Quick Summary
OnePlus started as a small startup with a bold mission—to deliver flagship-level smartphones at affordable prices. In just a few years, the company disrupted the premium Android market, built a passionate fan community, and challenged giants like Samsung and Apple. In Part 1 of this three-part series, we explore how OnePlus was founded, why the OnePlus One became a game-changer, and how its unique business strategy helped it become one of the world's most loved smartphone brands.
TechX7 Editorial Note: This article is based on publicly available information, historical product launches, and industry analysis. The goal is to provide readers with an accurate and unbiased overview of OnePlus' journey from its early success to its transformation over the years.
Key Highlights
- OnePlus was founded in December 2013 by Pete Lau and Carl Pei.
- The OnePlus One, launched in April 2014, introduced the famous "Flagship Killer" concept.
- The invite-only purchasing system created massive hype and exclusivity.
- CyanogenOS and later OxygenOS became major reasons behind the brand's popularity.
- OnePlus quickly emerged as one of India's most trusted premium Android smartphone brands.
Introduction: When Buying a OnePlus Felt Like an Achievement
There was a time when owning a OnePlus smartphone meant much more than simply buying a new phone—it was a symbol of smart buying, premium performance, and being part of an exclusive community. For many Android enthusiasts, getting a OnePlus device felt like unlocking something special.
Unlike most smartphone brands, OnePlus didn't rely on expensive television advertisements or celebrity endorsements to build its reputation. Instead, it focused on delivering exceptional products, listening to its community, and creating excitement through limited availability. In the early years, buying a OnePlus smartphone wasn't as simple as visiting a nearby store. You first needed a special invitation, making the device feel rare and highly desirable.
That strategy worked remarkably well.
Within just a few years, OnePlus transformed from a startup into one of the fastest-growing premium Android smartphone brands, particularly in India. At its peak, the company reportedly captured around 40% of India's premium Android smartphone market, proving that consumers were ready for an alternative to expensive flagship devices.
However, success didn't last forever.
Today, OnePlus continues to launch competitive smartphones, but the excitement, exclusivity, and passionate community that once defined the brand are no longer as strong as they were during its early years.
So, what made OnePlus such a massive success? How did it challenge industry giants like Samsung and Apple? And what decisions eventually changed the brand's identity?
In this three-part TechX7 special, we'll explore the complete journey of OnePlus—from its ambitious beginnings and rapid rise to the challenges that reshaped one of the most influential Android brands in the world.
Also Read : Why Curved Display Phones Are Disappearing in 2026: The Real Reasons Behind the Shift
The Smartphone Industry Before OnePlus
To understand why OnePlus became an overnight success, we first need to understand the smartphone market in 2013.
Premium Smartphones Were Expensive
Back then, the premium smartphone segment was dominated by only a handful of companies. Apple, Samsung, HTC, Sony, and LG were considered the biggest names in the industry. If you wanted the latest processor, premium design, or cutting-edge features, you had to spend a significant amount of money.
For most consumers, flagship smartphones were aspirational products rather than everyday purchases.
| Brand | Popular Flagship (2013–2014) | Starting Price |
|---|---|---|
| Apple | iPhone 5s | Around $649 |
| Samsung | Galaxy S4 | Around $650 |
| HTC | HTC One (M8) | Around $649 |
At the time, many buyers believed that a higher price automatically meant a better smartphone. Budget and mid-range devices often came with slower processors, limited RAM, lower-quality displays, and outdated software.
Also Read : Best Mobile Processors by Budget (2026 Buying Guide)
A Huge Gap in the Market
This pricing gap created a major opportunity.
Millions of consumers wanted flagship-level performance but couldn't justify paying premium prices. The market was waiting for a brand that could combine top-tier hardware, clean software, and an affordable price.
That opportunity would soon be seized by two people with a completely different vision.
The Vision Behind OnePlus
OnePlus was founded by two individuals whose skills complemented each other perfectly.
Pete Lau: The Product Expert
Before founding OnePlus, Pete Lau served as Vice President at OPPO. With years of experience in smartphone manufacturing, product development, and supply chain management, he understood how to build premium devices efficiently without unnecessary costs.
Carl Pei: The Community Builder
Carl Pei brought a different strength to the company. He spent years interacting with technology enthusiasts through online forums and tech communities, giving him a deep understanding of what Android users truly wanted. He recognised that many consumers cared more about performance, software experience, and value than expensive branding.
Together, Pete Lau and Carl Pei identified a simple but powerful idea:
People didn't want the most expensive smartphone—they wanted the best smartphone experience for their money.
That philosophy became the foundation of OnePlus.
"OnePlus didn't just sell smartphones—it built a passionate community that believed premium technology shouldn't always come with a premium price."
Frequently Asked Questions (FAQs)
1. Why was OnePlus called the "Flagship Killer"?
OnePlus earned the "Flagship Killer" title because it offered flagship-level performance, premium design, and a smooth software experience at nearly half the price of competing smartphones from brands like Apple and Samsung. The OnePlus One, launched in 2014, became the perfect example of this strategy.
2. Who founded OnePlus?
OnePlus was founded in December 2013 by Pete Lau and Carl Pei. Pete Lau brought years of smartphone manufacturing experience from OPPO, while Carl Pei focused on building a strong community and marketing the brand to technology enthusiasts.
3. What made the OnePlus One so popular?
The OnePlus One became popular because it combined a powerful Snapdragon 801 processor, 3GB RAM, a premium design, CyanogenOS, and a competitive price of $299. It delivered flagship-level performance at a fraction of the cost of other premium smartphones available at the time.
4. What was the OnePlus invite-only system?
The invite-only system was a unique sales strategy where customers needed a special invitation to purchase a OnePlus smartphone. Invites were distributed through existing users, official forums, contests, and waiting lists. This approach created exclusivity, increased demand, and generated significant word-of-mouth publicity.
5. Why did OnePlus become so popular in India?
OnePlus became highly popular in India because it offered premium hardware, clean OxygenOS software, fast charging, regular software updates, and excellent value for money. It also built a loyal community of users who recommended the brand through online forums and social media.
6. What is OxygenOS, and why did users love it?
OxygenOS is OnePlus' custom Android operating system. It gained popularity for its clean interface, fast performance, minimal pre-installed apps, regular updates, and near-stock Android experience. Many users considered it one of the best Android skins during OnePlus' early years.
7. Did OnePlus really challenge Samsung and Apple?
Yes. Although OnePlus was much smaller than Samsung and Apple, it successfully challenged them by offering flagship-level smartphones at significantly lower prices. This strategy helped OnePlus gain a strong presence in the premium Android smartphone market, especially in India and Europe.