How it unfolded
In a significant turn of events, OnePlus is reportedly shutting down operations in key global markets, including parts of Europe. This decision comes after a challenging period for the company, which has seen a notable decline in market share and shipments over the past year.
The shutdown is expected to officially commence on April 1, 2026. As part of this transition, Robin Liu, the CEO of OnePlus India, has stepped down from his position, with his last working day being March 31, 2026. Liu’s departure marks a pivotal moment for the company as it navigates these changes.
OnePlus’s decision to shift its focus primarily to the entry- and mid-range market in India indicates a strategic pivot. Yogesh Brar, a notable industry analyst, stated, “OnePlus is shutting down in select global markets. China business will stay unaffected. India market will mostly get budget & mid-range products.” This suggests that the brand aims to consolidate its presence in a more competitive segment.
Selected staff members have already been informed about the shutdown, with some receiving severance packages. This move reflects the urgency of the situation as the company prepares for a significant restructuring. Meanwhile, OnePlus’s operations in China will remain unaffected, allowing the brand to maintain a foothold in its home market.
The backdrop to this decision includes a staggering 32% decline in shipments for OnePlus in 2025, as reported by Cybermedia Research. Additionally, IDC estimates a 38.8% year-over-year decline in shipments. These figures underscore the mounting pressure OnePlus faces from competitors in the smartphone market.
As the company shifts gears, the exact timeline for the shutdown remains unconfirmed. Furthermore, the impact on existing hardware support and software updates for current users is still unclear. OnePlus’s future direction will be closely watched by industry analysts and loyal customers alike.
In a statement, OnePlus expressed gratitude towards Robin Liu for his contributions, wishing him the best in his future endeavors. This transition marks a critical juncture for OnePlus as it seeks to redefine its market strategy amidst ongoing challenges.
