OnePlus will no longer release new smartphones in the US and Europe, the company confirmed in a statement to TechCrunch. Existing users will continue to receive after-sales support and software updates, but the brand’s global expansion era is over.
Why OnePlus is pulling out of key markets
After a decade of growth, OnePlus is retreating from North America and Europe amid rising consumer electronics prices and sluggish demand. The move is part of a broader corporate restructuring at parent company Oppo, which also plans to scale back OnePlus operations in India—one of its largest markets outside China.
Founded in 2013 by Pete Lau and Carl Pei, OnePlus initially carved a niche with affordable, high-spec Android phones for tech enthusiasts. Over time, it expanded into premium and budget segments, like the Nord series, but now faces a sharp industry downturn.
Industry headwinds and OnePlus’ shrinking footprint
Analysts predict global smartphone shipments will drop over 13% in 2026 due to a memory chip shortage dubbed “RAMageddon.” Oppo itself saw double-digit shipment declines in Q2 2026, with Counterpoint noting “softness across most key markets.”
- OnePlus’ US market share fell below 1% in 2025
- Oppo will continue selling OnePlus in China and Realme phones in regions like the Nordic countries
- Counterpoint analyst Maurice Klaehne: “OnePlus built its name as the ‘flagship killer’—that growth era’s over”
