorOS 17 update began rolling out to OnePlus 15 and Oppo Find X9 series devices ahead of the previously announced schedule.
Unconfirmed
Reported2026.10.13
OnePlus unveils OnePlus 16 in China with first 2nm Snapdragon chip[9]一加在中国发布一加16，全球首发2纳米骁龙芯片techtimes.com
OnePlus has unveiled the OnePlus 16 in China, presented as the world's first consumer smartphone built on Qualcomm's 2-nanometer Snapdragon 8 Elite Extreme Gen 6. The base 12GB+256GB variant starts at CNY 5,999 (approximately $892 USD), a 50% increase over the OnePlus 15's CNY 3,999 entry price, with open sales in China beginning October 31, 2026. Following OnePlus's completed exit from North America and Europe in July 2026, the device is import-only for US, UK, Canadian, and European buyers, with no carrier agreements, official warranty, retail support, or software service infrastructure in those markets.
2026.10.12
OnePlus officially launches OnePlus 16 flagship smartphone in China[10]一加正式发布年度数字旗舰一加 16donews.com
OnePlus officially launched its annual digital flagship smartphone OnePlus 16 in China on October 12, 2026. The device features the sixth-generation Snapdragon 8 Super Supreme Edition chipset, a globally first-launched 185Hz fourth-generation Dongfang display co-developed with BOE, a 200-megapixel LUMO landscape imaging system, a 9000mAh Glacier battery, and native 185FPS gaming support. Pre-orders opened at launch, with all-channel sales starting October 13, 2026 at a national-subsidy price from 5,199 yuan.
2026.10.12
Reported2026.10.12
OnePlus 16 officially launched as first batch device with Snapdragon 8 Elite Gen 6 platform[11]一加16正式发布，首批搭载第六代骁龙8超级至尊版163.com
On the evening of October 12, OnePlus officially launched the OnePlus 16 flagship smartphone, among the first devices equipped with Qualcomm's sixth-generation Snapdragon 8 Super Elite mobile platform. The device pairs the platform with a new-generation gaming kernel and three self-developed esports chips (G3 network, T3 touch, P4 display) to deliver native 185FPS gaming, and has become the official competition device of the new Peace Elite Pro League.
2026.10.12
Reported2026.10.12
OnePlus launches OnePlus 16 flagship smartphone[12]一加发布旗舰手机一加16163.com
OnePlus launched its latest flagship smartphone, the OnePlus 16, at an event in Xi'an on October 12, 2026. The phone is equipped with the sixth-generation Snapdragon 8 Super Premium Edition chipset supporting up to 185fps native gaming, a 9000mAh battery with 100W wired and 50W wireless charging, a fourth-generation Oriental display, and a 200MP main camera. Pre-sales opened with official sales starting October 13 at 10 a.m.; launch promotional prices run from 5,699 yuan (12GB+256GB) to 8,199 yuan (16GB+1TB) from October 12 to November 13, with additional national and regional subsidies available.
2026.10.12
Reported2026.10.09
OnePlus schedules OnePlus 16 launch event for October 12[13]一加16定档10月12日发布ifanr.com
OnePlus has set its OnePlus 16 launch event for 19:00 on October 12, 2026. According to information released by OnePlus China president Li Jie, the phone will use Qualcomm's sixth-generation Snapdragon 8 Super Elite chip and a self-developed esports triple-chip setup, natively running 185 FPS in games; it will also carry a 200MP main camera, the LUMO imaging system, a 165Hz display and a 9,000mAh battery, and run ColorOS 17, with pricing and availability to be announced at the event.
2026.10.09
Reported2026.10.09
OnePlus and BOE release fourth-generation Oriental Screen with new X4 luminescent material[14]一加与京东方发布第四代东方屏：全新X4发光材料、日常165Hzfinance.sina.com.cn
At a technology communication conference held on October 9, 2026, OnePlus and BOE officially released the fourth-generation Oriental Screen they jointly developed. The display uses the new X4 luminescent material, supports true hardware 1nit brightness, and is claimed to deliver the industry's first full-link hardware global high refresh with a world-first 'everyday 165Hz' refresh rate (up to 185Hz in gaming scenarios), alongside the world-first 'ultra dynamic clarity technology', next-generation eye protection, an upgraded all-scenario sunlight display, and OnePlus's self-developed super display chip P4.
Unconfirmed
Reported2026.08.17
OnePlus and BOE jointly develop X4 emissive material display[15]一加与京东方联合定制X4发光材料屏幕finance.sina.com.cn
Multiple bloggers reported that OnePlus and BOE jointly customized a new X4 emissive material, with internal testing showing the display surpassing Samsung's top M-series emissive material in nearly all core metrics, featuring ultra-low power consumption, doubled screen lifespan, and ultra-narrow quad-curved bezels.
2022.02.10
Reported2022.03.16
Arigna Technology sues seven companies over Qualcomm components[3]Arigna Technology sues seven companies over Qualcomm componentslegal500.com
Arigna Technology filed a complaint in the Western District of Texas against Alphabet, Apple, Lenovo, Microsoft, OnePlus, Samsung, and TCL, alleging that their devices incorporated Qualcomm envelope-tracking modules covered by its patent.

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