OnePlus Shutdown Rumors: Is the Smartphone That Challenged iPhone's Aura Ending?

Synopsis A new report suggests OnePlus is being dismantled by parent company Oppo, with global shipments falling significantly and market share declining in key regions like India and China. Several product launches have reportedly been scrapped, raising concerns about the brand's future despite assurances of continued support for existing users. OnePlus, once known for shaking up the smartphone market with bold launches and fan-driven buzz, may be heading towards an uncertain future. A new report claims the brand is being slowly dismantled by its parent company, Oppo, even though there has been no official announcement so far. The claims come from Android Headlines, which says OnePlus is being “wound down and put on life support”. The publication says its findings are based on a three-continent investigation and market data from four independent analyst firms. This is not the first time OnePlus has seen a major internal shift. A few years ago, the company had merged parts of its design and research teams with its parent firm Oppo as part of a wider restructuring in 2021. At the time, OnePlus had said the move would help it share resources and speed up product development, while continuing to operate as an independent brand. That earlier change, which drew mixed reactions from fans, is now being recalled as another sign of how closely OnePlus’ future has become tied to Oppo’s decisions. OnePlus Dismantling: A quiet collapse behind the scenes According to Android Headlines, several warning signs point to OnePlus struggling badly. The report says global shipments fell by more than 20% in 2024, dropping from around 17 million units to between 13 and 14 million. The situation appears worse in India and China, which together account for nearly three-fourths of OnePlus’ global shipments. Live Events In India, IDC data cited in the report shows OnePlus lost 32.6% of its market share in 2024, falling to just 3.9%. Around 4,500 retail stores selling OnePlus devices are said to have shut down during the same period. The report also claims that six Indian states stopped selling OnePlus phones because profit margins were too thin for sellers. In China, the brand reportedly failed to meet its growth targets. Instead of expanding, its market share fell from 2% to 1.6% in 2024. ‘A brand on the verge of collapse’ Android Headlines claims that OnePlus operations in Europe and North America have also been severely cut back. Based on these developments, the report bluntly concludes that “this is a brand on the verge of collapse”. The publication says it has spoken to employees across North America, Europe and Asia, and backed its findings with analyst data that “verifies what OnePlus won’t say”. It further claims that major decisions are no longer taken by regional teams. Instead, all strategic calls now come directly from China. Products cancelled, teams cut One of the most striking claims in the report is about cancelled products. According to Android Headlines, the OnePlus Open 2 foldable and the OnePlus 15s compact flagship have both been scrapped and will not launch as planned. If the report turns out to be true, it would mark a disappointing end for a brand that once energised the global smartphone market. Since its debut with the invite-only OnePlus One in 2014, the company built a loyal fan base and gradually moved from being a ‘flagship killer’ to a full-fledged premium brand. Even recently, devices like the OnePlus 15, OnePlus Pad 3 and OnePlus Watch series received positive attention for their value and performance. What about existing OnePlus users? Android Headlines says Oppo has promised that existing OnePlus users will continue to receive security updates and warranty support. However, the report suggests that once current models fall out of support, that could effectively be the end of the OnePlus brand. For now, there is no official confirmation from OnePlus or Oppo. But with detailed claims, data points and on-ground inputs, the report has sparked serious questions about whether one of the smartphone world’s most recognisable names is quietly being shown the exit. (You can now subscribe to our Economic Times WhatsApp channel) Fly91’s bumpy climb mirrors why genuine airline startups struggle in India Indian IT finally stops window-shopping and heads to the M&A checkout Can this IPO-bound company step out of Flipkart’s shadow? FOMO or geopolitical safety net: What’s fuelling the gold ETF rush? Stock Radar: Tech Mahindra stock hits fresh 52-week high; time to buy or book profits? These large-caps have ‘strong buy’ & ‘buy’ recos and an upside potential of more than 25% 1 2 3