Why Did OnePlus Decline After Carl Pei Left and Started Nothing?

The story of OnePlus is one of remarkable ascent—and noticeable challenges. Once hailed as the “flagship killer” for delivering premium smartphones at competitive prices, OnePlus now finds itself battling brand confusion, customer dissatisfaction, and fierce competition. Many tech enthusiasts and consumers believe OnePlus’s challenges grew sharper after co-founder Carl Pei left the company in 2020 to launch his own venture, Nothing.

Carl Pei’s Influence on OnePlus

Carl Pei, along with Pete Lau, co-founded OnePlus in 2013 with the vision of offering cutting-edge features at affordable prices. He brought innovation in both product design and community-driven marketing. Under Pei’s leadership, OnePlus stood out for:

• The introduction of the invite-only buying system (creating demand and hype)

• Regular, direct engagement with tech fans

• Prioritizing bloat-free Oxygen OS and a fast, stable software experience

• Listening and adapting to feedback from the global community

These decisions helped OnePlus build a loyal fanbase and a reputation for value. Models like the OnePlus One, 3T, and 7 Pro set sales records and cult status.

The Turning Point: Carl Pei’s Exit & Shift to Nothing

In late 2020, Carl Pei left OnePlus to establish Nothing, a new consumer tech brand. His departure seemed to coincide with a series of changes at OnePlus:

• The company began merging operations more closely with its parent, Oppo

• Oxygen OS, loved for its clean interface, was phased out in favor of Oppo’s ColorOS, facing backlash for bugs and bloatware

• Pricing steadily increased, moving away from the “affordable flagship” concept

• Frequent launches and product expansion (smart TVs, earbuds) diluted the brand identity

• Delays and regional prioritization (launching in China first) frustrated global users.

The combination of these factors led many to believe that Pei’s entrepreneurial spirit and customer focus were sorely missed.

The Rise of Nothing

While OnePlus struggled to maintain its unique identity, Carl Pei’s Nothing quickly gained attention for its radical transparency and design-first philosophy. Nothing’s products, such as the ear (1) earbuds and Phone (1), revived enthusiasm among tech fans, using effective marketing and community engagement—strategies similar to OnePlus’s early years.

Key Factors Behind OnePlus’s Decline

• Loss of “Flagship Killer” Identity: Rise in prices without significant camera or software improvement versus Apple/Samsung rivals, alienating loyal fans.

• ColorOS Transition: The integration with Oppo led to a software experience criticized for bloat and lack of polish, compared to the beloved Oxygen OS.

• Product Overload: Rapid diversification into mid-range, audio, and TV sectors distracted from core strengths, confusing consumers.

• Competitive Pressure: Brands like Xiaomi, Realme, and Nothing now fill the “innovative value” space OnePlus once dominated.

• Community Disconnect: Reduced transparency and fewer direct fan interactions post-Pei led to a loss of the original “enthusiast” charm.

Can OnePlus Recover?

As of 2025, OnePlus still has strong R&D and global presence but must sharpen focus—regaining user trust, streamlining products, and sometimes going “back to basics”—if it is to reclaim its former reputation.

Disclosure

This article summarizes industry insights and user feedback from leading tech news sources and community discussions as of 2024–2025. No personal affiliation with OnePlus or Nothing is claimed.