OnePlus Ends New Smartphone Launches Across the US and Europe

OnePlus has officially confirmed that it will stop introducing new products in both Europe and North America.

“After careful assessment, OnePlus will no longer launch new products in Europe and North America. All users’ rights and interests, including after-sales support and software updates, will remain fully guaranteed,” the company said in a statement.

The announcement follows an earlier Bloomberg report that suggested the Android smartphone maker was preparing to scale back its operations across the U.S. and Europe as consumer electronics demand slows. Pricing pressures continue to affect the industry.

According to Bloomberg, the decision is tied to a broader restructuring effort underway at parent company Oppo. The report also stated that OnePlus is expected to reduce its operations in India, one of the brand’s largest international markets outside China.

Founded in 2013 by Pete Lau and Carl Pei, OnePlus initially gained recognition by producing affordable flagship Android smartphones aimed at technology enthusiasts. Over the years, the company broadened its product lineup, helping it build a global customer base. After Carl Pei departed in 2020 to establish Nothing, OnePlus expanded by introducing its more affordable Nord smartphone series, while its flagship devices gradually moved into higher-priced segments.

Industry analysts have warned that the smartphone market is facing a challenging year. Research firms IDC and Counterpoint have projected that global smartphone shipments could decline by more than 13% in 2026 due to ongoing shortages of memory chips, a situation many in the industry have dubbed “RAMageddon.”

Counterpoint Research also reported that Oppo experienced a double-digit year-over-year decline in smartphone shipments during the second quarter of 2026. According to the research firm, weaker consumer demand resulted in softer performance across most of Oppo’s key international markets.

Despite withdrawing from new product launches in Europe and North America, Bloomberg reported that OnePlus will continue operating in China. The report also noted that Oppo plans to expand the international presence of its Realme smartphone brand in selected overseas markets, including the Nordic region, where it has performed well.

Counterpoint further noted that OnePlus has steadily lost ground in several international markets over the past year. According to the firm’s latest data, the company’s smartphone shipment share in the United States fell below 1% during the previous year.

“OnePlus built its name as the ‘flagship killer’ — offering premium specifications at mid-range prices while aggressively expanding internationally. That phase of growth has now come to an end. The company is instead focusing its attention on China while scaling back its presence across the rest of the world,” Counterpoint Senior Research Analyst Maurice Klaehne said.