It appears OnePlus is very close to losing its independence, according to Android Headlines, which cites analyst data alongside statements from current and former staff across China, the US, India, and Europe.
Plummeting Sales
The primary driver is a steep decline in sales. In 2024, OnePlus smartphone shipments dropped by over 20%, falling from around 17 million units to just 13-14 million. In contrast, the parent, OPPO Group, achieved growth of 2.8% solely through the strength of the OPPO brand. Analysts observe that OnePlus is not just lagging but actively dragging down overall group performance.
The strategy heavily focused on India, believed to be the brand’s crucial market, ultimately failed. In the spring of 2024, approximately 4,500 stores across six Indian states stopped selling OnePlus phones. Retailers cited delays in warranty service and profit margins that were too slim as their reasons. Consequently, OnePlus’s share in India’s premium segment collapsed from 21% to a mere 6% within a year.
Furthermore, it has emerged that a major research and development center promised for India back in 2019 was never fully realized; instead of the promised 1,500 employees, only just over 100 are currently working there.
The situation in China has also deteriorated. The brand’s market share shrank from 2% to 1.6%, signaling an approximate 20% drop in sales. Despite this, OnePlus management publicly characterized the year’s results as “stable,” though the figures suggest otherwise. The US and Europe are no longer offsetting these losses: demand for their devices remains weak, and the brand’s presence there is steadily being scaled back.
Office Closures and Product Cancellations
In 2024, OnePlus quietly shuttered its Dallas headquarters in the US. Only a small team of fewer than 15 people remains in North America. Reductions had previously occurred among staff in France, Germany, and the UK. The partnership with T-Mobile has concluded, and new models in the US are now sold unlocked, significantly limiting market reach.
Indirect evidence of the company’s crisis comes from cancelled products. Sources indicate the company scrapped plans for the OnePlus Open 2 foldable phone and the compact flagship OnePlus 15s. New product launches have become noticeably subdued; large-scale physical presentations have been replaced by online events, and marketing efforts are minimal.
As far back as 2022, OPPO attempted to salvage the brand by allocating roughly $14 billion for its support. However, these efforts proved ineffective: while OPPO experienced growth, OnePlus continued to erode its standing. Following this, experts believe the group’s leadership decided to cut costs and begin consolidating assets.
What Lies Ahead
For current OnePlus phone owners, the immediate implications appear minimal. The company is expected to continue honoring warranties and delivering promised system and security updates. Nevertheless, the brand’s long-term future is uncertain.
Experts suggest that OnePlus might follow the trajectory of companies like HTC, LG, or BlackBerry—fading from markets and forfeiting its autonomy. Android Headlines suggests mounting evidence points toward a quiet winding down of the brand as it merges further into OPPO’s structure.
For context, it was revealed in early January 2026 that Realme is rejoining OPPO as a sub-brand. These changes are being implemented to enhance the efficiency of the parent company’s resource utilization.
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