Exclusive: OnePlus Faces Dismantling

Taylor Keatsman

ago 2 hours

OnePlus, once a strong contender in the smartphone market, is currently facing disintegration, as revealed by a recent investigation spanning three continents. This probe gathered insights from employees in research and development, business, and marketing at OnePlus’s headquarters in China and regional offices located in the United States, India, and Europe. Analysts have confirmed the brand’s decline, indicating that it is following a well-trodden path of collapse akin to that of other once-prominent brands like Nokia and BlackBerry.

OnePlus’s Downward Trend

Recent statistics highlight a troubling trajectory for OnePlus. In 2024, shipments plummeted more than 20%, with estimates falling from roughly 17 million units to between 13 and 14 million. This decline stands in stark contrast to the modest growth of its parent company, OPPO, which saw a 2.8% increase during the same period.

Regional Disruptions

In India, approximately 4,500 retail stores across six states ceased selling OnePlus products in May 2024.
OnePlus’s market share in the premium segment dropped from 21% to 6%, reflecting a staggering 71% decrease.
In China, OnePlus struggled to capture a significant share, achieving only 1.6% versus its goal to surpass Xiaomi’s 3%.

This contraction signifies a growing crisis, as 74% of OnePlus’s shipments originate from markets that are both faltering. Analysts highlighted weak demand in North America and Western Europe, indicating that the brand’s market options are dwindling.

Corporate Actions and Consequences

Structural changes within OnePlus have been swift and severe. The Dallas headquarters closed in March 2024 without announcement, leaving a minimal staff in Palo Alto. Additionally, partnerships with carriers like T-Mobile have ended, limiting distribution channels within the U.S.

In Europe, OnePlus’s presence was reduced significantly, with teams in key markets such as France and Germany being downsized from around sixty employees to fewer than ten. In India, a promised R&D center aimed at employing 1,500 workers never materialized, with current staff numbers barely exceeding a hundred.

Financial Implications

The severe financial strain prompted OPPO to step in during December 2022, pledging $14 billion to revitalize OnePlus. Despite these efforts, issues persisted, evidenced by OnePlus’s 2024 performance continuing to decline while OPPO grew modestly. The need for such extensive financial intervention highlights the depth of OnePlus’s struggles.

Future Prospects for OnePlus

As of now, OnePlus has not issued official statements regarding its future. Despite recent product launches and assurances of continued support for warranties and software updates, the overarching question remains regarding the brand’s viability. Its reputation as a pioneer in the smartphone market—known for its disruptive practices and consumer engagement—faces a critical juncture.

While OnePlus is still operational, industry analysts caution that without significant changes, the outlook remains grim. The absence of a firm direction could lead to a potential end for a brand that once inspired millions with its motto, “Never Settle.” Filmogaz.com will continue to monitor developments surrounding OnePlus and its future in the market.