Summary created by Smart Answers AI
In summary:
- Tech Advisor reports OnePlus faces potential brand discontinuation by parent company Oppo following a devastating 20% global shipment drop in 2024.
- Despite producing acclaimed devices like the OnePlus 15 and OnePlus Pad 3, the company suffered major market share losses including a 32.6% decline in India with 4,500 store closures.
- Operations in Europe and North America have been decimated, leaving OnePlus heavily dependent on India and China for 74% of shipments.
OnePlus, one of the world’s leading smartphone makers, is being “wound down and put on life support”.
That’s according to a stunning report from Android Headlines, which believes that the brand is being “dismantled” by parent company Oppo.
Author Alexander Maxham cites a “three-continent investigation”, claiming that the conclusions have been verified by market data from “four independent analyst firms”.
The evidence begins to stack up
According to Android Headlines, there are multiple pieces of evidence that lead it to conclude that OnePlus is on the way out.
Initially, it was sales figures, with a reported 20% year-on-year drop in global shipments in 2024.
In OnePlus’ two most popular markets, the loss of traction has been especially dramatic.
According to IDC data, the brand lost 32.6% of its share in India in 2024, down to just 3.9%. An estimated 4,500 stores reportedly closed in the country around the same time.
Foundry | Alex Walker-Todd
In China, OnePlus was tasked by its president to surpass Xiaomi’s 3% market share, which would’ve required 50% growth. Instead, it dropped by 20%.
Android Headlines claims that the two countries are responsible for a massive 74% of all OnePlus shipments. In other regions, including Europe and North America, operations have supposedly been decimated, leading Maxham to declare that “this is a brand on the verge of collapse”.
A sorry potential end
If OnePlus’ days are indeed numbered, it’ll be a sad end for a brand that’s given so much to the tech industry.
Ever since it began life with the invite-only OnePlus One in 2014, OnePlus has energised the smartphone market with a string of high-profile launches. It’s successfully transitioned from its ‘flagship killer’ status to straight-up flagships, while also catering to mid-range and budget buyers.
Its latest effort, the OnePlus 15, is undoubtedly one of the best phones you can buy. And it’s not just smartphones. The OnePlus Pad 3 is an excellent tablet for the price, while the OnePlus Watch 2R and Watch 3 are fine alternatives to Google and Samsung smartwatches.
Anyron Copeman / Foundry
But those reported sales figures speak for themselves. OnePlus has a tiny global market share, and it sounds like Oppo is ready to pull the plug in the near future.
