OnePlus is preparing to end its business operations in the United States and Europe as part of a restructuring led by parent company Oppo to redirect its resources towards the fastest-growing markets.
According to a Bloomberg report, the decision could be implemented as early as this week as part of a comprehensive restructuring of Guangdong Oppo Mobile Communications. Oppo's subsidiary, Realme, also intends to withdraw from the Chinese market, while OnePlus will continue operating in China and plan to expand to other markets, including India, by 2027.
This shift comes amid financial challenges facing Oppo in the smartphone sector, along with weak performance in the United States, Europe and India, as well as geopolitical challenges related to the sale of Chinese phones in the US market, and a lawsuit filed by Apple regarding trade secrets.
As part of its new strategy, Oppo is focusing on Central European markets, while boosting sales of Realme phones in the Nordic countries, where it has achieved better results than in the rest of the European markets.
OnePlus had gained widespread popularity among Android users thanks to its competitively priced flagship phones, but its presence has declined in recent years as Apple and Samsung continue to dominate the US market, along with increasing competition from companies like Motorola and Google.
In China, Oppo remains a leading company, but it has been affected by rising component costs and slowing demand, as smartphone shipments in the country fell by 4.3% during the second quarter compared to the same period last year, according to data from IDC.
Despite this move, the withdrawal does not mean the end of the "OnePlus" brand globally, but is limited to reducing its presence in the United States and Europe while continuing its activity in the markets where it performs better.
