OnePlus 10 Pro China-first launch is perplexing but calculated, here's why

The source is the OnePlus.

It might seem odd, but experts say it makes sense to launch the OnePlus 10 Pro in China first. The company has a big year ahead of it since it has integration with OPPO. The brand may drift into irrelevance if it isn't fixed.

The rear panel of the OnePlus 10 Pro is very similar to the one on the S21, and it's a huge departure from the other products in the series. Pete Lau, the CEO of the company, said that the series would be powered by the same chip as the best phones that will be released this year.

The device will be available in North America and other markets later in the year, but the announcement did not include the OnePlus 10.

This will be the first device to be launched by the new sub-brand of OPPO.

Why did they launch in China first?

Neil Shah, vice president of research at Counterpoint Research, said that one of the reasons for a China-first launch is the race to have the first phone based on the new Gen 1 chip on the shelves first.

The same processing power is used by the recently released Xiaomi 12 and 12 Pro.

Shah says that the upcoming Chinese New Year holiday will help the company in its home market.

China was not an important focus market for the brand earlier, but after folding into OPPO, China becomes a key focus market for the brand. It will be positioned to fill the gap between the Find and Reno series. He says that the V and X series did well in the China market.

Having a small number of phones reserved for the Chinese market before the holiday doesn't hurt, according to Jitesh Ubrani, research manager for the worldwide device tracker.

China is the largest market for phones. China is one of the largest markets for the company's premium phones, and it's a logical first choice since it's the largest market outside of the country.

The source is the OnePlus.

Carl Pei, who left the company in 2020 to start Nothing, a hardware startup, was a partner in the company. The parent company of the two companies that were independent, OPPO and Vivo, was apparently calledBBK Electronics. It was supposed to be an exclusive brand that went up against more prominent brands. The phones that looked very similar but were released in different regions were the result of the shared research and manufacturing resources between OPPO and OnePlus.

Several factors favor a China-first launch, according to Mishaal Rahman, senior technical editor at Esper and former editor-in-chief of XDA Developers. China is where the research and development occurs, where manufacturing takes place, and where engineers who develop the operating system are located.

It doesn't mean there will be overlap. Rahman says the competition is intentional and that it's a multi-branding strategy forBBK Electronics. The market segment of these products doesn't always overlap.

One Plus is an online-first brand, while OPPO is more retail focused.

Does the company care about North America?

The source is the OnePlus.

Rahman says that it's not true that the 10 Pro won't be launched in North America until after the Olympics.

Rahman says that One Plus took advantage of the growing demand from carriers for budget 5G phones. North America is a small part of the pie for the brand.

In the first half of the year, the U.S. smartphone market saw a 27% year-over-year increase in sales. The market saw strong growth due to the void left by the exit of a major player.

According to a report by Counterpoint, the fastest growing manufacturer in the first half of the year was OnePlus.

The N10 5G and the N 100 5G introduced by T-Mobile in January gave the company a market share increase. The latest devices from the company are the OnePlus 9 and 9 Pro. He says that the N 100 has been one of the top-selling smartphones within Metro for months.

We should care about the OnePlus 10 Pro.

The source is the OnePlus.

Some might think that the low-hanging fruit of the moment is the OnePlus 10 Pro, because the S22 might already be available in the US. Anshel Sag is a senior analyst at Moor Insights & Strategy.

Sag says that the release of the OnePlus 10 Pro in China makes it all the more puzzling, because it's an opportunity for the company to release a phone that would normally do better in markets outside of China. It's possible that an earlier launch will mean more mature software for the phones, which has been a problem for some in the past.

The OnePlus 10 Pro and its subsequent variant will still be relevant on a global scale. While the phone may not compete with the S22 everywhere, it still has a strong presence in some key markets.

"This will be the first time the company launches a phone of this caliber while under OPPO's umbrella, and whether they like it or not, the launch of the OnePlus 10 will be used as a measuring stick for future phone launches," he says.

This launch is a lot to prove.

The source is the OnePlus.

Rahman agrees that the first phone under the name OPPO has a lot to prove.

He says that the company lost a lot of customers when it migrated to ColorOS and Oxygen OS 12.

One Plus was known for being one of the fastest to deliver an update to the OS after it was released, but last year, it was overtaken by the Koreans. Rahman says that the company can easily recover from this loss of confidence by delivering a stable software experience and timely software updates.

Rahman says that the phone needs to have hardware and software features that make it stand out, or else it will lose customers to other brands.

I think the potential of the OnePlus 10 Pro is great, but it's not enough for me to care about a phone anymore. He says that it needs to do everything well and then some.

Sag believes that if the integration with OPPO doesn't differentiate the company from its competitors, then the "One Plus brand may just drift into irrelevance."