Introduction
Founded in 2013 by Pete Lau and Carl Pei, OnePlus designs smartphones with top-tier specs and premium materials while maintaining competitive pricing. Headquartered in Shenzhen, OnePlus employs around 3,100 people globally and recorded approximately $5 billion in annual revenue by mid‑2025. Led by CEO Pete Lau, the company continues redefining Android performance and user experience through its “Never Settle” philosophy, expanding offerings and markets worldwide.
History & Milestone
2013: Founded in December by Pete Lau and Carl Pei
2014: Debuted the OnePlus One smartphone (“flagship killer”), sold nearly 1 million units in its first year
Over following years, expanded product lines (Nord, Ace, Open foldable, Pad series) and achieved rapid global reach
2025: Under CEO Pete Lau, the company announced plans to replace its signature Alert Slider with a configurable button
Product & Services
Smartphones:
Flagship OnePlus series (OnePlus 13, 13s, 12, etc.)
Mid-tier Ace series (primarily for China)
Budget-oriented Nord series
Foldable: OnePlus Open
Wearables: OnePlus Watch, Buds, Band
Tablets: OnePlus Pad, Pad Go, Pad 2, Pad 3
Legacy: TVs (India-exclusive, now phased out)
Business Model & Strategy
OnePlus originally adopted a direct-to-consumer model—selling online to keep prices competitive for “flagship killer” specs. Over time, it expanded into international markets and diversified into premium segment products. Today, it balances price-performance positioning with select targeted hardware and software innovations, aiming for global presence while preserving its core “Never Settle” user-first approach .
Market Presence & Financials
OnePlus serves over 34 countries with employees across six continents. Its annual revenue is estimated at $5 billion and recorded $448 million GMV on its online store in 2024. These figures underscore its influence as a major player in the premium Android segment
Leadership & Culture
Under CEO Pete Lau, the culture focuses on user feedback, design detail, and performance optimization. The brand’s signature Never Settle mantra emphasizes continuous improvement, user-driven innovation, and authenticity. OnePlus projects a community-oriented and detail-focused corporate ethos
Controversies & Challenges
The transition from the classic Alert Slider to a new button was met with mixed reactions—though the company positions it as user-friendly and progressive
Co-founder Carl Pei left early on to found Nothing, signifying a key leadership change
OnePlus, as part of BBK / OPPO group, faces typical market and geopolitical pressures but remains independent in branding
Future Outlook
OnePlus appears to be solidifying its premium footprint through innovation in both hardware and software—such as foldables (OnePlus Open) and interface refinements. Under prevailing leadership, the brand is expected to continue emphasizing community feedback, design-led performance optimization, and expanding its presence in global markets and product categories.