Recent reports paint a worrying picture for the future of OnePlus, igniting speculation about whether the once-disruptive smartphone brand is nearing its end. While there has been no official announcement from OnePlus or its parent company, Oppo, a recent investigation suggests a significant decline in the company's performance and a shift in its operational structure.
The concerns stem from a reported drop in global shipments, a shrinking market share in key regions like India and China, and a perceived loss of autonomy in decision-making. According to a report by Android Headlines, global shipments for OnePlus fell by over 20% in 2024. In India, data indicates a substantial decrease in market share, accompanied by the closure of numerous retail stores. The report further alleges that strategic decisions are now centralized in China, diminishing the role of regional teams.
Adding fuel to the fire, OnePlus has been facing challenges in India, a market that was once considered crucial for its growth. Promises to build a large R&D center in India with 1,500 employees by 2022 were not fulfilled, with the actual number of employees reaching only 116 by February 2024. This unfulfilled commitment has led to criticism and a perception of broken promises. Furthermore, OnePlus India's revenue fell by 13% year-on-year in 2024-25, and its net profit experienced a significant slump. The company is also facing a tax demand related to its lifetime screen replacement warranty.
Despite these challenges, existing OnePlus users are assured of continued security updates and warranty support. However, the long-term prospects of the brand remain uncertain. The alleged dismantling of OnePlus involves a reduction in personnel, markets, and decision-making transparency. This shift suggests a move towards becoming a label applied after decisions are made, rather than a brand with independent agency.
OnePlus's journey from a "flagship killer" to a brand facing strategic drift highlights the challenges of maintaining a distinct identity in a competitive market. The company's initial success was built on transparency, community engagement, and a focus on user feedback. However, as OnePlus grew, it seemingly lost its way, leading to inconsistent execution and a blurring of its brand identity.
While the India CEO has not directly addressed these specific allegations, the concerns surrounding OnePlus's future raise important questions about the brand's direction and its ability to recapture its original appeal. The coming months will be crucial in determining whether OnePlus can navigate these challenges and reaffirm its position in the smartphone market.
