OnePlus brand has been identified with one of the largest Chinese smartphone manufacturers, Oppo, from the very beginning. Initially, however, OnePlus focused on creating only flagship phones, identified as "flagship killers". Over time, however, the offer of both manufacturers began to complement each other closely, and the OnePlus portfolio also included slightly weaker, but cheaper phones. After years of cooperation, however, the model of cooperation changed, which was officially confirmed in the media.
The new strategy is to be based on building two separate brands, which will be a departure from the creation of two similar phone lines as has been the case in recent years. After the changes, the OnePlus brand is to be responsible for creating flagship, efficient smartphones, mainly high-end. In addition, it was reported that in the case of OnePlus, the company's entire net profit margin may be 0%, which is to allow it to maintain attractive device prices and compete with smartphone giants. In addition, OnePlus series phones are to be sold only online. Oppo assures that from now on it will also be possible to repair OnePlus series equipment at authorized Oppo services. In the coming years, Oppo's new policy is to guarantee that the company will invest 10 billion yuan in the development of the OnePlus brand.