OnePlus Exits North America, Europe for China Focus

OnePlus, known for its initial disruption of the mobile market with affordable, high-spec devices, is significantly altering its global strategy. The company, a subsidiary of Oppo, is reportedly exiting North America and Europe to concentrate its efforts on the Chinese market. This pivot follows recent layoffs and staff transitions in various Western regions, with employees moving to Oppo or its sub-brand Realme.

The move comes as the global smartphone market experiences a notable downturn. In the second quarter of 2026, worldwide smartphone shipments saw an 11% year-over-year decline, marking a 13-year low for that period. While Apple and Samsung managed growth, competitors like Xiaomi, Oppo, and Vivo faced sharp decreases.

OnePlus's presence in the US market has diminished drastically. Once shipping over a million units in 2019, its shipments fell to under 130,000 by 2025, a 90% drop. This decline is partly attributed to the loss of carrier partnerships, as smartphones are largely sold through such channels in the US. Consequently, China has become OnePlus's dominant market, accounting for 56% of its volume by 2025, a substantial increase from 18% in 2021.

This strategic shift mirrors trends seen with other Chinese phone brands that often lead in new technology adoption but have struggled to maintain significant market share in the US against giants like Apple and Samsung. OnePlus now joins other former mobile players like HTC and LG in scaling back ambitions.