OnePlus, the smartphone brand that entered the market in 2013 as a 'flagship-killer' challenging Apple and Samsung, is now all but dead. The company, a subsidiary of Oppo—the fourth-largest global smartphone maker—has been laying off staff across various regions over the past few months, confirmed WIRED after speaking with former employees and tracking dozens of LinkedIn updates. Many workers left their roles between March and June 2026, transitioning to roles at Oppo or Realme, another Oppo mobile subbrand.
The Decline of OnePlus
Oppo’s statement to WIRED: “To further consolidate resources and enhance global product strategy synergy, Realme will focus on overseas markets and no longer launch new products in China. OnePlus' product roadmap in China remains unchanged. Both Realme and OnePlus will continue to deliver premium gaming and performance experiences to users.” This vague language, singling out the Chinese market, suggests OnePlus is exiting North America and Europe, though Oppo did not confirm. The fate of the India market remains unclear.
OnePlus did not respond to requests for comment. OnePlus cofounder Carl Pei, who left in 2020 to start the smartphone company Nothing, declined comment via a Nothing spokesperson.
Layoffs and Restructuring
A source, who asked to remain anonymous, told WIRED that OnePlus laid them off in April. Their managers were laid off earlier, and the entire New York City office was cut. “This was a kind of ‘from the top’ decision with no input channels for anyone on the team,” the source said. Oppo did not respond to questions about why it is exiting the North American market.
Rumors have circulated that Oppo will replace OnePlus’ OxygenOS interface with Oppo's ColorOS (both Android-based). It is unclear if this means a software update will remove OxygenOS from existing devices. Oppo did not clarify what will happen to software updates and servicing for existing OnePlus devices.
Smartphone Market Context
The broader smartphone market is in decline. Research firm Counterpoint noted an 11 percent year-over-year decline in global smartphone shipments in Q2 2026, the lowest in that period in 13 years. Only Apple and Samsung saw growth; competitors Xiaomi, Oppo, and Vivo (all part of the BBK Electronics conglomerate alongside OnePlus and Realme) suffered sharp declines.
OnePlus has been hit by tariff pressures. Last year, at the onset of President Donald Trump's tariff war, OnePlus dramatically increased the price of its then new smartwatch from $330 to $500. In May 2026, it hiked prices on its latest phones in India. The company has been losing US market share for several years; a key blow was T-Mobile dropping its partnership.
Nabila Popal, senior research director of Consumer Devices at International Data Corporation, said OnePlus was never a leader in the US. She noted that smartphone shipment declines are partly due to the ongoing memory crisis—lack of RAM, eaten up by data centers for the AI boom, has caused a global shortage. Additionally, companies like Huawei and ZTE were banned from selling products in the US due to national security concerns. More recently, the US Federal Communications Commission banned new consumer internet routers manufactured outside the US, affecting companies like TP-Link, which faces a lawsuit from Texas Attorney General Ken Paxton for allegedly “allowing the Chinese Communist Party to access American consumers’ devices.”
- OnePlus laid off staff across regions; NYC office closed.
- Global smartphone shipments down 11% YoY in Q2 2026 (Counterpoint).
- OnePlus watch price rose from $330 to $500 due to tariffs.
- T-Mobile ended partnership, accelerating market share loss.
For enterprise technology decision-makers, the OnePlus case illustrates how geopolitical tensions—tariffs, national security bans, and supply chain disruptions—can abruptly reshape hardware markets. The memory crisis driven by AI infrastructure highlights the cascading effects of technology booms on unrelated sectors. Companies dependent on smartphone supply chains should monitor these dynamics closely, as the exit of a brand like OnePlus signals deeper fragilities in the global electronics ecosystem.
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