Oppo has begun to phase out the OnePlus brand as an independent brand. The process is being carried out as part of a restructuring and is already being observed with serious changes in a number of markets.
According to a report by four analyst firms, in 2024, the sales volume of OnePlus smartphones decreased by more than 20 percent, from 17 million units to 13-14 million units. Oppo, on the other hand, showed an increase of 2.8 percent over the same period.
The biggest decline was recorded in India, one of the main markets for OnePlus. Here, the brand's share in the premium segment fell from 21 percent to 6 percent. The overall market share fell from 6.1 percent to 3.9 percent. Experts attribute this mainly to delays in warranty and service services.
OnePlus's position in the Chinese market has also weakened - its market share has fallen from 2 percent to 1.6 percent. It is noted that India and China together account for 74 percent of OnePlus' total shipments.
As part of the restructuring, offices are being closed and the number of employees is being sharply reduced. In March 2024, OnePlus closed its Dallas headquarters, leaving just 15 employees in its Palo Alto unit.
The number of employees in Europe (France, Germany, and the UK) has fallen from 60 to less than 10. The R&D center in India currently employs only 116 people, down from the announced 1,500. At the same time, the development of the Open 2 foldable smartphone and the compact flagship model called the 15s have been canceled.
According to reports, Oppo's $14 billion investment plan for OnePlus by the end of 2022 was not enough to restore the brand's market position. OnePlus currently has about 1.1 percent of the global smartphone market.
However, Oppo said that all warranty obligations to existing users will be fulfilled, and that Android updates for already released devices will be provided for 3–4 years, and security updates for 4–5 years.
