The Phoenix Rises: OnePlus’s Remarkable Redemption Arc

For a couple of years now, there’s been a palpable sense of revitalization surrounding OnePlus. Once a darling of the Android enthusiast community, the brand seemed to have lost its way, but recent developments suggest a powerful resurgence. It’s easy to let nostalgia color our perception of the "old" OnePlus, a company that captivated a niche audience with its promise of flagship performance at a disruptive price. In those early days, starting with the OnePlus One and extending to the OnePlus 7 series, a dedicated group of users saw the company, led by Carl Pei and Pete Lau, as the rightful heir to the Android throne, provided they could address some persistent issues.

The departure of Carl Pei in 2020, coupled with a shift away from the clean, lightweight, and near-stock Android experience of OxygenOS, felt like a significant blow to many. The company’s subsequent pricing increases, changes in management, and other strategic adjustments further clouded the outlook. The initial wave of devices launched in the post-Pei era were competent but lacked the spark and magic that had defined the brand’s early success. The OnePlus 9 through the OnePlus 11 were undeniably "fine" phones, but they didn’t quite manage the leap into the true "premium" segment that many felt the brand was capable of.

There was a period of uncertainty, fueled by the growing influence of Oppo, its parent company. Rebadged handsets, confusing software strategies, and gradual price increases likely pushed away some of the brand’s loyal followers. It was easy to conclude that OnePlus had "settled" into its role as a subsidiary, overshadowed by a larger, more assertive partner.

However, in the last two years, OnePlus has defied expectations and staged a remarkable comeback. The company has released some truly outstanding phones, produced what is arguably the best Wear OS smartwatch currently available, and even offers some of the best wireless earbuds on the market. While it may be an exaggeration to say that the brand has risen from the depths of despair, the current trajectory is incredibly promising.

This resurgence is built on a three-pronged approach, starting with an area that was once the Achilles’ heel of OnePlus phones: the camera system. The partnership with Hasselblad has proven transformative, bringing professional-grade color calibration and tuning to OnePlus devices. Initially, the collaboration was largely software-focused, with subtle tuning enhancements for the OnePlus 9’s camera. While not a major overhaul at that stage, it was more than just slapping a prestigious brand name on the camera module for marketing purposes.

Since then, the Hasselblad influence has deepened, with the introduction of new modes, improved tuning algorithms, and a more consistent and reliable camera experience across the OnePlus lineup. By limiting the collaboration to the Pro-tier devices, OnePlus has avoided diluting the impact of the partnership. Despite these efforts, the brand struggled to produce a consistently outstanding camera setup, at least until last year.

That all changed with the introduction of the OnePlus 12’s camera system. It delivered exceptional dynamic range and low-light performance, rivaling some of the most expensive phones on the market. This marked a significant shift in perception, demonstrating what OnePlus cameras could and should be capable of. While not every lens was objectively the best, the OnePlus 12 showcased the company’s potential when excellent hardware is combined with a vastly improved image processing engine.

The OnePlus 13 has built upon the foundation laid by its predecessor, further refining the camera experience to make it even more reliable and versatile. Together, these two devices embody the brand’s resurgence, offering a compelling package of high-end specifications and thoughtful design tweaks. They boast the most powerful processors, class-leading displays, long-lasting batteries, and incredibly fast charging technology, making them true flagship contenders on paper and in practice.

While prices have inevitably increased, OnePlus phones remain incredibly competitive compared to other premium smartphones, offering exceptional value for the specifications, camera technology, and features provided. For example, the OnePlus 13 offers nearly 95% of the technology found in the Galaxy S25 Ultra, but at a significantly lower price point.

The software experience has also undergone a significant transformation. OxygenOS 15 has addressed many of the concerns raised by users regarding bloatware and stability. While some elements could still be considered "bloat," the amount is no more egregious than what you might find in Samsung’s One UI, for example. The interface feels more refined, and the inclusion of features like improved RAM management and enhanced customization options has greatly improved the overall user experience. The update provides a more fluid and responsive feel, perfectly tuned to the high-end hardware packed inside.

The initial switch from the "old" OxygenOS to a fork of ColorOS was met with disappointment by many. However, over the past few updates, the software has evolved into something that feels independent enough to fit the OnePlus hardware. OxygenOS 15 is simply fantastic – fluid, fast, and retaining the customization controls that are often missing from Google’s lightweight Pixel skin.

Even the AI functions are less intrusive than those found in One UI, primarily enhancing existing functions with time-saving search tools or image tuning rather than attempting to completely control the device. Even if you choose to ignore the proliferation of AI, you can still enjoy a great experience with the "vanilla" Android 15 update on a OnePlus phone.

While OxygenOS was not initially a preferred choice after the switch to a ColorOS base, credit is due for the drastic improvements. It can now be honestly counted among the best Android skins available.

The beauty of Android is its interoperability. OnePlus has also significantly improved its ecosystem of accessories. While the brand previously offered some affordable options, they were not particularly compelling. In 2025, that has changed dramatically. The OnePlus Buds Pro 3 excel in almost every area. They provide expertly tuned, rich, clear sound, excellent active noise cancellation, and all the benefits of Google Fast Pair. They even outperform the market-leading AirPods Pro in head-to-head sound tests. There are simply no other Android-focused earbuds that compete in all areas.

OnePlus smartwatches were once difficult to recommend. But following experimentation with Wear OS, there has been another massive improvement. It’s still early in the year, but the OnePlus Watch 3 is arguably the best new wearable to pair with an Android phone. From its design to its battery life to its tight integrations, it’s a fantastic smartwatch and continues the solid foundation established by the OnePlus Watch 2 and 2R.

It’s worth noting that since Fossil exited the market, there are fewer players in the Wear OS space, making OnePlus’s emergence as a provider of solid alternatives even more significant.

To be sure, OnePlus faced numerous obstacles – perhaps more than necessary – to reach this point. But if any brand exemplifies a turnaround in recent years, it’s undoubtedly OnePlus. The tighter alignment with Oppo has provided the perfect environment for the one-time market disruptor to revitalize everything from hardware to software to the accessories that create a compelling mini-ecosystem of products.

The transition from an enthusiast icon to a more mainstream Android smartphone maker is inherently risky. Alienating the original fanbase by trying to appeal to a broader audience, which often involves increased prices, is a common pitfall. OnePlus has certainly seen some price increases, which is hard to ignore.

However, the OnePlus 12 and OnePlus 13 represent a complete reinstatement as incredible flagship-level Android phones. They also offer many enthusiast-level internal components, while maintaining a pricing structure that keeps them within reach of most consumers, reminiscent of the brand’s early days.

While prices have crept up, this also serves to highlight the bloated prices across the entire smartphone market. The quiet, incremental approach to improvement has been a great benefit to OnePlus. While brands like Samsung have experienced some stagnation in recent years, the bar may have been lower for OnePlus to excel in many areas through small but meaningful changes, tweaks, tuning, and pricing that, in some cases, significantly undercuts the competition.

Having the best internal components is no longer sufficient. It’s a solid foundation, but it needs to be paired with excellence in every other aspect. This is where OnePlus has made quiet but crucial improvements to a formula that was previously only halfway to a true solution.