{"id":3951,"date":"2026-07-17T05:03:28","date_gmt":"2026-07-17T05:03:28","guid":{"rendered":"https:\/\/silvybrand.com\/?p=3951"},"modified":"2026-07-17T05:03:28","modified_gmt":"2026-07-17T05:03:28","slug":"oneplus-is-all-but-dead","status":"publish","type":"post","link":"https:\/\/silvybrand.com\/?p=3951","title":{"rendered":"OnePlus, the \u2018Flagship-Killer\u2019 Smartphone Brand, Is All but Dead"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div>\n<p class=\"paywall\">But OnePlus\u2019 exit comes at a time when smartphone shipments are showing steep declines due to the ongoing <a href=\"https:\/\/www.wired.com\/story\/solving-the-pc-memory-crisis\/\" class=\"text link\">memory crisis<\/a>\u2014the lack of RAM, eaten up by <a href=\"https:\/\/www.wired.com\/tag\/data-centers\/\" class=\"text link\">data centers<\/a> for the <a href=\"https:\/\/www.wired.com\/story\/ai-boom-networking-technology-photonics\/\" class=\"text link\">AI boom<\/a>, has <a href=\"https:\/\/www.wired.com\/story\/gamers-ai-nightmares-are-coming-true\/\" class=\"text link\">caused a global shortage<\/a>. Research firm Counterpoint on Monday <a data-offer-url=\"https:\/\/counterpointresearch.com\/en\/insights\/global-smartphone-shipments-q2%E2%80%932026\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/counterpointresearch.com\/en\/insights\/global-smartphone-shipments-q2%E2%80%932026&quot;}\" href=\"https:\/\/counterpointresearch.com\/en\/insights\/global-smartphone-shipments-q2%E2%80%932026\" rel=\"nofollow noopener\" target=\"_blank\">noted an 11 percent<\/a> year-over-year decline in global smartphone shipments in the second quarter of 2026, the lowest level in that period in 13 years. Two companies saw growth\u2014Apple and Samsung\u2014whereas competitors like Xiaomi, Oppo, and Vivo saw the sharpest declines. (Vivo is a part of the same conglomerate, BBK Electronics, that owns Oppo, OnePlus, and Realme.)<\/p>\n<p class=\"paywall\">Last year, at the onset of president Donald Trump\u2019s <a href=\"https:\/\/www.wired.com\/tag\/tariffs\/\" class=\"text link\">tariff war<\/a>, OnePlus <a href=\"https:\/\/www.wired.com\/story\/tariffs-are-going-to-make-your-electronics-more-expensive\/\" class=\"text link\">dramatically increased the price<\/a> of its <a href=\"https:\/\/www.wired.com\/review\/oneplus-watch-3\/\" class=\"text link\">then new smartwatch<\/a> from $330 to $500. In May 2026, the company hiked prices on its <a href=\"https:\/\/www.wired.com\/review\/oneplus-15\/\" class=\"text link\">latest phones<\/a> in India. The company has been dealing with a massive loss of smartphone market share in the US for several years.<\/p>\n<p class=\"paywall\">Nabila Popal, a senior research director of Consumer Devices at the <a data-offer-url=\"https:\/\/www.idc.com\/\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/www.idc.com\/&quot;}\" href=\"https:\/\/www.idc.com\/\" rel=\"nofollow noopener\" target=\"_blank\">International Data Corporation<\/a>, says OnePlus was never a leader in the US. Still, the company&#8217;s sales took a nosedive after T-Mobile dropped its partnership in 2023.<\/p>\n<p class=\"paywall\">OnePlus went from 1 million smartphone shipments in the US in 2019 to just under 130,000 device shipments in 2025\u2014roughly a 90 percent volume drop over six years. Smartphones are primarily sold through carriers in the US, which means phone makers that aren&#8217;t available at carrier stores often have a hard time cracking the market. Popal says carriers drive as much as 66 percent of the volume in the US, at least based on 2025 data. T-Mobile declined to comment on the OnePlus news.<\/p>\n<p class=\"paywall\">The US represented around 22 percent of OnePlus&#8217; shipments in 2021, with similar numbers from Europe, and only 18 percent from China. But Popal says by 2025, the numbers flipped with 56 percent of OnePlus&#8217;s volume coming from China, which likely explains Oppo&#8217;s statement that OnePlus&#8217; China product road map is not changing. If you add Asia Pacific, that number jumps to 91 percent\u2014a huge jump from 51 percent in 2021.<\/p>\n<p class=\"paywall\">\u201cIn 2018, with the OnePlus 6, they had launched what they were calling very proudly a \u2018flagship killer\u2019 at the price of $529, with flagship specs,\u201d Popal says. \u201cAnd then, rather than staying at that price point, they replicated the premium market\u2014trying to increase prices\u2014and that made them similar to the competition.\u201d<\/p>\n<p class=\"paywall\">Popal says it&#8217;s a strategy often set by companies with razor-thin margins. The initial goal is to grab interest, then go up in price, a method to break into the market and gradually increase profitability. \u201cBut unfortunately, certain brands are not able to command a price beyond a certain point,&#8221; she says. &#8220;It&#8217;s really only been Apple and Samsung that have been able to operate very successfully.\u201d<\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.wired.com\/story\/oneplus-is-all-but-dead\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>But OnePlus\u2019 exit comes at a time when smartphone shipments are showing steep declines due to the ongoing memory crisis\u2014the lack of RAM, eaten up by data centers for the AI boom, has caused a global shortage. Research firm Counterpoint on Monday noted an 11 percent year-over-year decline in global smartphone shipments in the second [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3952,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[77,794,134,969,118,424],"class_list":["post-3951","post","type-post","status-publish","format-standard","has-post-thumbnail","category-gadgets","tag-android","tag-memory","tag-mobile","tag-oneplus","tag-phones","tag-smartphones"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>OnePlus, the \u2018Flagship-Killer\u2019 Smartphone Brand, Is All but Dead - Silvybrand Lifestyle Blog<\/title>\n<meta name=\"description\" content=\"The original OnePlus phone disrupted the mobile market 13 years ago with its affordable price and top-end specs. 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