Explained: Here’s why premium brand OnePlus needs a cheaper smartphone

Like with movies, the smartphone industry too depends a lot on the hype before a launch to sell a new device. And going by hype, there are very few companies that do it as well as OnePlus. And we are in the midst of another such hype cycle, this time around the OnePlus Nord.

But this phone is different, coming from the company that has focussed for the past few years on the premium segment, selling primarily above the $400 bracket in all markets. So much so, that the startup from Shenzhen has become the top premium brand in India over the past many quarters, selling more that both Samsung and Apple but at lower price points. But the Nord is not a premium phone, though the Rs 24,999 starting price tag in India, might still be considered expensive.