OnePlus will not launch a mid-range smartphone until at least 2021
Ultimately, this strategy means OnePlus has no current plans for a follow up to 2015’s mid-range OnePlus X, but it appears the brand will also stick to selling just one flagship device at a time, making sure stocks of previous devices are depleted entirely ahead of launches. After all, according to OnePlus, this allows its newest offerings to always gain maximum exposure from the brand’s marketing efforts. Additionally, it also avoids any price cuts that may be necessary to shift remaining stock – the brand currently operates on very minimal profit margins, meaning any price cuts could lead to an overall loss. As an added note, the popular company claims demand for older devices being sold alongside new products would simply not be high enough considering its customer base wants the latest hardware at all times.
On the topic of hardware, Pete Lau expects to see the notch gradually decrease in size in future smartphone generations, while bezels will also see a reduction, with the ultimate goal of providing a full-screen experience. Because of this, the CEO expects under-display cameras to also make an appearance eventually.
By sticking to just one device, OnePlus’ growth is obviously limited but the overall strategy certainly seems to be paying off. After all, not only is the brand relatively successful in the unlocked smartphone segment over in the US, but it also had the best-selling premium smartphone in India during Q1 2018, putting OnePlus in second place in terms of flagship shipments behind only Samsung with its Galaxy S9 duo.