21.07.2026 12:12
Chinese smartphone manufacturer OnePlus's decision to withdraw from the US and European markets will alter the competitive balance in these regions. With the company stepping back, Apple and Samsung are expected to further strengthen their dominance in the market and boost sales, while the number of brands consumers can choose from will also decrease.
A major shift is taking place in the smartphone industry. China-based OnePlus has announced that it will not launch new smartphones in the US and Europe. The decision is said to be part of the company's restructuring process, while existing users will continue to receive after-sales support and software updates.
APPLE AND SAMSUNG STRENGTHEN THEIR POSITION
OnePlus's withdrawal from the market is seen as a development that will further increase the dominance of Apple and Samsung, especially in the US. According to experts, the company's exit reduces the number of brands consumers can choose from, while the two tech giants are expected to grow their market share.
ONCE KNOWN AS THE "FLAGSHIP KILLER"
Founded in 2013, OnePlus gained fame in the tech world as a "flagship killer" for offering powerful hardware at an affordable price. However, increasing competition in recent years, rising production costs, and a shift in the company's strategy have led the brand to scale back its global operations. OnePlus is reportedly set to focus primarily on the Chinese market moving forward.