This article may contain personal views and opinion from the author.
Running a smartphone business is very difficult.
Probably that’s the reason yesterday’s reports about the demise of OnePlus were met with little surprise.
The company was quick to deny what it called “unsubstantiated claims” and said that it was operating as usual. Despite the reassurance, doubts about its future hang in the air.
That’s not necessarily related to OnePlus, though. It’s more of a signal about the state of the smartphone market, which will only become worse when it inevitably loses another player.
Surviving in the smartphone market is almost impossible
If you want to know exactly how difficult running a smartphone business is, you can look no further than some of the most seasoned tech companies in the world. Sony is a prime example of a tech titan with a rich history in various categories that is struggling to survive in the smartphone market.
Others, like LG and Asus fared even worse and eventually decided to shut down their mobile divisions altogether. Microsoft, Nokia, and HTC tried and failed multiple times. Even Google, the unquestionable leader in smartphone software and a Big Tech behemoth, finds it difficult to reach significant sales despite the popularity of Pixel phones.
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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. pic.twitter.com/eAGA7iy3Xs
So, hearing that OnePlus is in the process of being dismantled and on its way out of the smartphone business isn't exactly shocking. After all, we’ve seen similar things happen before, and they always go similarly. Sales start dropping, rumors start spreading, executives start denying the rumors, and suddenly the brand in question closes its doors, and we write our eulogies.
I’m not saying that will happen with OnePlus, but if it does, nobody will be shocked.
OnePlus being dismantled is absolutely plausible
The OnePlus 15 is one of the most interesting smartphones of the current generation. | Image Credit — PhoneArena
The good news is that OnePlus is here to stay, at least for now. However, the brand is not in its best shape.
As questionable as the AndroidHeadline report was, it had some undeniably worrying claims. One of those is the fact that the brand recorded a 20% drop in shipments between 2023 and 2024. The 2025 results are likely to continue the negative trend, considering that the combined shipments of OnePlus and its parent company, Oppo, dropped 4% on an annual basis.
Do you think OnePlus is going to shut down anytime soon?
No, that’s just a rumor
18.18%
No, but it’ll exit the US and Europe markets
22.73%
Maybe, if the company doesn’t improve quickly
31.82%
Yes, it’s only a matter of time
27.27%
Another bad signal is that it’s been years since a US carrier has offered a OnePlus device. In a market where about 90% of smartphone sales happen through carriers, that has detrimental effects.
The only place where OnePlus appears to enjoy some success is India, which is a step back from the brand’s past ambitions.
Bad for the whole market
OnePlus is among the very few Apple and Samsung competitors in the US. | Image Credit — PhoneArena
OnePlus is unlikely to die anytime soon, but its future doesn’t look bright, and that’s bad for the whole industry. In the past, OnePlus was one of the very few alternatives to Apple and Samsung in the US market. The brand was also gaining momentum in Europe.
Even today, the OnePlus 15 is one of the most exciting smartphones on the market, and that’s not because of its technical qualities. It’s more about being probably the most exciting alternative to the iPhone 17 and Galaxy S25 available in the US.
The mere existence of a competent competitor to Apple and Samsung in the most important smartphone market is a net good. Losing that competitor doesn’t sound like such a big deal, especially considering its poor sales, but in fact, it is. That would allow Apple and Samsung to solidify their dominance, and the lack of competition will allow them to innovate even less.
For years, tech fans have been complaining that smartphones aren’t innovative anymore. Losing OnePlus would lead to even less innovation, and that’s nothing but bad news.
Ilia, a tech journalist at PhoneArena, has been covering the mobile industry since 2011, with experience at outlets like Forbes Bulgaria. Passionate about smartphones, tablets, and consumer tech, he blends deep industry knowledge with a personal fascination that began with his first Nokia and Sony Ericsson devices. Originally from Bulgaria and now based in Lima, Peru, Ilia balances his tech obsessions with walking his dog, training at the gym, and slowly mastering Spanish.
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