After much speculation in recent months about a new lower-priced phone with monikers such as 8 Lite, Z and Nord, OnePlus has confirmed a new two part business strategy to take the company forwards, including more affordable smartphones.
Firstly, OnePlus is intending to expand into new product categories. While existing products such as the OnePlus TV and the Bullets earphones are mentioned, there’s no confirmed market area. Presumably it will be some aspect of consumer electronics (and personally I’d love it to be a decent tablet device) but we’ll just have to wait and see. What OnePlus does usually gets done well.
Secondly, CEO Pete Lau confirmed that the price tag on recent phones was getting too high and that there needed to be affordable devices. The CEO was at pains to point out that this isn’t about going back to OnePlus’ roots, as the roots are in flagship smartphones, so this is a new product line altogether (although we mustn’t completely forget the OnePlus X). In order to get the product right, availability will initially only be in Europe and India. Once refined and production is scaled up, the smartphones will be offered in other territories.
Anyone who has any eye on the smartphone market will know that Huawei and Xiaomi have been putting out some pretty decent lower priced phones so it’s natural that OnePlus wants some of the market. For every person wanting to put $1000 into a flagship, there must be ten people want to spend a few hundred dollars.
Pete Lau said, “We’ve come a long way in the last 6 years, and now is the right time for us to bring you something new. I am really looking forward to this new beginning for OnePlus, and I hope you are too.“
And in typical OnePlus fashion, the new phone is being teased via an account on Instagram called @onepluslitezthing. The release date is being hinted as July with a message in Morse code .— ..- .-.. -.– with more clues to come.