LG. HTC. Asus. Huawei. Honor. ZTE. And to a certain extent, Sony.
These are some of the notable smartphone brands that once gave US consumers real choice beyond Apple, Google, and Samsung.
Today, they have either exited the US market, scaled back operations, or left the smartphone industry altogether.
OnePlus is the latest company to join this list, as it pulls out of the US and European markets.
As an Android user, that’s bad news because it makes the US smartphone market even less competitive. And that means slower innovation, fewer choices, and higher prices.
OnePlus made Android more exciting
It constantly pushed bigger rivals to do better
OnePlus was never big enough to take on Apple and Samsung in the US.
Its limited retail and carrier presence meant that despite consistently earning praise from reviewers and enthusiasts alike, its phones never reached enough consumers to make a real impact.
Yet, OnePlus repeatedly took bold steps to make Android phones more exciting, especially in the US.
It was shipping phones with 65W, 80W, and eventually 100W wired, and up to 50W wireless charging, years before Samsung and Apple.
Even today, the Google Pixel 10 Pro and iPhone 17 Pro charge at roughly half the speed of the OnePlus 15.
It was also among the first companies to launch a phone with a dual-cell battery design, enabling faster charging speeds without sacrificing capacity.
More recently, the OnePlus 15 became one of the first phones on sale in the US to use a silicon-carbon battery.
That enables the phone to pack a massive 7,300mAh battery, nearly 50% more than the batteries in the Samsung Galaxy S26 Ultra and iPhone 17 Pro Max, without making the phone any thicker or heavier.
It’s not just about charging speeds and battery capacity, though. OnePlus also helped raise the bar in other areas.
It was among the first smartphone companies to popularize high refresh rate displays, generous amounts of RAM, and ample storage on flagship phones sold in the US.
Better yet, it delivered those features at prices that significantly undercut Samsung and Apple, earning its reputation as the original “flagship killer.”
OnePlus even proved it could build one of the best foldables on the market. The OnePlus Open debuted in October 2023 and was considered one of the best Android foldables on the market for a long time.
It outclassed the Galaxy Z Fold with its slimmer design, faster charging, wider cover display, and a less visible display crease, addressing some of the biggest complaints with foldables at the time.
And in typical OnePlus fashion, it delivered those features at a lower price than the Galaxy Z Fold and other foldables.
The clean, fast OxygenOS experience also earned a loyal following, especially among power users who wanted a phone that was not weighed down by bloated software.
And it wasn’t just the company’s smartphones that stood out. The OnePlus Watch 2, OnePlus Pad, and OnePlus Buds Pro were also widely praised for offering excellent performance and value.
Together, they proved that OnePlus wasn’t a one-hit wonder or a company that stumbled into making a few great phones. It consistently built well-designed, competitive products across multiple categories.
That’s what made OnePlus valuable to the US smartphone market.
It never matched Samsung or Apple in terms of sales. However, it was often the first to bring new technologies to the US market as polished, mainstream products at a reasonable price.
In doing so, it pushed the competition to innovate faster than they otherwise might have.
QuizOnePlus phones and history
Trivia challenge
From flagship killers to foldables — how well do you really know OnePlus?
HistoryHardwareSoftwareFlagshipsInnovation
In what year was OnePlus founded?
Correct! OnePlus was founded in December 2013 by Pete Lau and Carl Pei. The company was spun out of Oppo with the goal of creating premium smartphones at disruptive prices.
Not quite. OnePlus was founded in December 2013 by Pete Lau and Carl Pei. The two former Oppo employees wanted to challenge the idea that a great smartphone had to cost a fortune.
What was the original asking price of the OnePlus One at launch in 2014?
Correct! The OnePlus One launched at $299 for the 64GB model, earning it the ‘flagship killer’ nickname. It offered specs comparable to devices costing twice as much, which stunned the industry.
Not quite. The OnePlus One launched at $299 for the 64GB model. That price point for a Snapdragon 801-powered device with a 5.5-inch display is exactly what earned it the legendary ‘flagship killer’ title.
What controversial sales method did OnePlus use to sell the OnePlus One at launch?
Correct! OnePlus used an invite-only system, where existing owners could invite friends to purchase a device. While it created buzz and scarcity, it also frustrated many potential buyers who couldn’t get an invite.
Not quite. OnePlus used an invite-only system for the OnePlus One. The strategy was designed to generate hype and manage supply, but it became one of the most controversial marketing moves in smartphone history.
What is the name of OnePlus’s current Android-based operating system, introduced in 2021?
Correct! OnePlus runs OxygenOS, which has been the brand’s software identity since 2015. Although it became controversial when OnePlus merged its codebase with Oppo’s ColorOS, OxygenOS remains the official name for global markets.
Not quite. The answer is OxygenOS, OnePlus’s long-running Android skin. HydrogenOS is actually the Chinese market variant, and while ColorOS underpins OxygenOS behind the scenes now, OnePlus still brands its global software as OxygenOS.
The OnePlus 6T was notable for being one of the first OnePlus phones to feature which technology?
Correct! The OnePlus 6T, launched in 2018, introduced an in-display optical fingerprint sensor — a first for OnePlus. The move came alongside the removal of the 3.5mm headphone jack, which also sparked debate among fans.
Not quite. The OnePlus 6T was notable for its in-display optical fingerprint sensor, introduced in 2018. OnePlus has still never offered wireless charging on many of its devices, preferring its wired Warp Charge technology instead.
What is the name of OnePlus’s proprietary fast-charging technology, originally launched as Dash Charge?
Correct! OnePlus rebranded Dash Charge to Warp Charge starting with the OnePlus 6T McLaren Edition. The rebrand was reportedly due to a trademark dispute with Amazon, which used the Dash name for its own products.
Not quite. The answer is Warp Charge. OnePlus originally called its fast-charging system Dash Charge, but renamed it Warp Charge after a reported trademark conflict with Amazon. The technology itself remained largely the same despite the new name.
Which OnePlus device was the company’s first foldable smartphone?
Correct! The OnePlus Open, launched in October 2023, was OnePlus’s first foldable smartphone. It was widely praised for its slim profile, Hasselblad-tuned cameras, and large cover display, making it one of the most competitive foldables of that year.
Not quite. The OnePlus Open, released in October 2023, was the company’s debut foldable device. OnePlus positioned it as a premium offering with Hasselblad camera tuning and one of the thinnest foldable designs available at launch.
Which co-founder left OnePlus in 2020 to eventually start a new smartphone company called Nothing?
Correct! Carl Pei departed OnePlus in October 2020 and went on to found Nothing, the company behind the Nothing Phone series. His exit surprised many in the tech world, as he had been the public face of OnePlus for years.
Not quite. Carl Pei left OnePlus in 2020 to found Nothing, which later launched its own line of smartphones and earbuds. Pete Lau remained at OnePlus and also took on a broader role at parent company Oppo following Pei’s departure.
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Competition drives innovation, and that’s what made OnePlus valuable
Fewer rivals, slower progress
Every time OnePlus introduced a notable hardware upgrade on its phones — be it faster charging, a bigger battery, or a higher refresh rate display — it raised the bar on what to expect from a flagship Android phone.
If anything, that made Samsung and Apple innovate faster than they otherwise might have. They never responded immediately, but they eventually had to catch up because OnePlus set a new standard for consumers to expect.
Without OnePlus, that pressure is gone.
The US smartphone market is effectively down to four major players: Google, Apple, Motorola, and Samsung. While they make great phones, none are known for pushing technological boundaries.
Apple comes up with something radically new, but that typically only happens once every few years.
Samsung tends to iterate on a proven formula, while Google has focused more on AI and software than on breakthrough hardware. That is, unless you count a temperature sensor as a breakthrough.
The real losers are consumers
OnePlus’ exit is not just a loss for its fans. It’s a loss for every Android user in the US.
It was a company that consistently pushed the competition to innovate faster than they otherwise might have. Even if you have never heard of or owned a OnePlus phone, you likely benefited from the competition it created.
Now that competition is weaker, Samsung, Apple, and Google can rest on their laurels if they want. They don’t have the incentive to innovate as fast as they otherwise might have.
For consumers, that means fewer choices, less innovation, and higher prices.
