The mid-range OnePlus X will not be getting a successor, as OnePlus wants to focus exclusively on the high end of the smartphone market.
OnePlus has made a name for itself by launching "flagship killers," meaning powerful smartphones that came at a fraction of the cost of other handsets with comparable specifications.
After launching the OnePlus One and OnePlus 2 flagship killers, the company dabbled into the mid-range segment of the smartphone market with its OnePlus X. The mid-ranger offered good specifications for its price and category, yet never really rose up to the hype of its flagship counterparts.
OnePlus has now released a new flagship, the highly anticipated OnePlus 3, and confirmed at the launch that its days of mid-range handsets are over. Although the company has released only one mid-ranger, it seems to think that one is enough.
At the OnePlus 3 launch event, company CEO Pete Lau confirmed that the affordable OnePlus X will not get any successor. Instead, OnePlus wants to focus on its "true flagship" to cement its foundation, choosing to compete only in the flagship sector.
As Engadget reports, in the long run OnePlus also plans to combine its development resources for the OxygenOS (global) and HydrogenOS (China-bound). The company will reportedly make an announcement on this later this year.
The fact that mid-rangers are out of the picture, however, doesn't mean that OnePlus will only be launching flagship smartphones from now on. The company will still offer "lifestyle products" and "invest in after-sale services" to promote the brand.
OnePlus also plans to bet big on solid promotional channels rather than traditional marketing strategies, which will allow it to maintain prices at an affordable limit. This strategy has proven quite successful for the company, as it saw rapid growth and continues to soar.
In India, the company is also forging ahead with Exclusive Service Centers, with one already launched in Bangalore and five more in tow.
Lastly, it's worth pointing out that the company is finally ready to ditch its dreaded invite system with the OnePlus 3, as it announced earlier this month. The OnePlus One, OnePlus 2 and OnePlus X all launched on an invite-only basis, which meant that interested customers could only purchase a OnePlus smartphone if they had an invitation. This scheme drew heavy criticism and limited the handsets' success, as not all prospective buyers could actually buy their desired device.
With the OnePlus 3 set to be readily available invite-free, OnePlus could have a winner on its hands. It remains to be seen how the OnePlus 3 will fare, and whether ditching the mid-range segment to focus solely on the high-end scene will prove fruitful. To get a better idea of where OnePlus' latest offer stands on the flagship market, check out our OnePlus 3 vs. Samsung Galaxy S7 edge vs. LG G5 comparison.