OnePlus has confirmed that it will no longer operate in North America or Europe, and won’t launch any further phones in the regions following 2025’s OnePlus 15. 

OnePlus merged some of its operations with parent company Oppo in 2021, and going forward, all operations will now fall under the Oppo brand. OnePlus will continue operating in China, while Realme, another Oppo sub-brand, will exit the Chinese market but continue selling devices overseas.

“This was neither a case of Oppo instructing OnePlus nor a unilateral decision made by OnePlus,” a OnePlus spokesperson said in a briefing. “Together with Oppo, we spend a long time carefully evaluating what our users need from us most in 2026, because our users are at the heart of everything we do.”

The new strategy will better meet people’s needs by “letting the OnePlus spirit and capabilities continue through Oppo,” added the spokesperson.

It’s a tricky time for smartphone brands, with a combination of limited memory supply and record-high memory prices forcing phone-makers to increase prices across the board. Global smartphone shipments decreased year over year in the first quarter of 2026, according to IDC, breaking the growth streak the market had seen since mid-2023. This week, Counterpoint Research released data suggesting that smartphone shipments had fallen to the lowest level since 2013.

Despite these pressures, most smartphone brands have managed to navigate the market successfully so far. Still, casualties aren’t surprising, and OnePlus is the first major one under Oppo’s restructuring

OnePlus was founded in China in 2013 by Pete Lau and Carl Pei, and quickly grew a cult following with its limited-edition drops and maverick marketing strategy. It built a reputation for building high-quality phones that undercut competitor devices on price. Pei left the company in 2020 and moved to London. There, he founded tech startup Nothing, whose smartphones have developed a cult following, too.

“OnePlus appears to have lost the clarity that originally made it successful,” said Paolo Pescatore, analyst at PP Foresight. “It built its reputation as a disruptive ‘flagship killer,’ but higher prices, a broader portfolio and closer integration with Oppo left it looking increasingly like another premium Android brand in an already crowded market.”

It’s much harder and more expensive to stand out now than it once was due to supply chain pressures, rising marketing costs, regulatory requirements, software support, retail presence and after-sales service, added Pescatore. In Europe, OnePlus struggled due to fragmentation and an intensely competitive environment, whereas in the US, its lack of carrier relationships and retail visibility prevented it from gaining mainstream traction.

“OnePlus did not necessarily fail on product,” said Pescatore. “It struggled to maintain a distinctive identity while achieving the distribution, investment and scale required to compete sustainably.”

The OnePlus spokesperson said the company will continue to ensure existing user rights and service commitments remain unchanged. Here are some more answers to questions you may have about the company’s future.

What will happen to my OnePlus phone?

Those of you with a OnePlus phone that’s still within its support period (such as the OnePlus 13 or 15) will continue to receive software updates for the promised duration. However these will now come via Oppo and will mean your phone will be changed from OnePlus’s Oxygen OS to Oppo’s Color OS.

Don’t worry: These operating systems are extremely similar, with only a few minor aesthetic changes, so you likely won’t notice much of a difference. 

Is OnePlus dead globally?

OnePlus has a significant audience in other regions, especially India, and OnePlus made no comment on whether it also plans to shutter the brand beyond the North American and European markets. 

The brand name will continue to exist — specifically in its home territory of China — though the company stated that further regional information will be communicated when needed. So be on the lookout.

Will Oppo phones now be on sale in the US?

No — not yet, anyway. The company stated that “we do not have any product plans for North America but we are continually evaluating opportunities in markets around the world.” 

Oppo doesn’t officially sell any of its products in the US, meaning the wonderful Find X9 Ultra camera phone is only available in the UK and much of Europe. With OnePlus shutting down, Oppo has effectively lost its only presence in the US smartphone market.