Core Insights - OnePlus officially launched its flagship models, OnePlus 15 and OnePlus Ace 6, on October 27, 2025, with a reported year-on-year sales growth of 36.7%, leading the industry [1] - The company aims to deepen its focus on performance and gaming, particularly targeting younger consumers, with a 106% increase in users aged 24 and below [1] OnePlus 15 Highlights - OnePlus 15 is positioned as the industry's first true "Performance Ultra" flagship, featuring the Snapdragon 8 Gen 2 processor and a new gaming kernel, achieving a 165Hz ultra-high frame rate for gaming [3][10] - It includes a 7300mAh battery with 120W fast charging, a 165Hz high-resolution display, and advanced cooling technology to maintain performance during high-load gaming [3][24] - The design is inspired by "Dune Aesthetics," featuring a minimalist approach with a focus on comfort and durability, including IP66/68/69K water and dust resistance [8] OnePlus Ace 6 Highlights - OnePlus Ace 6 is described as a "fully equipped performance powerhouse," also featuring the Snapdragon 8 Gen 2 and a 165Hz ultra-high frame rate display [5][30] - It boasts a 7800mAh battery with 120W fast charging and advanced cooling systems to ensure stable performance during gaming [34] - The design includes a silk glass back and IP66/68/69/69K protection, ensuring high durability while maintaining a premium feel [32] Gaming and Performance Features - Both models emphasize gaming performance, with the OnePlus 15 and Ace 6 featuring advanced cooling systems and dedicated gaming chips to enhance user experience [14][16] - The introduction of the "G2 Gaming Network Chip" improves network stability and reduces latency, crucial for online gaming [16] - The "Lingxi Touch Chip" in OnePlus 15 enhances touch response, achieving a 3200Hz sampling rate for precise gaming control [17] Display and Visual Experience - OnePlus 15 features the world's first 165Hz ultra-high refresh rate display, enhancing visual fluidity and responsiveness in gaming [19] - The display technology includes advanced color accuracy and low blue light features, receiving TÜV Rheinland certification for eye comfort [21] Additional Products and Launch Details - OnePlus 15 will be available for purchase starting October 28, 2025, with a starting price of 3999 yuan, while OnePlus Ace 6 will be available from October 30, 2025, starting at 2599 yuan [7][36] - The company also launched the OnePlus Pad 2, targeting students with a focus on gaming and productivity features [36][38]

Core Insights - OnePlus is adopting a focused "anti-consensus" strategy to carve out a unique growth path in a slowing smartphone market, emphasizing a "Performance Ultra" product strategy aimed at young gaming enthusiasts [1][2][7] - The company reported a 36.7% year-on-year growth in Q3 and expects to approach a 50% growth rate for the year, driven by a clear and aggressive business logic targeting a specific user group [1][3][7] Product Strategy - OnePlus is prioritizing user experience by focusing on performance and gaming, opting for a 1.5K+165Hz screen instead of a traditional 2K display, which is seen as a better fit for user needs despite some controversy [2][3] - The decision to remove the Hasselblad branding from the OnePlus 15 does not compromise its imaging capabilities, as the company maintains a strong focus on color and aesthetic quality [4][6] Pricing and Cost Management - Despite rising supply chain costs, particularly in memory components, OnePlus is committed to its zero-profit pricing strategy for hardware over the next three years, prioritizing user experience and scale over immediate profitability [3][4] - The company aims to set the most sincere prices while ensuring product quality, reflecting confidence in its growth trajectory [3][7] Brand Synergy and Market Positioning - OnePlus emphasizes that its collaboration with OPPO does not hinder its market strategy, as both brands target different user segments, allowing for a clear product definition without compromise [4][5] - The company is focused on maintaining its identity and product strategy, ensuring that its offerings remain distinct from OPPO's flagship products [4][5] Future Outlook - OnePlus plans to deepen its focus on gaming and performance, considering new product categories only if they align with its core user base and scenarios [5][6] - The company is collaborating closely with Qualcomm to launch the next-generation Snapdragon 8 flagship chip, which has been co-developed over two years, indicating a commitment to innovation [6][7]