On this occasion, OnePlus didn’t deny any of the claims put forth clamoring that the smartphone brand was exiting the U.S. and European markets, as it has put out multiple statements concerning its future. Once an enthusiast-focused entity, the company has been forced to make some tough choices, but an analyst says that the departure from its identity as a “flagship killer,” not to mention soaring DRAM costs, ultimately sealed its fate. As far as the products go, they were as premium as they come, hinting that there’s pretty much nothing else OnePlus could have done.
Operations in India to be maintained, with OnePlus moving towards ColorOS 17 as part of its software transition
It’s a gut-wrenching feeling to witness one of your favorite smartphone makers bowing out of multiple markets, but Paolo Pescatore, analyst at PP Foresight, has said that the company’s success was no longer there as it shied away from its original identity. In the midst of the cutthroat competition, not to mention fusing with OPPO, OnePlus was just another premium smartphone brand in a cluttered space. The company has provided several statements below for every market, along with its future plans for consumers.
“OnePlus appears to have lost the clarity that originally made it successful. It built its reputation as a disruptive 'flagship killer,' but higher prices, a broader portfolio and closer integration with Oppo left it looking increasingly like another premium Android brand in an already crowded market. OnePlus did not necessarily fail on product. It struggled to maintain a distinctive identity while achieving the distribution, investment and scale required to compete sustainably.”
Statement regarding the U.S. market
“As part of the proactive global strategy adjustment, OnePlus has decided to conclude new product rollouts in North America. We know so many of you in the Community have backed OnePlus for years, and this news is going to be disappointing. This was by no means an easy call to make, and we wanted to come forward and be completely honest with the friends who have stood by us for so long.”
Statement regarding the European market
“Today, our hearts are undoubtedly heavy and mixed with emotion. As part of the proactive global strategy adjustment, OnePlus has decided to conclude new product rollouts in Europe and North America.”
Statement regarding the Indian market
“India continues to be one of OnePlus' most important markets, and our commitment to our users, partners, and community remains unwavering. We continue to invest in our products, our services, and the experiences we deliver, with the goal of bringing meaningful innovation to users across the country.”
Statement regarding OnePlus’ commitment to existing customers
“While future product launches in North America will conclude, our commitment to existing OnePlus customers remains. Existing OnePlus devices will continue to receive scheduled software updates and security patches. Our customer service channels will remain open, and support will continue in accordance with our warranty and support obligations. Your rights under applicable consumer protection laws in the United States and Canada are unaffected by this announcement.”
Decision to move away from OxygenOS
“As part of an operational adjustment to our software strategy, following the official release of ColorOS 17, users with existing OnePlus devices that fall within the eligible upgrade scope will have the option to voluntarily update to the latest ColorOS. This enables us to streamline software development, accelerate update delivery,and make better use of our shared engineering and R&D capabilities.”
It’s a tough pill to swallow, and a lesson for other smartphone brands to avoid. OnePlus had everything going for it when it first arrived at the scene, but it slowly and gradually gravitated towards a mere imitation of OPPO and its flagships. Facing an identity crisis, OnePlus had little choice but to exit.
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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