OnePlus is planning to wind down its operations in the United States and Europe, according to a new report. The move would mark a dramatic retreat from the brand’s two largest Western markets.
The Chinese smartphone maker, a subsidiary of BBK Electronics, has struggled to maintain market share against aggressive competition from Samsung, Apple, and increasingly capable rivals like Xiaomi and Oppo. OnePlus built its reputation on offering flagship hardware at competitive prices, but that value proposition has eroded as competitors closed the gap.
OnePlus’s challenges in the US market have been particularly acute. The brand has limited carrier relationships compared to Samsung and Apple, and its niche enthusiast appeal has not translated into mass-market success. European operations have faced headwinds from regulatory costs and intense price competition.
The potential exit would follow similar retreats by other Chinese phone makers from Western markets. BBK Electronics, which also owns Oppo, Vivo, and Realme, may be consolidating its brand portfolio to focus on Asia and emerging markets.
OnePlus has not publicly confirmed the plans.
