OnePlus Plans Exit from US and European Smartphone Markets Amid Restructuring

OnePlus, a Chinese smartphone brand known for affordable flagship devices, is reportedly preparing to cease operations in the United States and Europe as part of a broad restructuring by its parent company Oppo. According to Bloomberg, an official announcement could come within the week, with further market withdrawals, including India, expected by 2027.

OnePlus built a loyal following by offering powerful hardware and a relatively clean Android interface at prices significantly lower than Apple and Samsung. However, in recent years, the brand's market position has weakened as Apple and Samsung strengthened their dominance. Research firm Omdia reported that in Q2 2026, Samsung led the global smartphone market with a 22% share, while Apple reached a historic 20%. In the US, OnePlus lags behind competitors like Motorola and Google.

Oppo itself faces challenges in its home market of China, trailing behind Huawei and Apple amid rising memory component costs. IDC data shows a 4.3% decline in smartphone shipments in China during Q2 2026, marking the fifth consecutive quarterly drop. Counterpoint Research highlights that Chinese manufacturers like Oppo are particularly impacted by rising component prices, which have increased 20% to 30% since early 2025, squeezing profit margins.

The latest OnePlus flagship, the OnePlus 15, launched globally in November 2025 but faced delays in the US due to FCC approval issues linked to a federal government shutdown. If confirmed, OnePlus's withdrawal from Western markets would mark a significant turning point, removing a key Android competitor and reshaping the competitive landscape in those regions.