On Tuesday, Oppo smartphone subsidiary OnePlus unveiled its flagship series OnePlus 12 just in time to celebrate the brand’s tenth anniversary on Dec. 16. To showcase the specifications of the new device, OnePlus China’s CEO Li Jie spent a full three hours describing it in detail at the launch event, making regular comparisons to Xiaomi’s 14 Pro throughout.
Why it matters: The launch of OnePlus’ new flagship is a direct challenge to Xiaomi and its subsidiary Redmi, as the Oppo sub-brand looks to focus on high-quality smartphones with cutting-edge features offered at competitive prices.
Details: At the launch event, OnePlus repeatedly compared the OnePlus 12’s software and hardware capabilities with those of the Xiaomi 14 Pro, emphasizing its starting price of RMB 4,299 ($606), compared to the latter’s RMB 4,999 ($705).
- The OnePlus 12 features a 2K BOE screen with medical-grade eye protection, the Find imaging system created in collaboration with Hasselblad, and the latest Snapdragon 8 Gen 3 chipset.
- OnePlus claims to have worked with Chinese display panel maker BOE for the past two years to create the 2K BOE screen for the OnePlus 12. The screen boasts medical-grade eye protection and industry-leading peak brightness of 4,500 nits.
- The OnePlus 12 offers a camera setup that includes a 50 MP Sony LYT-808 sensor, a 48 MP IMX481 ultra-wide-angle lens, and a 64 MP Omnivision OV64B periscope telephoto lens with 3x optical zoom. For selfies and video calls, it is equipped with a 32 MP Sony IMX615 sensor at the front. The Find camera system is enhanced with Hasselblad branding and tuning technology, ensuring a high-quality imaging experience, according to OnePlus.
- The new flagship comes with a Qualcomm Snapdragon 8 Gen 3 processor under its hood. Working in conjunction with the Adreno GPU, the smartphone aims to achieve an improved gaming performance, thanks to the PixelWorks X7 Visual processor, as claimed by the company.
- The phone has a 5,400 mAh dual-cell battery, marking the largest capacity ever applied in a OnePlus device. It can charge at up to 50W via the company’s self-developed AirVOOC technology, which is three times faster than the 15W rate of Apple’s MagSafe wireless chargers.
- The entry level model with 12GB RAM + 256GB storage is priced at RMB 4,299 ($606), while the premium version of 24GB RAM + 1TB storage is available at RMB 5,799 ($818). The phone is available in black, green, and white.
Context: In June 2021, OnePlus announced it had merged teams with Oppo, its parent company, to streamline its operations.
- According to market research platform Counterpoint, Oppo and Xiaomi accounted for 14% of each of global smartphone shipments in the third quarter of 2023, with both firms shipping around 41.5 million units. Oppo’s data includes figures for its OnePlus brand.
- The Xiaomi 14 and 14 Pro, the first phones to feature the Qualcomm Snapdragon 8 Gen 3 chipset, were launched on Oct. 26 in China. The two smartphones are currently only available in China but are expected to launch globally in early 2024.
- OnePlus founder and chief product officer Liu Zuohu stated at the anniversary event that OnePlus smartphones are available in 10,000 Oppo offline stores in China.
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