OnePlus: Here's why the notch isn't going away anytime soon

CNET | 5/16/2018 | Lynn La
Mireille (Posted by) Level 3
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With sunlight pouring in from a giant sliding door in a suite at Palo Alto, Calif.'s luxury Nobu hotel, Carl Pei sits on a firm grey couch. It's early April and he has a lot on his plate. The company he helped co-found is a month away from announcing the new OnePlus 6 in London. On top of that, nearly a week ago, he caught flak on -- where else? -- Twitter for a tweet.

In an attempt to pre-empt the criticism OnePlus would catch for adding an iPhone X-style notch on its new flagship, Pei wrote, "Learn to love the notch" with a winking emoji. Soon after, he received backlash for its perceived dismissive and condescending tone.


"People didn't understand what I meant and they were quite upset," he said. "That's why I deleted it."

Because the notch can be turned off with a software update, OnePlus fans won't have to gripe too much about it. But his comments are noteworthy because the notch is the most obvious change in the latest flagship phone from a company that breaks the tradition of working with retail distributors and wireless carriers.

Excels - Hype - Presence - Media - Reddit

OnePlus instead excels at building up its own hype with an active presence on social media and Reddit. It also collaborates with famous French designers, releases limited-edition colors at low inventory and sets up pop-ups with trendy retailers such as Hypebeast and Colette, the iconic streetwear store in Paris. Oftentimes, it's as if each new OnePlus phone launch has the same buildup as the next big underground sneaker drop.

Founded in 2013 when Pei was 24, OnePlus is known for high-end phones packed with the latest hardware and priced more affordably than top-tier alternatives like the Apple iPhone, Samsung Galaxy and Google Pixel phones. Alongside Oppo and Vivo, it's one of three phone makers owned...
(Excerpt) Read more at: CNET
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