OnePlus confirms it will stop launching new phones in the US and Europe, shifting to ColorOS and ending its 'flagship killer' era

The announcement

OnePlus confirmed on July 16 that it will no longer launch new products in North America and Europe. In a statement to TechCrunch, the company said: "After careful assessment, OnePlus will no longer launch new products in Europe and North America. All users' rights and interests, including after-sales support and software updates, will remain fully guaranteed." The decision, described as a "proactive global strategy adjustment," means the OnePlus 15, released in late 2025, will be the last flagship phone sold in those regions. The company will continue to sell current inventory, but no future devices are planned. A community post thanked users for their support, calling them "one of the most passionate tech communities."

It wasn't a decision made in a rush. This was neither a case of Oppo instructing OnePlus nor a unilateral decision by OnePlus. Being a responsible brand means knowing when to go all in and when to make a choice.

What existing owners can expect

OnePlus and its parent Oppo have pledged that all warranties, after-sales support, and promised software updates remain unchanged. However, the software experience will shift: devices eligible for updates will migrate from OxygenOS to Oppo's ColorOS with the Android 17 release. Users can voluntarily update, according to the company. The transition mirrors a similar move for realme devices in China, where realme UI will also be replaced by ColorOS.

All service commitments for existing OnePlus devices in Europe and North America remain unchanged. We're confident as Color OS rolls out to OnePlus devices in North America and Europe in the coming months, users will love it just as they've loved Oxygen OS.

Why OnePlus is retreating

The exit follows years of declining momentum. OnePlus built a cult following with the $299 OnePlus One in 2014, marketing itself as a "flagship killer" with high-end specs at mid-range prices. But carrier partnerships in the US proved difficult. T-Mobile stopped stocking flagship OnePlus phones after 2022, and Verizon's partnership lasted only from 2020 to 2021. The US market's reliance on bill credits and carrier deals left little room for a brand that sold mostly online. In January 2026, OnePlus canceled two anticipated phones, signaling trouble.

A global RAM and components shortage, dubbed "RAMageddon," has further squeezed the industry. Counterpoint Research projects a more than 13% decline in smartphone shipments in 2026. Oppo itself saw a double-digit year-over-year shipment drop in Q2 2026. OnePlus's US shipment share fell below 1% last year.

OnePlus built its name as the 'flagship killer' -- high-end specs, mid-range price, and aggressive global expansion. That growth era's over. The company is now doubling down on China and retreating from the rest of the world.

A broader BBK restructuring

The move is part of a wider realignment at BBK Electronics, which also owns Oppo, realme, and Vivo. Simultaneously, realme announced it is leaving the Chinese market to focus on international markets like Europe and India. OnePlus, meanwhile, will continue operating in China and India, though Bloomberg reported that a gradual exit from India is planned by 2027. The reshuffle aims to end years of internal competition among BBK's brands, which often sold nearly identical phones at overlapping prices.

What it means for the smartphone market

In Europe, Oppo is expected to fill the gap left by OnePlus. In the US, however, Oppo does not operate, leaving buyers with even fewer alternatives to Apple and Samsung. The two already accounted for an estimated 90% of phones sold at US carriers in 2020. With OnePlus gone and other Chinese brands like Huawei and ZTE already absent, the US market edges closer to a duopoly, giving the dominant players more room to raise prices.