Report: OnePlus to Pull Out of US and Europe

OnePlus plans to leave the U.S. and European smartphone markets amid a wider overhaul at its parent company Oppo, according to Bloomberg.

OnePlus withdrawal is imminent. The shift could begin as early as this week, a person familiar with the matter told Bloomberg. OnePlus operates as a wholly-owned subsidiary of Oppo.

Further market exits reported for 2027. Realme, another brand under Oppo, will depart the China market under the same changes. Bloomberg separately reported that OnePlus could wind down in India and other markets outside China sometime in 2027, while remaining focused on China.

OnePlus influence has declined. The company gained a dedicated base among certain Android fans during its initial phase by offering strong hardware, clean software, and prices hundreds of dollars below those of Apple and Samsung. That standing has eroded substantially of late.

Market leaders maintain dominance. Apple and Samsung keep leading the U.S. smartphone sector, with Apple reaching a record 20 percent of worldwide shipments in the second quarter of 2026 while Samsung held the largest share at 22 percent, per Omdia. OnePlus lags well behind smaller players including Motorola and Google domestically.

In China, Oppo sits behind frontrunners Huawei and Apple. IDC reported this week that overall smartphone shipments there dropped 4.3 percent year-over-year in the second quarter to approximately 66 million units. This represents the fifth straight quarterly slide, during which only Apple and Huawei posted gains among major suppliers.

China market faces memory cost strain. The contraction stems from the identical memory chip scarcity that compelled Apple to lift prices on many devices in its range, with CEO Tim Cook describing the hikes as "unavoidable." Counterpoint Research noted that Chinese vendors such as Oppo encounter more acute strain than Apple and Samsung because narrower profit margins afford reduced flexibility to offset higher component expenses. Costs in the entry-level category have climbed 20 percent to 30 percent since early 2025.

Recent flagship launch hit delays. OnePlus' latest top model, the OnePlus 15, debuted worldwide on November 13, 2025. The company delayed its U.S. availability after the FCC approval queue was stalled by a federal government shutdown that concluded the day prior to release.