An investigation into the business collapse of a smartphone pioneer OnePlus, as you know it, is over. The brand is being dismantled—wound down and put on
TBH, if this turned out to be true, I would not be surprised.
OnePlus as a brand has been being slowly consumed by Oppo for years now, and it has struggled to maintain lasting appeal alongside its many competitors in the Asian markets:
India was supposed to save them. It didn’t. In May 2024, approximately 4,500 retail stores across six states stopped selling OnePlus products. The Online Retailers Association cited warranty delays and razor-thin margins—stores couldn’t make money selling OnePlus phones, so they stopped. The fallout: premium segment share collapsed from 21% to 6%. That’s a 71% decline in twelve months. Overall, India’s share dropped from 6.1% to 3.9%. The stronghold was crumbling.
If those numbers are accurate, then the situation for OnePlus really is brutal.
TBH, if this turned out to be true, I would not be surprised.
OnePlus as a brand has been being slowly consumed by Oppo for years now, and it has struggled to maintain lasting appeal alongside its many competitors in the Asian markets:
If those numbers are accurate, then the situation for OnePlus really is brutal.