Product launches are a big deal for tech companies. It doesn’t matter the size of the company these events are super important for marketing, branding, and industry voice. That’s why you never want to release your product the same day a competitor does. Unless you’re Apple. You see, Apple recently announced an October 30th launch event: the same day OnePlus planned on announcing their new OnePlus 6T smartphone. From Apple’s perspective, it’s not a problem but launching a device the same day as Apple is sure to hurt OnePlus. That’s why the company is moving their launch day to October 29th.
The company took to its forums to explain the situation and offer up compensation for those who made plans to attend the event. CEO Pete Lau said the company came to this decision after conversations with tech journalists indicated their event would be lost in the Apple event news.
We talked to some of our most loyal users, knowing we could not make a decision of this magnitude without your input. For we know you would be most affected by this change. Flight tickets have been booked, hotel rooms reserved, and plans rescheduled. Internally, we were incredibly divided on this decision. We agonized for hours before we came to one of the most painful decisions we have ever made.
If you’re still committed to joining our event, first of all: Thank you! We will cover any costs you might incur to change your plans. If you need to pay to move your flight, we’ve got your back. Same goes for those of you who booked a hotel or made other arrangements. Our team will be getting in touch with all ticket owners individually to help you out.
While it’s a bummer they had to make such a drastic change so quickly, this move may also benefit OnePlus with extra press coverage and may boost viewership of the actual event.