OnePlus is preparing to leave Europe and the United States. I had been sending signals for months that this was going to happen.

OnePlus and Oppo are going to announce in the coming days a total withdrawal from two large markets such as the United States and Europe, according to the German media has advanced WinFuture. Neither of the two companies has confirmed it in public yet, but the evidence has been accumulating for months and this time they all fit.

What has happened. WinFuture cites internal sources who speak of “fundamental changes in strategy” that will be communicated this week, a classic euphemism to say that OnePlus is going to stop selling new models in two of its historical markets. There have already been press conferences behind closed doors with specialized media in which neither OnePlus nor Oppo have wanted to explain the reason for the closure.

• There will be no new launches of mobile phones, tablets or wearables in Europe or the United States.
• He stocks What remains will be settled in the coming weeks.
• Devices already sold will maintain software support until the end of their life cycle.
• India and China are left out of the announcement, although the brand will lose its independence there and will become a cheap line within Oppo.

The context. This doesn’t come out of nowhere.

• In January, a report –without clear sources– he was already talking about dismantling and OnePlus denied it.
• In March, 9to5Google public that the global withdrawal could come in April.
• In April, the brand itself admitted that it was “evaluating its roadmap” in Europe, while also cutting its workforce in the region, with layoffs focused on communication, marketing and sales.
• The team that explains, advertises and sells a brand to the public is not fired if that brand is going to continue to need to be explained, advertised and sold.

Then came the rumor of a merger with Realme, the leak that OxygenOS would be integrated into ColorOS (Oppo’s software) and, finally, OnePlus’ own websites in Germany, Spain and France They began to redirect buyers towards Oppo products.

Between the lines. The replacement plan has an obvious crack. Oppo wants to fill the gap left by OnePlus in Europe, but its phones do not cost exactly the same. OnePlus built its entire brand on the promise of delivering high-end specs at a mid-range price tag, the “flagship killer” with which it was born in 2014. Replacing that proposal with a more expensive catalog is not a change of logo but a change of a brand’s target audience.

There is another fissure that is caused by those who are still their clients. In several EU countries Complaints about unfulfilled guarantees have multiplied: users whose OnePlus headphones damaged under warranty receive compensation a voucher of 199 euros for an online store that barely has stocksand which also does not allow the voucher to be applied to the few remaining discounted products. Some have already opened complaints with the European Consumer Center. When after-sales service begins to systematically fail months before an unconfirmed closure, it stops being a customer service problem and becomes an exit signal. We saw it in Spain with BQ.

Yes, but. OnePlus already denied similar rumors in 2023 and did so again in January of this year. Neither of the two denials has aged very well. Neither OnePlus nor Oppo have confirmed anything yet an official confirmation. From Xataka We have contacted Oppo and their response has been to explain to us that they are in talks with the regional teams, waiting to get more information to share. They neither confirm nor deny it, something that says a lot after years of categorical denials every time this rumor arose.

Meanwhile, the accumulation of coincidences (execution departures, website redirects, software merger, empty store, guarantees that They are paid with hardly usable vouchers…) leaves little room for the benefit of the doubt.

Why is it important. OnePlus was born in 2014 selling the promise that you didn’t have to pay more to have the best, and that promise ended up costing it its own identity: the brand was absorbed by Oppo in 2021which pushed its co-founder Carl Pei to leave to found Nothing.

Since then, OnePlus has been losing room for maneuver within the group until it has become, by all indications, more of a label than a company with its own criteria.

Its disappearance in the West closes the cycle of an idea (that of the premium mobile without a premium) that the market itself has been eroding as the differences between ranges have become smaller and Chinese brands have preferred to compete by volume rather than by differentiation.

And now what. He OnePlus 15 It remains as the brand’s probable last major launch in Western markets. In parallel, similar rumors are circulating about other second-rate Chinese brands, but this week we could have the official announcement of the OnePlus outcome.

In Xataka | Nothing is the most fascinating mobile phone brand in years for a very simple reason: it doesn’t sell mobile phones

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