OnePlus for Europe
A dark cloud has been hanging over OnePlus' future in Europe for some time now. Just last year, the brand proudly presented the high-end OnePlus 15, but after that it went downhill hard with the brand. In recent times, OnePlus has already scaled down in Europe and there are increasing indications that it is done with OnePlus in Europe. Now the company itself is responding.
Officially, the company is still keeping it pretty general. In a response, OnePlus states that it is reviewing its regional strategy and product planning. At the same time, the brand stresses that existing users need not worry: support, software updates and warranty will simply remain available. What exactly this "review" means remains unclear. It could involve a change in strategy, for example fewer models or a different focus. But given the staff changes, it does not seem to be just small changes in direction.
Still, the situation raises questions. Europe has traditionally been an important market for smartphone makers, in between North America and Asia. If OnePlus were to really scale down or partially withdraw here, it could affect the range of devices and competition in the mid and premium segments.
Meanwhile, OnePlus' departure from Europe really seems imminent. Whoever was responsible for PR in Europe has left and there is no successor. It is yet another indication that things really seem to be done with OnePlus after all. The parent company will bet on Oppo for the European market.
