The month-long embargo on sales of the OnePlus 3 is finally over, with availability of the new phone set to go live later today.
On August 9, OnePlus stopped selling the OnePlus 3 in 24 countries across Europe and Asia, citing “overwhelming” demand for the new handset. But at 22:59 BST (23:59 CEST) on September 12 – that’s today! – the phone will once again be available to purchase in the following countries:
Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, France, Greece, Hong Kong, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, and Spain.
The OnePlus 3 was launched on June 14 this year, and was the first OnePlus smartphone freely available to purchase immediately upon release. Previous OnePlus handsets were initially locked into an invitation-only purchase system, which was a major source of controversy for would-be customers, many of whom were unable to buy the phone when they wanted. OnePlus used this system to manage handset inventory,
This system allowed OnePlus to tightly manage handset inventory, which was essential due to the firm’s tight profit margins – holding extra stock is bad for business, and doubly so for OnePlus. Discussing the abandonment of this system, Pei said: "The OnePlus 3 represents the third year we’re making smartphones, and expectations from our fans are higher than ever. In year three, we didn’t feel it was defensible to keep selling our devices via an invite system, and took the necessary steps to be able to go invite-free. The response has been overwhelming, and the OnePlus 3 is the fastest selling device we’ve ever made.”
Just prior to the sales embargo, Pei assured customers that the company was “working hard to secure more stock”, and that it would “fire up more production lines” to help bolster supply.
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The news came just weeks after OnePlus increased the price of the OnePlus 3 in the UK by £20, bringing the cost of the phone up from £309 to £329. The decision was in response to the fluctuating value of Sterling following the UK’s decision to leave the European Union. In a statement posted at the time, a OnePlus spokesperson said:
“We’ve seen a downward trend for the Pound against the USD over the past few months. While we’ve held off action for as long as we can, the sharp drop witnessed in the currency markets following the Brexit decision has forced us to re-evaluate the OnePlus 3’s pricing in the UK at a time of significant demand.”
We gave the OnePlus 3 a 9/10 score in our review, praising its high-quality build, good heat-handling, excellent value, and solid camera. The phone features a 5.5-inch Full HD display, 6GB of RAM, 64GB of storage, and Qualcomm’s Snapdragon 820 CPU. You can buy the phone at the OnePlus online store.
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What do you think of the OnePlus 3? Let us know in the comments.