Leading up to the OnePlus 6, we’ve seen OnePlus champion itself as the underdog. That’s exactly why news of 1 million units being sold in about three weeks seemed like a big deal. It’s the fastest-selling OnePlus phone ever, but don’t lose yourself in that number so quickly.

Looking at OnePlus as an underdog is two-sided. You should be impressed that word-of-mouth got it this far, but in the grand scheme 1 million units sold is nothing to make OnePlus’ competitors shake. OnePlus might not ever push the tens of millions of units Apple, Samsung, and Huawei push every quarter. Still, you should be impressed by the process to go from nothing to something in a few years.

What’s undeniably remarkable about OnePlus is its ability to grow without a big-budget advertising campaign. So the success story is more about its business tactics than actual sales figures. OnePlus will never sell like the industry’s juggernauts, but it can make a pretty penny for BBK Electronics. That’s what matters most.

Yet it’s upsetting the OnePlus 6 will soon fade. Aside from facing stiff competition from the new iPhone models and Samsung’s Galaxy Note 9, OnePlus itself will kill the product.

There’s an opportunity to own the summer. OnePlus doesn’t have to worry about an iPhone or Galaxy as of today, but the company oddly decides to have a tight window between flagships. That drives away prospective buyers who want to have the latest and greatest for more than six months.

Its flagships aren’t given room to breathe. Just as people get excited about the current flagship, the next one is near. OnePlus has been doing this for a few years. The OnePlus 3T and OnePlus 5T arrived only five months after their predecessors.

The OnePlus 6 is an excellent choice not only for a tech nerd but also the average person. But it’d be wrong for me not to say the OnePlus 6T will likely be official by November. Around the same time, we’ll see new flagships from Apple and Samsung as well as Google. OnePlus isn’t a household name like them yet.

In the industry, timing matters more than you think. OnePlus does grab plenty of headlines for a solid stretch into the summer, so it should consider giving more time to its first flagship of the year. Those early adopters won’t feel they’ve been ripped off, and OnePlus holds consistency on the market to attract people who might otherwise ignore the brand.

OnePlus cannot continue dancing around the problem. While it’ll never be as popular as the globally-known names right away, it stands a chance at being known. OnePlus just needs to keep a product on the market long enough for people to know it’s there. Then it can serve more than the fervent loyalists and their friends.

If OnePlus doesn’t want to stop using what BBK Electronics shares between its brands, the very least it can do is stop cannibalizing itself and annoying customers by releasing a new flagship on the heels of the last.