OnePlus to Halt New Phone Launches in US and Europe Amid Market Slump
The decision marks a significant shift for the company, which has been expanding its global presence in recent years.
In a statement to TechCrunch, OnePlus said that it will no longer launch new products in Europe and North America, citing rising consumer electronics prices and slow demand for new purchases. The company will continue to operate in China and sell Realme phones abroad, where it has seen success.
"After careful assessment, OnePlus will no longer launch new products in Europe and North America. All users' rights and interests, including after-sales support and software updates, will remain fully guaranteed," the company said.
OnePlus' decision comes amid a broader market slump, with analytics firms predicting a decline in smartphone shipments due to a limited supply of memory chips. Oppo, OnePlus' parent company, has also seen a double-digit shipment decline year-over-year for the second quarter of 2026.
- The company's Nord series, which offers more affordable phones, has been a key driver of its growth in recent years.
- OnePlus has been expanding its global presence, but has faced increasing competition from other smartphone makers.
- The company's decision to halt new phone launches in the US and Europe marks a significant shift in its strategy.
OnePlus was founded in 2013 by Pete Lau and Carl Pei, and has since become a major player in the global smartphone market. However, the company has faced increasing challenges in recent years, including rising prices and slowing demand.
"OnePlus built its name as the 'flagship killer' — high-end specs, mid-range price, and aggressive global expansion. That growth era's over. The company is now doubling down on China and retreating from the rest of the world," said Maurice Klaehne, senior research analyst at Counterpoint.
The company's decision to halt new phone launches in the US and Europe marks a significant shift in its strategy, and will likely have implications for the broader smartphone market.