OnePlus, the Android brand that built its name on high-spec phones at lower prices, is retreating from North America and Europe as the smartphone market tightens around bigger rivals.
The company, owned by Oppo, is shifting its focus toward China after months of staff changes across regions. Employees in Europe have moved into roles at Oppo or Realme, while a former OnePlus employee said the New York office was cut. The former employee described the move as a decision made “from the top” with no input channels for staff.
Oppo did not give a direct explanation for the Western pullback. In a statement, the company said: “To further consolidate resources and enhance global product strategy synergy, Realme will focus on overseas markets and no longer launch new products in China.”
The development could affect buyers who used OnePlus as a cheaper route into premium Android hardware. OnePlus launched in 2013 as a challenger to Apple and Samsung, but its U.S. footprint has narrowed sharply.
Nabila Popal, a senior research director for consumer devices at International Data Corporation, said OnePlus was never a U.S. leader and took a hit after T-Mobile ended its partnership in 2023. U.S. shipments fell from 1 million phones in 2019 to just under 130,000 in 2025, while its market share dropped from 1.8 percent in 2021 to 0.1 percent in 2025.
The retreat comes as global smartphone shipments fell 11 percent year over year in the second quarter of 2026, with Apple and Samsung among the few brands still growing.
“It’s a pity that US consumers do not have the choice of the number of brands that are available globally because there are some fascinating technologies and features,” Popal said. “But I don’t see that landscape changing.”
