OnePlus changed smartphone market in India a decade ago with OnePlus One and it continues to do so today

OnePlus changed smartphone market in India a decade ago with OnePlus One and it continues to do so today

It was the year 2014 when a new player in the smartphone market, OnePlus, decided to enter the fray with the launch of the OnePlus One. This flagship killer, as it was fondly called, offered top-of-the-line specs at a price significantly lower than established brands. But, it wasn’t just the affordability. The OnePlus One also boasted a clean, near-stock Android experience (at the time the software was called CyanogenMod) and a sleek design, something that tech enthusiasts craved at the time. And, truth be told, the OnePlus One was the spark that ignited a fire, forever changing the landscape of Indian smartphones.

Starting with the OnePlus One, its success wasn’t a fluke. The company understood the growing demand for powerful, no-frills devices at a competitive price. Their online-only sales model, coupled with an invite system that created a sense of exclusivity, further fuelled the hype. In fact, OnePlus phones became a badge of honour for early adopters who wanted the best in smartphone technology.

This momentum continued with the OnePlus 2, which brought even better performance and a unique sandstone back. However, this phone also saw the first cracks in the OnePlus armour. Supply chain issues led to delays, and software bugs tarnished the user experience. Nevertheless, the core philosophy remained intact, i.e. high-end specs at a more accessible price.

By the time the OnePlus 3 and 3T arrived in 2016, OnePlus had become a household name in India. As a matter of fact, the first OnePlus phone that I bought with my own money was the OnePlus 3. So, both these phones delivered a solid performance, a refined design with a metal unibody, and again, a near-stock Android experience, now dubbed OxygenOS. With everything considered, I think this was the period that marked OnePlus’ peak as they offered the best value proposition in the market, with a growing and loyal fanbase.

The next few years saw a shift in strategy. The OnePlus 5 and 5T continued the successful formula, but the company started experimenting with dual cameras. The OnePlus 6 and 6T, launched in 2018, saw a design overhaul in the form of a notched display, much akin to what Apple was doing with the iPhone X. Now, this move was met with mixed reactions from some purists who preferred the bezel-less approach.

Moving forward, the OnePlus 7 series debuted in 2019. The OnePlus 7 Pro, my second-ever OnePlus purchase, even ventured into the premium segment with a pop-up selfie camera and a QHD+ display with a 90Hz refresh rate, which at the time made me ditch my Galaxy Note 9. Now, this I believe, marked a turning point. OnePlus was now no longer just a flagship killer, it was a genuine high-end contender.

The OnePlus 8 series (2020) solidified this shift. The phones offered top-of-the-line hardware, improved camera systems co-developed with Hasselblad, and a more premium build quality with glass backs and wireless charging. However, the price tags started reflecting this premium positioning, moving further away from the “affordable flagship” image.

This trend continued with the OnePlus 9 series (2021) and the OnePlus 10 series (launched in 2022). These phones boasted exceptional displays, powerful processors, and impressive camera capabilities, often rivalling established players like Apple and Samsung. However, some fans lamented the loss of the “value for money” aspect that initially defined OnePlus.

This brings us to the current time. The recently launched OnePlus 12 continues this trajectory. It boasts the latest Snapdragon 8 Gen 3 processor, a refined Hasselblad camera system, and a smooth 120Hz AMOLED display which has a peak brightness of 4,500 nits. However, the price tag, while not exactly as exorbitant as an iPhone 15 Pro or a Samsung Galaxy S24 Ultra, reflects the premium positioning, placing it firmly in the flagship smartphone segment.

So, the question remains — has OnePlus changed the Indian smartphone market in a decade? Absolutely. They introduced the concept of flagship-level specs at a more accessible price, pushing established brands to become more competitive. Their focus on clean software and a community-driven approach created a loyal following. However, while leading this change in the past decade, OnePlus has also evolved. They’ve moved away from the “disruptor” image towards becoming a premium brand themselves.Â

Summing up, I am really interested to see how OnePlus navigates this new landscape in the coming decade. Can they retain their loyal fanbase while competing in the high-end segment? Will they find ways to differentiate themselves from other premium brands? I think only time will tell, but one thing is certain — OnePlus has undeniably been a major player in shaping the Indian smartphone market over the past ten years.