OnePlus confirms departure from North America and Europe
OnePlus devices still in circulation will be supported by parent company Oppo's ColorOS moving forward, maintaining warranties, software and security updates.
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. 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.