OnePlus will cease operations in the US and Europe due to a larger restructuring to parent company Oppo.The brand's shutdown will expand to the rest of the world (including India) during 2027. OnePlus is expected to remain active in China.
Oppo's financial challenges in its phone businesses (including a lack of momentum in the US, Europe and India) and the supply chain disruption caused by memory shortages forced the decision about their sub-brand Oppo.

It's a sad ending to the OnePlus brand with it's NEVER SETTLE slogan. Born as a "premium-killer," OnePlus drew a cult-like base who loved the distinction of a premium smartphone other than the dominant Apple and Samsung brands.
The company launched its very first smartphone, the OnePlus One, in April 2014. It promoted the distinctive OnePlus earliest handsets as “flagship killers” and had several well reviewed devices over the years. In 2020, its OnePlus 7T Pro won the coveted Global Mobile Award (Glomo) for best handset.
The company had several well reviewed devices over the years. In 2020, its OnePlus 7T Pro won the coveted Global Mobile Award (Glomo) for best handset. The peak could have been the launch of the OnePlus OPEN in 2023, an attractive "foldable" model that still draws favorable comments when viewed in 2026.
As part of Oppo, the brand was pushed to create more affordable models like the Nord series. This caused confusion in a buying public in Europe that embraced the brand as a premium alternative.
Founded in 2013 by former Oppo employees Pete Lau and Carl Pei, Lau is now back at Oppo while Pei heads the new brand known as Nothing.
Meanwhile, Oppo has turned OnePlus into nothing on its own.




by Olivier Lafontaine