OnePlus, the Android brand that built a loyal user base by offering flagship-level performance at a lower price, is preparing to wind down operations in the US and Europe. The move could come as early as this week and is part of a broader restructuring by parent company Oppo, according to Bloomberg. Realme, another Oppo-owned brand, is also expected to exit the Chinese market as part of the same overhaul.
The signs have been building for months. Reports of OnePlus's eventual wind-down first surfaced early this year, which the company initially denied, before confirming it was "evaluating" its future in Europe. Closed-door press conferences have reportedly already taken place, though no details on the exact reasoning have been shared publicly. Existing inventory will likely be sold off over the coming months, and current software support commitments are not expected to be affected immediately.
According to the report, OnePlus is expected to continue operating in markets including India and China for now. However, the brand is likely to focus on rebadged Oppo smartphones rather than developing separate product lines. Bloomberg also reported that the restructuring could expand to other markets, including India, by 2027.
Why Oppo Is Pulling Back
Oppo's reported restructuring comes amid mounting challenges, including slowing smartphone sales, geopolitical pressures and rising component costs driven by an AI-related memory chip shortage. The move also reflects broader weakness in the global smartphone market, with China's smartphone shipments declining 4.3% year-on-year in the second quarter.
Key factors behind the restructuring include:
Weaker smartphone sales in the US, Europe and India.
Rising LPDDR memory prices due to an AI-driven chip shortage.
Geopolitical pressures and an ongoing legal dispute with Apple.
China's smartphone market recording a fifth consecutive quarterly decline, with Apple and Huawei the only major brands to post growth.
OnePlus, once known for offering flagship-level performance at lower prices, has also lost market share in recent years. In the US, it now trails Apple, Samsung, Motorola and Google, despite launching its latest flagship, the OnePlus 15, globally in November 2025.
As part of the restructuring, Oppo will instead concentrate its European resources on Central Europe and the Nordic region, where it has had comparatively more success.
OnePlus's reported retreat reflects wider challenges facing Chinese smartphone makers, including tariffs, geopolitical scrutiny, rising component costs and slowing demand. The move also highlights the growing difficulty of competing with Apple and Samsung in key international markets.