OnePlus to Exit U.S. and European Markets Amid Oppo Restructuring
OnePlus, a subsidiary of Oppo, will withdraw from the United States and Europe as part of a broader corporate restructuring, with the move expected to begin within days.
OnePlus announced plans to cease sales in the United States and European Union, a step linked to a wider restructuring effort by its parent company Oppo. According to a source familiar with the situation, the withdrawal could start as early as this week. The same restructuring will see Realme, another Oppo-owned brand, leave the Chinese market, while OnePlus is expected to gradually pull out of other regions, including India, by 2027.
The brand, once popular among Android enthusiasts for offering high-performance devices at lower prices, has seen its market share decline in recent years. In the U.S., Apple and Samsung continue to dominate, holding 20% and 22% of the global smartphone market in the second quarter of 2026, respectively, while OnePlus lags behind smaller rivals such as Motorola and Google.
In China, Oppo trails leaders Huawei and Apple, and the market is under pressure from rising memory-chip costs. IDC reported a 4.3% year-over-year drop in Chinese smartphone shipments in the second quarter, marking the fifth consecutive quarterly decline. Apple and Huawei were the only major vendors to record growth, with Apple’s CEO Tim Cook describing the resulting price hikes as “unavoidable.”
Industry analysis from Counterpoint Research indicated that Chinese brands like Oppo face heightened pressure from the memory shortage, as thinner margins limit their ability to absorb component-cost increases, especially in the entry-level segment where costs have risen 20% to 30% since early 2025.
OnePlus’ latest flagship, the OnePlus 15, launched globally on November 13, 2025, but its U.S. release was delayed because the FCC certification process was stalled by the recent federal government shutdown.