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Chinese smartphone brand OnePlus has announced that it will cease launching new products in North America and Europe, marking a major strategic shift as parent company Oppo restructures its global operations.
In a statement to technology news outlet TechCrunch, OnePlus said the decision followed a comprehensive business review.
“After careful evaluation, OnePlus has decided not to launch any new products in Europe and North America. However, we will continue to fully honour all legal obligations to existing customers, including after-sales service and software updates,” the company said.
According to a recent Bloomberg report, the move is driven by rising costs in the global electronics industry and weakening consumer demand for new smartphones. The report said the withdrawal forms part of a broader corporate restructuring by Oppo.
The report also indicated that OnePlus is expected to gradually scale back its operations in India, one of its largest overseas markets.
Founded in 2013 by Pete Lau and Carl Pei, OnePlus gained global recognition by offering premium Android smartphones at competitive prices.
The company later expanded its portfolio with the more affordable Nord series. Carl Pei left the company in 2020 to establish his own consumer technology startup, Nothing.
Market research firms IDC and Counterpoint Research forecast that global smartphone shipments will decline by more than 13 per cent in 2026, largely due to a severe shortage of memory chips.
Counterpoint said Oppo experienced a significant decline in shipments during the second quarter of 2026 as demand weakened across its key markets.
Bloomberg reported that Oppo plans to retain the OnePlus brand primarily for the Chinese domestic market while placing greater emphasis on its Realme brand in international markets.
According to Counterpoint, OnePlus’ global shipments have fallen sharply over the past year, with its market share in the United States dropping to below 1 per cent.
“OnePlus once built its reputation as a ‘flagship killer’ by combining high-end specifications with competitive pricing and aggressive global expansion,” said Maurice Klaehne, Senior Research Analyst at Counterpoint. “That era of rapid global growth has ended, and the company is now doubling down on the Chinese market while retreating from much of the rest of the world.”