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OnePlus, once known for shaking up the smartphone market, now seems to be facing a difficult period. The brand that won fans with its bold launches and affordable flagship phones is reportedly being scaled down by its parent company, Oppo. No official statement has been made, but multiple reports and insider insights suggest big changes are underway.
A report by a source, backed by four independent analyst firms and interviews with employees across Asia, Europe, and North America, claims that OnePlus is being “wound down and put on life support.” The company’s global shipments fell by more than 20% in 2024, dropping from around 17 million units to between 13 and 14 million. India and China, which together make up nearly 75% of OnePlus’ sales, experienced the sharpest declines.
- In India, market share fell 32.6% to just 3.9%, forcing around 4,500 retail stores to close. Six states also paused sales because of low profit margins.
- In China, the brand’s share dropped from 2% to 1.6%, missing growth targets.
- Meanwhile, in Europe and North America, operations have reportedly been scaled back, with most strategic decisions now handled from China.
The company has also canceled several upcoming devices, including the OnePlus Open 2 foldable and the OnePlus 15s compact flagship. These moves signal a shift from the days when OnePlus launched the 2014 OnePlus One, a phone famously called the “flagship killer.” Despite these challenges, recent products like the OnePlus 15, OnePlus Pad 3, and the OnePlus Watch series have been praised for their quality and value.
OnePlus’ troubles are not entirely new. In 2021, the company merged parts of its design and research teams with Oppo. That move aimed to streamline resources and speed up product development while keeping the OnePlus brand independent. Analysts now see that restructuring as a sign of how closely OnePlus’ future is tied to Oppo’s decisions.
For existing users, there is some reassurance. Oppo has reportedly promised continued security updates and warranty support. Still, experts warn that when this support ends, it could mark the end of OnePlus as a brand.
Neither OnePlus nor Oppo has officially confirmed these claims. But with declining sales, canceled devices, and employee reports, the signs suggest one of the most recognizable names in smartphones may be quietly fading.
