OnePlus Shakes Up the Premium Market with its Latest Launch – The OnePlus 11 Series

The Chinese smartphone giant OnePlus is holding its most significant launch event of 2023, Cloud 11, in just a few hours. This year’s product lineup includes wireless earbuds, a premium television, and the debut of the OnePlus Pad tablet in India. However, the main attraction is the highly anticipated OnePlus 11 series, which is expected to start at around Rs 50,000 (approximately US$605).However, until recently, there had been a lack of excitement surrounding the online launch of the new flagship series inside OnePlus Boulevard, the company’s largest store located in Bengaluru, India. Store employees reported that most of the banners inside the one-year-old store still promoted the previous flagship – the OnePlus 10 series. This shift in marketing can be attributed to a change in OnePlus’ strategy and fortunes in the Indian market.In the late 2010s, OnePlus dominated the premium smartphone segment with devices priced above Rs 30,000 (US$360). Its flagship phones broke shipment records and pioneered hardware and software innovations, often making up to 40% of sales in the category. A smartphone retailer based in Delhi noted that “OnePlus practically built up the segment.”