OnePlus confirms shutdown in the US and Europe, ending months of speculation
OnePlus confirms shutdown in the US and Europe, ending months of speculation
一加确认退出欧美市场，数月猜测尘埃落定
OnePlus arrived on the scene in 2014 with brash marketing and a compelling pitch: What if your phone was cheaper and faster? More than a decade later, the market is much different, and so is OnePlus. Confirming months of rumors and speculation, OnePlus has confirmed it’s ending phone releases in North America and Europe.
一加（OnePlus）于 2014 年横空出世，凭借大胆的营销和极具吸引力的卖点——“如果你的手机既便宜又快会怎样？”——迅速走红。十多年后的今天，市场环境已大不相同，一加也发生了翻天覆地的变化。在证实了数月以来的传言和猜测后，一加正式确认将停止在北美和欧洲发布手机产品。
This development has been expected for a while. After a brief period of expansion in the US through deals with T-Mobile and Verizon, OnePlus began visibly shifting its focus to India after the pandemic. OnePlus has also increasingly come under the control of its parent company, Oppo, aligning its device releases and software experience with the larger brand. Still, OnePlus has continued to launch flagship devices in the US and Europe, with the OnePlus 15 going on sale in late 2025. That will be the last OnePlus phone many people see, though.
这一进展其实早有预兆。在通过与 T-Mobile 和 Verizon 的合作在美短暂扩张后，疫情过后，一加的重心明显转向了印度市场。同时，一加也日益受到母公司 OPPO 的管控，其设备发布节奏和软件体验正逐渐与 OPPO 品牌趋同。尽管如此，一加此前仍在欧美市场推出了旗舰机型，包括 2025 年底上市的一加 15。然而，那将是许多人能见到的最后一款一加手机。
OnePlus denied rumors of a shutdown earlier this year, but its language was vague and never promised future phone releases. The new statement is also worded gingerly, but the outcome is clear. “As part of the proactive global strategy adjustment, OnePlus has decided to conclude new product rollouts in Europe and North America,” the official post reads.
今年早些时候，一加曾否认过退出市场的传闻，但其措辞模糊，从未承诺过未来的手机发布计划。此次的新声明虽然措辞谨慎，但结果已十分明确。官方公告称：“作为主动全球战略调整的一部分，一加决定结束在欧洲和北美的产品发布。”
You can still buy a current-gen OnePlus phone in North America and Europe, and the company will offer software support. However, OnePlus devices will drop the OxygenOS build of Android, adopting Oppo’s ColorOS with the Android 17 update globally. Only India and China will see new devices—at least for now. A shutdown of the OEM’s India operations in 2027 has also been rumored.
目前，消费者仍可在北美和欧洲购买现款一加手机，公司也将继续提供软件支持。然而，随着 Android 17 的更新，全球范围内的一加设备将放弃 OxygenOS，全面转向 OPPO 的 ColorOS。至少目前来看，只有印度和中国市场还会迎来新机。此外，还有传言称该品牌将于 2027 年关闭印度业务。
The smartphone desert
智能手机的“荒漠”
The impact may be minimal for phone buyers in Europe, where Oppo products will replace OnePlus. However, Oppo doesn’t operate in the US. Major Chinese brands have avoided venturing into the US mobile landscape, where carrier partnerships (and bill credits) are essentially required to move phones. Both ZTE and Huawei faced enormous legal and regulatory hurdles when they tried to partner with US carriers some years back. They no longer make phones for the US market, either.
对于欧洲的手机买家来说，影响可能微乎其微，因为 OPPO 产品将取代一加。然而，OPPO 在美国并无业务。中国主流品牌一直避免进入美国移动市场，因为在那里，运营商合作（以及话费抵扣）是手机销售的必要条件。几年前，中兴（ZTE）和华为在尝试与美国运营商合作时，都面临了巨大的法律和监管障碍。如今，它们也不再为美国市场生产手机。
This “strategy adjustment” further limits the selection of phones available in the US. With Chinese firms steering clear, Samsung and Apple will continue to dominate. Everything else is little more than a rounding error, giving the big players plenty of room to raise prices.
这种“战略调整”进一步限制了美国市场的手机选择。随着中国厂商的撤离，三星和苹果将继续占据主导地位。其他品牌的影响力微乎其微，这为巨头们提供了充足的涨价空间。
While it has long been clear that OnePlus saw more success in India than in the US and Europe, it may have been worth continuing as a global brand were it not for the ongoing component shortage. As AI projects hoover up all the available DRAM and NAND flash, prices for consumer applications are skyrocketing. The cost of RAM alone now accounts for more than a quarter of a flagship phone’s bill of materials, according to recent analyses.
虽然一加在印度市场的成功远超欧美早已是事实，但如果不是因为持续的零部件短缺，它或许仍有作为全球品牌继续运营的价值。随着 AI 项目吞噬了所有可用的 DRAM 和 NAND 闪存，消费级应用的成本正在飙升。据近期分析，仅内存（RAM）成本目前就已占到旗舰手机物料清单（BOM）的四分之一以上。
OnePlus isn’t the only smartphone company making changes in the AI era. Earlier this year, Asus announced it was “pausing” its smartphone efforts amid rising costs and stagnant sales. Meanwhile, brands like Samsung and Motorola have increased prices to offset the higher component cost. Apple has managed to keep prices flat, but there are rumors of a price bump when it launches new phones this fall. What can angry iPhone fans do? Buy an equally expensive Samsung phone? The US is a smartphone desert, and that’s not going to change any time soon.
在 AI 时代，一加并非唯一做出调整的智能手机公司。今年早些时候，华硕（Asus）宣布在成本上升和销量停滞的背景下“暂停”其智能手机业务。与此同时，三星和摩托罗拉等品牌已通过涨价来抵消更高的零部件成本。苹果虽然勉强维持了价格平稳，但有传言称今年秋季发布新机时可能会涨价。愤怒的 iPhone 用户能做什么呢？去买同样昂贵的三星手机吗？美国已成为智能手机的“荒漠”，而且这种情况短期内不会改变。