OnePlus, the ‘Flagship-Killer’ Smartphone Brand, Is All but Dead

OnePlus Scales Back Operations in North America and Europe

OnePlus, the smartphone brand established in 2013 as a subsidiary of Oppo, has reduced its staffing and market presence in several regions. The company has conducted layoffs in North America and Europe in recent months, with some employees in Europe moving to positions at Oppo or Realme, another Oppo sub-brand. These changes were confirmed through interviews with former OnePlus employees and review of LinkedIn profile updates from March through June 2026.

Oppo issued a statement to WIRED regarding the adjustments: “To further consolidate resources and enhance global product strategy synergy, Realme will focus on overseas markets and no longer launch new products in China. OnePlus' product roadmap in China remains unchanged. Both Realme and OnePlus will continue to deliver premium gaming and performance experiences to users.”

The statement did not confirm whether OnePlus has fully withdrawn from North American and European markets. References to the Chinese market in the response have led to questions about the status of operations elsewhere, while the situation in India remains unspecified. Oppo did not address inquiries concerning software support or servicing for existing OnePlus devices.

Reports have circulated regarding a potential replacement of OnePlus’ OxygenOS software interface with Oppo’s ColorOS, both derived from Android. It remains unclear whether any such change would affect devices already in use. OnePlus did not respond to requests for comment. A spokesperson for Nothing, the company founded by former OnePlus cofounder Carl Pei in 2020, declined to comment on the matter.

A former employee who requested anonymity described being laid off in April 2026, noting that managers had been dismissed earlier and that the New York City office was closed entirely. The individual characterized the decision as originating from senior leadership without input from the affected team. Oppo did not respond to questions about the reasons for changes in the North American market.

The adjustments occur alongside broader industry conditions. Research firm Counterpoint reported an 11 percent year-over-year decline in global smartphone shipments during the second quarter of 2026, the lowest level for that period in 13 years. The decline has been linked to reduced availability of memory components amid demand from data centers. Apple and Samsung recorded growth in shipments, while Xiaomi, Oppo, and Vivo experienced the largest decreases. Vivo belongs to the same parent group, BBK Electronics, as Oppo, OnePlus, and Realme.

OnePlus increased the price of a smartwatch model from $330 to $500 during the initial period of tariff measures implemented under President Donald Trump. In May 2026, the company raised prices on recent phone models in India. The brand has experienced a sustained reduction in U.S. market share over multiple years. Nabila Popal, senior research director of Consumer Devices at the International Data Corporation, stated that OnePlus had never held a leading position in the United States. Shipments fell from 1 million units in 2019 to approximately 130,000 units in 2025, representing a roughly 90 percent decline. Popal noted that carriers account for as much as 66 percent of U.S. smartphone volume based on 2025 data. T-Mobile, which ended its partnership with OnePlus in 2023, declined to comment.

In 2021, the United States accounted for about 22 percent of OnePlus shipments, with Europe contributing a similar share and China representing 18 percent. By 2025, China’s share had risen to 56 percent, with Asia Pacific combined reaching 91 percent. This shift aligns with Oppo’s indication that the China product roadmap for OnePlus is unchanged.

Popal described the company’s earlier pricing approach, noting that the OnePlus 6, released in 2018, was positioned at $529 with specifications comparable to higher-priced devices. Subsequent models moved toward premium pricing levels, reducing differentiation from established competitors. She observed that this pattern is common among brands seeking to improve margins after initial market entry but noted that few companies beyond Apple and Samsung have sustained premium pricing successfully.

The OnePlus 15, the company’s most recent flagship model, was released in January 2026. Chinese manufacturers have introduced certain hardware features, such as silicon-carbon batteries, ahead of wider adoption, though limited presence in the U.S. market has restricted consumer access to some of these options. Popal indicated that OnePlus held 1.8 percent of the U.S. market in 2021 and 0.1 percent in 2025, while Apple and Samsung together increased from 73 percent to 80 percent over the same period.

OnePlus joins other manufacturers that have exited, scaled back, or altered their mobile device businesses, including HTC, LG Mobile, Sony, Meizu, and HMD. The U.S. market has seen regulatory actions affecting certain Chinese-origin products in other categories, such as restrictions on Huawei and ZTE equipment and a Federal Communications Commission ban on specific routers, though no comparable measures have been applied to OnePlus smartphones.