(Image source from: x.com/RobinLiuOnePlus)
OnePlus has taken steps to reduce rising concerns about its future, particularly in India, following a report that suggested the brand might be gradually closing down under its parent company OPPO. The smartphone manufacturer has clarified the situation by stating that its activities in India are proceeding normally and that it is not leaving the market, despite ongoing questions regarding changes to its global approach. Here is what we know so far about this situation. OnePlus has provided a straightforward response for India. OnePlus India CEO Robin Liu shared a message on X to counter what he referred to as false information, confirming that the company is running as usual and plans to keep doing so. He added “Never Settle,” referencing the brand's well-known motto. So far, no similar messages have been made for other areas.
The confusion began when a report from Android Headlines claimed that OnePlus is being slowly taken apart. It stated that product shipments dropped significantly in 2024, many items were canceled, and there were staff reductions in the US and Europe. Devices reportedly canceled included the second foldable phone OnePlus Open 2 and a smaller flagship known as the OnePlus 15s. The report also mentioned that regional offices had lost authority in decision-making, with more control being shifted to China, leading to fewer product launches and a less active presence in some Western markets. The report likened OnePlus's circumstances to OPPO's recent management of Realme. According to Android Headlines, Realme was put more closely under OPPO’s control, with teams combined and operations streamlined. While OPPO described this as enhancing coordination, the report presented it as cost-cutting. It suggested that OnePlus might be experiencing a similar situation, with planning for products and teams being merged.
I wanted to address some misinformation that has been circulating about OnePlus India and its operations.
— Robin Liu (@RobinLiuOnePlus) January 21, 2026
We’re operating as usual and will continue to do so.
Never Settle. pic.twitter.com/eAGA7iy3Xs
Not everyone agrees with this interpretation. Another report from Android Central offers a less alarming view. Instead of suggesting closure, it says OnePlus is entering a more focused phase, where OPPO is reducing its product range and highlighting a smaller selection of key devices. The report highlights that OnePlus has not introduced a Nord phone in the US for over two years, even though Nord models previously sold much better than flagship phones in that market. It also points out that newer models like the OnePlus 15 and 15R have had difficulty competing with Chinese brands, particularly in terms of camera quality.
OnePlus is facing a different scenario based on the market. In the United States, the company still offers smartphones, but since there's no backing from telecom providers, these devices can only be purchased through unlocked options. Android Central connects this limited availability to the overall political relationship between the US and China, implying that OPPO might be deliberately minimizing OnePlus’ visibility in Western markets. Conversely, India appears to be a key focus area. Although Android Headlines mentioned retail challenges last year and a decrease in the premium market, Android Central contends that India is still OnePlus’ most vital market for both sales numbers and income. The report further states that regular high-profile launch events and ongoing demand for the Nord series indicate a continued commitment to the brand in that region.
Experts in the industry are analyzing the situation carefully. IDC research manager Jitesh Ubrani shared with Android Central that he has not found any signs that OnePlus intends to cease operations. However, he pointed out that the brand has been losing strength in recent years, with less marketing presence and a noticeable shift away from the bold “flagship killer” image it used to maintain. He noted that OnePlus now faces tougher competition from other brands like Samsung’s Galaxy FE series and Google’s Pixel phones, which provide similar features at comparable prices, making it harder to stand out.
Ubrani mentioned that if OPPO were to gradually decrease OnePlus’ budget, it would align with prior decisions, such as integrating OxygenOS with ColorOS at the coding level. Still, he emphasized that it is unlikely for OPPO to completely abandon India, given that it makes up a significant portion of OnePlus’ yearly sales. He believes that while OPPO might reconsider how OnePlus is represented in markets like the US and UK, India and China are too crucial to overlook. Currently, OnePlus has not released any official statement regarding global regions.
