Media reports have revealed that OnePlus is preparing to withdraw from the smartphone market in the United States and Europe, as part of a broad restructuring plan being implemented by its parent company Oppo to cope with the increasing pressures in the smartphone sector.

According to a report published by Bloomberg, the decision could begin to be implemented as early as this week, according to a source familiar with the plan.

Realme, also owned by Oppo, is expected to exit the Chinese market as part of the same restructuring process.

The report indicated that OnePlus's withdrawal will not be limited to the United States and Europe, but may extend to other global markets, including India, by 2027.

OnePlus was known in its early years for offering Android smartphones that combined strong performance, a clean interface, and competitive prices that were significantly lower than Apple and Samsung devices, but its market presence has gradually declined in recent years.

In the United States, Apple and Samsung continue to dominate the smartphone market. According to data from Omdia, Apple captured a record 20% share of the global smartphone market in the second quarter of 2026, while Samsung maintained the lead with a 22% share. In contrast, OnePlus trailed behind smaller companies like Motorola and Google in the US market.

In China, Oppo faces strong competition from Huawei and Apple, alongside a declining smartphone market and rising memory chip costs.

Counterpoint Research explained that Chinese companies, including Oppo, are under greater pressure than Apple and Samsung due to rising memory chip prices, as their low profit margins limit their ability to absorb the increase in component costs, especially in the budget phone segment, where manufacturing costs have risen by 20% to 30% since the beginning of 2025.

OnePlus launched its latest flagship phone, the OnePlus 15, globally in November 2025, but delayed its release in the United States due to delays in the approval process by the Federal Communications Commission (FCC) following the temporary federal government shutdown at the time.

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16 July 2026 Last update: 16 July 2026

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