OnePlus has confirmed that it will no longer operate in North America or Europe, and will not launch any other phones in the regions following the OnePlus 15 in 2025.
OnePlus merged some of its operations with parent company Oppo in 2021, and going forward, all operations will now be under the Oppo brand. OnePlus will continue to operate in China, while Realme, another Oppo sub-brand, will exit the Chinese market but continue to sell devices overseas.
“This was not a matter of Oppo ordering OnePlus or a decision made by OnePlus,” a OnePlus spokesperson said in the forum. “Together with Oppo, we spend a long time carefully evaluating what our users need most from us in 2026, because our users are at the heart of everything we do.”
The new strategy will better meet people’s needs by “allowing the spirit and capabilities of OnePlus to continue through Oppo,” the spokesperson said.
It’s a tough time for smartphone brands, with a combination of limited memory and high memory prices forcing phone makers to raise prices across the board. Global smartphone shipments declined year-on-year in the first half of 2026, according to IDC, breaking the growth seen by the market since mid-2023. This week, Counterpoint Research released data suggesting that smartphone shipments fell to their lowest level since 2013.
Despite these pressures, most smartphone brands have been able to navigate the market successfully so far. Still, the casualties are not surprising, and OnePlus is the first big one under Oppo’s restructuring.
OnePlus was founded in China in 2013 by Pete Lau and Carl Pei, and quickly grew a cult following with its limited edition drops and maverick marketing strategy. It has built a reputation for building high-quality phones that undercut competitor devices in price. Pei left the company in 2020 and moved to London. There, he founded the tech startup Nothing, whose cell phones developed a cult following, too.
We have been fans of OnePlus phones over the years.
“OnePlus seems to have lost the clarity that made it successful in the first place,” said Paolo Pescatore, an analyst at PP Foresight. “It built a reputation as a disruptive ‘flagship killer’, but its high prices, broad portfolio and close integration with Oppo left it looking like just another Android flagship in an already crowded market.”
It’s more difficult and more expensive to stand out now than ever due to supply chain pressures, rising marketing costs, regulatory requirements, software support, retail availability and after-sales service, adds Pescatore. In Europe, OnePlus is struggling due to fragmentation and a highly competitive environment, while in the US, the lack of carrier relationships and retail visibility has prevented it from gaining mainstream traction.
“OnePlus hasn’t really failed in the product,” Pescatore said. “It has been difficult to maintain a unique identity while achieving the distribution, investment and scale needed to compete sustainably.”
A OnePlus spokesperson said the company will continue to ensure that existing user rights and service obligations remain intact. Here are some answers to questions you may have about the future of the company.
What will happen to my OnePlus phone?
Those of you who have a OnePlus phone that is still in the middle of the support period (like the OnePlus 13 or 15) will continue to receive software updates for the promised period. However these will now come with Oppo and it will mean that your phone will be switched from OnePlus’s Oxygen OS to Oppo’s Color OS.
Don’t worry: These operating systems are very similar, with only a few aesthetic changes, so you probably won’t notice much difference.
Is OnePlus dead globally?
OnePlus has a significant audience in other regions, especially India, and OnePlus has not commented on whether it plans to expand the product beyond the North American and European markets.
The brand name will continue to exist — mainly in its home region of China — though the company said additional regional information will be announced if needed. So be careful.
Will Oppo phones now be sold in the US?
No — not yet, anyway. The company said “we do not have any North American product plans but we are always exploring opportunities in markets around the world.”
Oppo doesn’t officially sell any of its products in the US, which means the amazing Find X9 Ultra camera phone is only available in the UK and most of Europe. With the shutdown of OnePlus, Oppo has lost its only presence in the US smartphone market.
