OnePlus shutting down? Why the 'flagship killer' faces uncertain future
What's the story
A recent report by Android Headlines has raised alarms over the future of OnePlus, a brand that once shook the smartphone industry with its innovative "flagship killer" models and customer-driven hype. The publication claims that the company is being "wound down and put on life support" by its parent firm OPPO. This comes despite no official word from either party on such drastic measures.
Warning signs
Market performance and internal restructuring hint at troubles
The report cites a three-continent investigation and data from four independent analyst firms to back its claims. It also points to a major internal shift in 2021 when OnePlus merged some of its design and research teams with OPPO as part of a larger restructuring effort. Back then, OnePlus had said the move would help share resources and speed up product development while still operating independently.
Sales slump
Global shipments and market share decline
The report highlights a sharp decline in OnePlus's global shipments, which fell by over 20% in 2024 from some 17 million units to between 13-14 million. The situation is even worse in India and China, two key markets that account for nearly three-fourths of OnePlus's global sales. In India alone, IDC data shows that OnePlus lost a whopping 32.6% of its market share this year, plunging to just 3.9%.
Store closures
Retail stores and states cease OnePlus sales
The report also notes that around 4,500 retail stores selling OnePlus devices have closed down in the same period. Further, six Indian states have reportedly stopped selling OnePlus phones due to thin profit margins for sellers. In China, the brand failed to meet its growth targets with its market share declining from 2% to 1.6% this year.
Operational cuts
Operations in Europe and North America scaled back
The report also claims that OnePlus's operations in Europe and North America have been drastically scaled back. It says all major decisions are now made by China, not regional teams. This centralization of power could further hint at the brand's struggles on a global scale.
Product cancelations
Canceled products and future uncertainty
The report also claims that the OnePlus Open 2 foldable and OnePlus 15s compact flagship have both been canceled. If true, this could mark a disappointing end for a brand that once energized the global smartphone market. Despite OPPO's promise to keep existing OnePlus users updated with security patches and warranty support, once these models are out of support, it could potentially spell the end of the OnePlus brand.
Twitter Post
'OnePlus India business continue as normal'
Official statement from OnePlus pic.twitter.com/I0Ii0SOUUo
— OnePlus Club (@OnePlusClub) January 21, 2026