OnePlus to cease North America, Europe operations after OnePlus 15 launch

OnePlus has confirmed that it will wind down its operations in North America and Europe and has no plans to launch smartphones in either region after the OnePlus 15. Going forward, the company's operations in those markets will be consolidated under the Oppo brand.

The company will continue operating in China, while Realme, another Oppo sub-brand, will exit the Chinese market but continue selling its devices overseas.

"A OnePlus spokesperson said the decision was made jointly with Oppo after carefully evaluating the company's strategy and user needs."This was neither a case of Oppo instructing OnePlus nor a unilateral decision made by OnePlus. Together with Oppo, we spent 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 spokesperson said, as per CNET

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OnePlus faces mounting pressure

While OnePlus has been under pressure for some time, a combination of constrained memory supply and record-high memory prices has further worsened its position. According to recent Counterpoint Research data, global smartphone shipments have fallen to their lowest level since 2013.

OnePlus built its reputation by offering flagship features at relatively affordable prices. However, rising component costs have eroded that advantage. Mounting supply chain pressures, higher marketing expenses, and intense competition have further weighed on the brand. In addition, OnePlus has struggled with market fragmentation, while its lack of strong carrier partnerships in the US has prevented it from becoming a mainstream choice.

OnePlus to scale back globally

OnePlus has not commented on plans to wind down the brand beyond North America and Europe. Reports suggest the company will continue operating in China and select other markets.

The company has, however, been clear about its plans for North America and Europe. Oppo does not officially sell smartphones in the US, meaning OnePlus' exit could significantly reduce Oppo's presence in the North American smartphone market. In Europe, Oppo's availability also remains limited in several markets.

Support for existing devices

OnePlus said existing devices that are still within their promised software support window will continue to receive updates for the full duration. Going forward, those updates could be delivered through Oppo, and future software may become more closely integrated with ColorOS.