• OnePlus’ latest flagship OnePlus 13 launches in the US on January 7, starting at $899.99 on the open market.
• The device is feature-packed, including Qualcomm’s latest Snapdragon 8 Elite processor, an IP69 rating, Gen 5 Hasselblad co-developed cameras, latest OxygenOS 15 with AI features, and much more.
• As carriers see upgrade rates and equipment revenues decline, OEMs are looking to bolster their position in unlocked channels such as Best Buy, Amazon, and their own stores.
• OnePlus is well-positioned to take advantage of this shift with its latest launch.

The US is a carrier-dominated smartphone market with the open market accounting for less than 10% of its sales, according to to Counterpoint Research’s US Channel Share Tracker. With carriers witnessing declines in equipment revenues and upgrade rates as consumers opt to hold on to their devices longer, OEMs like OnePlus are providing consumers with much-needed alternatives to devices purchased from carriers. One such device is the OnePlus 13, set to be launched in the US open market on January 7. The brand’s last premium device, the OnePlus Open, launched in October 2023. Let us unpack what this means for consumers.

Unleashing OnePlus 13 potential

With the OnePlus 13, the brand is focusing on longevity. This aligns with OnePlus’ roots as a manufacturer known for providing high-end specs at competitive prices. The OnePlus 13 comes with several features promising powerhouse performance and future-proofing, such as the US’ first combined IP68 and IP69 smartphone rating for water and dust resistance, a new silicon-carbon battery technology, Qualcomm’s latest Snapdragon 8 Elite processor, 50MP triple rear cameras (main, ultrawide and triprism telephoto) and 5th-Gen Hasselblad camera technology. The OEM also promises four years of OS support and six years of security updates, the best the company has provided to date in terms of software support.

Source: Counterpoint Research

OnePlus’ latest OxygenOS 15 emphasizes speed, smoothness and AI integration, with several new features including AI Detail Boost, which helps improve framing and composition through high-definition enhancements. AI Unblur sharpens fuzzy images while the AI Reflection Eraser removes reflections you get when taking a picture through glass.

Along with these AI photography enhancements, OnePlus is also facilitating productivity via features like Intelligent Search, which helps locate files on the device, and AI Notes, which summarizes notes taken on the Note app. It also allows Gemini features like Circle to Search to work. However, while these features are impressive, they are currently working via the cloud and we would love to see more local, on-device GenAI support in the future.

There are several other features that make this device unique, standing out in a smartphone market with entrenched players like Apple, Samsung, Google and Motorola. For example, the OnePlus 13 has a Bluetooth calling feature called BeaconLink which enables communication with other compatible devices within a 200-metre radius.

Source: OnePlus

The final verdict: Much-needed alternative for US market

OnePlus’ decision to bring the OnePlus 13 to the US market was much needed to provide a wider range of options to US consumers. According to Counterpoint’s US Promotions Tracker, Apple, Samsung, Google and Motorola have close to 100% share of the postpaid premium device market. In the open market, there are a handful of additional options with OnePlus being one of the more prominent. Indeed, the open market is becoming more of a focus area for many OEMs that are seeing their sales fall in carrier channels due to declining upgrade rates. Unlocked promotions are generally weaker compared to what carriers offer, but they provide the flexibility to not remain tied to specific carrier service plans or financing agreements. Contracts can range from 24 months to as long as 40 months.

Google, for example, is seeing growth in the open market partially due to its diversification from carrier sales strategies, with more emphasis on Google Store sales and availability at retailers like Best Buy and Amazon.

OnePlus may be able to benefit from this halo effect. Increasing open market options and sales gives consumers more choices and improves the overall health of the smartphone market.

The OnePlus 13, along with the OnePlus 13R, will be available on OnePlus.com, BestBuy and Amazon. The models will retail at starting prices of $899.99 and $599.99 respectively, with open sales beginning on January 7 for the OnePlus 13 and January 14 for the OnePlus 13R. OnePlus is being very aggressive with promo offers at launch, with consumers in a position to save up to $899.99 with eligible trade-ins at launch through the OnePlus store. A more detailed review of the OnePlus 13 will be coming soon.