It’s official: OnePlus is dead. Long live Oppo

OnePlus has confirmed that it will no longer operate in North America or Europe, and will not launch any other phones in the following regions 2025 OnePlus 15.

OnePlus has merged some of its operations with… Parent company Oppo in 2021From now on, all operations will now fall under the OPPO brand. OnePlus will continue to operate in China, while Realme, another Oppo sub-brand, will exit the Chinese market but will continue to sell devices abroad.

“This was neither a case of Oppo directing OnePlus nor a unilateral decision taken by OnePlus,” a OnePlus spokesperson said at a press conference. “Together with OPPO, we spend a lot of time carefully assessing what our users will need most from us in 2026, because our users are at the heart of everything we do.”

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

It’s a tough time for smartphone brands, with a mix of… Limited memory supply Record high memory prices are forcing phone makers to increase prices across the board. Global smartphone shipments declined year-on-year in the first quarter of 2026, According to IDCbreaking the growth streak that the market has witnessed since mid-2023. This week, Counterpoint Research released the data Which indicates that smartphone shipments have fallen to their lowest level since 2013.

Despite these pressures, most smartphone brands have been able to navigate the market successfully so far. However, the human toll is not surprising, and OnePlus is the first major loss under Oppo’s restructuring

Founded in China in 2013 by Pete Lau and Carl Pei, OnePlus quickly gained popularity through its limited edition releases and independent marketing strategy. It has earned a reputation for building high-quality phones that undercut the price of competing devices. Pai left the company in 2020 and moved to London. There, he founded the technology startup Nothing, whose smartphones also gained popularity.

“OnePlus seems to have lost the clarity that originally made it successful,” said Paolo Pescatore, an analyst at PP Foresight.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

Pescatore added that differentiation is now much harder and more expensive than it used to be due to supply chain pressures, high marketing costs, regulatory requirements, software support, retail presence and after-sales service. In Europe, OnePlus has suffered due to fragmentation and an intense competitive environment, while in the US, its lack of carrier relationships and retail vision has prevented it from gaining mainstream traction.

“OnePlus didn’t necessarily fail with the product,” Pescatore said. “It has struggled to maintain a distinct identity while achieving the distribution, investment and scale required to compete sustainably.”

A OnePlus spokesperson said the company will continue to ensure existing user rights and service obligations remain unchanged. Here are some additional answers to questions you may have about the future of the company.

What will happen to my OnePlus phone?

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

Don’t worry: these operating systems are very similar, with only some minor aesthetic changes, so you probably won’t notice much of a difference.

Is OnePlus dead globally?

OnePlus has a large audience in other regions, especially India, and OnePlus has not commented on whether it also plans to shutter the brand outside of the North American and European markets.

The brand name will continue to exist – specifically in its home country of China – although the company has stated that more regional information will be communicated as needed. So be informed.

Will Oppo phones be on sale now in the United States?

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

Oppo doesn’t officially sell any of its products in the US, which is to say they’re great Look for X9 Ultra The camera phone is only available in the UK and most parts of Europe. With the closure of OnePlus, Oppo has effectively lost its sole presence in the US smartphone market.