Phone maker OnePlus reportedly plans to wind down US and Europe operations

In response to rising prices in the consumer electronics market and a slowdown in demand, OnePlus, the Android phone manufacturer, is preparing to reduce its operations in the United States and Europe, as reported by Bloomberg. This strategic move is part of a broader restructuring effort by its parent company, Oppo. Additionally, the company plans to cease operations in India, which has been one of its largest markets outside of China. Founded in 2013 by Pete Lau and Carl Pei, OnePlus initially aimed to create affordable Android devices for tech enthusiasts. Over the years, the brand expanded its product lineup, attracting a global customer base. However, following Pei's departure in 2020 to establish his own venture, Nothing, OnePlus has faced challenges. The rising prices of its flagship models prompted the introduction of the more budget-friendly Nord series to cater to a wider audience. Market analysts, including those from IDC and Counterpoint, predict a significant decline in smartphone shipments, estimating a drop of over 13% by 2026 due to a shortage of memory chips, a situation referred to as 'RAMageddon.' Oppo itself has reported a year-over-year decline in shipments exceeding ten percent for the second quarter of 2026, attributing this downturn to diminishing demand across its key markets. Despite these setbacks, OnePlus intends to maintain its operations within China and will continue to market Realme phones in successful regions, such as the Nordic countries.