OnePlus halts device launches in US and Europe as parent company Oppo absorbs operations
The smartphone maker will cease new product releases in Europe and North America, marking a significant consolidation of its relationship with parent firm Oppo.
OnePlus and its parent company, Oppo, have jointly announced that OnePlus will no longer launch new devices in Europe and North America. The decision follows a period of product stagnation for the subsidiary, including the cancellation of the OnePlus Open 2 foldable, while Oppo has accelerated its own flagship release schedule. The companies describe the move as a strategic realignment, with Oppo absorbing OnePlus’s capabilities, technologies, and product philosophy.
OnePlus co-founder Peter Lau has rejoined Oppo as chief product officer, underscoring the deepening integration between the two entities. The firms have long shared hardware, software, and supply chains, but this announcement formalises a shift where Oppo will take the lead in Western markets. Oppo has already enhanced its European teams to prioritise flagship launches, recently relaunching its UK online shop with a broader product range and identifying the Find X9 Ultra as its largest European launch to date.
Existing OnePlus users in the affected regions will retain access to after-sales support, software updates, and existing service channels. However, the software experience will change significantly. Oppo confirmed that its ColorOS interface will replace OnePlus’s OxygenOS on devices in Europe and North America in the coming months. This transition aims to streamline the user experience under the parent company’s unified operating system.
Despite the consolidation, Oppo CEO Elvis Zhou stated there are no immediate plans to launch Oppo phones directly in the United States. Zhou confirmed that Europe remains a key market for the parent company, noting that Oppo is proactively enhancing its regional teams to improve the availability and visibility of its devices. The company has historically struggled to match OnePlus’s brand awareness in the West, despite releasing similar hardware under both banners.
The announcement leaves uncertainty regarding OnePlus’s future in other global markets outside of Europe and North America. While the companies framed the move as a new strategic focus, they did not explicitly confirm whether OnePlus will continue to launch products in Asia or other regions. The shift marks the end of an era for OnePlus as an independent hardware launcher in the West, as it fully integrates into Oppo’s broader market strategy.
