Android phone maker OnePlus is pulling back from two of its most visible markets, confirming it will no longer launch new products in Europe and North America. The company said existing customers in those regions will continue to receive full after-sales service and software updates, but future devices will not be officially released there.

The move comes amid rising prices across the consumer electronics supply chain and weakening demand for new smartphones. Industry analysts say buyers are holding on to their devices longer, while manufacturers face higher component costs and tighter margins.

According to people familiar with the matter cited by Bloomberg, the retreat is part of a broader restructuring at OnePlus’ parent company, Oppo. The shake-up extends beyond Western markets: OnePlus is also expected to wind down operations in India, historically one of its strongest bases outside China.

Founded in 2013 by Pete Lau and Carl Pei, OnePlus built a devoted following among tech enthusiasts with its “flagship killer” strategy: premium specifications at mid-range prices, sold largely online and promoted through word of mouth. As its profile grew, the company expanded into more price tiers, adding the Nord line to target budget-conscious buyers while steadily raising prices on its main flagship series.

That evolution coincided with a tougher global smartphone landscape. Research firms IDC and Counterpoint have forecast a double-digit decline in worldwide shipments, blaming both softer demand and a constrained supply of memory chips, a crunch some analysts have dubbed “RAMageddon.”

Oppo itself has not been spared. Counterpoint data shows the company suffered a double-digit year-over-year shipment decline in the second quarter, with “softness across most of its key markets.” OnePlus’ presence in the U.S. had already shrunk, with its shipment share there slipping below 1 percent.

Going forward, Oppo plans to concentrate OnePlus on its home market in China while leaning more heavily on its Realme brand in select overseas regions such as the Nordics, where Realme has gained traction.

Analyst Maurice Klaehne of Counterpoint said OnePlus’ decision marks the end of an era. The brand that once symbolized disruptive, enthusiast-focused Android phones is now retreating from the global stage to focus on survival and growth closer to home.