OnePlus: How Did We Get Here? A Full History

OnePlus started in 2013 as a startup promising flagship specs at near-cost prices, and it grew into a global top-five smartphone brand by selling online, building a cult-like fan community, and then shifting toward mainstream retail and carrier deals. The journey from a scrappy “Never Settle” challenger to a company that now makes watches, tablets, and budget phones is a story of smart marketing, fierce competition, and a few identity changes along the way.

The Founding and the First Flagship Killer

OnePlus was founded in December 2013 by Pete Lau and Carl Pei, both former Oppo executives. The company was a subsidiary of BBK Electronics, the same parent that owned Oppo, Vivo, and later Realme. The founding pitch was simple: sell a phone with top-tier specs at a price well below Samsung and Apple, and sell it only online to keep costs down.

The first phone, the OnePlus One, launched in April 2014 with a Qualcomm Snapdragon 801, 3GB of RAM, and a 5.5-inch 1080p screen. It cost $299 for the 16GB model, while comparable flagships were $600 or more. To build hype, OnePlus used an invite system: you could only buy the phone if you had an invite, which you got by registering on the forum or being referred by an existing owner. That scarcity created massive demand, and the OnePlus One sold over one million units in its first year — a huge number for a new brand with no retail presence.

The Invite System and Fan Culture

The invite system was controversial. Many people were frustrated they couldn’t just buy the phone, but it worked exactly as OnePlus intended: it made the brand feel exclusive and community-driven. The OnePlus forums became a hub where fans discussed specs, software tweaks, and upcoming features. The company actively solicited feedback and even held contests for fans to design accessories.

This community-first approach extended to software. OnePlus’s OxygenOS (a near-stock Android skin) was praised for being clean and fast, and the company promised quick updates. The “Never Settle” slogan became a rallying cry for people who wanted flagship performance without the flagship price. By the time the OnePlus 3 launched in 2016, the invite system was dropped in favor of open sales, but the fan base remained loyal.

From Flagship Killer to Premium Flagship

As OnePlus grew, it started raising prices. The OnePlus 6 (2018) cost $529, the OnePlus 7 Pro (2019) was $669, and the OnePlus 8 Pro (2020) hit $899. The company justified the increases by adding features like wireless charging, IP68 water resistance, and better cameras — things that were standard on other flagships but missing from earlier OnePlus phones.

This shift alienated some early fans who saw OnePlus as the budget alternative. But it also attracted a new audience: people who wanted a premium phone without buying from Samsung or Apple. The OnePlus 7 Pro, with its pop-up selfie camera and 90Hz display, was widely praised as one of the best phones of 2019, proving OnePlus could compete at the top tier.

The Oppo Merger and the Identity Crisis

In 2020, OnePlus began merging with Oppo, its sister company. The two brands shared resources, and in 2021, OnePlus announced it would use Oppo’s ColorOS as the base for its software, replacing the separate OxygenOS. For many fans, this was a betrayal: OxygenOS was a key reason they bought OnePlus, and ColorOS was seen as more cluttered and less stock-like.

Carl Pei left OnePlus in 2020 to found Nothing, a new smartphone brand. Pete Lau became the head of both OnePlus and Oppo’s product lines. The merger meant OnePlus phones started looking and feeling more like Oppo phones, with similar designs and camera hardware. The OnePlus 10 Pro (2022) was essentially an Oppo Find X5 Pro with different branding in some markets.

This consolidation made business sense — it cut R&D costs and streamlined supply chains — but it diluted OnePlus’s distinct identity. Reviews noted that OnePlus phones were no longer the underdog; they were just another Oppo variant with a different logo.

Expansion Beyond Phones

To diversify, OnePlus expanded into other product categories. In 2021, it launched its first smartwatch, the OnePlus Watch, and in 2022, it released the OnePlus Pad tablet. These products were well-received but not groundbreaking; they competed in crowded markets dominated by Apple and Samsung.

More importantly, OnePlus started selling through carriers and retail stores. In the US, it partnered with T-Mobile and later Verizon, which was a major shift from its online-only roots. This made OnePlus phones accessible to a much larger audience but also meant higher prices to accommodate carrier margins. The company also launched a budget line, the Nord series, starting in 2020, to recapture the value-for-money spirit of the original OnePlus One.

Where OnePlus Stands Today

As of 2024, OnePlus is a solid mid-tier-to-premium brand, but it no longer defines the “flagship killer” category. Its phones are competitive but not class-leading in any single area. The OnePlus 12 (2024) is a well-rounded flagship with a great screen, fast charging, and a good camera, but it doesn’t undercut rivals the way the OnePlus One did.

The company still has a loyal fan base, but the community is not as vocal or influential as it once was. The merger with Oppo means OnePlus is effectively a sub-brand, and its software is now ColorOS with a OnePlus skin. For many, the magic is gone, but OnePlus remains a viable alternative for people who want a fast, clean Android phone without paying Samsung or Apple prices.

Frequently Asked Questions

Is OnePlus owned by Oppo?

Yes, OnePlus and Oppo are both subsidiaries of BBK Electronics, and since 2021, they have been merged into a single entity. OnePlus still operates as a separate brand, but it shares R&D, supply chain, and software with Oppo.

Why did OnePlus stop using OxygenOS?

OnePlus merged OxygenOS with Oppo’s ColorOS to reduce development costs and unify the software experience across both brands. The result is a ColorOS-based system that still carries the OnePlus name but is not the near-stock Android that fans originally loved.

Is OnePlus still a good buy in 2024?

Yes, OnePlus phones offer good performance, fast charging, and clean software for a lower price than Samsung or Apple flagships. However, they are no longer the budget kings they once were, and you can find similar value from Google Pixel or even Oppo phones.

What does “Never Settle” mean?

It’s OnePlus’s slogan, which means they aim to provide the best possible smartphone experience without compromise. While the company still uses the tagline, its meaning has shifted as prices have risen and the brand has become more mainstream.

Why did Carl Pei leave OnePlus?

Carl Pei left in 2020 to start Nothing, a new tech company focused on making products that “remove barriers between people and technology.” He cited a desire to do something new and creative as the reason for his departure.

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