20 February 2026
In a recent video titled "The Downfall of OnePlus will be Studied," tech YouTuber Marques Brownlee dives deep into the evolution of OnePlus, a brand that once epitomized the enthusiast smartphone market but has since struggled to maintain its identity. If you’re short on time, we’ve summarized the key points for you, so you don’t have to watch the entire video.
Marques begins by reflecting on the initial excitement surrounding the launch of the OnePlus 1 in 2014. This phone was marketed as a "flagship killer," boasting high-end specifications at an unbeatable price of $300. The hype was palpable, and despite a convoluted invite-only purchasing system, OnePlus sold over a million units, quickly establishing itself in a market dominated by giants like Apple and Samsung.
However, this success came with a caveat: OnePlus had captured the attention of a fickle customer base—enthusiasts who are often the most demanding and least loyal. Marques points out that while this initial success was thrilling, it was not sustainable in the long run.
As OnePlus sought to expand its market reach, it faced the challenge of transitioning from an enthusiast brand to a mainstream player. Marques highlights that the second generation of any product often reveals a company's true direction, and for OnePlus, this was evident with the OnePlus 2. While it retained many features that enthusiasts loved, it also introduced a mid-range phone, the OnePlus X, which confused its core audience.
The OnePlus 3 and 3T returned to enthusiast roots, but the brand's peak was arguably during the OnePlus 5 and 6 era, where it was widely regarded as offering the best value in the smartphone market. However, despite this acclaim, OnePlus struggled to attract the broader consumer base that typically buys phones through carrier stores.
Marques explains that the very qualities that endeared OnePlus to enthusiasts—cost-cutting measures, direct-to-consumer sales, and a focus on high specifications—were not what mainstream consumers desired. As OnePlus attempted to appeal to a wider audience, it began to lose its identity. The introduction of carrier deals, a budget line (OnePlus Nord), and partnerships with companies like Hasselblad for camera improvements marked a significant shift in strategy.
By the time of the OnePlus 10 series, the brand had almost completely lost its original identity, resembling more of a generic smartphone manufacturer than the innovative company it once was. The software, Oxygen OS, began to mirror Oppo's Color OS, further diluting OnePlus's unique appeal.
As of now, OnePlus continues to produce solid smartphones, but they are no longer the go-to choice for enthusiasts. Marques notes that while the OnePlus 15 is a competent device, it lacks the distinctive features that once set OnePlus apart. The brand's journey serves as a cautionary tale for other enthusiast companies looking to make a similar transition.
Marques concludes by stating that the downfall of OnePlus will be studied by future brands attempting to navigate the same challenges. The video leaves viewers pondering the future of OnePlus, especially with rumors of canceled projects and uncertain product lines.
For those interested in the evolution of tech brands and the challenges they face, Marques Brownlee's analysis of OnePlus is a must-watch.
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