OnePlus, along with its parent company, Oppo, has confirmed that it will no longer release new products for the North American and European markets as part of rethinking its corporate strategy. The company will be exiting the North American market, in particular, by the end of this week,
Oppo will take on OnePlus’ brand ideologies, technologies, and processes to use for its own products. OnePlus co-founder Peter Lau has already returned to a position at Oppo as chief product officer.
The brands stated that consumers with OnePlus devices will continue to receive support for their hardware. However, its brand’s Android-based OxygenOS will also be retired and replaced with Oppo’s ColorOS in Europe and North America within the coming months. The release of the ColorOS 17 update is set to coincide with this shift, but consumers are expected to have the choice to remain with OxygenOS or revert to the prior operating system at their preference. Oppo will honor the warranties of devices in Europe, and OnePlus products will continue to receive their regular software updates and security patches.
Oppo plans to continue further development of its brand in Europe, having recently relaunched its online shop in the U.K. The company has plans to release more premium devices in this market.
Android Central confirmed that OnePlus’ business in China and India will continue to run as usual and will stand as the brand's sole remaining markets.
OnePlus was co-founded in 2023 by Pete Lau and Carl Pei, and quickly became notable in the U.S. and Europe for its fan events and for inviting consumers to product launches in the early days. Branding itself as the “flagship killer” and using the tagline “Never Settle,” OnePlus offered several premium specifications on its products with prices often close to half the price of high-end competitors. Over the years, OnePlus expanded its market reach to locations, including India, and introduced online communities for fans to connect over their appreciation of the brand.
OnePlus announced that its North American forum, which served the U.S. and Canada, will be shuttered as of July 16. However, the brand plans to open a global Discord for fans to communicate. The European forums are expected to stay functional for the time being.
** This story has been edited with developing details.