OnePlus is reportedly planning to pull out of the U.S. and European markets

Parent company Oppo is consolidating OnePlus and Realme into its core brand by bringing ColorOS to all of their devices.

In the good old days, OnePlus gained a reputation in the smartphone market for its affordable yet powerful devices. At one point, the brand was even called a flagship killer. However, OnePlus is now leaving the U.S. and EU markets and might even shut down its entire operations in the rest of the world.

According to a report by Bloomberg, citing people familiar with the matter, OnePlus will cease its operations in the United States and Europe as soon as this week. Parent company Oppo is reportedly undergoing a major restructuring, and pulling OnePlus out of the U.S. and European markets is part of that plan.

OnePlus will remain active in its home market of China, but Bloomberg says the shutdown might expand to other markets, including India, next year. Realme, another subsidiary of Oppo, will also exit the Chinese market.

The latest data shows that Oppo and its subsidiary brands rank fourth in global smartphone shipments in the second quarter of 2026. However, Oppo's market share reportedly declined to 10% this year, down 2 percentage points from last year.

The lack of momentum in the U.S., European, and Indian markets, as well as concerns about Chinese brands selling smartphones in the U.S., are said to be the reasons behind Oppo's decision to pull OnePlus from these markets.

While OnePlus is leaving the European market, Oppo will reportedly focus its resources on Central Europe and the Nordic region (Finland, Denmark, Sweden, and Iceland).

Earlier this month, it was reported that Oppo is planning to consolidate OnePlus and Realme into its core brand. As part of this, OxygenOS on OnePlus devices and Realme UI will be phased out, and all Oppo, OnePlus, and Realme devices will use ColorOS. Of course, the consolidation actually began in 2021 after Oppo and OnePlus agreed to use a shared software codebase.

In recent years, OnePlus has shifted its focus toward producing more affordable devices. However, the RAM and memory shortage have disrupted those plans as well. Chinese brands generally have thinner profit margins than companies like Apple and Samsung. Thus, rising costs make them even more vulnerable to market shifts.

Source: Bloomberg

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Posted Thursday 16 July 2026 at 7:40 am AEST (my time).

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