How it unfolded
As of late March 2026, OnePlus is on the brink of a significant operational shift, with plans to shut down its operations in key global markets, particularly in parts of Europe. This decision comes after a troubling period for the company, which has seen a marked decline in its market presence and shipment figures.
On March 31, 2026, Robin Liu, the CEO of OnePlus India, stepped down from his position, marking a pivotal moment for the company. Liu’s departure coincides with the impending shutdown, which is expected to officially commence on April 1, 2026. The company has begun informing selected staff about the shutdown, with some receiving severance packages as part of the transition.
OnePlus’s decision to focus its efforts on the entry- and mid-range market in India indicates a strategic pivot in response to its declining performance. In 2025, the company recorded a staggering 32% decline in shipments, as reported by Cybermedia Research, while IDC estimated an even steeper 38.8% year-over-year decline. This downturn has been attributed to increasing competition in the smartphone market, which has eroded OnePlus’s market share.
Historically, OnePlus has faced challenges in maintaining its foothold in Europe. The company had previously scaled back its European operations in 2020 following the exit of co-founder Carl Pei, which raised concerns about its long-term viability in the region. The recent cancellation of plans for the OnePlus Open 2 and OnePlus 15s further underscores the company’s struggles to innovate and compete effectively.
Despite these setbacks, OnePlus’s operations in China are expected to remain unaffected by the shutdown. This decision reflects a strategic focus on consolidating resources and efforts in markets where the company believes it can still thrive. As stated by Yogesh Brar, “OnePlus is shutting down in select Global markets. China business will stay unaffected. India market will mostly get budget & mid-range products.”
The implications of this operational shutdown are significant for both the company and its customers. Existing users in the affected markets may face uncertainties regarding hardware support and software updates, as details remain unconfirmed. The company’s shift towards budget and mid-range products in India suggests a potential rebranding effort to regain market traction.
In light of these developments, OnePlus has expressed gratitude towards Robin Liu for his contributions, stating, “We thank Robin for his contributions to OnePlus India. He moves on to pursue his personal passions, and we wish him the very best for his future endeavours.” This sentiment reflects the company’s recognition of the challenges ahead as it navigates this transition.
As the shutdown approaches, stakeholders in the smartphone industry will be closely monitoring OnePlus’s next moves, particularly in India, where the company aims to reposition itself amid fierce competition. The future of OnePlus in the global market remains uncertain, but the focus on budget and mid-range offerings could signal a new chapter for the brand.
