OnePlus ends phone releases in US and Europe, further reducing smartphone choice

The decision follows months of industry speculation regarding the brand’s long-term viability in these regions. While the company previously denied rumors of a total shutdown earlier in 2026, Ars Technica notes that those denials were vague and did not explicitly guarantee future hardware releases.

The official confirmation arrived via a company post stating: As part of the proactive global strategy adjustment, OnePlus has decided to conclude new product rollouts in Europe and North America.

OnePlus 15 serves as the final Western release

Current customers will see one final flagship device before the exit. The OnePlus 15 is scheduled to go on sale in late 2025, according to Ars Technica. This device will be the last OnePlus phone available to the general public in the U.S. and European markets.

This exit follows a period of attempted expansion in the United States. OnePlus previously sought to increase its market share through distribution deals with major carriers, specifically T-Mobile and Verizon. However, the company began shifting its operational focus toward India following the COVID-19 pandemic.

Integration with Oppo and market realignment

The retreat from Western markets coincides with tighter integration between OnePlus and its parent company, Oppo. According to Ars Technica, OnePlus has increasingly fallen under Oppo’s control, leading to a synchronization of software experiences and device release schedules between the two brands.

The brand originally entered the market with a strategy centered on offering faster hardware at lower price points than established competitors.

Impact on smartphone choice in the West