OnePlus could be seen as overshadowing its pseudo rivals Samsung and Apple after launching its new smartphones on OnePlus 12 and OnePlus 12R. But are they all jokes or should the one-time smartphone upstart focus on making its devices more competitive?
OnePlus' launch event called Smooth Beyond Belief took place just seven days after the Samsung Galaxy unpacked launch of AI-focused program Samsung Galaxy S24 series, but it showed the very different direction companies are taking.
OnePlus took the unconventional approach of kicking off the launch of the OnePlus 12 and 12R by pointing out the flaws of other devices, presenter Ishita Grover stated: “We have seen a number of typical complaints that have affected our competitors.”
On the screen were fourteen complaints about non-specific phones, Ishita then went on to say that these comments made it clear where OnePlus would focus its efforts.
Throwing rocks
While no particular make or model was mentioned, comments including “Charges slowly with a 20 or 25W charger” could be directed at the base model. Samsung Galaxy S23 which only had 25W charging. It could be aimed at the iPhone 14 Pro Max, which charges at a comparatively lower 27W.
Meanwhile, it has to be said that OnePlus phones have gone above and beyond by boasting some of the fastest charging for years: the OnePlus 12 offers 100W maximum charging.
Battery health issues were also mentioned, some of which degrade quickly, which could refer to some iPhone 14 and 14 Pro drop 90% in the first year. While OnePlus claims that it has its battery health engine to maintain the longevity of its phones' batteries.
There are also several comments about overheating that could be referring to the Samsung Galaxy S22 series, Galaxy Z Flip 4either Galaxy S23 FE that everyone used the Snapdragon 8 Generation 1, which was known to overheat on some phones. However, OnePlus phones have also been accused of overheating issues in the past, especially the OnePlus 9 Pro.
While discussing the benefits of nature landscape photographer Joshua Cripps' new camera system at the Video of Chasing Moon states, “I think it's important to photograph Mother Nature in an authentic way without AI or Photoshop.”
Given that Samsung has been embroiled in controversy surrounding the Galaxy S23 Ultra's AI-focused astrophotography features, a professional photographer criticizing AI in photography could be seen as more than a tongue-in-cheek look at Samsung. Deliberately or not, it shows that OnePlus is avoiding the AI-based approach that both Google and Samsung have leaned towards. But it's worth noting that all the clever image processing that goes into almost all smartphone photography means that you could argue that phone photos hardly go unmanipulated.
Social dispute
However, the launch is not the only time OnePlus points out its competitor's flaws. Samsung misidentified a photo of a woman at the Galaxy Unpacked event on X as a YouTuber/streamer @valkyrae. After its correction, Samsung blocked it. In response, OnePlus criticized Samsung by commenting, “We would never block you,” highlighting the contrast in handling such situations.
But even this is mild compared to OnePlus' comments on last year's Samsung Galaxy S23 launch. OnePlus turned to He also mocked the lack of a provided loading block, asking, “Are we going to see something without a blockbuster budget?”
Are we going to see something without a blockbuster budget? #SamsungUnpackedFebruary 1, 2023
OnePlus also didn't hesitate to mock Apple's “Wonderlust” event in September 2023, ridiculing Apple's move to USB-C and went a step further by creating an Apple event bingo card that included items like “Apple's take Park with drones” and “claims that something is the most advanced ever created.” This direct and light-hearted approach showed OnePlus' willingness to poke fun at its competitors' events.
Hi, I'm Dez (the social media manager) and I'm going to play a little game of bingo for the Apple event. Play with us and let's have fun, and I hope I don't get fired… pic.twitter.com/siz5MIK9wiSeptember 12, 2023
All of this could indicate that OnePlus is trying to have its cake and eat it, wanting to be seen as the underdog more open to challenges and being experimental, while aspiring to be taken seriously and seen as a major phone maker and a flagship alternative. viable.
Increasing competition between major phone makers could make it difficult to ignore each other, and I don't think they should. Any criticism could help improve future products and give a clear indication of how it is perceived outside of the fanbase.
glass houses
While some may appreciate OnePlus' banter, others won't be impressed with the less professional approach. OnePlus' identity seems to lean more towards feeling like a club and part of that points to others outside of that community.
I prefer playful interactions as I find them more engaging than the conventional posting of spec sheets, sanitized corporate statements and marketing videos, each of which has its value as long as you don't take it too seriously.
But the problem here is that Apple and Samsung phones regularly top our best phones lists, and OnePlus phones don't always get a look.
Sure, in our OnePlus 12 review, we looked with acclaim at OnePlus' latest flagship. But read our review of the Samsung Galaxy S24 Ultra and iPhone 15 Pro Max to get an idea of what the true flagship phones can do.
And where OnePlus was once the underdog in the flagship challenge, its high-end phones aren't the bargains they used to be, especially now that products like the Google Pixel 8 Pro are priced high and come equipped with smart tools. of artificial intelligence.
Ultimately, while OnePlus can throw virtual stones, it is in a hothouse vulnerable to criticism. Perhaps a return to well-equipped $500 smartphones could be OnePlus' way of justifying its criticism of others, but for now its slings and arrows of criticism may be a little misplaced.
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