2024: A Year of Triumphs and Missteps for OnePlus – Is the Future in Peril?

OnePlus had a landmark year in 2024, with both its flagship series and Nord line delivering products that impressed fans and critics alike. The company’s ability to merge premium features with aggressive pricing has continued to keep it relevant in the fiercely competitive smartphone market. However, as much as 2024 saw OnePlus soaring to new heights, the year wasn’t without its fair share of missteps, and troubling signs for its long-term strategy have begun to emerge.

 The Wins: Flagship and Nord Series Shine Bright

1. OnePlus 12 and the Flagship Experience

OnePlus’ flagship, the OnePlus 12, cemented its place as a top-tier contender in the premium smartphone space. It delivered cutting-edge specs like the latest Snapdragon 8 Gen 3, a superb 120Hz AMOLED display, and an ultra-fast charging experience. But what truly set the OnePlus 12 apart from the competition was its continued focus on clean, near-stock Android and its ultra-smooth OxygenOS interface, something that’s become a hallmark of OnePlus devices.

The camera improvements also didn’t go unnoticed. With a new partnership with Sony and significant investment in computational photography, the OnePlus 12 offered great low-light performance, detailed telephoto zoom, and well-balanced colors. Despite being a latecomer in terms of software updates, OnePlus delivered a phone that felt polished and packed with value, proving the company is still capable of competing with the likes of Samsung, Apple, and Google.

2. Nord Series Continues to Dominate the Mid-Range

In 2024, OnePlus once again solidified the Nord line as the go-to budget-friendly alternative for users who want flagship-like features without the flagship price tag. The OnePlus Nord 4 delivered a 120Hz AMOLED screen, Snapdragon 7+ Gen 2 chipset, and a fast-charging experience that rivaled many higher-end models. The real highlight, however, was its excellent camera system that performed well in both daylight and low-light conditions, making it a top contender in the mid-range market.

The Nord series' strength has always been its balance—offering premium features at a more accessible price. The Nord 4 demonstrated that OnePlus can still bring innovation to the affordable segment, keeping customers in its ecosystem without forcing them into the more expensive flagship tier.

The Misses: Embarrassing Hiccups

Despite all the successes, 2024 wasn’t entirely smooth sailing for OnePlus. A few decisions raised eyebrows and caused significant frustration among loyal users.

1. The Software Update Delays

One of OnePlus’ most significant selling points has always been its fast, clean OxygenOS experience. In 2024, however, users began reporting longer-than-expected delays for software updates, particularly for the OnePlus 12. While the hardware continues to impress, the software support timeline has become inconsistent, with some devices missing out on major security patches for extended periods. This has led to growing concerns about the company’s ability to maintain the level of software support that its users have come to expect.

2. OxygenOS Controversy

In late 2024, OnePlus made a controversial move by integrating more features from its parent company, Oppo, into OxygenOS. The updated version of the OS, dubbed OxygenOS 15, was heavily criticized for feeling bloated, with more pre-installed apps and UI elements borrowed from Oppo’s ColorOS. Longtime fans who appreciated OxygenOS for its near-stock Android experience voiced their displeasure, making it clear that OnePlus may be losing its unique identity in the quest for a unified software ecosystem.

3. The “Pro” Models: Overkill or Necessary?

OnePlus’ decision to launch multiple variants in the flagship range in 2024, including a Pro model with slightly incremental upgrades, caused confusion. The **OnePlus 12 Pro** offered marginal improvements in the camera department, but the price difference between the regular model and the Pro didn’t justify the features for most users. This led to a lot of frustrated customers who felt they were being asked to pay extra for very little return on investment. While having multiple options isn’t inherently a problem, OnePlus’ pricing structure seemed to confuse the market, leaving many wondering which model truly offered the best value.

A Troubling Future: Is OnePlus Losing Its Way?

Despite these setbacks, OnePlus’ biggest challenge going forward is its long-term strategy. The smartphone market has become increasingly difficult to navigate, and OnePlus faces mounting competition from companies like Xiaomi, Google, and Samsung, all of which are aggressively pricing their devices while pushing innovation.

1. The Oppo Influence

The deeper integration of Oppo’s software and hardware into OnePlus’ products raises an important question: is OnePlus at risk of losing its distinct identity? While Oppo’s influence has brought some benefits, such as enhanced manufacturing capabilities, it’s also led to a dilution of OnePlus’ core brand values. Many fans fear that OnePlus is becoming just another sub-brand of Oppo, rather than maintaining its position as a company that offers a unique Android experience. 

2. The Focus on Ecosystem

In 2024, OnePlus also made a strategic push to create a more cohesive ecosystem of products, including wearables, smart home devices, and more. While this makes sense in theory, it raises concerns about the company losing focus on what made it popular in the first place: smartphones. Diversification is fine, but OnePlus must ensure it doesn’t overextend itself. A scattered focus could affect the quality of its core products, which are still its bread and butter.

3. Premium Pricing Without the Premium Feel  

Another looming issue for OnePlus is its pricing strategy. As the company increasingly pushes towards the premium segment, it risks alienating the fans who supported it during its rise in the mid-range space. OnePlus has always been about providing flagship-level features at a reasonable price, but if the company continues to price its phones like Samsung or Apple’s flagship models, it will have to deliver the same level of polish, software support, and overall premium feel. So far, there are still gaps, especially in areas like long-term software updates and after-sales service.

All things considered, 2024 was a year of ups and downs for OnePlus. The OnePlus 12 and Nord 4 delivered strong performances, but there were a number of missteps, from software delays to a somewhat confusing product lineup. OnePlus must tread carefully going forward. The company’s ability to innovate and stay true to its roots will determine if it can continue to thrive in the competitive smartphone market. If OnePlus can address its current hiccups and maintain the balance between affordability and premium features, it still has the potential to remain a strong player in the industry. However, if the company loses sight of what made it great, the future could look uncertain.