OnePlus is reportedly preparing to shut down its operations in the United States and Europe as part of a major global restructuring by parent company Oppo. According to a Bloomberg report, the brand is expected to continue operating in China for now, while its presence in other international markets, including India, could gradually end by 2027.
The reported decision comes as Oppo looks to reorganise its smartphone business amid slowing sales, rising costs and increasing geopolitical challenges.
OnePlus reportedly scaling back global operations
According to Bloomberg, OnePlus could begin winding down its business in the United States and Europe as early as this week. The move is said to be part of a broader restructuring plan at Oppo, officially known as Guangdong Oppo Mobile Telecommunications Corporation Ltd.
Although OnePlus will continue selling smartphones in China, the report claims the company plans to gradually withdraw from several international markets over the next few years. India, one of OnePlus’ biggest overseas markets, is also expected to be affected by the restructuring by 2027.
However, the company has not officially confirmed these plans.
Why is OnePlus making this move?
The report says Oppo is facing growing financial pressure across its smartphone business.
Several factors have reportedly contributed to the decision, including:
- Slower smartphone sales in the US, Europe and India
- Rising manufacturing and component costs
- Geopolitical tensions affecting Chinese smartphone brands
- Challenges related to selling Chinese-made devices in the US
- An ongoing trade secrets lawsuit involving Apple
Together, these issues have made it more difficult for the company to maintain its international smartphone business.
Oppo and Realme to shift focus
The restructuring will reportedly affect Oppo’s other smartphone brands as well.
Bloomberg claims that Realme will exit the Chinese market completely. Meanwhile, Oppo plans to strengthen its presence in Central Europe, where it still sees growth opportunities.
Realme is expected to focus mainly on Nordic countries, including Finland, Sweden, Denmark and Iceland, where the brand has performed relatively well.
OnePlus once challenged premium smartphone brands
OnePlus built its reputation by offering flagship-level specifications at lower prices. The company became popular worldwide with its “flagship killer” strategy, attracting buyers who wanted premium performance without paying flagship prices.
Over the years, however, competition has become much stronger. Apple and Samsung continue to dominate the premium smartphone market, while brands such as Google and Motorola have also expanded their presence in several regions.
As a result, OnePlus has struggled to maintain the same level of influence, especially in the US market.
Component shortages and weak demand added pressure
Industry conditions have also become more challenging.
According to IDC data cited by Bloomberg, smartphone shipments in China declined 4.3% in the second quarter compared with the same period last year. Rising component costs have also increased pressure on manufacturers.
The report says OnePlus’ popular Nord series, which has traditionally driven sales in markets like India, has been particularly affected by supply constraints.
Meanwhile, the launch of the OnePlus 15 in the US reportedly faced delays because of last year’s government shutdown, further impacting the brand’s momentum in the region.
No official announcement yet
While Bloomberg has reported the planned restructuring, Oppo and OnePlus have not officially announced the closure of operations in the US, Europe or India.
Until the company issues a formal statement, the reported timeline for exiting international markets remains based on sources familiar with the matter.