OnePlus is set to shut down operations in several global markets, focusing instead on the Indian entry- and mid-range market. CEO Robin Liu has stepped down.
How it unfolded
In recent months, OnePlus has faced significant challenges in the competitive smartphone market, leading to a series of strategic decisions that culminated in the announcement of its impending shutdown in select global markets. The company, which has been a sub-brand of Oppo since 2021, has been losing market share to competitors, with reports indicating a staggering 32% decline in shipments in 2025, according to Cybermedia Research. Additionally, IDC estimates a 38.8% year-over-year decline in shipments for the same year.
As the situation developed, it became clear that OnePlus was planning to shift its focus towards the entry- and mid-range market in India, a move that reflects a broader strategy to adapt to changing consumer preferences. This shift was further underscored by the resignation of Robin Liu, the CEO of OnePlus India, whose last working day was reported to be March 31, 2026. Liu’s departure marks a significant leadership change during a turbulent time for the company.
On April 1, 2026, OnePlus is expected to officially begin its shutdown operations in key global markets, which notably includes parts of Europe. Selected staff members have already been informed of the shutdown decision, with some receiving severance packages as the company prepares for this transition. Yogesh Brar, a noted industry analyst, confirmed that “OnePlus is shutting down in select Global markets. China business will stay unaffected. India market will mostly get budget & mid-range products.” This indicates a strategic pivot to consolidate resources and focus on more profitable segments.
Historically, OnePlus had already scaled back its European operations in 2020 following the exit of co-founder Carl Pei, which hinted at underlying issues within the company. The recent decision to cancel plans for the OnePlus Open 2 and OnePlus 15s further emphasizes the company’s struggle to maintain its product lineup amid declining sales. The cancellation of these models suggests a significant re-evaluation of OnePlus’s product strategy moving forward.
As of now, the exact timeline for the shutdown remains unconfirmed, and there are uncertainties regarding the impact on existing hardware support and software updates for current users. Customers and stakeholders are left in a state of ambiguity as they await further announcements from the company. OnePlus’s China business, however, is reported to remain unaffected by the shutdown, which may provide a lifeline for the brand in its home market.
The implications of these developments are significant for both consumers and employees. For consumers, the potential reduction in product availability and support could lead to frustration, particularly for those who have invested in OnePlus devices. Employees, on the other hand, face uncertainty regarding their future as the company restructures its operations and focuses on a more limited market scope.
In a statement regarding Liu’s departure, OnePlus expressed gratitude 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 statement reflects the company’s acknowledgment of the challenges ahead and its commitment to navigating this transition as smoothly as possible.
As OnePlus embarks on this new chapter, the tech community will be watching closely to see how these changes will affect the brand’s identity and market presence in the coming years. The shift towards a more focused strategy in India may offer OnePlus a chance to regain its footing in a rapidly evolving industry.
