Facing weaker consumer demand and rising prices in the consumer electronics market, smartphone maker OnePlus is reportedly preparing to scale back its operations across the United States and Europe later this week, according to a Bloomberg report.
Bloomberg, citing a source familiar with the matter, said the planned closures of OnePlus’s US and European operations are part of a broader corporate restructuring at its parent company, Oppo. The report also stated that OnePlus intends to wind down its business in India, one of the company’s largest markets outside of China.
Founded in 2013 by Pete Lau and Carl Pei, OnePlus initially gained popularity by offering affordable Android smartphones aimed at technology enthusiasts. As the brand expanded its product portfolio, it attracted a growing global customer base. Pei departed the company in 2020 to establish Nothing, while OnePlus later broadened its lineup with the more affordable Nord series as prices for its flagship smartphones steadily increased.
Market research firms IDC and Counterpoint have forecast that global smartphone shipments will decline by more than 13% in 2026, citing ongoing shortages of memory chips amid what the industry has dubbed “RAMageddon.”
According to Counterpoint, Oppo experienced a double-digit year-over-year decline in smartphone shipments during the second quarter of 2026. The research firm attributed the drop to weaker consumer demand across many of the company’s key international markets.
Despite the reported restructuring, Bloomberg said Oppo plans to continue operating the OnePlus brand in China while focusing on expanding Realme smartphones in overseas markets where the brand has gained traction, including Nordic countries.
