The Downfall of OnePlus will be Studied

MKBHD traces OnePlus’s full arc from $300 flagship-killer to generic $900 mainstream phone, arguing the brand’s survival is a blueprint — and a cautionary tale — for every enthusiast brand.

• OnePlus 1 launched at $300 with Snapdragon 800, sold 1M+ units via invite-only, zero advertising — pure enthusiast play.
• Enthusiasts are the worst primary customer: smallest group, highest standards, least loyal — unsustainable as core base.
• Peak enthusiast OnePlus was the 7T Pro at $660; MKBHD says he could still use it daily in 2026.
• The jump to mainstream requires building a new audience faster than you lose the old one — most brands fail this.
• OnePlus added IP ratings, glass backs, Hasselblad partnership (OnePlus 9), carrier deals, and Nord budget line — all mass-market moves.
• Co-founder Carl Pei left during the transition; OxygenOS quietly merged toward Oppo’s ColorOS.
• Asus ROG Phone and Zenfone attempted the same leap and both failed; Nothing (Carl Pei’s new company) is now speed-running the same arc.
• OnePlus 15 is a competent $900 phone with no enthusiast identity left — alive, but unremarkable.

2026-01-26 · Watch on YouTube