OnePlus 10 Pro has to fight perception and Samsung in the luxury segment

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OnePlus 10 Pro was launched in India on March 31 and with it began the comparison of the phone with others in its segment. OnePlus 10 Pro features Qualcomm’s latest chipset, fast charging and a triple camera setup. OnePlus 10 Pro was launched in the near-luxury segment with a premium starting price 66k for the 8GB/128GB model.

“The OnePlus 10 Pro is a logical successor to the Pro series smartphone with Pro-level features,” said Faisal Kawoosa, Founder and Chief Analyst at Techarc.

The price pitted OnePlus 10 Pro against the Samsung Galaxy S22 series which launched in February with similar features. The differentiating factor here is that OnePlus is only eight years old while Samsung is a legacy brand that has seen the rise and fall of Nokia, Motorola and many other champions of their time.

He added, “In the luxury segment, users still see Samsung as synonymous with Android smartphone and it remains a challenge for OnePlus to change the perception.”

OnePlus 10 Pro comes with the Hasselblad camera brand with three rear lenses, a 48MP main lens, supported by a 50MP ultra-wide sensor and an 8MP macro lens. It has a 32MP selfie camera. “I believe that with the 2nd generation of the OnePlus-Hassleblad relationship, near-natural color rendering has become stronger,” he says.

For processing, OnePlus 10 Pro got the Snapdragon 8 Gen 1 chipset paired with 12GB of RAM. OnePlus 10 Pro comes with a 5000mAh battery and an 80W fast charger. It has a 6.7-inch AMOLED display with a 120Hz refresh rate. The phone uses a punch-hole display design which contains a selfie camera.

Similarly, even though we see the Samsung Galaxy S22, it has all the above mentioned features such as 120Hz refresh rate, Snapdragon 8 Gen 1 chipset, AMOLED display, triple rear camera setup . The Galaxy S22 uses a 50MP lens with a 12MP ultra-wide lens and a 10MP telephoto sensor. The front camera of the S22 is 10MP.

Samsung Galaxy S22 sells for 72,999 for 8GB/128GB compared to 66,999 for OnePlus 10 Pro in a similar RAM/ROM combination.

“We must realize that the new edition does not always mean a substantial leap from its predecessor, because smartphones as a product category have reached maturity in their performance and quality. Thus, a user will not always find remarkable changes from the previous edition,” added Faisal.

Buyers have all the options available to decide. Brand value comes into play if people have to spend that much money. Korean versus Chinese still matters when it comes to the final purchase. There are people who don’t want to buy a Chinese phone in the luxury segment, but prefer either Samsung running Android or Apple for a completely different ecosystem, experience and brand value. It’s a challenge for OnePlus to prove itself as a reliable brand as good as any other Korean or American smartphone maker.

The jump into the luxury segment for OnePlus could change market positioning, not only for Samsung but also for those who sell “affordable” phones with a 4.7-inch screen and have elaborate plans for markets like the India.

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