OnePlus Scales Back Overseas Expansion as Oppo Restructures

OnePlus will no longer launch new products in Europe and North America, the smartphone maker said, confirming reports that it is scaling back operations outside China.

In a statement to TechCrunch, updated on July 16, 2026, the company said the decision followed a review of its business but stressed that existing customers would continue to receive support.

“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.”

The announcement follows a Bloomberg report that OnePlus planned to wind down its operations in the United States and Europe as part of a restructuring by its parent company, Oppo. The report also said OnePlus would scale back operations in India, one of its largest markets outside China.

Founded in 2013 by Pete Lau and Carl Pei, OnePlus built its reputation by offering high-spec Android smartphones at relatively affordable prices. The company later expanded its lineup with premium flagship devices and the more affordable Nord series. Pei left the company in 2020 to establish Nothing.

Market pressures

The changes come as smartphone makers face weaker demand and higher costs. Research firms IDC and Counterpoint have forecast that global smartphone shipments will decline by more than 13% in 2026, citing a limited supply of memory chips described as “RAMageddon.”

According to Counterpoint, Oppo recorded a double-digit year-on-year decline in shipments during the second quarter of 2026, attributing the drop to weak demand across most of its major markets.

Bloomberg reported that Oppo intends to continue operating the OnePlus brand in China, while focusing on selling Realme smartphones in overseas markets such as the Nordic region, where the brand has performed well.

Counterpoint also said OnePlus’ shipments to carriers and other partners have declined over the past year, with its share of smartphone shipments to the U.S. falling below 1% last year.

Maurice Klaehne, senior research analyst at Counterpoint, said the company is changing its international strategy.

“OnePlus built its name as the ‘flagship killer’ — high-end specs, mid-range price, and aggressive global expansion. That growth era’s over. The company is now doubling down on China and retreating from the rest of the world.”

TL;DR:
OnePlus has confirmed it will stop launching new products in Europe and North America while continuing to support existing customers. The move follows reports of a broader restructuring by parent company Oppo.

Key points:

• OnePlus will no longer launch new products in Europe and North America.
• Existing users will continue to receive after-sales support and software updates.
• Bloomberg reported the move is part of a restructuring by parent company Oppo and includes scaling back operations in India.
• IDC and Counterpoint expect global smartphone shipments to fall by more than 13% in 2026.
• Oppo will continue operating OnePlus in China while expanding Realme in selected overseas markets.