OnePlus#Products

{{Short description|Chinese consumer electronics manufacturer, a subsidiary of Oppo}}

{{Redirect-distinguish|1+|+1 (disambiguation){{!}}+1}}

{{Infobox company

| name = OnePlus Technology (Shenzhen) Co., Ltd.

| native_name = 一加科技

| logo = OP LU Reg 1L RGB red copy-01.svg

| logo_size = 260px

| type = Subsidiary

| founders = Pete Lau
Carl Pei

| area_served = Worldwide

| key_people = {{Unbulleted list|Pete Lau (Co-founder & CEO)}}

| industry = Consumer electronics

| products = Smartphones
Earphones
Powerbanks
OxygenOS
Phone cases
Shirts
Bags
Televisions
Smart Watch

| revenue =

| revenue_year =

| founded = {{start date and age|df=y|2013|12|15}}

| hq_location = Tairan Building

| hq_location_city = Futian District, Shenzhen, Guangdong

| num_employees = 2,700+ (2019)

| parent = Oppo

| hq_location_country = China

| footnotes = {{Cite web |last=Xiang |first=Tracey |date=13 January 2014 |title=Smartphone Startup OnePlus Aims at Developed Markets |url=http://technode.com/2014/01/13/indian-smartphone-startup-oneplus-aims-at-developed-markets/ |access-date=2 May 2014 |website=TechNode}}{{dead link|date=June 2020|bot=medic}}{{cbignore|bot=medic}}{{Cite web |date=30 January 2018 |title=OnePlus publishes 2017 annual report: revenues and sales on the rise |url=https://www.gsmarena.com/oneplus_publishes_2017_annual_report_revenues_and_sales_on_the_rise-news-29388.php |url-status=live |archive-url=https://web.archive.org/web/20190509173757/https://www.gsmarena.com/oneplus_publishes_2017_annual_report_revenues_and_sales_on_the_rise-news-29388.php |archive-date=9 May 2019 |access-date=16 June 2018 |website=GSMArena}}cheek{{Cite web |date=19 January 2020 |title=Who is BBK, the world's second-largest phone manufacturer? |url=https://www.androidauthority.com/bbk-phone-manufacturer-808839/ |url-status=live |archive-url=https://web.archive.org/web/20191230183159/https://www.androidauthority.com/bbk-third-biggest-phone-manufacturer-808839/ |archive-date=30 December 2019 |access-date=16 July 2020 |website=Android Authority}}{{Cite web |title=OPPO/OnePlus - Initial Public Offering (IPO)

|url=https://community.oneplus.com/thread/445294 |access-date=2024-08-13 |website=OnePlus Community |language=en}}

| module = {{Infobox Chinese

| child = yes

| order = st

| name1 = OnePlus Technology (Shenzhen) Co., Ltd.

| s = 深圳市万普拉斯科技有限公司

| t = 深圳市萬普拉斯科技有限公司

| p = Shēnzhèn shì Wànpǔlāsī Kējì Yǒuxiàn Gōngsī

| mi = {{IPAc-cmn|sh|en|1|zh|en|4|-|shi|4|-|wan|4|p|u|3|l|a|1|si|1|-|k|e|1|j|i|4|-|you|3|x|ian|4|-|g|ong|1|si|1}}

| y = Sāmjan síh Maahnpóulāaisī Fōgeih Yáuhhahn Gūngsī

| j = {{tonesup|Sam1zan3 si5 Maan6pou2laai1si1 Fo1gei6 Jau5haan6 Gung1si1}}

| ci = {{IPA|yue|sɐ́mtsɐ̄n si̬ː màːnpʰǒuláːisíː fɔ́ːkèi jɐ̬uhàːn kóŋsíː|}}

| altname = OnePlus

| c2 = 一加

| l2 = OnePlus

| p2 = Yījiā

| mi2 = {{IPAc-cmn|yi|1|j|ia|1}}

| y2 = Yātgā

| j2 = Jat1gaa1

| ci2 = {{IPAc-yue|j|at|1|g|aa|1}}

}}

| website = {{url|https://www.oneplus.com/|oneplus.com}}

}}

OnePlus Technology (Shenzhen) Co., Ltd. ({{zh|c=一加科技|p=Yījiā Kējì}}), doing business as OnePlus, is a Chinese consumer electronics manufacturer headquartered in Shenzhen, Guangdong, China.{{Cite web |title=Privacy Policy |url=https://www.oneplus.com/global/legal/privacy-policy |url-status=live |archive-url=https://web.archive.org/web/20190526122902/https://www.oneplus.com/global/legal/privacy-policy |archive-date=26 May 2019 |access-date=2019-10-10 |publisher=OnePlus |quote=Postal address: F18, Block C, Tairan Building, Tairan 8th Road, Chegongmiao, Futian District, Shenzhen, China, Zip Code: 518040}} // [https://account.oneplus.com/cn/agreement_privacy Address in Chinese] {{Webarchive|url=https://web.archive.org/web/20191009184356/https://account.oneplus.com/cn/agreement_privacy |date=9 October 2019 }}: "快递地址：中国深圳市福田区车公庙泰然八路泰然大厦C座18楼，邮编: 518040" ("Express address: Floor 18, Block C, Tairan Building, Tairan 8th Road, Chegongmiao, Futian District, Shenzhen, China, Zip code: 518040") It is a subsidiary of Oppo.

OnePlus was founded by Pete Lau and Carl Pei on 16 December 2013 to develop a high-end flagship smartphone running Cyanogen OS that would come to be known as the OnePlus One. OnePlus would continue to release smartphones afterwards. In 2020, OnePlus released the OnePlus Nord, its first mid-range smartphone since the OnePlus X in 2015. Pei would oversee the design and marketing of OnePlus' products until his departure from the company in October 2020, going on to found the consumer electronics manufacturer Nothing.

History

=2013–2014: Founding and OnePlus One=

OnePlus Technology (Shenzhen) Co., Ltd. was founded on 16 December 2013 by former Oppo vice-president Pete Lau and Carl Pei.{{Cite web |date=10 July 2015 |title=OnePlus: setting its sights on changing the world with affordable smartphones |url=https://www.theguardian.com/technology/2015/jul/10/oneplus-affordable-smartphones-two-carl-pei |url-status=live |archive-url=https://web.archive.org/web/20210624022652/https://www.theguardian.com/technology/2015/jul/10/oneplus-affordable-smartphones-two-carl-pei |archive-date=24 June 2021 |access-date=13 July 2015 |website=The Guardian}} According to Chinese public records, OnePlus' only institutional Investor is Oppo Electronics.{{Cite web |last=F. |first=Alan |date=26 April 2014 |title=Is OnePlus a wholly owned subsidiary of Oppo? Chinese document suggests that the answer is yes |url=http://www.phonearena.com/news/Is-OnePlus-a-wholly-owned-subsidiary-of-Oppo-Chinese-document-suggests-that-the-answer-is-yes_id55560 |url-status=live |archive-url=https://web.archive.org/web/20190509162343/https://www.phonearena.com/news/Is-OnePlus-a-wholly-owned-subsidiary-of-Oppo-Chinese-document-suggests-that-the-answer-is-yes_id55560 |archive-date=9 May 2019 |access-date=6 December 2014 |website=Phone Arena}} Lau denied that OnePlus was a Subsidiary of Oppo and stated that Oppo Electronics and not Oppo Mobile (the phone manufacturer) is a major investor of OnePlus. Lau went on to state that they were "in talks with other investors",{{Cite web |date=28 April 2014 |title=OnePlus Responds To OPPO Controversy |url=http://www.gizchina.com/2014/04/28/oneplus-responds-oppo-controversy/ |url-status=live |archive-url=https://web.archive.org/web/20140524033157/http://www.gizchina.com/2014/04/28/oneplus-responds-oppo-controversy/ |archive-date=24 May 2014 |access-date=19 May 2014 |website=Gizchina.com}} although OnePlus has confirmed it uses Oppo's manufacturing line and shares part of the supply chain resources with Oppo.{{Cite web |last=Byford |first=Sam |date=15 June 2018 |title=The OnePlus 6 is more than just a rebranded Oppo |url=https://www.theverge.com/circuitbreaker/2018/6/15/17467348/oneplus-6-vs-oppo-r15-pro-vivo-bbk |url-status=live |archive-url=https://web.archive.org/web/20191222233546/https://www.theverge.com/circuitbreaker/2018/6/15/17467348/oneplus-6-vs-oppo-r15-pro-vivo-bbk |archive-date=22 December 2019 |access-date=21 December 2019 |website=The Verge}}

{{quote box|width=25em|align=left|quote=We will never be different just for the sake of being different. Everything done has to improve the actual user experience in day-to-day use.|source=—Pete Lau{{Cite web |title=Meet the One, OnePlus' $299 Nexus killer |url=https://www.engadget.com/2014/04/23/oneplus-one-launch-ceo-pete-lau-interview/ |url-status=live |archive-url=https://web.archive.org/web/20190327112053/https://www.engadget.com/2014/04/23/oneplus-one-launch-ceo-pete-lau-interview/ |archive-date=27 March 2019 |access-date=3 February 2015 |website=Engadget|date=23 April 2014 }}{{Cite web |last=Kastrenakes, Jacob |date=16 December 2013 |title=From Oppo to OnePlus: a new company wants to build the next great smartphone |url=https://www.theverge.com/2013/12/16/5217794/oppo-ex-vice-president-pete-lau-launches-oneplus |url-status=live |archive-url=https://web.archive.org/web/20190611122907/https://www.theverge.com/2013/12/16/5217794/oppo-ex-vice-president-pete-lau-launches-oneplus |archive-date=11 June 2019 |access-date=14 February 2014 |website=The Verge}}}}

Lau founded OnePlus with the intent to design a smartphone that would balance high-end quality with a lower price than other phones in its class, believing that users would "never settle" (a slogan that would come to be used by OnePlus in its marketing material) for the lower-quality devices produced by other companies. The name "OnePlus" originates from and encapsulates this same philosophy, with "1" representing the status quo and the "+" the desire to improve upon it, as well as the ambition to share good products with the world.{{cite web |last1=Zheng |first1=Mingyu |title=What We Stand For - the story of OnePlus. |url=https://community.oneplus.com/thread/124 |website=OnePlus Community |access-date=15 June 2024 |archive-url=https://web.archive.org/web/20240615042329/https://community.oneplus.com/thread/124 |archive-date=15 June 2024 |date=23 January 2014}}{{cite web |last1=Sharanda |first1=Michael |title=A story behind identity and visual design of OnePlus smartphone brand. |url=https://www.behance.net/gallery/61054153/Logo-Identity-for-OnePlus-Android-Smartphone-brand |website=Behance |access-date=15 June 2024 |archive-url=https://web.archive.org/web/20240226215708/https://www.behance.net/gallery/61054153/Logo-Identity-for-OnePlus-Android-Smartphone-brand |archive-date=26 February 2024 |date=19 January 2018}} Lau also showed aspirations of being the "Muji of the tech industry", emphasizing its focus on high-quality products with simplistic, user-friendly designs. Continuing Lau's association with the platform from the Oppo N1, OnePlus entered into an exclusive licensing agreement with Cyanogen Inc. to base its products' Android distribution upon a variant of the popular custom ROM CyanogenMod and use its trademarks outside of China.{{Cite web |title=OnePlus to Delhi High Court: Micromax's Cyanogen OS Is Different |url=http://gadgets.ndtv.com/mobiles/news/oneplus-to-delhi-high-court-micromaxs-cyanogen-os-is-different-638555 |url-status=live |archive-url=https://web.archive.org/web/20150203184338/http://gadgets.ndtv.com/mobiles/news/oneplus-to-delhi-high-court-micromaxs-cyanogen-os-is-different-638555 |archive-date=3 February 2015 |access-date=3 February 2015 |website=NDTV Gadgets|date=23 December 2014 }}{{Cite web |last=Dent, Steve |date=7 January 2014 |title=Cyanogen will partner with OnePlus on its debut phone, the 'OnePlus One' |url=https://www.engadget.com/2014/01/07/cyanogen-partners-with-oneplus-one/ |url-status=live |archive-url=https://web.archive.org/web/20140213031332/http://www.engadget.com/2014/01/07/cyanogen-partners-with-oneplus-one/ |archive-date=13 February 2014 |access-date=14 February 2014 |website=Engadget}} OnePlus would later develop a version of Android, known as OxygenOS, for use in its phones.

The OnePlus One was introduced on 23 April 2014 as OnePlus' first smartphone. It differed from its competitors—largely flagship devices from larger phone manufacturers, in its usage of CyanogenOS, its openness to developers, and its price-to-performance ratio in comparison to its hardware, although criticism was levied for technical issues. In order to reduce marketing costs, OnePlus relied instead on word of mouth and initially only allowed purchases via an invite system. Throughout early 2014, OnePlus would continue to expand, hiring Chinese celebrity author Han Han to help market its products in mainland China and expanding its operations to the European Union in March of that year.{{Cite web |title=Oppo unveils Chinese actress Mini Yang M as brand ambassador |url=http://gsminsider.com/2015/04/oppo-unveils-chinese-actress-mini-yang-m-as-brand-ambassador/ |url-status=dead |archive-url=https://web.archive.org/web/20170410043442/http://gsminsider.com/2015/04/oppo-unveils-chinese-actress-mini-yang-m-as-brand-ambassador/ |archive-date=10 April 2017 |access-date=17 April 2015 |publisher=GSM INSIDER}} In December 2014, alongside the release of the OnePlus One in India exclusively through Amazon, OnePlus also announced plans to establish a presence in the country, with plans to open 25 official walk-in service centers across India.{{Cite web |title=OnePlus One launched in India for $355 on Amazon |url=http://www.gsmarena.com/oneplus_one_launched_in_india_for_rs_21999_355_on_amazon-news-10362.php |url-status=live |archive-url=https://web.archive.org/web/20150203195318/http://www.gsmarena.com/oneplus_one_launched_in_india_for_rs_21999_355_on_amazon-news-10362.php |archive-date=3 February 2015 |access-date=3 February 2015 |website=GSMArena}}

File:OnePlus One.png, OnePlus' first device]]

=2015–2019: Continued success, expansions in Southeast Asia=

In 2015, OnePlus began an effort to expand in Southeast Asia, making its products available in the region for the first time, partnering with Lazada Indonesia in January 2015.{{Cite web |title=OnePlus Launches in Indonesia through Exclusive Lazada Partnership – OnePlus Blog |url=https://oneplus.net/blog/2015/01/oneplus-launches-in-indonesia-through-exclusive-lazada-partnership/ |url-status=dead |archive-url=https://web.archive.org/web/20150125180506/https://oneplus.net/blog/2015/01/oneplus-launches-in-indonesia-through-exclusive-lazada-partnership/ |archive-date=25 January 2015 |access-date=20 March 2015}} In June 2016, OnePlus decided to pull out of the Indonesian market due to local regulations for imported 4G smartphones restricting sales of the OnePlus 2.{{Cite web |title=Chinese phone maker OnePlus quits Indonesia – Techinasia.com |url=https://www.techinasia.com/oneplus-quits-indonesia-blames-regulation |url-status=live |archive-url=https://web.archive.org/web/20171201040844/https://www.techinasia.com/oneplus-quits-indonesia-blames-regulation |archive-date=1 December 2017 |access-date=29 November 2017 |website=techinasia.com |language=en-US}}

Also in 2015, OnePlus unveiled the OnePlus X, the company's first foray into the budget device market.

In May 2018, OnePlus would release the OnePlus Bullets Wireless Headphones. In September of that year, OnePlus announced that it would be producing a line of smart TVs with OnePlus TV exclusively sold in India. The initial model of the OnePlus TV line, the OnePlus TV Q1, was released in September 2019.

=2020–present: Further product launches, expansion to more markets, Carl Pei's resignation=

OnePlus would release a series of new products in 2020, including the OnePlus Buds and the OnePlus Nord in July, the latter being OnePlus' first budget device since the release of the OnePlus X in 2015.

On 16 October 2020, Carl Pei resigned as the marketing director of OnePlus.{{Cite web |title=Thank you. - OnePlus Community |url=https://forums.oneplus.com/threads/thank-you.1323440/ |url-status=live |archive-url=https://web.archive.org/web/20201019102833/https://forums.oneplus.com/threads/thank-you.1323440/ |archive-date=19 October 2020 |access-date=18 October 2020}}{{Cite web |title=OnePlus brand builder Carl Pei has left the smartphone company - the Verge |date=16 October 2020 |url=https://www.theverge.com/2020/10/16/21519785/oneplus-carl-pei-departure |url-status=live |archive-url=https://web.archive.org/web/20201019075618/https://www.theverge.com/2020/10/16/21519785/oneplus-carl-pei-departure |archive-date=19 October 2020 |access-date=18 October 2020}}

In 2021, Oppo and OnePlus would begin to build a partnership, combining their hardware research teams in January of that year.{{Cite web |date=21 January 2021 |title=OnePlus and OPPO have reportedly merged hardware R&D teams |url=https://www.xda-developers.com/oneplus-and-oppo-merged-hardware-rd-teams/ |url-status=live |archive-url=https://web.archive.org/web/20210125173103/https://www.xda-developers.com/oneplus-and-oppo-merged-hardware-rd-teams/ |archive-date=25 January 2021 |access-date=26 January 2021 |website=xda-developers}} In July 2021, OnePlus merged OxygenOS, its Android-based operating system used since the OnePlus X and Oppo's ColorOS. The software of both companies continues to remain separate and serve their individual regions with OxygenOS for OnePlus phones globally and ColorOS on OnePlus and Oppo devices in China but share a common codebase, which OnePlus says should standardize its software experience and streamline the development process for future OxygenOS updates.{{Cite web |date=2 July 2021 | title=OnePlus is merging OxygenOS with Oppo's ColorOS |url=https://www.theverge.com/2021/7/2/22560765/oneplus-oxygenos-coloros-oppo-android-updates/ |access-date=1 December 2022}}{{Cite web |date=2 July 2021 | title=Update to the OxygenOS Codebase and Software Maintenance Schedule |url=https://forums.oneplus.com/threads/update-to-the-oxygenos-codebase-and-software-maintenance-schedule.1462181// |access-date=1 December 2022}}

In May 2024, OnePlus expanded by establishing official operations in Bangladesh. The company also started assembling smartphones locally and announced that it would begin to sell its full range of products in the country.{{Cite web |date=2024-05-08 |title=OnePlus set to begin its official journey in Bangladesh |url=https://www.tbsnews.net/economy/corporates/oneplus-set-begin-its-official-journey-bangladesh-846216 |access-date=2024-05-15 |website=The Business Standard |language=en}}{{Cite web |last=ডেস্ক |first=ডিজিবাংলাটেক |date=2024-05-14 |title=OnePlus officially started its journey with a 5G phone Made in Bangladesh |url=https://digibanglatech.news/english/bangladesh-english/131001/ |access-date=2024-05-15 |website=Digi Bangla |language=en-US}}{{Cite web |last=Tech & Startup Desk |date=2024-05-15 |title=OnePlus officially launched in Bangladesh |url=https://www.thedailystar.net/tech-startup/news/oneplus-officially-launched-bangladesh-3610621 |access-date=2024-05-15 |website=The Daily Star |language=en}}{{Cite web |title=OnePlus officially enters the Bangladeshi market with a new locally made smartphone |url=https://unb.com.bd/category/Tech/oneplus-officially-enters-the-bangladeshi-market-with-a-new-locally-made-smartphone/135620 |access-date=2024-05-15 |website=unb.com.bd}}{{Cite web |title=OnePlus officially enters Bangladesh market |url=https://thefinancialexpress.com.bd/trade/oneplus-officially-enters-bangladesh-market}}

Products

= Smartphones =

OnePlus releases three lines of smartphones: its flagship "OnePlus" line, mid-range Ace line, which is exclusive for the Chinese market, and its budget-oriented Nord line. Both lines are equipped with an Android-based operating system known as OxygenOS or ColorOS.

As of 2024, 27 models in the OnePlus line have been produced, 8 smartphones in the Ace line, and 18 models in the Nord line have been released. Models currently in production include:

OnePlus 13
OnePlus 13R
OnePlus 12
OnePlus 12R{{Cite web |date=2024-01-30 |title=OnePlus 12R Open sale starts on 6th Feb 2024 |work=The Hindu Voice |url=https://thehinduvoice.com/oneplus-12r-open-sale-starts-on-6th-feb-2024/ |archive-url=https://web.archive.org/web/20240130140147/https://thehinduvoice.com/oneplus-12r-open-sale-starts-on-6th-feb-2024/ |url-status=usurped |archive-date=30 January 2024 |access-date=2024-01-30 |language=en-US}}
OnePlus Nord 4
OnePlus Open
OnePlus 11
OnePlus 11R
OnePlus 10T
OnePlus 10 Pro
OnePlus Ace 3
OnePlus Ace 3V
OnePlus Ace 2
OnePlus Ace 2 Pro
OnePlus Nord CE 4
OnePlus Nord 3 5G
OnePlus Nord 4 5G
OnePlus Nord CE 3 5G
OnePlus Nord CE 3 Lite 5G
OnePlus Nord N30 5G
OnePlus Nord N30 SE
OnePlus Nord N20 SE

= Wearables =

OnePlus has released various wearables, including the OnePlus Bullets Wireless, the OnePlus Buds, the OnePlus Band, and the OnePlus Watch.

=TVs=

OnePlus TV remained exclusive to India in the brand's lineup of products. They have seemingly been discontinued as the Chinese maker has removed the segment (including its India-exclusive Monitors) from its official Indian website. {{Cite web | title=Shop Latest OnePlus Phones & Accessories Online {{!}} OnePlus India | url=https://www.oneplus.in/ | access-date=2025-04-27 | website=www.oneplus.in}}

Advertising and marketing

= Invitation system =

Early phones were only available through a system whereby customers had to sign up for an invitation, which OnePlus called an invite, to purchase the phone at irregular intervals. The system was claimed to be necessary for the young company to manage huge demand.{{Cite web |last=Orf |first=Darren |title=OnePlus Is Finally Ditching Its Annoying Invite System |date=June 2016 |url=https://gizmodo.com/oneplus-is-finally-ditching-its-annoying-invite-system-1779820957 |url-status=live |archive-url=https://web.archive.org/web/20180922024731/https://gizmodo.com/oneplus-is-finally-ditching-its-annoying-invite-system-1779820957 |archive-date=22 September 2018 |access-date=21 September 2018}}

OnePlus ended the invitation system with the launch of OnePlus 3 on 14 June 2016.{{Cite magazine |title=OnePlus goes invite free |url=https://www.wired.com/2016/06/oneplus-grows-goes-invite-free-next-phone/ |url-status=live |archive-url=https://web.archive.org/web/20160623022147/http://www.wired.com/2016/06/oneplus-grows-goes-invite-free-next-phone |archive-date=23 June 2016 |access-date=25 June 2016 |magazine=Wired}} Announced via an interactive VR launch event, the OnePlus 3 initially went on sale within the VR app itself. OnePlus touted the event as the world's first VR shopping experience.{{Cite web |title=Free loop VR headset |url=http://fortune.com/2016/05/23/free-loop-vr-headset/ |url-status=live |archive-url=https://web.archive.org/web/20160629105043/http://fortune.com/2016/05/23/free-loop-vr-headset/ |archive-date=29 June 2016 |access-date=25 June 2016 |website=Fortune}} The phone was made available for sale later that day in China, North America and the European Union on the OnePlus website, and in India on Amazon India.{{Cite web |date=14 June 2016 |title=The OnePlus 3 is now on sale from the OnePlus website |url=https://www.androidcentral.com/oneplus-3-now-sale-oneplus-website |url-status=live |archive-url=https://web.archive.org/web/20180621042937/https://www.androidcentral.com/oneplus-3-now-sale-oneplus-website |archive-date=21 June 2018 |access-date=20 June 2018 |website=Android Central}}

= "Smash the Past" =

On 23 April 2014, OnePlus began its "Smash the Past" campaign.{{Cite web |title=Phone Smash |url=http://oneplus.net/smash |url-status=dead |archive-url=https://web.archive.org/web/20140427151842/http://oneplus.net/smash |archive-date=27 April 2014 |access-date=27 April 2014 |website=OnePlus}} The promotion asked selected participants to destroy their phones on video to purchase the OnePlus One for $1 (US). Due to confusion, several videos were published by unselected users misinterpreting the promotion and destroying their phones before the promotion start date.{{Cite web |title=OnePlus One 'Smash the Past" contest sees hopefuls smashing their phones prematurely |date=24 April 2014 |url=http://phandroid.com/2014/04/24/oneplus-one-smash-the-past-contest-premature-smashings/ |url-status=live |archive-url=https://web.archive.org/web/20140426094600/http://phandroid.com/2014/04/24/oneplus-one-smash-the-past-contest-premature-smashings/ |archive-date=26 April 2014 |access-date=27 April 2014}}{{Cite web |last=Smith |first=Chris |date=25 April 2014 |title=Warning: You really shouldn't smash your phone for a OnePlus One just yet |url=http://bgr.com/2014/04/25/oneplus-one-smash-contest/ |url-status=live |archive-url=https://web.archive.org/web/20150203182038/http://bgr.com/2014/04/25/oneplus-one-smash-contest/ |archive-date=3 February 2015 |access-date=9 August 2017 |website=BGR}} OnePlus later revised the rules of its promotion by allowing consumers to donate their old phones.{{Cite web |title=OnePlus revises their 'smash' contest to allow winners to donate perfectly good phones to charity instead |url=http://www.androidcentral.com/oneplus-revises-their-smash-contest-allow-winners-donate-perfectly-good-phones-charity-instead |url-status=dead |archive-url=https://web.archive.org/web/20190418010226/https://www.androidcentral.com/oneplus-revises-their-smash-contest-allow-winners-donate-perfectly-good-phones-charity-instead |archive-date=18 April 2019 |access-date=2 May 2014 |website=Android Central}} There were 140,000 entrants in the contest with 100 winners.

= OnePlus Playback =

OnePlus Playback is a series of music videos in collaboration with popular Indian singers, beginning in 2018.{{Cite web |date=2019-08-12 |title=Naezy launches his new single 'Rukta Nah' on OnePlus Playback |url=https://www.mediainfoline.com/music/naezy-launches-new-single-rukta-nah-oneplus-playback |url-status=live |archive-url=https://web.archive.org/web/20200926183415/https://www.mediainfoline.com/music/naezy-launches-new-single-rukta-nah-oneplus-playback |archive-date=26 September 2020 |access-date=2021-01-16 |website=Media Infoline |language=en-US}}{{Cite web |date=July 31, 2018 |title=OnePlus Playback {{!}} Teaser {{!}} S01 |website=YouTube |url=https://www.youtube.com/watch?v=YY1REc6Q474 |url-status=live |archive-url=https://web.archive.org/web/20210624022812/https://www.youtube.com/watch?v=YY1REc6Q474 |archive-date=24 June 2021}}

= Brand ambassador =

In May 2019, OnePlus made a deal with Avengers actor Robert Downey Jr. to endorse the OnePlus 7 Pro. Previously, Indian actor Amitabh Bachchan endorsed OnePlus in India.{{Cite web |last=Schoon |first=Ben |date=2019-05-16 |title=OnePlus makes a deal with 'Avengers' Robert Downey Jr. to endorse OnePlus 7 Pro |url=https://9to5google.com/2019/05/16/oneplus-robert-downey-jr-deal/ |url-status=live |archive-url=https://web.archive.org/web/20200430160340/https://9to5google.com/2019/05/16/oneplus-robert-downey-jr-deal/ |archive-date=30 April 2020 |access-date=2020-04-27 |website=9to5Google |language=en-US}}

= Partnership with Hasselblad =

File:OnePlus 9 Pro Camera Module with Hasselblad logo.jpg module with Hasselblad camera]]

On 8 March 2021, OnePlus announced a $150 million deal with Hasselblad to develop camera technology for OnePlus, which also included the new OnePlus 9 series phones that had improved color processing and computational photography developed in partnership with Hasselblad.{{Cite web |last=Porter |first=Jon |date=2021-03-23 |title=OnePlus 9 and 9 Pro announced with Hasselblad-branded cameras |url=https://www.theverge.com/2021/3/23/22340406/oneplus-9-phone-price-release-date-availability |url-status=live |archive-url=https://web.archive.org/web/20210325200917/https://www.theverge.com/2021/3/23/22340406/oneplus-9-phone-price-release-date-availability |archive-date=25 March 2021 |access-date=2021-03-23 |website=The Verge |language=en}}{{Cite web |last=Heater |first=Brian |date=2021-03-08 |title=OnePlus recruits Hasselblad for 3-year smartphone imaging deal |url=https://techcrunch.com/2021/03/07/oneplus-recruits-hasselblad-for-three-year-smartphone-imaging-deal/ |url-status=live |archive-url=https://web.archive.org/web/20210316000946/https://techcrunch.com/2021/03/07/oneplus-recruits-hasselblad-for-three-year-smartphone-imaging-deal/ |archive-date=16 March 2021 |access-date=2021-03-23 |website=Tech Crunch |language=en}}

Criticism and controversies

= "Ladies First" controversy =

For the launch of the OnePlus One in 2014, OnePlus hosted a contest to give invites—which were hard to come by at the time—to their female forum members. Users were asked to post a photo of themselves with the OnePlus logo; images would be shared in the forum and could be "liked" by other forum members. This received major backlash for objectifying and degrading women, resulting in the contest being pulled within hours.{{Cite web |title=OnePlus asks women to participate in degrading contest to get a smartphone |url=https://www.theverge.com/2014/8/12/5994877/oneplus-holding-sexist-ladies-first-contest-for-smartphone-invites |url-status=live |archive-url=https://web.archive.org/web/20140813003502/http://www.theverge.com/2014/8/12/5994877/oneplus-holding-sexist-ladies-first-contest-for-smartphone-invites |archive-date=13 August 2014 |access-date=13 August 2014 |website=Verge|date=12 August 2014 }}

= Micromax antitrust lawsuit =

On 16 December 2014, the Supreme Court of India and the Delhi High Court banned the import and sale of OnePlus One phones following a lawsuit by Micromax Informatics alleging it had exclusivity for shipping phones with Cyanogen OS software in India.{{Cite web |title=Delhi HC bans import & sales of OnePlus One smartphone in India |url=http://www.androidos.in/2014/12/delhi-hc-bans-import-sales-oneplus-one-smartphone-india/ |url-status=live |archive-url=https://web.archive.org/web/20141218100100/http://www.androidos.in/2014/12/delhi-hc-bans-import-sales-oneplus-one-smartphone-india/ |archive-date=18 December 2014 |access-date=18 December 2014 |website=AndroidOS.in|date=17 December 2014 }}

On 21 December 2014, the ban was lifted, and the device continued to be shipped with Cyanogen OS. The following year a customized version of Android, specially designed by OnePlus and named OxygenOS was released, allowing later OnePlus devices to be sold in India.{{Cite news |last=Vikas SN |date=8 May 2015 |title=Micromax & OnePlus resolve legal dispute; OnePlus handsets will get Cyanogen updates |work=Economic Times |url=http://tech.economictimes.indiatimes.com/news/mobile/micromax-oneplus-resolve-court-case-cyanogen/47202487 |url-status=live |access-date=24 June 2021 |archive-url=https://web.archive.org/web/20200330141952/https://tech.economictimes.indiatimes.com/news/mobile/micromax-oneplus-resolve-court-case-cyanogen/47202487 |archive-date=30 March 2020}}{{Cite web |title=Cyanogen to continue support for OnePlus One in India |url=https://blog.oneplus.net/india/2015/05/08/business-update/ |url-status=dead |archive-url=https://web.archive.org/web/20170821174542/https://blog.oneplus.net/india/2015/05/08/business-update/ |archive-date=21 August 2017 |access-date=21 August 2017}}

= OnePlus USB-C cable incident =

Throughout 2015, OnePlus received criticism for its manufacturing of its USB-C cables. After several weeks of customer complaints on OnePlus forums and on Reddit, Google engineer Benson Leung showed that the USB-C cable and USB-C to Micro-USB adapter offered by OnePlus at that time did not conform to the USB specification. OnePlus co-founder Carl Pei later admitted that this was true, and offered refunds (although not for cables bundled with the OnePlus 2 phone).{{Cite news |title=OnePlus Offers Explanation, Refunds In Type-C 'Cablegate' |url=http://www.androidheadlines.com/2015/11/oneplus-offers-explanation-refunds-type-c-cablegate.html |url-status=live |access-date=29 November 2015 |archive-url=https://web.archive.org/web/20151208110720/http://www.androidheadlines.com/2015/11/oneplus-offers-explanation-refunds-type-c-cablegate.html |archive-date=8 December 2015}}{{Cite web |title=OnePlus admits that it's selling dodgy USB Type-C cables and adapters |date=27 November 2015 |url=https://arstechnica.com/gadgets/2015/11/oneplus-admits-that-its-selling-dodgy-usb-type-c-cables-and-adapters/ |url-status=live |archive-url=https://web.archive.org/web/20151129133229/http://arstechnica.com/gadgets/2015/11/oneplus-admits-that-its-selling-dodgy-usb-type-c-cables-and-adapters/ |archive-date=29 November 2015 |access-date=29 November 2015}}{{Cite web |title=In response to the Type-C cable discussions |work=OnePlus Forums |url=https://forums.oneplus.net/threads/in-response-to-the-type-c-cable-discussions.412344/ |url-status=live |archive-url=https://web.archive.org/web/20170324190113/https://forums.oneplus.net/threads/in-response-to-the-type-c-cable-discussions.412344/ |archive-date=24 March 2017 |access-date=29 November 2015}}

= Customer support =

OnePlus' customer support has been the subject of criticism. In 2017, the company increased the number of customer service staff and set up customer service and repair centers in Asia, Europe, and the United States, aiming to improve turnaround times for repairs and other issues.{{Cite web |last=Savov |first=Vlad |date=6 June 2017 |title=OnePlus touts improvements to customer care in anticipation of OnePlus 5 |url=https://www.theverge.com/2017/6/6/15745054/oneplus-5-customer-support-teaser |url-status=live |archive-url=https://archive.today/20170607001711/https://www.theverge.com/2017/6/6/15745054/oneplus-5-customer-support-teaser |archive-date=7 June 2017 |access-date=7 June 2017 |website=The Verge |language=en}}

= App performance throttling =

In July 2021, the company was accused of and then admitted to throttling app performance. The throttling was uncovered by an investigation done by AnandTech, discovering that the OnePlus 9 significantly diminished the performance of Chrome in an effort to "improve battery life".{{Cite web|last=Frumusanu|first=Andrei|title=Examining OnePlus' Performance Behaviour: Optimization or Misrepresentation?|url=https://www.anandtech.com/show/16794/oneplus-9-performance-examination|access-date=2021-07-10|website=www.anandtech.com}}{{Cite web|last=Amadeo|first=Ron|date=2021-07-07|title=OnePlus admits to throttling 300 popular apps with recent update|url=https://arstechnica.com/gadgets/2021/07/oneplus-admits-to-throttling-phones-after-launch-to-improve-battery-life/|access-date=2021-07-10|website=Ars Technica|language=en-us}}