Chinese smartphone manufacturer, OnePlus can be an ideal case study for the entire smartphone industry. In a short span, the company showcased a rapid growth in the highly competitive smartphone market. Generally, OnePlus devices create a loud buzz among tech-savvies and are received well by the end-users. But, the growth curve of OnePlus is now flattening, and the experts are predicting a potential fall. why OnePlus is losing its Relevance Today !!
No More Flagship Killer
In the initial days, OnePlus was a flagship killer. The smartphone maker was offering flagship processor, premium build quality, and reasonably good display at a competitive price point. This is the reason why OnePlus devices were considered as cheaper Android alternatives of Apple iPhones.
But gradually, the company began incorporating high-end fancy specs in its phones like high refresh rate, edge-to-edge curved display, 12 GB of RAM, etc. Therefore, the price tag, which once started at a mere $299 in 2014, climbed onto $899 (for the base model) by 2020. Especially, in the last couple of years, the company has increased the cost of its devices like never before. Experts believe that the significant price increase is going to be the primary cause for its downfall.
Multiple Launches in a Year
Initially, OnePlus used to launch only one device in a year. But, it was in 2016, when the company announced two different models, OnePlus 3 and OnePlus 3T, and the trend continued since then.
Let’s face it, innovations in the smartphone industry are limited, and every year you get only one generation leap in terms of major technologies. As such, OnePlus cannot put everything on one device, as the company has to reserve some of the significant improvements for its “T Edition”. Therefore, you will find that the OnePlus T-edition smartphones are complete and all-round performers.
Moving on, in 2019, the company introduced the ‘Pro’ edition with its OnePlus 7 series of smartphones: the OnePlus7, 7 Pro, 7T, and 7T Pro. As a result, the company now has as many as four different devices to launch, each year.
The Growing Competition in the Android Market
Initially, OnePlus was compared to other higher mid-range Samsung phones or Chinese smartphones like Poco F1. Nowadays, as OnePlus has started making truly flagship products, it is directly competing with the flagship Android smartphones from Samsung and Google. Amid the competition, OnePlus is lacking several vital elements like camera, dust and water resistance, wireless charging, etc. However, the company has addressed some of these issues with its latest offering, i.e., the OnePlus 8 Pro. It is the first OnePlus device to have both IP68 for dust and water resistance and wireless charging. Therefore, in the future, you can expect these premium features only on the much-expensive Pro variant.
Besides, every Android flagship has its own USP, like the display technology of Samsung, and camera performance of Pixel series phone. But, sadly, OnePlus does not have any; USP, except for the relatively lower price point. This is major factor why OnePlus is losing its Relevance Today
Apple: The New OnePlus Killer
Those who are closely following OnePlus might have noticed that the company often mocks Apple and draws comparison with iPhones at its launch events. This makes it quite evident that OnePlus is aspiring to become like Apple, at least in the Android circle. Therefore, it is trying to offer the best possible hardware and improving its operating system continuously.
But, on the other hand, Apple is gradually eating the market share. The number of Android smartphone manufacturing companies, including OnePlus. Unlike OnePlus, in the last couple of years, Apple is continuously reducing the cost of its devices. For instance, in 2018, Apple introduced iPhone XR at $750, which was an excellent value-for-money device. In fact, the phone emerged as the best selling smartphone of 2019.
Later, in 2019, Apple did a price cut with the iPhone 11, the successor of iPhone XR. Thanks to the $699 price tag, 37.3 million iPhone 11 units were sold in the first three months of its launch. Apple didn’t stop there. The iPhone-maker recently announced the highly anticipated iPhone SE at an attractive price tag of $399. Due to such competitive pricing strategy, experts believe that Apple will acquire a significant OnePlus market share in the near future; another cause for OnePlus to loose its relevance.
Wrapping it up
If OnePlus aspires to survive in the market, the company needs to follow its tried and tested formula. It needs to make its upcoming products a bit cheaper in order to reach a wider audience. The company has to understand that the majority of the customers don’t care about refresh rate, edge-to-edge curved display, or any fancy tech. They want a good looking, powerful and efficient device that can perform their day-to-day task effortlessly.
Topic – why OnePlus is losing its Relevance Today