Key facts
- OnePlus will no longer launch new products in Europe and North America.
- The company assured that user rights, including after-sales support and software updates, will be fully guaranteed.
- The decision follows reports of OnePlus winding down its U.S. and Europe operations amid rising prices and slow demand.
- The smartphone market is facing declining shipments due to chip shortages.
- Oppo, the parent company, experienced a significant shipment decline in the second quarter of 2026.
OnePlus has officially stated it will not launch new products in Europe and North America, assuring customers that all existing rights and interests, including after-sales support and software updates, will be fully maintained. This announcement follows earlier reports citing a Bloomberg source that indicated the company was planning to wind down its U.S. and European operations this week as part of a broader restructuring at its parent company, Oppo.
OnePlus, founded in 2013 by Pete Lau and Carl Pei with the aim of producing affordable Android phones, had expanded its offerings globally. However, the company, along with its parent Oppo, has faced a challenging market characterized by rising consumer electronics prices and declining demand. Analytics firms like IDC and Counterpoint predict a significant drop in smartphone shipments for 2026, partly due to a limited supply of memory chips, a situation referred to as 'RAMageddon.' Oppo specifically experienced a double-digit year-over-year shipment decline in the second quarter of 2026.
Despite the halt in new product launches in these regions, OnePlus will continue its operations in China. Oppo also intends to continue selling its Realme phones in other markets where they have found success, such as the Nordic region. Counterpoint analyst Maurice Klaehne noted that OnePlus's strategy has shifted from aggressive global expansion to focusing on the Chinese market, a departure from its 'flagship killer' origins.