OnePlus Ends New Product Launches in the United States and Europe

Chinese smartphone maker OnePlus announced on Wednesday that it will cease launching new devices in the United States and the European Union, ending a decade-long effort to compete with Samsung and Apple in Western markets. Existing customers will not be abandoned, but the company will no longer have a physical presence in the United States and will transition European users from its OxygenOS skin to Oppo’s ColorOS for future software updates. The OnePlus 15, released late last year, is now the brand’s final flagship in the West.

OnePlus is Exiting the US and the EUThe VergeOnePlus Exits US and Europe, Ending Decade-Long Run

Parent company Oppo said it will honor current warranties and support agreements, with devices in Europe receiving “software updates and after-sale support” through ColorOS. Oppo Europe CEO Elvis Zhou noted that users may roll back to OxygenOS, though doing so would forfeit future updates. Oppo also confirmed that its sub-brand Realme will “focus on overseas markets and no longer launch new products in China,” while continuing to sell phones in Europe, especially in the Nordic region. A separate statement from Oppo PR representative Nicole Okpokiri added that “OnePlus’ product roadmap in China remains unchanged.”

The VergeOnePlus is Exiting the US and the EUOnePlus Exits US and Europe, Ending Decade-Long Run

James Paterson, senior PR manager for Oppo in Europe, told The Verge, “Software updates and after-sale support will be guaranteed.” Zhou said the restructuring was “handled in full accordance with the relevant laws and regulations,” and that some employees were offered internal transfers, though numbers were not disclosed.

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Analysts note that OnePlus’s share of the U.S. smartphone market had slipped to roughly 1%, squeezed by Apple’s premium ecosystem and aggressive budget competitors such as Google’s Pixel 10a ($499) and Apple’s iPhone 17E ($599). The brand’s “flagship-spec at mid-tier price” positioning struggled as rivals improved mid-range offerings, prompting the exit.

OnePlus is Exiting the US and the EU

• “Software updates and after-sale support will be guaranteed” — James Paterson, Senior PR Manager, Oppo Europe

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• “OnePlus’ product roadmap in China remains unchanged,” — Nicole Okpokiri, Oppo PR Representative

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• “will focus on overseas markets and no longer launch new products in China.” — Oppo statement on Realme

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• “in full accordance with the relevant laws and regulations,” — Elvis Zhou, Oppo Europe CEO

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