Mumbai, January 21: Smartphone brand OnePlus is reportedly being dismantled as its parent company, OPPO, moves to consolidate its various sub-brands into a single unified entity. Investigations into the company’s operations across China, India, Europe, and the US suggest that OnePlus is being "wound down" after years of gradual integration with OPPO. The move follows a reported collapse in premium market share and a series of internal restructuring measures that have left regional offices operating with skeleton crews.

According to report by Android Headlines and XDA Developers, the transition has already led to the cancellation of highly anticipated products, including the OnePlus Open 2 foldable and the OnePlus 15s compact flagship. This development follows a similar pattern recently observed with Realme, another brand under the BBK Electronics umbrella, which underwent a significant workforce reduction and R&D consolidation under the guise of "brand synergy." OnePlus 13 Gets Bypass Charging Support and 50MP Photo Editing in Latest OxygenOS 16 Update in India.

OPPO Strategic Realignment

The dismantling of OnePlus appears to be a strategic move by OPPO to "clean house" and eliminate redundant operations across its portfolio. Reports indicate that every major strategic decision for OnePlus now flows directly from OPPO’s headquarters in China, with regional teams in India and the West losing their ability to independently strategize. Analysts suggest that shipments have entered a "freefall" as the brand's once-stronghold in the premium segment has diminished.

Furthermore, several partnerships have reportedly ended, and headquarters in certain regions have been shuttered without public announcements. The workforce in the US and Europe has been significantly reduced, leaving only minimal staff to honour existing service and warranty commitments until the brand eventually fades from the market.

OnePlus Brand Legacy

The potential end of OnePlus marks a significant shift in the smartphone industry. Launched over a decade ago with a "Never Settle" philosophy, the brand originally gained a cult following by offering high-end specifications at disruptive prices. However, since the official merger of OnePlus and OPPO’s R&D departments in 2021, the brand has struggled to maintain its distinct identity, frequently being criticised for its "OPPO-fication." OnePlus Open 2 Global Launch Cancelled, OnePlus 15s India Launch Reportedly Cancelled; Check Details, Reasons.

While corporate statements often refer to these changes as a means to increase efficiency, industry insiders suggest the reality is far more severe. The process mirrors the decline of former industry leaders like LG and HTC, where a lack of product differentiation and centralisation of power led to a total withdrawal from the smartphone race.

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(The above story first appeared on LatestLY on Jan 21, 2026 08:27 AM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).