The withdrawal extends beyond Western markets, with plans to wind down operations in India—historically one of the company’s most robust strongholds. This corporate restructuring comes as the broader electronics sector faces persistent headwinds, including the so-called "RAMageddon" memory chip shortage. Analytics firms IDC and Counterpoint project a 13% decline in global smartphone shipments by 2026, a forecast underscored by Oppo’s own double-digit shipment drop during the second quarter.
OnePlus scales back Western operations amid global smartphone slump
OnePlus is reportedly shuttering its U.S. and European operations this week, signaling a sharp retreat as parent company Oppo grapples with cooling consumer demand. The move marks a significant shift for the brand, which rose to prominence in 2013 by targeting tech enthusiasts with affordable Android devices.
Since co-founder Carl Pei departed in 2020 to launch Nothing, OnePlus has struggled to balance its premium flagship identity with the budget-conscious Nord series. Despite the global retrenchment, the company intends to maintain its presence in China. Meanwhile, Oppo plans to pivot its international strategy by focusing on the Realme brand, particularly in markets like the Nordic region where it has already established a foothold.
Comments (0)
No comments yet. Be the first!