OnePlus is directing customers to OPPO devices in some European markets, which will not calm fears about the brand’s future.
A banner on OnePlus’ German website pitches OPPO as the obvious upgrade path, rather than teasing future OnePlus phones, tablets or earbuds.
The company’s website in some European markets now encourages customers to buy OPPO devices instead of waiting for new OnePlus hardware.
It hosts devices from earbuds and tablets to OPPO’s latest foldables, with each button sending users straight to OPPO’s website.
It promises seamless compatibility with current OnePlus devices, which sounds less like choice and more like being gently herded.
OnePlus is directing customers to OPPO devices in some European markets, which will not calm fears about the brand’s future.
A banner on OnePlus’ German website pitches OPPO as the obvious upgrade path, rather than teasing future OnePlus phones, tablets or earbuds. The pitch leans on shared performance, software and compatibility.
The signs of OnePlus losing its identity keep piling up, and this latest one is difficult to ignore. The company’s website in some European markets now encourages customers to buy OPPO devices instead of waiting for new OnePlus hardware.
That adds more fuel to months of speculation that the smartphone brand is slowly being folded into its parent company. For long-time OnePlus fans, this is one of the clearest shifts so far.
Instead of showing a roadmap of new phones, tablets or earbuds, OnePlus is presenting OPPO’s ecosystem as the natural upgrade path. WinFuture, spotted the change and noted how the banner on OnePlus’ German website tells visitors looking for “the experience you trust” that OPPO offers the same speed, performance and compatibility.
It hosts devices from earbuds and tablets to OPPO’s latest foldables, with each button sending users straight to OPPO’s website.
Rather than pushing future OnePlus hardware, the company says OPPO’s products are built on the hardware and software users already know. It promises seamless compatibility with current OnePlus devices, which sounds less like choice and more like being gently herded.
In other words, if your next upgrade is due, OnePlus appears to be saying OPPO has what you need right now.
Recent reports have said OnePlus has been scaling back operations in several global markets. Previous restructuring reportedly included cutting headcount, sharpening its regional strategy and leaning harder on OPPO’s infrastructure.
The two brands have shared engineering resources, software development and supply chains for years. That has become more obvious as OxygenOS and ColorOS have begun to look increasingly alike.
The change appears to be regional. OPPO already has a retail footprint in Germany, so the handoff is fairly simple.
In the US, things are different because OPPO does not officially sell smartphones there.
That means American OnePlus customers are not getting the same message, mostly because there is no OPPO lineup waiting to take the wheel.
