OnePlus warns its customers that the effects of Brexit could impact its business in the UK

That the UK-EU referendum’s result has come as a shocker is not news anymore, but while the how and when of Britain leaving the EU may be an unknown, the fall in the value of the pound is a reality today, and it may well fall further as things progress. That’s a possibility that OnePlus is starting to address …

The Chinese company is currently experiencing an all-time high following the successful launch of the OnePlus 3, which reportedly “sold out completely within hours” amidst a slew of generally positive reviews — and a series of pop-up store events, which we have attended, that made a strong case for the health of the OnePlus brand.

With the pound plunging to a record low against the US dollar, OnePlus is reflecting upon its pricing strategy in the United Kingdom.

Fortunately, this did not come as a sudden and unexpected price increase — which remains £309 for the base model of the OnePlus 3 — but rather a warning that the company may, in the future, need to revise the price tag according to the GBP’s trend, were it to remain low.

“Our margins have always been thin, and our expenses are mainly in USD,” reads a memo on the company’s website. “This being the case, sudden drops such as the one that the pound has recently experienced could have a direct impact on our prices. Currency fluctuations are not your fault, nor our fault; but if we sell at a loss, the simple fact is that there won’t be a OnePlus in the future.”

That being said, you should not expect prices to surge now, nor in the immediate future, although uncertainty regarding the UK’s — and, for that matter, Europe’s — future will certainly affect small as well as big businesses. “Whatever happens with our prices in the UK, it won’t come out of the blue. We’ll try as best we can to keep you informed, when we know more, we’ll be sure give you several days of notice,” OnePlus said.