OnePlus is exiting the U.S. and European smartphone markets as part of a broader restructuring at parent company Oppo, *Bloomberg* reports. The change could happen as early as this week. Realme, another Oppo-owned brand, will exit the China market simultaneously. Outside China, OnePlus' withdrawal is expected to expand globally, including India, at some point in 2027.

OnePlus built a loyal following among Android enthusiasts for pairing solid performance and lightweight software with aggressive pricing that undercut Apple and Samsung by hundreds of dollars, but its influence has waned considerably. Apple captured a record 20% of the global smartphone market in Q2 2026 while Samsung held 22%, according to Omdia. OnePlus trails far behind smaller contenders like Motorola and Google in the U.S.

In China, Oppo trails market leaders Huawei and Apple, with the broader market under strain from surging memory costs. IDC said smartphone shipments in China fell 4.3% year-over-year in Q2 to roughly 66 million units, the fifth consecutive quarterly decline. The slowdown is tied to a memory chip shortage that has forced Apple to raise prices, with CEO Tim Cook calling the increases "unavoidable."

Counterpoint Research said Chinese brands like Oppo face greater pressure than Apple and Samsung from the memory crunch, since thinner margins leave less room to absorb rising component costs. Entry-level segment costs have jumped 20% to 30% since early 2025. OnePlus' most recent flagship, the OnePlus 15, launched globally in November 2025 but postponed its U.S. sale due to FCC certification backlogs from the federal government shutdown.