The OnePlus 9 Pro. | Photo by Becca Farsace / The Verge
OnePlus CEO Pete Lau has announced a “new journey” for the company including a plan to “further integrate our organization with Oppo.” Lau made the announcement by way of a post on OnePlus’ forums, saying “we’re at a turning point for the future of OnePlus” and “we must adapt as a team and a brand.”
It sounds like a dramatic move for OnePlus, the company Lau started with Carl Pei after ostensibly leaving Oppo in 2013. OnePlus made its name with rebellious marketing and hype-driven online retail strategies, portraying itself as a smarter alternative to bigger smartphone brands.
But it remained a private company with ownership tied up in Oppo and the shadowy BBK Electronics empire, and it…