OnePlus Halts Sales of New Devices
On July 16 at 18:45, OnePlus announced it will stop selling new devices in the United States, Europe, and India. This move is part of a broader restructuring by its parent company, Oppo. While shutting down operations outside China, OnePlus will continue its business in its home market. For context, OnePlus has long been known for offering flagship-tier phones at competitive prices, making this withdrawal a significant shift in the global smartphone landscape.
According to data from analytics firm Counterpoint, OnePlus's share of shipments to the US dropped below 1% last year. Meanwhile, parent company Oppo experienced a sharp decline in shipments during the second quarter of 2026, with a year-over-year drop exceeding double digits. As part of its strategy, Oppo will now focus on Realme smartphones in foreign markets, particularly in Northern Europe.
Market Forecasts and Adaptation
Additionally, research firms IDC and Counterpoint predict a global smartphone shipment decline of more than 13% in 2026, driven by a memory chip shortage they have dubbed "RAM-mageddon." In a statement to TechCrunch, the company said:
"After careful evaluation, OnePlus will no longer release new products in Europe and North America. All user rights and interests, including after-sales service and software updates, remain fully guaranteed."
OnePlus's decision reflects a broader trend in the smartphone market, where competition is intensifying and demand for new devices is waning in certain regions. Focusing on the Chinese market may help the company maintain its position, but abandoning other key markets could impact its global brand image and growth. At the same time, the worldwide reduction in shipments due to component shortages underscores the need for companies to adapt to shifting market conditions.