OnePlus has grown from a niche smartphone business to a major tech player over the last decade, thanks to its “Never Settle” motto. However, growing rumours suggest that OPPO, the brand’s parent company, may be orchestrating the brand’s immense challenges. Allegations include a projected 20% reduction in global sales by 2024, as well as a drop in Indian market share from more than 6% to 3.9%. Many anticipated devices have been put on hold, and several retail shops in India have stopped selling OnePlus products. Despite these obstacles, OnePlus India’s CEO insists that operations will continue, citing efforts like “Project Starlight” and impending premium launches.
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From where did the controversy begin?
On January 20, Android Headlines published an investigative report revealing that OnePlus is undertaking a “planned winddown,” effectively stopping to function as an independent brand and planning an eventual merger with OPPO. This shift is seen as the brand being “put on life support” to meet existing warranties. Significant shipping data highlights OnePlus’s market performance decline: global smartphone shipments increased by roughly 2% in 2025, but OnePlus shipments decreased by more than 20%, from 17 million units in 2023 to approximately 13 million in 2024. OnePlus’s market share in India fell from 6.1% to 3.9% in a year, while in its native country of China, the company sank to a meagre 1.6% market share, despite intentions to exceed Xiaomi. This indicator points to a significant decline in the brand’s prominence and competitiveness in the smartphone industry.
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Reports supporting the claim
The rumours about OnePlus shutting down have been confirmed. Yogesh Brar, a well-known leaker, has said that two highly anticipated devices scheduled for 2026 have been cancelled. In an X post it hinted at, “Heard…this popular brand is having internal issues, and things might not work out for them..
Seeing this, the ex-co-founder is asking old colleagues to join his new brand.
Interesting times ahead…”
The OnePlus Open 2, which was supposed to be the next generation of a popular foldable handset, is said to be on hold, but its hardware may be used for the OPPO Find N6. The OnePlus 15s, a compact flagship phone intended for the Indian market, has also been cancelled, even though it was already in the testing phase.
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The situation in India has gotten more serious than just rumours. About 4,500 retail locations in six states have stopped selling OnePlus products because of “razor-thin profit margins” and “unresolved warranty delays,” which have caused a significant disconnect among consumers.
Here is what OnePlus has to say.
The company took to x.com in response to circulating reports and rumours. Robin Liu said, “I wanted to address some misinformation that has been circulating about OnePlus India and its operations. We’re operating as usual and will continue to do so. Never Settle.”
