During its first years, especially between 2014 and 2019, OnePlus earned an excellent reputation in the smartphone market thanks to devices affordable and powerful that even earned him the fame of ‘flagship killer’. But the years passed, he integrated into Oppo and both the brand philosophy and the market changed. Now, according to Bloomberg, which cites people familiar with the situation, the Chinese manufacturer plans progressively close OnePlus as an independent brand and will begin doing so in Europe and the United States this week.
OnePlus will continue to operate in Chinaits home market, although the media points out that the closure could expand next year to other countriesincluding the India. realmeanother Oppo subsidiary, will also leave the Chinese market.
Recent data shows that Oppo and its subsidiary brands, OnePlus and Realme, occupied fourth place in the world by volume of shipments of smartphones during the second quarter of 2026. However, Oppo’s market share has fallen this year up to 10%, two percentage points less than the previous year.
The lack of growth in the United States, Europe and India, along with geopolitical tensions affecting Chinese brands in the US marketwould be behind Oppo’s decision.
Despite the departure of OnePlus, Oppo will concentrate its resources in Central Europe and the Nordic countriesspecifically Finland, Denmark, Sweden and Iceland, according to Bloomberg.
At the beginning of this month it was learned that Oppo plans to integrate OnePlus and Realme into its main brand. As part of this process, OxygenOSused by OnePlus devices, and Realme UI They will progressively disappear. All Oppo, OnePlus and Realme devices will start using ColorOS.
Over the past few years, OnePlus had refocused its strategy toward making more affordable devices. However, The shortage of RAM and storage has also altered those plans. Chinese brands tend to work with smaller profit margins than companies like Apple and Samsungso the increase in costs makes them even more vulnerable to market changes.