OnePlus is a Chinese consumer electronics manufacturer headquartered in Shenzhen, Guangdong, China. It was founded on December 16, 2013, by Pete Lau and Carl Pei. The company's initial goal was to create smartphones that balanced high-end quality with lower prices, embodying the "Never Settle" slogan. OnePlus is known for its smartphones, as well as headphones and backpacks. The company operates as a subsidiary of OPPO, under Guangdong OPlus Holdings.
Recent news indicates some challenges and changes for OnePlus. While OnePlus India CEO Robin Liu has denied reports of a shutdown, there have been reports of a decline in sales and a potential phasing out of the brand in some markets. In January 2026, Taiwan issued an arrest warrant for CEO Pete Lau over alleged illegal recruitment activities. Despite these challenges, OnePlus launched the OnePlus 13 and 13R in early 2026. The brand has also launched the OnePlus Nord 5 and OnePlus Nord CE5 5G in India. OnePlus's strategy involves targeting the "affordable flagship" segment, offering premium specifications at competitive price points.