17.07.2026 09:00
OnePlus, a sub-brand of Chinese tech giant Oppo that once took the market by storm with its "flagship killer" slogan, is preparing to cease its operations in the US and European markets as part of a global restructuring strategy. Increasing competition in the industry and unbearable cost pressures have brought an end to the brand's journey in Western countries.
OnePlus, which has built a loyal user base over the years with its price-performance-focused products, has entered a radical transformation process in the global smartphone market. According to information obtained from industry sources, the company has decided to completely withdraw from Western markets in line with the new global strategy of its parent brand, Oppo. Once challenging premium models with the title of "flagship killer," the brand has recently lost this advantage and begun rapidly losing ground, especially in the US and European markets.
MARKET SHARE STEADILY SHRINKS
The brand's inability to compete with the industry giants plays a major role in this critical withdrawal decision. According to Omdia's latest data, Apple holds a 20% market share and Samsung holds a 22% share in the global smartphone market, maintaining their leadership. Falling behind competitors like Motorola and Google specifically in the US, OnePlus has gradually been relegated to a player catering only to a niche audience. This market contraction is also felt in its home country, China. IDC analyses reveal that smartphone shipments in China have decreased by 4.3% year-over-year, and only Apple and Huawei have shown growth in this shrinking market.
PRODUCTION COSTS RISE
Another critical factor challenging manufacturers has been the unstoppable rise in production costs. Price increases, particularly in memory chips and semiconductor components, have cornered brands operating with low profit margins. Counterpoint Research's analyses show that premium segment leaders like Apple and Samsung can tolerate these cost increases, while Oppo and similar companies face severe financial pressures. Alongside all these economic difficulties, the new flagship model, the OnePlus 15, getting stuck in the FCC certification process in the US market, along with logistical disruptions, have been recorded as the latest developments accelerating the company's exit from the West.
REALME MAY ALSO BID FAREWELL TO CHINA
This restructuring plan implemented by the company will not be limited to operations in the US and Europe. According to leaked information, OnePlus is preparing to take similar downsizing and withdrawal steps in other major markets, starting with India, by next year. Another striking reflection of this painful period in the smartphone market is being discussed on the Realme front, another sub-brand of Oppo. Sources close to the industry suggest that Realme will also completely cease all its activities in the Chinese market within a short time, due to changing competitive dynamics.