OnePlus may soon shut down US, Europe and India operations, says report
A new report details parent company Oppo’s plans to scale back OnePlus and Realme globally, though OnePlus India maintains it is still "business as usual"
A new report from Bloomberg indicates that smartphone maker OnePlus may begin winding down its operations in the US and Europe as early as this week. The strategic retreat is part of a broader global restructuring effort by its parent company, Oppo, which is also reportedly pulling its sister brand, Realme, out of certain markets.
While the report suggests that OnePlus's Indian operations could eventually shut down too, the company’s regional division has strongly denied the rumors.
In an official statement to India Today Tech, OnePlus India clarified: "OnePlus India continues to operate its business as usual, with all local operations on track. We urge the media to exercise restraint before amplifying unverified speculation.
Shifting strategy
The reported structural changes come as Oppo faces mounting financial strain in its smartphone division, compounded by sluggish momentum across the US, Europe, and India. The company is also navigating intense geopolitical headwinds surrounding Chinese tech brands in the US, alongside a high-profile trade secrets lawsuit from Apple.
Rather than a blanket withdrawal from Europe, Oppo plans to consolidate its efforts in Central Europe. Meanwhile, sister brand Realme will shift its focus to the Nordic region—including Finland, Denmark, Sweden, and Iceland—where it enjoys stronger market performance. Realme is also expected to exit its home market of China, though it will likely maintain its presence in India.
Also read: OnePlus India CEO Robin Liu resigns; company denies shutdown rumours
This shifting strategy highlights the changing fortunes of Oppo's sub-brands. OnePlus, which once enjoyed a cult-like status among tech enthusiasts, has experienced a sharp decline in recent years. In response, Oppo has increasingly prioritised its own premium lineup, expanding the global availability of flagship devices like the Oppo Find X9 Ultra to markets including India.
Although OnePlus has expanded its budget offerings with the introduction of a new N-series positioned below the Nord lineup, uncertainty looms over whether the brand will continue launching its flagship models in India. Signs of a broader corporate transition are already appearing in select European markets like Germany and Spain, where the official OnePlus websites have begun directly showcasing and promoting Oppo products.
The websites now feature prominent banners declaring, "Oppo has the speed you need and the experience you trust."
Major software consolidation
This hardware shift aligns with rumours of a major software consolidation, said reports.
Oppo is reportedly planning to phase out individual Android skins—specifically OnePlus’ OxygenOS and Realme’s Realme UI—in favor of moving all future devices across the three brands to a single, unified ColorOS interface. Given that all three operating systems have shared a unified codebase for years, this move serves as the final step in streamlining operations.
These internal restructurings come at a difficult time for the broader smartphone industry, which is facing mounting pressure from rising component and memory costs alongside supply chain shortages, particularly affecting budget lines like the OnePlus Nord series.
The strain is heavily reflected in the numbers; a recent Counterpoint report estimated that global smartphone shipments have plummeted to their lowest levels since the summer of 2013—a time before the OnePlus brand had even been founded.