OnePlus to Exit U.S. and European Smartphone Markets Amid DRAM Price Surge
OnePlus plans to cease sales and future product releases in the United States and Europe, citing rising DRAM costs and limited market share, while continuing software support for existing devices.
OnePlus is preparing to withdraw from the United States and European smartphone markets, with an official announcement expected in the coming days, according to sources familiar with the company's plans. The decision follows a period of declining market share in the U.S., where Apple and Samsung dominate, and a recent increase in DRAM prices that has raised component costs across the industry.
Industry observers note that OnePlus has shifted from its original “flagship-killer” positioning toward a premium segment that directly competes with Apple and Samsung. The company has also begun directing customers in several countries to purchase devices from its sister brand OPPO, suggesting a strategic realignment.
"We will continue to provide software updates for existing OnePlus devices until the end of their supported lifecycles," a company spokesperson said.
The withdrawal will not affect the availability of software updates, but no new OnePlus smartphones are expected to be released in the affected regions. Existing inventory is being sold off, and the brand has not commented on its plans for markets such as India and China. Analysts will monitor how the exit impacts competition in the high-end smartphone segment.