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OnePlus Is Reportedly Shutting Down In the US, Europe (9to5google.com) 53

Posted by BeauHD from the RIP dept.
OnePlus will reportedly announce this week that it is shutting down its brand in the U.S. and Europe, following months of signs that parent company Oppo was winding down the brand's global presence. India and China are reportedly unaffected, but it's unclear whether Oppo will replace the brand directly in those markets. The move also raises questions about future support for existing OnePlus users. 9to5Google reports: WinFuture reports that OnePlus is gearing up for an official withdrawal from the U.S. and European markets, with the announcement due in the "coming days" this week. Closed-door press conferences have apparently happened, with no details shared on the exact reason OnePlus as a brand is shutting down in these markets. India and China are, as far as this report claims, not affected. The report, citing "well-informed sources," notes that this OnePlus announcement will come amid "fundamental changes" to Oppo's strategy, but the big point here is the global death of OnePlus.

OnePlus Is Reportedly Shutting Down In the US, Europe More | Reply

OnePlus Is Reportedly Shutting Down In the US, Europe

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  • OnePlus is a Chinese smartphone manufacturer (Score:5, Informative)

    by RobinH ( 124750 ) on Tuesday July 14, 2026 @02:16PM (#66238402) Homepage
    If, like me, you didn't know who OnePlus [wikipedia.org] was.

    • Re: (Score:3)

      by Gilmoure ( 18428 )

      Huh.

      Anyways

      • Crucially a cheap manufacturer which made it easy to unlock and reflash phones. Useful for LineageOS, but unfortunately not GrapheneOS. Looking forward to the new hardware for that, really hoping they get something soon to replace Pixel.

    • If, like me, you didn't know who OnePlus [wikipedia.org] was.

      I would mod you up if I could. As an American, I had no idea at all who they are. I suspect most of my countrymen can say the same. Not saying this isn't news and shouldn't be reported, but I guess it will only be a big deal to what I assume are the 100 or so weirdos in the USA who bought their phones and thought they were clever for doing so.

      • Yep..never heard of OnePlus nor Oppo before in my life......so, no wonder they're not a success in the US if no one knows the brand or what they do...

      • Re:OnePlus is a Chinese smartphone manufacturer (Score:4, Insightful)

        by nashv ( 1479253 ) on Tuesday July 14, 2026 @03:21PM (#66238504) Homepage

        This isn't a a judgement on you, but even in the US, Oneplus is a well known brand. The most prolific mobile phone reviewer MKBHD [wikipedia.org] from the US, with 20 million + subscribers, has talked about it it for years. [youtube.com]

        You sir, are apparently living under a rock.

        • This isn't a a judgement on you, but even in the US, Oneplus is a well known brand. The most prolific mobile phone reviewer MKBHD [wikipedia.org] from the US, with 20 million + subscribers

          Maybe those subscribers are mostly from China and India. OnePlus has around 3% marketshare of smartphones in the USA. Its a small niche brand. From google:

          Apple 61.26%
          Samsung 22.63%
          Motorola 3.50%
          OnePlus 3%
          Others ~10%

          • But why should you focus on the US? But my main reaction to that specific data is that Americans seem to have quite limited choice in the smartphone market.

            I do thank the OP/FP poster for saving me the websearch. However I feel like I should have had some awareness of the OnePlus brand if only because I'm using my second Oppo smartphone now...

            From that perspective it sounds to me like a fundamental mismatch. I see Oppo as a commodity brand. Low cost, low profit, satisfactory value. But OnePlus was apparentl

            • Re: (Score:2)

              by drnb ( 2434720 )

              But why should you focus on the US? But my main reaction to that specific data is that Americans seem to have quite limited choice in the smartphone market.

              Everyone wants to sell in the USA and EU. So did OnePlus, but they had nothing of interest and got no traction in the USA and EU.

          • Everyone has heard of Motorola and they're 0.5% higher than OnePlus. Clearly they're pretty well known. Your sample size of 1 isn't worth much.

            • Re: (Score:2)

              by drnb ( 2434720 )

              Everyone has heard of Motorola and they're 0.5% higher than OnePlus.

              Motorola was famous from the WW2 radios it made, the chips it made in the 1970s/80s like the 68000 CPU used in Macintosh computers, in the 2000s Motorola had 25% marketshare and its RAZR cellphone was an era defining piece of hardware. That is why people know Motorola. If you asked people the brand name of a current Motorolla phone most people would probably be unable to name one. Hence their pitiful 3.5%. OnePlus has done nothing noteworthy and is crawling back home a failure in the USA. And apparently the

        • Re: (Score:3)

          by RobinH ( 124750 )
          Well then this is definitely going to blow your mind... I'm not American and I don't live in the US.

        • Just because Marques Brownlee has 20m subscribers and is an American doesn't mean 20m Americans have watched all his reviews, or that they would remember a product that they only saw there and nobody they know uses.

          And I'll bet not even 100,000 of those 20m know that he uses "MKBHD" as a professional moniker, though many more than those 20m have heard of him and would recognize him.

          You sir, are apparently living under a rock.

          You sir, are an idiot.

        • Don't worry, people on this website like pretending to be more informed than their peers.

        • Re: (Score:2)

          by mjwx ( 966435 )

          This isn't a a judgement on you, but even in the US, Oneplus is a well known brand. The most prolific mobile phone reviewer MKBHD [wikipedia.org] from the US, with 20 million + subscribers, has talked about it it for years. [youtube.com]

          You sir, are apparently living under a rock.

          I knew who OnePlus was, no idea who that other person is... Some kind of Social Media Infuenza no doubt that should just be ignored. Not like you can't just pay for subscribers.

          The problem with OnePlus is that they were at best, offering the same thing as everyone else so nothing really stood out from the competition and when you're beige, you're going to be out-beiged by the big bois like Apple and Samsung who can afford to advertise the hell out of their beige.

          When I look for a new phone, I usually

      • I'm American and have a OnePlus tablet that is the best one I've tried. Nice keyboard/folio, it's fast, and has a nice screen/pen support. Just about everything about it is better that the Samsung's I've had and lightyears better than the iPad I was stupid enough to try.

      • I suspect most of my countrymen can say the same.

        I've heard of them, but only on slashdot, where the loudest bleaters seem to really care about them. A lot. An irrational amount.

        Apparently, a lot of neckbeards thought they were some sort of libertarian super-phone, instead of just more junk from the PRC.

    • And this news sucks. The American smartphone market is the most boring in the world, specially in the mid and low priced segments. We just got Apple, Samsung, and Pixel.

      • It is the same with the car market and, I suspect, most markets in the USA - just a couple of brands or even specific models and pretty much nothing else. Is it peer pressure?

  • RAM costs (Score:3)

    by alvinrod ( 889928 ) on Tuesday July 14, 2026 @02:23PM (#66238412)
    I wonder if it's the memory costs that did them in. They tended to make devices for the higher end of the market and putting 16 GB in a phone is going to be incredibly expensive for a company that can't manufacture their own memory chips or drive enough volume to get discounts on purchases or preferred treatment from memory manufacturers.

    I'm not an Android user, but the OnePlus 15 that they released last year was a good device that was well regarded. I know a lot of other posters here have had good things to say about them over the years as well. Hopefully they're able to rebound from this and can continue offering great products.

    • Re: (Score:2)

      by kellin ( 28417 )

      I'm really bummed by this. i've own a 7t Pro for over 6 years and due to it hitting full end of life (bricking) I went with the 15. Its a really good phone, although I'm getting used to the weird difference in how it charges.. sometimes its slow and sometimes its not, depending on the cable and adapter being used.

    • I wonder if it's the memory costs that did them in.

      Perhaps it was all the folks in the US and EU not knowing what OnePlus is? That could limit revenue.

      Yeah, the user posts above explain it is a Chinese smartphone company. Yeah, whatever. I think we’ll mostly stick with Apple, Samsung, and Google. And if we’re broke, then there are the older Samsung designs dirt cheap at Walmart.

    • I doubt it was RAM prices. Oppo the parent company still makes phones and OnePlus will still be available in some of the world's biggest markets.

      The brand just had virtually zero market presence.

    • Re: (Score:2)

      by gweihir ( 88907 )

      I wonder if it's the memory costs that did them in.

      Possibly. Many will currently hope the problems pass fast enough, but they might not. So unless they have reserves and are prepared to spend them...

    • They're a large Chinese electronics company, they're not a small niche company.

      RAM price is the same wherever you ship the phone, and phones in China don't sell for more than in other places. So no.

  • I'm sad to see our selection shrink. I'm using a S10+ and need a newer phone. I was looking over OnePlus. I'm indecisive on what to buy. Oh well.

    • Re: (Score:2)

      by kellin ( 28417 )

      Yeah. I stuck with the brand because of my previous experience with the high quality phones. Before I made this decision, I was looking around and several of my friends were saying they love their Pixels.. so maybe look at that?

      • Re: (Score:2)

        by drnb ( 2434720 )

        Yeah. I stuck with the brand because of my previous experience with the high quality phones. Before I made this decision, I was looking around and several of my friends were saying they love their Pixels.. so maybe look at that?

        As a developer I’ve had several Pixels and Samsungs over the years. Both are great, if I had to pick one I’d probably go Pixel. LG manufactured some Pixels so perhaps they deserve a look too.

        • Re: (Score:2)

          by kellin ( 28417 )

          I can't stand Samsung. I had three separate models over about ten years. Their poor quality led me to try something else and when T-Mobile briefly sold OnePlus phones, I did some research and took a gamble. It worked out, in my mind.

        • Re: (Score:2)

          by _merlin ( 160982 )

          LG hasn't made phones in years.

      • Pixels actually at the 10a right now. I'm liking what I see thus far.

  • No, it is not the app to open when you have been stood up on a date.

    I'm not saying it could be useful. But I haven't tried other dating apps, so there is that.

    • She didn't stand you up, it's just that, "Uhhhhhhhh... yeeeeeaaaaaaaaaahhh, ok. (...)" is not actually a yes.

  • Been a one plus user for a long time. Bought a OnePlus 3 back in 2016 and kept it for 8 years, replacing it with a OnePlus 13 a couple years ago. Hopefully the 13 lasts as long as the 3 did and I won't have to worry about my next manufacturer for a while.

    • Re: (Score:2)

      by kellin ( 28417 )

      I just got the 15 in March and I'm hoping I get at least 6 years out of it like the 7T Pro I had.

      I am also saddened.

  • Shame. Apart from a few quirks and very minor annoyances, they were really good phones. I've actually got a OnePlus 13 at the moment and apart from recurring pestering about upgrading to Android 16 with a tonne of AI (which I'm not planning to do, ever), the phone is pretty incredible.

  • So what are our options now? (Score:3)

    by devslash0 ( 4203435 ) on Tuesday July 14, 2026 @05:33PM (#66238660)

    So what are sensible options left to us mortals now?

    - iPhones are a very aquired taste.
    - Samsungs are annoying bags of bloatware.
    - Custom ROMs no longer pass SafetyNet reliably...

    • Re: (Score:3)

      by kellin ( 28417 )

      Pixel?

    • Ditch your smartphone ... It is a bit like in the matrix. You swallow the red pill and all of the sudden you see smartphone zombies everywhere. I am on holidays, it is ridiculous. Walk to a beautifully waterfall. You arrive. People fling out their phone. Look at the waterfall through the camera app. Snap pictures as if their life depends on it. Someone poses, snap snap. Then they go to the next viewpoint.
      No smartphone is boring at first, but it is amazing how fast you do not mis it. Disclaimer: when I gre

      • It's your choice if you pull out your phone or not. I'm an avid hiker, and I take a lot of photos bu I'm not on social media at all. I take photos so that I remember the life I've lived when I'm 80 and my memory fails me.

      • I just leave mine in my pocket unless I'm making a call. Works fine.

        Disclaimer: When I grew up, people brought cameras to the waterfall to snap snap snap and move on to the next viewpoint.

        • Hmmm, 36 foto's and the film roll was used up. ;-)

          • Re: (Score:2)

            by mjwx ( 966435 )

            Hmmm, 36 foto's and the film roll was used up. ;-)

            Not to mention the creepy guy at the pharmacy who'd judge all your photos, not that many of them where any good mind you, the average person knows feck all about photography and used to just waste film. At least now they only waste time.

    • Re: (Score:1)

      by gweihir ( 88907 )

      Fairphone.

    • Motorola still makes quality phones if you're not an appy apper and just need a practical device.

      • Re: (Score:2)

        by mjwx ( 966435 )

        Motorola still makes quality phones if you're not an appy apper and just need a practical device.

        Motorola is my current go-to. I've got an Edge 60 Neo that is reasonably good, bought my mum a G56 that will probably see her the rest of her life (erm... she's old and a life long smoker).

        The best manufacturer changes every few years, used to be Nokia. Motorola is currently making decent phones with good hardware for reasonable prices without too much bloat or crapware (and what little there is can be disabled easily). The G56 mentioned above is a £150 phone with a gorilla glass screen. Also much

    • So what are sensible options left to us mortals now?

      Literally anything other than the three you list? I mean I could name 7 other brands one of them being OPPO which is the same company as OnePlus.

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