OnePlus confirmed the interruption of the launch of new products in Europe, therefore also in Italy, and in North America. It thus closes its activity in the smartphone segment in markets that have significantly contributed to its rise. The company communicated that this move is part of a broader global product strategy, aiming to optimize resources towards priority regions.
Index: OnePlus is leaving | OnePlus statement | Statement from OPPO
Despite retreating from the West when it comes to new launches, OnePlus has reassured existing customers that After-sales support, software updates and warranty obligations for existing devices will remain unchanged. The company even hinted at the possibility of further extending software updates for some models, without providing specific details.
The decision to abandon new launches was not an imposition by parent OPPO nor a unilateral choice by OnePlus, as stated by the latter during a briefing with the international press. The goal is to concentrate resources in the markets where the company believes it can best serve users, with a focus on “doing the right thing in the right market.”
OnePlus’ Indian branch, however, will continue to operate regularly, India being a key market for the company. As proof of this, the recent launch of the OnePlus N6. However, no details about future flagship model launches were given as the potential OnePlus 16leaving uncertainty about the roadmap. OnePlus India has denied speculation about a future withdrawal from the country, reiterating that local operations are continuing smoothly.
OnePlus leaves, and OPPO strengthens its European presence. It repositions realme
A significant change concerns the software experience: in the future, OnePlus phones will adopt ColorOS. Although OxygenOS and ColorOS already share a common technical foundation, with ColorOS serving over 740 million users globally, OPPO has decided that future OnePlus devices will exclusively use ColorOS. Updates to ColorOS will roll out to OnePlus users in North America, Europe and India in the coming months. Users in Europe and North America will be able to choose whether to upgrade to the latest version of ColorOS, and older models not included in the upgrade plan will continue to receive maintenance support.
Alongside OnePlus’ withdrawal, OPPO has highlighted Europe as a strategic market, announcing plans to increase investment in the region. This includes a sharper focus on high-end smartphones, expanding retailer partnerships and greater product availability. OPPO also inaugurated a new online store in the UKwith a wider range of items. The company was keen to point out that the OnePlus withdrawal does not imply a weakening of its commitment to the European market.
The situation in North America is more complex for OnePlus users, given that OPPO phones are not officially marketed there. The company did not provide a replacement strategy for these customers, only reiterating commitments for existing devices. The company also thanked the OnePlus community, recognizing its fundamental role in the formation of the brand.
The landscape of the mobile industry was very different before the arrival of the former OnePlus One in 2014. Samsung dominated Android, Apple dominated the premium market, and Chinese brands were little known in the West, while the costs of flagship smartphones rose. OnePlus One, initially sold through an invitation system and with the label of “flagship killers”quickly became a fan favorite thanks to its value for money. OxygenOS was praised for its cleanliness and proximity to stock Android, enriched with useful features, and the company was known for engaging with its community, embodying the “Never Settle” philosophy.
Over the years, OnePlus has evolved, expanding beyond the enthusiast niche, establishing partnerships with operators in North America, entering the higher price segments and diversifying the offer with wearables and tablets, in parallel with a growing integration with the parent company OPPO. This integration saw a consolidation of research and development operations, with OxygenOS and ColorOS progressively sharing the same underlying platform. realme, another OPPO brand, is also downsizing its operations in China, focusing on foreign markets (including Italy) to optimize resources and align the global product strategy. OnePlus’ roadmap in China remains unchanged.
Update – Below are the official statements from OnePlus and OPPO:
OnePlus statement
“After careful consideration, OnePlus will no longer launch new products in Europe and North America. The rights and interests of existing users, including after-sales support, software updates and security patches, will continue to be fully protected.”
Statement from OPPO
“To further consolidate resources and strengthen global product strategy synergies, realme will focus on international markets and will no longer launch new products in China. OnePlus’ product roadmap in China remains unchanged. Both realme and OnePlus will continue to offer users premium gaming and performance experiences.”
OPPO’s European business remains stable, with strong growth in the premium flagship segment. OPPO confirms its commitment to supporting OnePlus users in Europe, ensuring continuity in both assistance and product experience.
We also welcome OnePlus users interested in discovering OPPO products.”
