The U.S. smartphone market is currently dominated by Apple, with a small but important chunk occupied by Samsung. The remaining brands have been offered breadcrumbs in terms of market share, refusing to let any other manufacturer grow out of their shadow. Unfortunately, the AI boom had to arrive at an inopportune time, because the aforementioned reason and rising memory prices have forced one company out of the U.S., plus one other market.
OnePlus is preparing to bid farewell to the U.S. and European markets, with an announcement expected in the coming days
The writing was practically on the wall, and even though OnePlus previously refuted to the brand’s dismantling claims, it was likely a case of denial. Unfortunately, well-informed sources have told WinFuture that the near is near and that OnePlus will push out an official announcement, confirming that it’s halting all operations.
Another sign that the company was in trouble came in the form of a recent change, where in several countries, OnePlus was actively pushing customers to buy from OPPO instead. When the brand first arrived on the scene in 2014, its “flagship killer” moniker resonated with smartphone enthusiasts who wanted a device with top-tier specifications but wouldn’t light their finances on fire. The OnePlus One pretty much signaled to the world that a new sheriff was in town.
Sadly, over the years, the company slowly drifted away from being an enthusiast brand and changed its trajectory towards being a premium smartphone maker, pretty much duking it out with the likes of Apple and Samsung. The OnePlus 15 was simply a rebranded version of OPPO products, suggesting that the brand lost its identity and its battles with Apple and Samsung.
Still, one can only admire OnePlus’ tenacity for sticking for as long as it did. Sadly, almost no one could have anticipated the DRAM crisis, which sent a shockwave through the industry. As a result, every company that used any kind of memory or storage was forced to raise prices left, right, and center. Seeing as how OnePlus was already fighting tooth and nail for a small piece of the pie in the U.S. market, its efforts were futile.
Bleak future or some hope remains?
The report mentions that OnePlus and OPPO will continue to provide software updates until the end of their lifecycles, but as far as future smartphones go, those won’t arrive in the U.S. or European markets. Existing stock is being sold off, with OnePlus being mum about its position in regions like India and China. In short, we wouldn’t hold our breath for anything beyond the OnePlus 16, but we’ll keep readers updated.
News Source: WinFuture
About the author: Omar Sohail is a reporter and analyst for Wccftech's mobile section, specializing in the technology and business of the mobile industry. His expertise lies in the intricate hardware supply chain, covering developments in semiconductor manufacturing, chip lithography, and camera sensor technology.
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