OnePlus made its name launching affordable flagship devices that made more established rivals look greedy by comparison. In recent years, however, its prices have crept closer towards the high-end in the same territory as its ostensible rivals. That’s why the company is making such a big song and dance about OnePlus Nord, a “product line” of lower-priced devices that recaptures the original OnePlus spirit.
After a lot of hype and a large of leaks, OnePlus today confirmed that it would sell these devices under the OnePlus Nord banner. Beyond that, however, the only firm detail we have is a comment from OnePlus CEO Pete Lau saying “Nord will be our first product below $500 in recent years.” It looks as if there will be a gentle split in OnePlus’ strategy between its high-end flagships and these more modest Nord devices.
At the same time, the company released the first of an unflinching four-part documentary looking at the making of the OnePlus Nord. It doesn’t include much about the phone itself, beyond the apparently rushed pre-production timetable and a sense that the phone will crib from Nordic design trends. But it’s worth watching exhausted co-founder Carl Pei chastising his employees for taking notes during a meeting.
As for any more detail about the Nord, or Nords, we’ll be waiting until July 10th, when the handsets are expected to be announced for both India and certain European countries.