OnePlus X, the smartphone from Chinese startup OnePlus, won’t be updated with a new model. Ever. According to the company’s CEO Pete Lau, the OnePlus X will not be getting a successor. This is because the company is switching all its focus on just one product lineup: its flagship smartphone series.
The revelation was made during the official launch of OnePlus’ new flagship smartphone, the OnePlus 3.
The OnePlus 3, according to early reviews, will be taking on the big boys like Samsung’s Galaxy S7, LG’s G5, HTC’s 10, Huawei’s P9 and others using the three strategies that OnePlus has previously banked on with relative success: hyper-marketing efforts, stellar specifications and pricing that is way below that of the competition.
While previously OnePlus has struggled with production and even tried to avoid chaos by putting in place an unpopular invite system, it appears that the company is now coming of age and with the increased focus on just one product, ready to compete properly on the global stage.
Announced in late 2015, the OnePlus X was hailed by many as one of the best mid-range devices last year thanks to its feature set and $250 pricing.
The OnePlus X won’t be the first OnePlus to face the axe. The rumoured OnePlus smartwatch whose existence the company’s founder and CEO later confirmed also suffered a similar fate recently. Speaking to the Wall Street Journal early this month, Mr Lau confirmed that the company put its smartwatch ambitions aside so as to focus on what it does best: high-end smartphones. By laying aside the extra baggage that was the OnePlus X, they are just confirming that.
While this may not resonate well with any OnePlus X fans out there, it will likely go a long way in helping OnePlus manage expectations from its customers since it is up against big brands with efficient production facilities and retail chains.