OnePlus may shut shop in US, Europe as Oppo restructures global brands
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New Delhi: OnePlus is reportedly preparing to wind down operations in key overseas markets, with plans to exit the US and Europe as early as this week and India potentially following next year, according to a Bloomberg report.
The proposed moves form part of a wider global restructuring by parent company Oppo, which is said to be consolidating brands and scaling back in regions where sales momentum has faltered. Realme, another Oppo-owned brand, is also expected to reduce its presence in some markets.
Sources told Bloomberg that Oppo will focus on select European markets such as Central Europe while Realme may concentrate on the Nordics, where it has performed better. OnePlus’s withdrawal would leave Oppo to expand its own flagship lineup, including models like the Oppo Find X9 Ultra, into markets previously served by OnePlus.
Industry observers point to financial pressure in Oppo’s phone business, softer demand in the US, Europe and India, geopolitical headwinds for Chinese brands in the US, and an Apple lawsuit over alleged trade-secret theft as factors influencing the restructuring.
Reports suggest OnePlus may cease most global operations outside China by 2027, though the company has not publicly confirmed the timeline. OnePlus previously denied exit rumours earlier this year; the company has yet to respond to queries on the latest Bloomberg report.
Recent operational changes include shifting OnePlus device service to Oppo’s service network and the appearance of Oppo products on OnePlus websites in some European markets. There are also reports that Oppo may consolidate software platforms, replacing OxygenOS and Realme UI with Oppo’s ColorOS, noting that all three skins already share a common codebase.
The smartphone market has faced headwinds from rising memory costs, higher device prices and component shortages, with global shipments falling to levels not seen since 2013, analysts say — trends that have put additional strain on brands like OnePlus that target mid and premium segments.
If confirmed, OnePlus’s retreat would mark a further reconfiguration of the global smartphone landscape as manufacturers respond to mounting economic and geopolitical pressures.