Is OnePlus coming to an end? India CEO breaks silence

The rumours of OnePlus’s demise have been swirling faster than a launch-day flash sale, but at least one top executive isn’t having it.

After a few hours of online chatter and reports suggesting that OnePlus is being quietly dismantled by parent company Oppo, the brand’s India head has finally spoken out.

In a post on X (formerly Twitter), Robin Liu, CEO of OnePlus India, called out what he described as “misinformation” about the company’s operations. “We’re operating as usual and will continue to do so. Never Settle,” Liu wrote, in a message clearly aimed at calming the storm.

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

— Robin Liu (@RobinLiuOnePlus) January 21, 2026

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But beneath the reassurance, questions remain.

The fall of a flagship killer

OnePlus was once the smartphone world’s scrappy disruptor, the cheeky underdog that took on Apple and Samsung with half the price and twice the hype. But the recent reports claim that the story has turned grim.

According to a Android Headlines investigation spanning three continents, the brand is quietly being wound down. Offices shuttered, R&D slashed, phones cancelled, and no official statement to be found.

The numbers tell the same tale. OnePlus’s global shipments plunged more than 20 per cent in 2024, from roughly 17 million to somewhere between 13 and 14 million units. Oppo Group, which owns the brand, actually grew 2.8 per cent during the same period, meaning OnePlus didn’t just stumble; it dragged the group’s performance down.

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The slide is sharpest where it hurts most: India. Over 4,500 retail stores reportedly stopped selling OnePlus products last year, citing wafer-thin margins and warranty issues.

Market share in the premium segment collapsed from 21 per cent to 6 per cent, while overall sales dipped from 6.1 per cent to 3.9 per cent. For a company that once treated India as its crown jewel, the fall is staggering.

And in China, OnePlus president Li Jie’s promise to beat Xiaomi’s market share fell flat. OnePlus ended the year at just 1.6 per cent, down from 2 per cent. Even the maths didn’t agree with his “basically flat” comment to the press.

This also comes at a time when Realme has officially become a sub-brand of Oppo again. Realme was originally an Oppo sub-brand, became independent in 2018, and as of early January 2026 has rejoined Oppo as a sub-brand.

Both brands are owned by the same parent company (BBK Electronics), and the integration aims to better compete globally with strong rivals in a shifting market.

Oppo’s shadow looms large

Then there’s Oppo. The two brands have always shared DNA, but in recent years, that relationship has turned from collaboration to consolidation. In 2022, Oppo poured $14 billion into keeping OnePlus afloat, opening stores, sharing service networks, and even allowing zero-profit sales just to move units.

It wasn’t a partnership. It was a lifeline.

Now, that lifeline appears to be tightening. The Android Headlines report cites widespread layoffs, regional closures, and product cancellations, including the highly anticipated OnePlus Open 2 and 15s compact flagship.

With just 1.1 per cent of global smartphone shipments, running OnePlus as an independent brand no longer makes sense financially.

Still, Liu’s response suggests the brand isn’t ready to be buried just yet. His post, though brief, marks the first public acknowledgement of the controversy. But whether it’s reassurance or damage control, only time will tell.

For now, OnePlus continues to operate, and your phone isn’t about to brick itself overnight. Updates, warranties, and service promises remain intact. But behind the polished PR line, the signs of decline are difficult to ignore.

If the reports prove true, OnePlus could soon join the likes of Nokia, BlackBerry, and HTC in tech’s hall of fallen icons. And while Robin Liu insists otherwise, the silence from headquarters speaks volumes.