How it unfolded
As the smartphone market continues to evolve, OnePlus finds itself at a crossroads. The company, known for its flagship devices and competitive pricing, has been struggling to maintain its market share against rising competition. Reports indicate that OnePlus is set to shut down operations in key global markets, including parts of Europe, starting April 1, 2026. This decision marks a significant shift in the company’s strategy as it aims to refocus its efforts on the entry- and mid-range market in India.
In the lead-up to this pivotal moment, OnePlus has faced considerable challenges. In 2025, the company recorded a staggering 32% decline in shipments, according to Cybermedia Research. IDC’s estimates painted an even bleaker picture, suggesting a 38.8% year-over-year decline in shipments. These figures highlight the fierce competition in the smartphone sector, where OnePlus has been losing ground to rivals.
Adding to the turmoil, Robin Liu, the CEO of OnePlus India, announced his departure from the company, with his last working day being March 31, 2026. Liu’s exit comes at a time when OnePlus is restructuring its operations, and the company expressed gratitude for his contributions, stating, “We thank Robin for his contributions to OnePlus India. He moves on to pursue his personal passions, and we wish him the very best for his future endeavours.” Liu’s leadership was pivotal in navigating the Indian market, and his departure raises questions about the future direction of OnePlus in the region.
In light of the impending shutdown, selected staff members have been informed of the decision, with some receiving severance packages. This move reflects the company’s commitment to streamline operations as it pivots towards a more focused business model. However, details remain unconfirmed regarding the exact timeline for the shutdown and the impact on existing hardware support and software updates for current users.
Historically, OnePlus has been a sub-brand of Oppo since 2021, and this relationship has influenced its market strategies. The company had previously scaled back its European operations in 2020 following the exit of co-founder Carl Pei, indicating a trend of contraction in regions where it once thrived. The cancellation of plans for the OnePlus Open 2 and OnePlus 15s further underscores the company’s shift in priorities.
Despite these challenges, OnePlus’s business in China remains unaffected by the shutdown. This decision to concentrate on the Indian market aligns with its new strategy to focus on budget and mid-range products, which may resonate better with consumers in a highly competitive landscape.
As OnePlus prepares for this significant transition, the implications for its brand and loyal customer base are profound. The company’s ability to adapt to changing market dynamics will be critical in determining its future success. With a renewed focus on India, OnePlus aims to reclaim its position in a market that has proven to be both lucrative and challenging.
