After more than a decade of global expansion, OnePlus has announced it will no longer launch new products in North America and Europe. The decision, confirmed by a spokesperson to TechCrunch, marks a turning point for the Chinese company once celebrated as the king of flagship killers. As European and American users prepare to bid farewell to upcoming models, the Android giant will concentrate its resources on the Chinese market, where it will continue to operate under the OnePlus brand, and on foreign markets with the Realme brand, already successful in Nordic countries.
Context of the withdrawal: weak demand and rising component prices
This move comes at a time of contraction for the smartphone industry. According to estimates from IDC and Counterpoint, global smartphone shipments in 2026 are expected to decline by more than 13% due to a limited supply of memory chips, a phenomenon dubbed RAMageddon. OnePlus is no exception: parent company Oppo recorded a double-digit drop in shipments in the second quarter of 2026, with signs of weakness across all key markets. Counterpoint senior analyst Maurice Klaehne told TechCrunch that the era of aggressive growth is over: OnePlus is retreating from the rest of the world to double down on China.
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Impact on users and future of the brand
Despite exiting Western markets, OnePlus has assured that after-sales support and software updates for already-sold devices will remain fully guaranteed. The decision, part of a corporate restructuring by Oppo, may also foreshadow a gradual disengagement from India, one of its largest markets outside China. Meanwhile, the brand will operate only in its home country, while Realme will take over in areas like the Nordic region. This is not the first time a smartphone maker has scaled back its presence: Australia recently ordered the disposal of 4,000 faulty routers, highlighting the risks of electronic device management. In a context of rising prices, consumer support initiatives become even more critical.
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Link to chip shortage and Oppo's strategies
The memory chip shortage, which has affected the entire supply chain, has accelerated strategic decisions. Oppo, which had already seen shipment declines in 2023, saw its U.S. market share drop below 1% in the past year. While OnePlus will focus on China, the parent company is betting on Realme for foreign markets, where the brand has already found success. The challenge for European and American consumers will be finding valid alternatives in a landscape increasingly dominated by Samsung and Apple. For those seeking software solutions, the Google ecosystem still offers many possibilities, as illustrated in the guide to using the Gemini API SDK, a useful tool for developers looking to integrate AI into their apps.
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A farewell that marks the end of an era
Founded in 2013 by Pete Lau and Carl Pei, OnePlus built its reputation by offering high-end specs at competitive prices. The exit from North America and Europe closes an important chapter for the company, which now looks to the future with a more focused strategy. According to a Bloomberg report, OnePlus could wind down operations in India by 2027, completing a downsizing few would have imagined just five years ago. For more on the company's history, see the Wikipedia page for OnePlus.
