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Ten years later, OnePlus is still trying to find its footing in the US
OnePlus still has some growing to do.
With a limited selection of phones available and the lack of major carrier support, it remains to be seen how the company will retain its identity in a smartphone market dominated by Samsung and even smaller players like Motorola. More recently, it pivoted to a 1+4=X strategy, focusing on a single flagship phone offering premium features in its design, display, camera, and battery while expanding into a variety of other products like wearables and smart TVs. Anshel Sag, a senior analyst at Moor Insights & Strategy, says that OnePlus wants to offer a “halo” effect “with a healthy family of affordable devices like the 12R and Nord series.
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