Le fabricant de téléphones OnePlus prévoit de fermer ses activités aux États-Unis et en Europe

Phone maker OnePlus is reportedly preparing to scale back its presence in the United States and Europe, marking a major shift in its international strategy. According to a recent report by Bloomberg, the company plans to wind down operations in these regions this week. The decision comes amid broader challenges facing the consumer electronics sector, including rising product costs and sluggish demand for new smartphones. The report cited internal sources within parent company Oppo, which owns OnePlus, indicating that the move is part of a larger restructuring effort. Additionally, OnePlus is expected to reduce its footprint in India, one of its largest markets beyond China. The potential exit from the U.S. and Europe would represent a reversal of OnePlus's earlier expansion efforts. Founded in 2013 by Pete Lau and Carl Pei, the brand initially targeted tech-savvy consumers looking for affordable Android devices. Over the years, OnePlus grew significantly, offering a wider range of products that attracted global attention. However, Pei left the company in 2020 to launch his own venture called Nothing. In response to market pressures, OnePlus introduced more budget-friendly models under its Nord series to maintain competitiveness. Industry analysts have warned of declining smartphone sales, citing factors such as high component costs and reduced availability of critical parts like memory chips. Reports from analytics firms like IDC and Counterpoint suggest that global smartphone shipments could fall by over 13% in 2026. This downturn is attributed to what some call "RAMageddon," a term used to describe the shortage of random access memory chips affecting manufacturers worldwide. Oppo, the parent company of OnePlus, has already experienced a notable drop in sales. A report by Counterpoint indicated that Oppo saw a double-digit decline in smartphone shipments during the second quarter of 2026. The firm attributed this decline to weak demand across several key markets, including North America and Europe. These trends appear to be influencing OnePlus's strategic decisions, prompting a reassessment of its global distribution model. Despite scaling back in certain regions, OnePlus is expected to continue operating primarily within China. The company may also leverage its parent company's other brands, such as Realme, to expand into different geographic areas. Realme has found success in markets like the Nordic countries, suggesting that Oppo might focus on leveraging existing brand strengths rather than maintaining multiple independent lines. The restructuring of OnePlus's international operations reflects broader shifts in the mobile technology landscape. Companies are increasingly evaluating their strategies in light of economic uncertainties and evolving consumer preferences. While OnePlus once thrived on its reputation for delivering high-performance devices at competitive prices, the changing dynamics of the market necessitate a recalibration of business priorities. As OnePlus moves forward with its plans, the impact on employees, partners, and customers in affected regions remains unclear. The company has yet to issue an official statement confirming the reports, though industry observers anticipate further developments in the coming weeks. With the smartphone market undergoing significant transformation, OnePlus's next steps will likely shape its future trajectory in both domestic and international markets.