OnePlus quits the U.S. and Europe market

OnePlus is pulling back from North America and Europe, saying no new products will be released in the U.S., Canada, and Europe going forward. In a community post, the company described the move as a “proactive global strategy adjustment.”

OnePlus said existing devices in those regions will continue receiving scheduled software updates and security patches, and that support will continue under its warranty and support obligations. The company also said users with supported devices can voluntarily update to ColorOS 17 once it is released.

The decision leaves even less competition in a U.S. smartphone market largely dominated by Apple and Samsung. Reports that OnePlus would end operations in North America surfaced earlier this year from Android Headlines, which OnePlus denied at the time. Nearly six months later, the company has now confirmed its retreat from both North America and Europe.

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OnePlus first broke through in North America with the OnePlus One in 2014, a $299 unlocked phone that promised a “fast and smooth” Android experience without bloatware. That helped it build a loyal following among Android enthusiasts at a time when many phones still shipped with heavy carrier and third-party software.

Its rise was fueled not just by pricing, but by attention-grabbing campaigns like “Smash the Past,” which asked people to film themselves destroying their current phone for a chance to buy a OnePlus One for $1. Later launches leaned hard into online hype, including the OnePlus 2 debuting in VR with a 360-degree video announcement.

But the brand lost momentum over time. In fall 2020, cofounder Carl Pei left after reportedly clashing with CEO Pete Lau over the company’s direction. Pei later founded Nothing. While OnePlus continued improving its hardware — including stronger cameras on the OnePlus 8 Pro, a Hasselblad partnership, and the OnePlus Open foldable — newer phones increasingly felt tied to Oppo, its parent company.

OnePlus is not shutting down entirely. The brand will continue releasing devices in Asia and may push further into mobile gaming, while Oppo devices are likely to take its place on store shelves in Europe.