JAKARTA - OnePlus ensures that it will no longer operate in North America and Europe. The Chinese mobile phone manufacturer will also not launch new models in both regions after the OnePlus 15 released in 2025.
CNet quoted Thursday, July 16, saying all of OnePlus' future activities will be under its parent brand, Oppo. Some operations of the two companies have been merged since 2021.
The OnePlus brand has not disappeared completely. The company still operates in China. Meanwhile, there has been no explanation as to whether OnePlus will also be discontinued in other regions, including India.
Realme, another brand in the Oppo group, will instead leave the Chinese market and continue to sell devices overseas.
A OnePlus spokesperson said the decision was made jointly with Oppo after the two companies evaluated user needs in 2026.
"This is not because Oppo ordered OnePlus and it is not a unilateral decision by OnePlus," the spokesperson said.
According to the company, OnePlus' spirit and capabilities will continue through Oppo.
The decision comes as the smartphone market faces heavy pressure. The supply of memory chips is limited, while prices are at record highs. This condition forces manufacturers to raise the price of mobile phones.
IDC noted that global smartphone shipments fell year-on-year in the first quarter of 2026. The decline broke the market growth that had been taking place since mid-2023.
Counterpoint Research data also showed smartphone shipments fell to their lowest level since 2013.
OnePlus was founded by Pete Lau and Carl Pei in 2013. The company quickly became known for selling limited quantities of products, bold marketing, and high-spec phones at lower prices than competitors.
OnePlus even got the nickname killer of high-end phones because it offers high capabilities without the price as high as premium brands.
However, PP Foresight analyst Paolo Pescatore believes OnePlus has lost the identity that once made it stand out.
"OnePlus seems to have lost the clarity that initially made it successful," Pescatore said.
According to Pescatore, the price increase, the increase in product types, and the increasingly close integration with Oppo make OnePlus look like another premium Android brand in an already crowded market.
In Europe, OnePlus has struggled to face a fragmented market and fierce competition. In the United States, the lack of cooperation with mobile operators and products that are rarely seen in retail networks make it difficult for the brand to reach a wide consumer.
"The problem with OnePlus is not just the product," Pescatore said.
According to Pescatore, companies are having trouble maintaining their distinctive identity while building the distribution networks, investments, and business scale needed to survive.
OnePlus ensures that existing user rights and service commitments remain valid.
Phones still under support, including the OnePlus 13 and OnePlus 15, still receive software updates according to the promised time frame.
According to CNet, the update will be provided through Oppo. The phone's operating system will also switch from OxygenOS to ColorOS.
The two operating systems have a lot in common, although there are slight differences in appearance.
Oppo currently also has no plans to sell its products officially in North America.
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