OnePlus is withdrawing from the US and European smartphone markets as part of a broader restructuring of parent company Oppo, Bloomberg reports.
OnePlus is a wholly owned subsidiary of Oppo. The change could come as soon as this week, according to a person familiar with the matter who spoke with Bloomberg. Realme, another mobile phone brand owned by Oppo, will exit the Chinese market as part of the same restructuring. Outside of China, OnePlus’ withdrawal is expected to extend to the rest of the world, including India, by 2027.
OnePlus built a loyal following among some Android enthusiasts in its early years by combining solid performance and lightweight software with aggressive pricing that consistently undercut Apple and Samsung by hundreds of dollars, but its influence has waned significantly in recent years.
Apple and Samsung continue to dominate the US smartphone market, with Apple capturing a record 20% share of the global smartphone market in the second quarter of 2026, with Samsung taking the top spot with 22%, according to Omdia. OnePlus, meanwhile, is far behind smaller competitors like Motorola and Google in the US.
In China, Oppo is lagging behind market leaders Huawei and Apple, and the market as a whole is being strained by rising memory costs. IDC said this week that total smartphone shipments in China fell 4.3% year-over-year in the second quarter to about 66 million units, the fifth consecutive quarterly decline, with Apple and Huawei the only major vendors to see growth. The slowdown is linked to the same shortage of memory chips that forced Apple to raise prices on much of its product line, with CEO Tim Cook calling the increases “inevitable.”
Counterpoint Research said Chinese brands like Oppo face greater pressure than Apple and Samsung due to memory shortages, as thinner margins leave less room to absorb rising component costs, especially in the entry-level segment where costs have jumped 20-30% since the start of 2025.
OnePlus’ most recent flagship, the OnePlus 15, launched globally on November 13, 2025, but OnePlus postponed the sale in the United States specifically because the FCC certification process was delayed due to the federal government shutdown, which had just ended the day before the launch.
