OnePlus to Exit the US and Europe Amid Oppo Restructuring

Smartphone maker OnePlus is preparing to halt operations in the United States and Europe, according to reporting from Bloomberg citing sources familiar with the matter. The retreat is part of a broad corporate reorganization by parent company Oppo, which is reshuffling its brand portfolio amid mounting losses in its mobile division.

Under the restructuring plan, OnePlus will retain its presence in China, while operations in other international territories—including India—are slated to wind down gradually through 2027. At the same time, sister brand Realme is set to exit the domestic Chinese market to concentrate on Nordic countries such as Finland, Denmark, Sweden, and Iceland, while Oppo focuses its direct efforts on Central Europe.

The pullout follows sustained commercial pressure in Western markets, where Apple and Samsung continue to dominate shipments, leaving OnePlus trailing rivals like Motorola and Google. Geopolitical scrutiny in the US and an Apple trade-secrets lawsuit added further friction to the brand's Western operations.

Economic headwinds have compounded the problem. Rising memory chip prices drove up retail costs, dampening upgrade cycles across the industry. In China, overall smartphone shipments contracted 4.3% year-over-year in the second quarter of 2026, according to IDC data. Component shortages proved particularly damaging to budget-oriented lines like the OnePlus Nord, which originally fueled the company's volume outside the premium bracket.

For current device owners, customer service and software update commitments will remain intact despite the regional withdrawal, according to details reported by TechCrunch. How efficiently spare parts and warranty claims will be managed once local distribution offices close remains unconfirmed.

Source: habr