Unveiling OnePlus’ Future: Pete Lau Rekindles the Roots with Affordable Devices

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What the Future Holds for OnePlus: The CEO discusses returning to the company’s origins

Initially, OnePlus phones were the entry-level flagships that competed with high-end cheap models. The OnePlus One, the so-called flagship killer, was a decent smartphone overall. When flagship devices cost upwards of $700, OnePlus sold their models for $400 and upwards.

The company’s most recent OnePlus 8 series of devices, though, are by no means a low-cost option. These gadgets fall under the category of premium devices because the OnePlus 8 Pro costs more than $900. However, we learn about the future ambitions for the OnePlus firm and the potential devices in a thorough article from Fast firm. This could be fascinating because the OnePlus Z leaks have demonstrated the company’s dedication to a more affordable class of products.

What is in store for OnePlus in the future?

The company’s CEO, Pete Lau, stated in an interview that customers have typically expressed disapproval of the higher prices. They seek out cheaper devices instead. The article also notes that, according to data, OnePlus lagged behind its competitors in terms of shipments, possibly as a result of fewer orders. On that topic, he says that the OnePlus Z rumours suggest the business would try to produce more affordable devices. Considering the pattern set by businesses like realme, this would also tilt more towards the Indian and other Asian markets.

He concluded by saying that a great business is built on the hardware and eventually creating an ecosystem around it. Apple has actually carried out this action. Similar to OnePlus, which began as a hardware business, staying true to one’s roots may be a wise decision. It is well known that the corporation has had issues with both their earphones and TV in India. Recent OnePlus Buds rumours indicate that they want to fix that. In the future, they intend to introduce a completely new strategy, which would signal the company’s new course. There would still be Premium devices involved, but the emphasis would undoubtedly be on OnePlus’s beginnings.

In 2014, OnePlus One set out to offer top-notch phones at unprecedented affordable prices. But over the years, they evolved into actual flagships like OnePlus 8 and 8 Pro, leaving a gap in the flagship killer market.

However, OnePlus CEO Pete Lau assured that they’re going back to their roots, catering to the hardcore fan base with affordable smartphones. The upcoming OnePlus Z, rumored to launch in July, will embody this promise. It’s expected to have a 6.4-inch 90Hz AMOLED display, powered by Snapdragon 765G SoC with 5G support, and priced at around $450-$500, making it a promising contender for the mid-range market. More details will surface as the launch date approaches.

In 2014, OnePlus burst onto the smartphone scene with a vision of providing excellent phones at unbeatable prices. Their strategy paid off, as they consistently delivered high-end specifications at lower costs compared to other brands. However, over the years, OnePlus shifted from being a “flagship killer” to becoming a direct competitor with flagship devices from other prominent companies. Now, as OnePlus CEO Pete Lau reiterates their commitment to affordability, they prepare to launch the OnePlus Z – a mid-range smartphone with best graphics card, aiming to recapture their position as the go-to brand for powerful yet budget-friendly devices.

The release of the OnePlus 8 and 8 Pro in 2020 showcased this transformation, entering the territory of big-name brands like Samsung’s Galaxy S20, Apple’s iPhone 11, and Huawei’s P40. With price tags reaching $700 and $900, OnePlus was no longer solely focusing on affordability.

However, OnePlus’ CEO, Pete Lau, has recently expressed a commitment to return to their roots. In a Fast Company interview, he revealed their plan to cater to their loyal fan base with more affordable smartphone options. This will lead to a product line segmentation, catering to both the affordable phone market and premium buyers.


The much-anticipated OnePlus Z, also rumored as OnePlus 8 Lite, is a testament to this renewed commitment. Expected to launch in July, this mid-range phone is rumored to feature a punch-hole 6.4-inch 90Hz AMOLED display, powered by the 5G-enabled Snapdragon 765G SoC. With a speculated triple-camera setup and a 4,000 mAh battery, it aims to deliver significant value at a price range of around $450-$500.

As the launch date nears, tech enthusiasts eagerly anticipate further details and specifications about the OnePlus Z. With this shift back to their original vision, OnePlus aims to strike a balance between affordability and premium features, once again capturing the hearts of their devoted fan base while continuing to impress the wider smartphone market.