Android Headlines: Oppo moves to wind down OnePlus operations

According to an investigation by Android Headlines, Oppo has begun the process of winding down OnePlus as an independent brand.

Data from four analytics firms confirm a sharp decline in OnePlus’ market performance. In 2024, smartphone shipments fell by more than 20%, dropping from 17 million units to around 13–14 million. Over the same period, parent company Oppo recorded a 2.8% growth.

The steepest decline was recorded in India, a key market for the brand. OnePlus’ share of the premium segment there fell from 21% to 6% in just one year, while its overall market share dropped from 6.1% to 3.9%. The main reason cited is delays in warranty service and after-sales support.

In China, the brand also posted negative dynamics, with market share decreasing from 2% to 1.6%. Combined, India and China account for 74% of OnePlus’ total shipments.

The restructuring process has been accompanied by office closures and staff reductions. In March 2024, OnePlus closed its headquarters in Dallas, while its Palo Alto office was downsized to just 15 employees.

Staffing levels across European offices (France, Germany, and the UK) have fallen from around 60 employees to fewer than 10. At the company’s R&D center in India, only 116 employees remain, despite earlier plans to hire 1,500 staff. The development of the Open 2 foldable smartphone and the compact flagship model 15s has also reportedly been canceled.

A $14 billion investment plan approved by Oppo in December 2022 to support OnePlus failed to stabilize the brand’s market position. OnePlus’ global market share currently stands at around 1.1% of the global smartphone market.

Despite scaling back operations, Oppo says it will continue to fully honor warranty obligations and maintain Android update schedules (3–4 years) and security patch support (4–5 years) for existing devices.