What went wrong with OnePlus? [Video]

OnePlus, once a flagship killer in India’s smartphone market, has faced significant challenges recently. The brand struggled with quality control issues, delayed software updates, and premium pricing that alienated its core audience of budget-conscious Indian tech enthusiasts. Additionally, OnePlus lost its identity by copying Apple’s design language and moving away from its “Never Settle” philosophy that resonated with Indian buyers.

The company’s aggressive pricing strategy, combined with competition from brands like iQOO and Realme offering better specifications at lower costs, further eroded OnePlus’s market share in India. Supply chain disruptions and manufacturing challenges also impacted product availability.

For Indian consumers, this means fewer competitive alternatives in the premium segment and reduced innovation pressure on other brands. OnePlus’s decline signals a shift in India’s smartphone preferences toward value-for-money options.

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