An independent investigation by Android Headlines, utilizing analyst data and insider sources, points to the de facto liquidation of the OnePlus smartphone brand. The decisive factor for this move has been disastrous financial performance. In 2024, OnePlus's global smartphone shipments fell by over 20%, from roughly 17 million to 13-14 million devices. The bulk of these sales (74%) were in India and China, where the brand's position has severely weakened.
In India, once a strategic market, OnePlus's share of the premium segment plummeted from 21% to 6% in just one year. This collapse was triggered by thousands of retailers dropping the brand due to low margins and warranty service issues. In China, the company also failed to meet targets, retaining only a 1.6% market share.
Against this backdrop, OPPO has initiated a quiet restructuring. Key products have been canceled, including the OnePlus Open 2 foldable and the OnePlus 15s model. The Dallas headquarters has been shuttered, following the earlier closure of European offices. The partnership with U.S. carrier T-Mobile has been terminated, and the launch of the flagship OnePlus 15 was relegated to an online conference—a clear sign of sharply reduced marketing spend.
Despite OPPO's massive $14 billion investment at the end of 2022, reversing the trend proved impossible. Analysts note that with a market share hovering around 1.1% and a continuing decline, maintaining a separate brand with its own infrastructure is no longer economically viable.
For current OnePlus device owners, the situation does not immediately signal trouble. The company will continue to honor warranties and release planned Android updates. However, the brand's future likely lies in a potential integration into OPPO's own product lineups. No official statement regarding a shutdown has been issued by the companies thus far.
