OnePlus Future Uncertain After Major Sales Decline

Reports suggest that OnePlus could be facing a major restructuring, with parent company OPPO potentially preparing to dismantle much of the brand’s independent operations following sharp declines in sales.

According to Android Headlines, this conclusion is based on investigations carried out across three continents and supported by findings from four independent analyst firms.

The news comes shortly after OPPO confirmed that realme would return to operating as a sub-brand, a move that reportedly led to broader internal layoffs. Now, OPPO is also said to be scaling back several OnePlus initiatives, including canceling projects such as the rumored OnePlus Open 2 and a planned compact smartphone.

Analysts point to a significant drop in OnePlus sales as a key factor. The brand reportedly saw a 20% decline in 2024, falling from around 17 million units sold in 2023 to approximately 13–14 million units in 2024. During the same period, OPPO reportedly grew by 2.8%, helping sustain the wider business.

India, one of OnePlus’s strongest markets, appears to have been hit particularly hard. Reports claim OnePlus devices stopped being sold in more than 4,500 retail stores due to warranty-related concerns and thin profit margins. As a result, its market share in the country allegedly dropped from 6.1% to 3.9% in a 12-month period.

The impact has reportedly been reflected in the company’s local operations, with only 116 employees working at its development center instead of the 1,500 that OnePlus co-founder Pete Lau had previously promised in 2019.

In China, OnePlus also appears to have underperformed. The brand was reportedly expected to challenge Xiaomi’s position, but reached only around 1.6% market share, representing another estimated 20% decline.

With most of its sales concentrated in just a few key regions, analysts argue that recovery may be increasingly difficult. Reports also indicate that layoffs have continued globally, including the closure of OnePlus’s Dallas headquarters in 2024. The brand is now reportedly represented in North America by fewer than 15 employees.

Despite these changes, existing OnePlus customers may not be left without support. OPPO is expected to continue providing software updates and assistance for the models released, like the new OnePlus 15R and the OnePlus Pad Go 2, or the recent OnePlus Turbo 6 and 6V, but through a more centralized structure rather than a fully independent OnePlus organization.

Filed in Cellphones. Read more about OnePlus and Oppo.