OnePlus keeps swiping at Apple and Samsung – but is it doing enough itself?

OnePlus could be seen as throwing shade at its pseudo-rivals Samsung and Apple after the launch of its new smartphones OnePlus 12 And OnePlus 12R. But is it all talk or should the one-time smartphone upstart focus on making its devices more competitive?

The OnePlus launch event called Smooth Beyond Belief took place just seven days after launch Samsung Galaxy unpacked launch of the AI-focused Samsung Galaxy S24 series, but showed the very different direction the 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. Host Ishita Grover stated, “We’ve seen a whole host of typical complaints that have plagued our competitors.”