The rumors of OnePlus scaling back its operations appear to be gathering momentum. A European business division head released a statement saying that the company is “evaluating its regional roadmap and product strategy.” Support, software updates, and other promises are “fully guaranteed,” the company leader adds.
The move comes after dozens of OnePlus workers in Europe and the UK have said they were leaving the company, including UK and Spain Country Manager Serban Chiscop, as well as PR managers for those countries and the European Union. Employees have declined to detail the circumstances behind their departures, although the Senior Global PR Manager recently moved to lead key European PR efforts for Oppo, OnePlus’ parent company.
This also follows OnePlus India CEO Robin Liu leaving in March, roughly in sync with the brand ending retail sales in the country.
Is OnePlus going to shut down?
Rumors have persisted despite claims to the contrary
Talk of OnePlus closing down began in earnest in January, when Android Headlines claimed that Oppo was phasing out the brand and would focus on Realme (which it reabsorbed around the same time) instead. OnePlus said at the time that its North American unit “continues to operate,” while Liu added that the Indian branch would also keep going.
This didn’t end rumors, however, and sources for both 9to5Google and online tipster Yogesh Brar maintained that OnePlus would shut down some regional presences as soon as April. Some workers reportedly knew in advance and received severance packages.
OnePlus’ new statement doesn’t necessarily confirm a withdrawal. However, it does represent the first public acknowledgment of a change in strategy that might impact buyers. There’s no certainty that devices like the OnePlus 15 will still be available in some countries going forward.
The OnePlus 15R feels like the Pixel 10a’s all-metal cousin
If only it matched the Pixel 10a on price.
OnePlus is an upstart on the decline
It has lost market share in key regions
OnePlus was launched at the end of 2013 by Carl Pei (who left in 2020 to found Nothing) and Pete Lau. It made its mark quickly with 2014’s OnePlus One, a $299 “flagship killer” that boasted mostly high-end hardware at a more affordable price. It was available by invitation only, but that helped amplify demand at a time when OnePlus couldn’t make a high volume of devices.
OnePlus expanded to produce more affordable phones like the Europe-inspired Nord series, not to mention accessories like OnePlus Buds and the OnePlus Watch line. It became a major name in key markets like India. While it has never enjoyed as large a footprint in North America as incumbents like Apple and Samsung, it did land a deal with T-Mobile that put its phones in carrier stores.
Prices for OnePlus devices climbed to the point where the “flagship killer” term couldn’t apply, however, and mounting competition has made it harder to stand out even with well-received hardware like the OnePlus 13. The firm’s market share has dropped sharply, even in India (IDC notes local share dropped 32.6 percent year-over-year in 2024). Its sibling brand, Realme, and Oppo itself have fared better.
There has also been concern about overlap, making OnePlus redundant. The Oppo Find X9 Pro shares much of the OnePlus 15’s design, but gives up a slight amount of performance in return for a better camera system. There’s not as much reason to buy OnePlus as there once was, especially if you like the Carl Pei-influenced counterculture spirit of Nothing phones.
Source: Android Authority
Stephan is the sports journalist for the Maple Grove Report.
