OnePlus 確認退出美國同歐洲市場：從 OxygenOS 退休到中階手機品牌嘅集體退潮

Existing devices in the US and Europe will continue receiving promised software, security, and after-sales support . OnePlus says its India business and product roadmap remain unaffected .

The Retirement of OxygenOS

Simultaneously, OnePlus announced it is retiring OxygenOS — the near-stock Android skin that was a core part of its brand identity for 11 years — in favor of Oppo's ColorOS . From ColorOS 17 onward, all future OnePlus devices will run ColorOS, and eligible existing phones will have the option to voluntarily migrate . This eliminates the software differentiation that distinguished OnePlus from Oppo and Realme, completing a consolidation that had been anticipated since the two companies merged key operations in 2021 . For longtime fans, it marks the symbolic end of the "Never Settle" era .

Nothing's Disputed Pullback and Confirmed Restructuring

Just weeks after OnePlus's announcement, reports emerged that Nothing — another London-based challenger brand — is preparing to exit 12 or more international markets, including the Middle East, Japan, and parts of Europe, alongside a global headcount reduction of roughly 40% .

However, Nothing has publicly disputed the market-exit claims. Forbes reports that Nothing "denies market exit rumors but confirms restructuring" after the Phone (4b) launch . The Economic Times notes that Nothing "pushed back against reports" of shutting down operations, while its own response confirms a "significant organisational restructuring" is underway . CityAM also reported that over 100 of Nothing's 800 global staff may face job losses, though the exact extent remains unclear .

Bottom line on Nothing: The Digit report is sourced but uncorroborated by Nothing itself . The company denies an outright exit and frames the changes as restructuring, not retreat — but layoffs and market contraction are confirmed in substance if not in name .

Broader Industry Pressures: The Memory Chip Crisis and Demand Decline

The OnePlus and Nothing stories are symptoms of a much larger structural squeeze on mid-tier smartphone brands.

Rising memory chip costs are crushing margins. Soaring DRAM and NAND prices — driven by AI demand diverting chip supply — have pushed memory costs to account for nearly 60% of the total bill of materials for budget and mid-range devices . TrendForce reported that mobile DRAM contract prices continued rising steeply through Q2 2026, intensifying cost burdens for smartphone vendors . IDC warned in February 2026 that the global smartphone market faces its "biggest-ever decline" in 2026, dropping to the lowest shipment levels in over a decade, directly due to the memory price surge . Omdia forecasts that smartphones priced below $400 will decline by 22% as memory costs reshape device economics .

Declining global demand compounds the problem. While global shipments grew 2% in 2025 to 1.25 billion units, all major indicators for 2026 point sharply downward . The memory crisis has made low-to-mid-tier handsets commercially unviable to produce, forcing brands to either raise prices (risking demand destruction) or exit markets entirely .

Nothing co-founder and CEO Carl Pei warned earlier in 2026 that "brands now face a simple choice: raise prices by 30% or more in some cases, or downgrade specs. The 'more specs for less money' model that many vendors rely on is breaking" .

The Shrinking Landscape for Mid-Tier Brands

Taken together, the picture is stark:

• OnePlus — a brand that grew from enthusiast darling to a top-five Android player in North America — is fully exiting the West, retreating to India under Oppo's umbrella .
• Nothing — the most prominent new challenger since OnePlus — is disputing an exit report but is undeniably restructuring and cutting jobs, a defensive posture rather than an expansion .
• Realme, a sibling brand under the same Oppo/BBK umbrella, is reportedly also folding its software (Realme UI) into ColorOS as part of the same consolidation wave .
• Memory chip costs have made it economically unsustainable to compete in the sub-$400 segment, which is precisely the battleground these brands fought on .
• Western markets (US and Europe) are increasingly dominated by Apple and Samsung at the high end, with fewer and fewer alternatives at mid-range price points .

The mid-tier smartphone corridor in international markets is contracting rapidly. Brands that cannot absorb higher component costs, lack the scale of Samsung or Apple, or depend on thin-margin budget devices are being forced to consolidate, retreat to home or Asian markets, or exit entirely. The OnePlus confirmation and Nothing's contested-but-real restructuring are the two most visible data points in a broader industry pullback that shows no sign of reversing.