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James Ide

OnePlus keeps swiping at Apple and Samsung – but is it doing enough itself?

OnePlus Samsung Apple

The OnePlus 12 in white.

OnePlus could be seen as throwing shade at its pseudo rivals Samsung and Apple after the launch of its new smartphones the OnePlus 12 and OnePlus 12R. But is it all banter or should the one-time smartphone upstart concentrate on making its devices more competitive?

The OnePlus launch event called Smooth Beyond Belief took place just seven days after the Samsung Galaxy Unpacked launch of the AI-focused Samsung Galaxy S24 series but showed the very different direction the companies are heading.

OnePlus took the unconventional approach of kicking off the launch of the OnePlus 12 and 12R by pointing out the flaws of other devices, host, Ishita Grover stated: “We have seen a slew of typical complaints that have plagued our competitors."

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