OnePlus to stop new phone launches in North America and Europe
The company said it will end new product rollouts in the regions after years of selling flagship devices there.
By Hana Yoshida · Markets Reporter
2 min read
OnePlus will stop releasing new phones in North America and Europe, the company said in a community post cited by Ars Technica. The move matters because OnePlus had remained one of the better-known alternatives in those smartphone markets, even as its focus shifted elsewhere.
In the company’s official post, OnePlus said the decision was part of a wider change in its global plans. “As part of the proactive global strategy adjustment, OnePlus has decided to conclude new product rollouts in Europe and North America,” the post said.
Ars Technica reported that the announcement confirms months of rumors about the company’s plans. OnePlus had denied shutdown rumors earlier in the year, according to Ars Technica, but its earlier wording did not clearly commit to future phone launches in the two regions.
The decision marks a sharp change for a brand that entered the market in 2014 with attention-grabbing marketing and a pitch built around lower prices and fast performance, Ars Technica reported. More than a decade later, the phone market and OnePlus’ role in it have changed.
OnePlus had expanded in the United States for a time through carrier deals with T-Mobile and Verizon, according to Ars Technica. After the pandemic, the company’s attention appeared to move more strongly toward India, where the brand has remained a major focus.
Ars Technica also reported that OnePlus has become more closely tied to Oppo, its parent company. That shift has included closer alignment between the two brands’ phone releases and software experience, according to the report.
Despite those changes, OnePlus continued to bring high-end phones to North America and Europe. Ars Technica reported that the OnePlus 15 went on sale in late 2025 and said it is likely to be the final OnePlus phone many buyers in those regions encounter.
The company’s statement did not lay out a detailed timetable beyond ending new product rollouts in Europe and North America. It also did not provide additional information about what the decision means for existing customers in those markets.
For buyers in the affected regions, the announcement means fewer new phones carrying the OnePlus name will be available through official launches. Ars Technica described the step as another reduction in smartphone choice in North America and Europe.
This story draws on original reporting from Ars Technica.