OnePlus is planning to wind down its operations in the U.S. and Europe this week as part of a broader corporate restructuring at parent company Oppo, according to a Bloomberg report. The move also includes shuttering its business in India, one of its largest markets outside China.
The decision comes as the smartphone industry faces headwinds from rising consumer electronics prices and weak demand. Analytics firms IDC and Counterpoint have forecast a more than 13% decline in global smartphone shipments in 2026, partly due to a limited supply of memory chips, a situation dubbed "RAMageddon." Oppo itself saw a double-digit year-over-year drop in shipments in the second quarter of 2026, with Counterpoint citing "softness across most of its key markets" amid sluggish demand.
A shift in strategy
OnePlus, founded in 2013 by Pete Lau and Carl Pei, initially gained a following by offering affordable Android phones for tech enthusiasts. Over time, it expanded its product lineup, including the budget Nord series, as flagship prices rose. Pei left the company in 2020 to start Nothing. Under the restructuring, OnePlus will continue to operate in China, while Oppo plans to sell Realme phones in select international markets such as the Nordic region, where the brand has seen success.