Phone maker OnePlus says it won’t release new phones in the U.S. and Europe

In a significant shift, OnePlus has announced that it will cease launching new products in Europe and North America. The company stated, "After careful assessment, OnePlus will no longer launch new products in Europe and North America. All users’ rights and interests, including after-sales support and software updates, will remain fully guaranteed," according to a statement provided to TechCrunch. This decision comes as OnePlus aims to navigate through rising consumer electronics prices and a downturn in demand for new devices. Reports from Bloomberg indicate that this move is part of a broader restructuring initiative led by its parent company, Oppo, with plans to wind down operations not only in the U.S. and Europe but also in India, a key market for the brand. Founded in 2013 by Pete Lau and Carl Pei, OnePlus initially gained traction by offering affordable Android smartphones tailored for tech enthusiasts. Over the years, the brand diversified its product range, which fueled global interest. However, after Carl Pei's departure in 2020 to establish his new venture, Nothing, the company has faced challenges. As OnePlus's flagship devices saw price increases, it also introduced more budget-friendly options through its Nord series. Nevertheless, analysts from firms like IDC and Counterpoint have forecasted a substantial decline in smartphone shipments, projected to fall over 13% in 2026, largely attributed to a critical shortage of memory chips termed "RAMageddon." Counterpoint's report highlighted that Oppo, OnePlus's parent company, experienced a decline in shipments, with a double-digit drop year-over-year for the second quarter of 2026. The report also noted a general weakness in demand across key markets. Despite these challenges, OnePlus plans to maintain its operations in China and continue selling Realme phones in successful regions such as the Nordics. However, its market share in the U.S. has dwindled to below 1% over the past year. Maurice Klaehne, a senior research analyst at Counterpoint, remarked, "OnePlus built its name as the 'flagship killer' — high-end specs at mid-range prices. That growth era is over. The company is now focusing on China and stepping back from other global markets."