Smartphone maker OnePlus is reportedly preparing to wind down its operations in the United States and Europe this week as part of a broader restructuring by its parent company, Oppo, amid slowing global demand for smartphones.
According to a Bloomberg report, citing a person familiar with the matter, the company also plans to scale back its operations in India, one of OnePlus' largest markets outside China.
The move comes as the global smartphone industry faces rising production costs, weaker consumer demand and a shortage of memory chips, prompting manufacturers to rethink their international strategies.
Founded in 2013 by Pete Lau and Carl Pei, OnePlus gained popularity by offering flagship-level Android smartphones at competitive prices, particularly among technology enthusiasts.
Over the years, the company expanded its product portfolio beyond premium devices by introducing the more affordable Nord series. Carl Pei left OnePlus in 2020 to establish smartphone startup Nothing.
Industry analysts expect the smartphone market to remain under pressure throughout 2026.
Research firms IDC and Counterpoint have forecast that global smartphone shipments could decline by more than 13% this year because of an ongoing shortage of memory chips — a crisis industry observers have dubbed "RAMageddon."
Counterpoint Research also reported that Oppo experienced a double-digit year-on-year decline in smartphone shipments during the second quarter of 2026, citing weak demand across most of its major markets.
Despite the reported restructuring, Bloomberg said Oppo intends to continue operating the OnePlus brand in China while focusing on expanding its Realme smartphone business in overseas markets where it has shown stronger performance, including parts of Northern Europe.
Neither OnePlus nor Oppo has officially confirmed the reported plans.
