Cheaper OnePlus Z line of low-cost smartphones could start at just US$330

Once known for budget-friendly handsets, the US$899 OnePlus 8 saw the brand approach Apple and Samsung in price

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Published: 6:01pm, 24 Jun 2020Updated: 6:00pm, 24 Jun 2020

Shenzhen-based smartphone brand OnePlus announced a “new, more affordable smartphone line” on Tuesday, signaling a partial return to their roots.

OnePlus, which made its name by selling low-priced handsets with features more commonly found in pricier models, has steadily been increasing the price of their flagship handsets.

In a post on the website’s forum, OnePlus CEO Pete Lau said the new product line will cater to people who want a “really solid smartphone” for a “more accessible price.” He also told people to look for updates on an Instagram page titled “onepluslitezthing.”

No specific price or name has been announced, but there have been rumors going around online that a OnePlus Z could sell for as little as US$330, starting in India next month. Lau confirmed in his post that the new phone would be introduced in Europe and India, but also said the company wants to bring more affordable smartphones to North America.

OnePlus has been one of the few success stories for Chinese smartphone brands in Europe and North America thanks to its relatively unobtrusive Android modifications, speedy performance and good value. But the company has spent the last few years trying to claw its way up the value chain. This year’s OnePlus 8 starts at US$699 and the OnePlus 8 Pro starts at US$899, rivaling the likes of Apple and Samsung.

Competitors have pursued similar strategies, selling more expensive flagships at the high end while introducing low-cost lines for consumers on a budget. Huawei has Honor for cheaper handsets and Xiaomi has Redmi. OnePlus sister company Oppo has also found success in India with spin-off brand Realme.