OnePlus went through a lot of changes last year. In a break from tradition, the company did not release a T flagship in the second half of the year. It also merged operations with Oppo, which is also owned by its parent company BBK Electronics. Although the companies continue to be separate brands, their phones will now run an operating system that will be developed by a unified team, and OnePlus has also integrated its Warp Charge with Oppo’s SuperVOOC charging standard.
China was not an important focus market for OnePlus earlier, but after folding into OPPO, China becomes a key focus market for scaling the OnePlus brand. It will be positioned to fill the big gap between the Reno series and Find series for OPPO. Especially in the China market where Vivo has done well with the V and X series.
China is amongst the largest markets for the company's high-end phones and given the ongoing supply crunch, a China-first release makes sense, according to IDC's Jitesh Ubran. It was also perhaps easier for the China-based OnePlus to release the OnePlus 10 Pro in its home country first instead of waiting a few months more to get done with the formalities associated with an international launch, such as obtaining the necessary certifications, according to Esper's Mishaal Rahman.
This hardly means that the North American market has fallen in priority for the company. After all, OnePlus grew far more than any other company in the US in H1 2021,
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