Oppo to Retire OnePlus Brand Amid Declining Smartphone Sales Rumors

Taylor Keatsman

ago 2 hours

Amid rumors of declining smartphone sales, OnePlus is reportedly facing significant challenges, potentially leading to its discontinuation. Following the exits of companies like Asus from the smartphone market, OnePlus may soon follow suit due to plummeting sales figures.

Declining Sales and Market Position

The smartphone industry is increasingly consolidating around major players such as Apple and Samsung. Smaller brands, including OnePlus, are struggling to compete. According to data from Omdia Research, OnePlus smartphone sales have declined by 20% in 2024. This shift resulted in approximately 14 million units sold, contrasting sharply with Oppo’s growth during the same period.

Over 74% of OnePlus sales occur in China and India.
Market share in China: 1.6%.
Market share in India: 3.9%.

Impact of Retailers and Workforce Reduction

Retailers are reportedly eliminating OnePlus products from their inventories due to low profit margins. This situation has forced the company to make significant cuts. Its US headquarters now has fewer than 15 employees, with reductions in teams across France, Germany, and the UK.

Future of OnePlus Brand

There has been no official comment from OnePlus or its parent company, Oppo, regarding the potential discontinuation of the brand. Reports indicate that internal sources, including current and former employees, have confirmed concerns about the brand’s future.

While the possibility of shutting down the OnePlus brand looms, it is not clear when this decision might be formalized. Existing smartphones currently under development may still see a release in the coming months.

Conclusion

The situation for OnePlus highlights the challenges faced by smaller smartphone brands in a competitive market. As the company reevaluates its position amidst declining sales, the technology community will watch closely for any official announcements regarding its future.