Why is OnePlus leaving the US and Europe?

The decision is driven by falling smartphone demand, rising component costs, and restructuring at parent company Oppo. OnePlus plans to concentrate on more promising markets, including China.

What will happen to OnePlus users in the US and Europe?

OnePlus guarantees continued technical support, software updates, and other services for existing customers. No new models will be released in these regions.

Which markets will OnePlus continue to operate in?

OnePlus will remain active in China, while the Realme brand will continue in Northern Europe and other regions where demand remains stable.

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Hardware

OnePlus Discontinues New Smartphone Releases in the US and Europe

July 16, 2026

Photo: TechCrunch

Quick answer

OnePlus is halting new smartphone releases in the US and Europe due to declining demand and Oppo’s corporate restructuring.

Chinese smartphone manufacturer OnePlus has announced the discontinuation of new model shipments to North America and Europe. The company’s official statement emphasizes that all commitments to existing users, including technical support and software updates, will be fully honored.

The decision to scale back operations in key Western markets is linked to corporate restructuring at parent company Oppo and an overall decline in smartphone demand. According to analysts, global smartphone shipments may drop by over 13% in 2026 due to memory chip shortages and weak consumer interest. Oppo, which owns OnePlus, has already experienced a 10% decline in shipments in the second quarter of this year.

Founded in 2013 as a brand for affordable flagship smartphones, OnePlus aggressively expanded its global reach but has faced increasing competition and rising costs for flagship models in recent years. The company plans to focus on China’s domestic market while developing the Realme brand in regions with stable demand, such as Northern Europe.

Analysts note that OnePlus’s era of aggressive global expansion has ended. The company is returning to a strategy focused on key markets where it can ensure stable sales and profitability. Experts do not rule out the possibility of OnePlus returning to Western markets in the future if market conditions improve.

Common questions

Why is OnePlus leaving the US and Europe?: The decision is driven by falling smartphone demand, rising component costs, and restructuring at parent company Oppo. OnePlus plans to concentrate on more promising markets, including China.
What will happen to OnePlus users in the US and Europe?: OnePlus guarantees continued technical support, software updates, and other services for existing customers. No new models will be released in these regions.
Which markets will OnePlus continue to operate in?: OnePlus will remain active in China, while the Realme brand will continue in Northern Europe and other regions where demand remains stable.

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