Oneplus's future in doubt as execs depart, sales plummet
The once-meteoric rise of OnePlus is facing a serious reckoning. A cascade of troubling reports, including the abrupt resignation of India CEO Robin Liu, suggests the brand is struggling to maintain its footing in an increasingly competitive smartphone market. Is this the beginning of the end for OnePlus?
A domino effect of setbacks
Recent whispers have morphed into alarming pronouncements, initially fueled by a leaked Android Headlines report claiming OnePlus would cease smartphone production altogether. While the company swiftly dismissed this as “false” and “unverified” through Liu himself, the timing couldn't have been worse. OnePlus has been steadily losing market share, and the cancellation of several device launches further underscored the severity of the situation.
The Android Headlines report, surfacing after Oppo’s announcement of Realme’s return to the fold at CES Las Vegas 2026, painted a grim picture. It detailed the shuttering of OnePlus’s India R&D teams, drastic workforce reductions, and a staggering 30.5% drop in market share compared to the previous year. The company's response has been, to put it mildly, evasive, offering only assurances that its North American division “continues operating, with full warranty support for users, software updates, and commitments.”
But the fallout doesn't end there. Leaks from industry insider Yogesh Brar indicate a potential significant scaling back of OnePlus’s operations across key global markets. While the brand might persist in its home country of China, India could shift focus towards lower-mid range devices – a worrying sign for consumers in the US, UK, and European Union, who may find OnePlus phones increasingly unavailable.
Adding fuel to the fire is the departure of Robin Liu, a pivotal figure in OnePlus India’s success. The company acknowledged his resignation with a statement thanking him for his “contributions” and wishing him “all the best in his future endeavors,” a phrase that rings with the formality of a closing chapter.
Oneplus keeps launching devices amidst the chaos
Despite the looming uncertainty, OnePlus presses on. Just this Tuesday, the company unveiled the OnePlus 15T, a device boasting a 6.32-inch AMOLED display, 2,640 x 1,260 resolution, and a dual 50-megapixel camera system featuring a 24mm main lens and a periscope telephoto lens with 3.5x optical zoom. Details gleaned from China Telecom suggest a thickness of 8.48mm and a weight of 194 grams. Whether this device will venture beyond the Chinese market remains an open question, given the current turmoil.
The numbers speak volumes. A 30.5% market share loss in a single year isn't a minor correction; it's a systemic crisis. OnePlus’s strategy in the wake of these challenges—a retreat to lower-tier markets while clinging to flagship releases—feels like a desperate gamble. The company risks alienating its loyal fanbase—those who valued the brand’s commitment to performance and innovation—in pursuit of short-term gains. The era of OnePlus as a premium disruptor may well be over, replaced by a shadow of its former self.