How a smartphone startup built on exclusivity and hype eventually retreated from global markets.
Founded in 2013 to challenge the status quo, OnePlus disrupted the industry with high-end specs at lower prices. By leveraging invite-only sales and viral marketing, it grew from a niche player into a global brand, only to face a strategic restructuring that saw it withdraw from major Western markets by 2026.
OnePlus was established on 16 December 2013 by Pete Lau and Carl Pei, both formerly of Oppo. The company’s philosophy, summarized by the slogan "never settle," aimed to provide high-quality, user-friendly devices at competitive prices. Its debut product, the OnePlus One, launched in 2014 using Cyanogen OS. To manage demand and control costs, the company famously utilized an invite-only purchasing system, which was eventually abandoned in 2016 with the launch of the OnePlus 3.
The brand’s trajectory was marked by both rapid expansion and significant controversy. Early marketing efforts, such as the "Smash the Past" campaign and a contest targeting female forum members, drew intense backlash. The company also faced legal hurdles, including a temporary 2014 ban on its phones in India due to software exclusivity disputes. Despite these challenges, OnePlus diversified its portfolio, moving into budget devices like the Nord line, smart TVs, and wearables, while forming high-profile partnerships, such as a $150 million camera technology deal with Hasselblad in 2021.
By 2021, the company’s integration with its parent firm, Oppo, deepened as they merged research teams and aligned their software codebases. This consolidation preceded a major shift in strategy. In July 2026, OnePlus confirmed its withdrawal from the United States and European markets, citing a need to evaluate its regional roadmap. Reports suggest this contraction may continue, potentially leaving the brand focused primarily on the Chinese market by 2027, marking a definitive end to its era of global expansion.
Source: OnePlus
