OnePlus to Scale Back US and Europe Operations
Amid a global decline in smartphone sales and rising consumer electronics prices, Chinese smartphone maker OnePlus is reportedly planning to wind down its US and Europe operations. According to a recent report from Bloomberg, the company’s parent, Oppo, is undertaking a corporate restructuring that includes the shutdown of OnePlus’s US and European shops.
The news comes as the global smartphone market continues to experience a decline in sales, with analytics firms predicting a drop of over 13% in 2026 due to a limited supply of memory chips, dubbed ‘RAMageddon.’ This trend is particularly evident in Oppo’s own sales, with the company facing a double-digit shipment decline year-over-year for the second quarter of 2026, according to a report by Counterpoint.
A Changing Market Landscape
The smartphone market has undergone significant changes in recent years, with consumers increasingly opting for more affordable options. To address this shift, OnePlus has expanded its product line to cater to a broader range of customers. However, the company’s flagship phones have seen a price increase, which may have contributed to the decline in sales.
OnePlus’s decision to scale back its US and Europe operations is part of a larger strategy to focus on its core markets, including China. The company plans to continue operating in China and sell Realme phones abroad, particularly in regions like the Nordic countries, where Realme has found success.
A Brief History of OnePlus
OnePlus was founded in 2013 by Pete Lau and Carl Pei with the goal of creating affordable Android phones for tech enthusiasts. Over the years, the company has expanded its product line to include a range of offerings, from budget-friendly options to high-end flagships. However, the company’s growth has been affected by the global decline in smartphone sales and the increasing competition in the market.
Pei left the company in 2020 to start Nothing, a new venture that aims to create innovative consumer electronics. Despite this, OnePlus has continued to evolve and adapt to the changing market landscape, with the company’s Nord series offering more affordable options for customers.
The Future of OnePlus
As the global smartphone market continues to decline, OnePlus’s decision to scale back its US and Europe operations is a significant development. The company’s focus on its core markets, including China, and its continued sales of Realme phones abroad may help it navigate the challenges in the market. However, the future of OnePlus remains uncertain, and the company’s ability to adapt to the changing market landscape will be crucial to its success.
