OnePlus has confirmed that it will no longer operate in North America or Europe, and won’t launch any further phones in the regions following 2025’s OnePlus 15.
OnePlus merged some of its operations with parent company Oppo in 2021, and going forward, all operations will now fall under the Oppo brand. OnePlus will continue operating in China, while Realme, another Oppo sub-brand, will exit the Chinese market but continue selling devices overseas.
“This was neither a case of Oppo instructing OnePlus nor a unilateral decision made by OnePlus,” a OnePlus spokesperson said in a briefing. “Together with Oppo, we spend a long time carefully evaluating what our users need from us most in 2026, because our users are at the heart of everything we do.”
The new strategy will better meet people’s needs by “letting the OnePlus spirit and capabilities continue through Oppo,” added the spokesperson.
It’s a tricky time for smartphone brands, with a combination of limited memory supply and record-high memory prices forcing phone-makers to increase prices across the board. Global smartphone shipments decreased year over year in the first quarter of 2026, according to IDC, breaking the growth streak the market had seen since mid-2023. This week, Counterpoint Research released data suggesting that smartphone shipments had fallen to the lowest level since 2013.
Despite these pressures, most smartphone brands have managed to navigate the market successfully so far. Still, casualties aren’t surprising, and OnePlus is the first major one under Oppo’s restructuring
OnePlus was founded in China in 2013 by Pete Lau and Carl Pei, and quickly grew a cult following with its limited-edition drops and maverick marketing strategy. It built a reputation for building high-quality phones that undercut competitor devices on price. Pei left the company in 2020 and moved to London. There, he founded tech startup Nothing, whose smartphones have developed a cult following, too.
We’ve been a fan of OnePlus phones over the years.
Andrew Lanxon/CNET
“OnePlus appears to have lost the clarity that originally made it successful,” said Paolo Pescatore, analyst at PP Foresight. “It built its reputation as a disruptive ‘flagship killer,’ but higher prices, a broader portfolio and closer integration with Oppo left it looking increasingly like another premium Android brand in an already crowded market.”
It’s much harder and more expensive to stand out now than it once was due to supply chain pressures, rising marketing costs, regulatory requirements, software support, retail presence and after-sales service, added Pescatore. In Europe, OnePlus struggled due to fragmentation and an intensely competitive environment, whereas in the US, its lack of carrier relationships and retail visibility prevented it from gaining mainstream traction.
“OnePlus did not necessarily fail on product,” said Pescatore. “It struggled to maintain a distinctive identity while achieving the distribution, investment and scale required to compete sustainably.”
The OnePlus spokesperson said the company will continue to ensure existing user rights and service commitments remain unchanged. Here are some more answers to questions you may have about the company’s future.
What will happen to my OnePlus phone?
Those of you with a OnePlus phone that’s still within its support period (such as the OnePlus 13 or 15) will continue to receive software updates for the promised duration. However these will now come via Oppo and will mean your phone will be changed from OnePlus’s Oxygen OS to Oppo’s Color OS.
Don’t worry: These operating systems are extremely similar, with only a few minor aesthetic changes, so you likely won’t notice much of a difference.
Is OnePlus dead globally?
OnePlus has a significant audience in other regions, especially India, and OnePlus made no comment on whether it also plans to shutter the brand beyond the North American and European markets.
The brand name will continue to exist — specifically in its home territory of China — though the company stated that further regional information will be communicated when needed. So be on the lookout.
Will Oppo phones now be on sale in the US?
No — not yet, anyway. The company stated that “we do not have any product plans for North America but we are continually evaluating opportunities in markets around the world.”
Oppo doesn’t officially sell any of its products in the US, meaning the wonderful Find X9 Ultra camera phone is only available in the UK and much of Europe. With OnePlus shutting down, Oppo has effectively lost its only presence in the US smartphone market.
Alaska doesn’t reward rushing. It rewards curiosity, patience, and a willingness to follow the wild where it leads. That’s why an Alaska UnCruise feels less like a vacation and more like an immersion. These small-ship journeys trade crowds and fixed itineraries for quiet coves, misty fjords, and days shaped by tides, weather, and wildlife instead of a clock.
We recently sailed with UnCruise from Juneau on one of their most iconic itineraries, and we can’t wait to share our firsthand experience. One morning we were kayaking beneath hanging glaciers; the next we were bushwhacking through old-growth forest or skiffing toward a shoreline that rarely sees footprints. With Uncruise we discovered Alaska at human scale: intimate, flexible, and deeply connected to the place itself.
Read on to see whether an Alaska UnCruise belongs on your bucket list.
Wild, Woolly, and Wow: The Glacier Bay Loop
Photo Credit: Jenn Coleman.
UnCruise operates trips in four of Alaska’s five regions, Southeast, Southcentral, Interior, and Southwest, but Juneau is the heart of the operation. It’s their most popular port, offering round-trip voyages through the Inside Passage as well as one-way itineraries connecting to Sitka, Ketchikan, Seattle, and Seward.
We sailed the Wild, Woolly, and Wow with Glacier Bay itinerary: a week-long, round-trip voyage from Juneau that includes one full day in Glacier Bay. Some sailings offer two days in the park, but for us, one was plenty. We woke at the base of a tidewater glacier deep in the bay and sailed out at sunset—hard to imagine a better bookend.
What really surprised us was how much we enjoyed the glaciers outside Glacier Bay. Many UnCruise itineraries explore additional tidewater glaciers that mega-ships can’t access. These areas came with fewer people, more time ashore, fewer restrictions, and, often, better weather. Glacier Bay’s massive icefields can generate their own conditions, which means sunshine elsewhere while the park sits under clouds.
Because UnCruise captains have the freedom to choose anchorages based on real-time conditions, no two trips are identical. Still, the geography naturally creates a rhythm: a loose loop around Admiralty Island, Glacier Bay to the northwest, quieter glacier systems to the southeast, and countless bays and backwaters in between for kayaking, bushwhacking, and skiff exploration.
UnCruising vs. Traditional Cruising
Photo Credit: Jenn Coleman.
Traditional cruising runs on a dual-revenue model. Competitive ticket prices, often low-margin or even loss leaders, are offset by onboard spending like drinks, specialty dining, spa treatments, internet, and retail. Scale is the strategy: 3,000 to 6,000+ passengers spread operational costs thin.
UnCruise flips that model on its head. With all-inclusive pricing and fewer than 90 passengers, the experience feels more like an adult summer camp than a floating resort. Instead of pulling into ports for pre-packaged shore excursions, the ships anchor in remote bays and rely on an in-house guide team. You’re not herded; you’re invited.
The payoff is connection, both to the place and the people. With such a small guest count, you quickly learn names, swap stories, and share the day’s highlights over genuinely excellent food and drinks that reflect the region you’re sailing through.
Alaska UnCruise vs. Other UnCruises
Photo Credit: Jenn Coleman.
This was our third UnCruise, following trips to the Sea of Cortez and Hawaii. Alaska felt different, a good way. UnCruise started here, and it shows. The Alaska program leans heavily into wilderness exploration led by the onboard team, rather than outsourced excursions.
In Hawaii and Mexico, proximity to towns meant more third-party activities, bike rides, cultural tours, and the like. Alaska, by contrast, felt raw and remote, with days shaped almost entirely by weather, wildlife, and opportunity.
It was also colder. Hawaii and Mexico invited snorkeling and free swimming; Alaska required more gear, better tides, and a stronger sense of humor to enter the water. We did the polar plunge more for the bragging rights than the pleasure, and we’d do it again.
Life Aboard the Wilderness Legacy
Photo Credit: Jenn Coleman.
The Wilderness Legacy is UnCruise’s largest ship, carrying up to 90 guests. Interestingly, similar Glacier Bay itineraries are also offered on much smaller vessels, down to just 22 passengers, depending on how intimate you want the experience to be.
We appreciated the comforts onboard: reliable Wi-Fi and hot tubs, which make glacier watching from bubbling water feel downright legendary. Cabins were compact but comfortable, no Instagram-perfect balconies here, but if your goal is to spend the day outdoors, that’s a fair trade.
Two spacious common areas brought everyone together for meals, happy hour, and nightly programming. From naturalist talks to talent shows and the always-anticipated end-of-voyage slideshow, every evening felt communal and relaxed.
The Real Reason You UnCruise: Activities
Photo Credit: Jenn Coleman.
You don’t UnCruise to stay onboard. You UnCruise to get out into it.
Most days offered three core options, bushwhacking, kayaking, and skiff tours, both morning and afternoon. Plans shifted with weather and conditions, which is part of the magic. Southeast Alaska is a temperate rainforest, after all.
Our loose strategy: kayak on clear days, bushwhack in the rain, and choose skiff tours when there was something extraordinary to see, like bears feeding at Pavlov Creek. It wasn’t scientific, but it worked.
Some moments were non-negotiable: skiffing up to tidewater glaciers, the mandatory kayak orientation, or simply staying aboard when wildlife appeared unexpectedly, like the pod of roughly 30 orcas that surfaced as we exited Glacier Bay.
One of the biggest advantages of small-ship cruising is how well the guides get to know you. By midweek, excursions were subtly tailored to guests’ interests and abilities, making everyone feel both supported and challenged.
Food Worth Planning Your Day Around
Photo Credit: Jenn Coleman.
Forget buffet lines. Every meal onboard was cooked to order, with meat, seafood, and vegetarian options. Everything was so good that ordering a “partial of all three” became a habit. Ordering ahead also helped reduce food waste, which we appreciated.
Dietary restrictions were handled seamlessly, and the menus reflected a strong sense of place like crab boils, butter-poached halibut, and other Alaska-forward dishes. Morning meal announcements became a highlight, and we learned to choose our breakfast seat strategically so we’d have time to contemplate dinner choices before they took our order.
An onboard pastry chef kept desserts dialed in, while talented bartenders handled everything from classics to the cocktail of the day. Happy hour quickly became a ritual: swapping stories, snacking on charcuterie and baked brie, and trying not to ruin our appetite for dinner.
Cabins: Functional, Thoughtful, and Surprisingly Cozy
Photo Credit: UnCruise Adventures.
Cabins aren’t luxurious, but they are smartly designed. Full bathrooms, potable tap water, comfortable beds, and enough storage, assuming you don’t overpack.
Our favorite feature? Hooks. Lots of them. Perfect for drying wet gear after a day outside. By the end of the voyage, the hallways looked like an REI sidewalk sale caught in a rainstorm, but our cabin always felt clean, dry, and warm.
It’s also worth noting how skilled our captain was at selecting sheltered anchorages. Even when a strong storm rolled through, we slept soundly each night, tucked behind towering cliffs that blocked the wind. Every morning delivered a new view, complete with freshly fed waterfalls spilling down the rock walls.
What to Pack (and What Not To)
Photo Credit: Jenn Coleman.
UnCruise provides excellent packing lists, but the guiding principles are simple: dress in layers and expect to get wet. Waterproof pants and a solid rain jacket are non-negotiable.
Footwear is more forgiving. You’re issued gum boots, the unofficial uniform of Alaska, and we wore them every time we left the ship, including for kayaking.
One pro tip: bring soft luggage. We packed everything into soft-sided bags that folded away easily during the voyage. It kept us from overpacking and made cabin life much simpler.
Bonus Time in Juneau
Photo Credit: Jenn Coleman.
As immersive as the UnCruise experience is, we would’ve felt shortchanged if we hadn’t added time in Juneau for classic Alaska adventures.
The good news: Juneau makes it easy. Seaplane tours depart right from the dock, and Mendenhall Glacier is just 20 miles away. Depending on your budget and appetite for adventure, you can reach it by bus, helicopter, or something in between and choose from ice climbing, paddling, dog sledding, or a simple walkabout.
And since you missed-out on onboard shopping during the cruise, Juneau Harbor has you covered.
The Takeaway: Who Alaska UnCruise Is (and Isn’t) For
Photo Credit: Jenn Coleman.
An Alaska UnCruise isn’t about checking boxes or lounging poolside. It’s about slowing down, leaning into uncertainty, and letting the landscape set the agenda. You trade predictability for possibility, and that’s exactly the point.
If you’re curious, flexible, and happiest when your days are shaped by weather reports and wildlife sightings instead of reservations and alarms, this style of travel will feel like coming home. Alaska is vast and wild, but UnCruise has a way of making it feel personal.
For us, it wasn’t just a trip, it was a reminder of how powerful travel can be when you let a place lead.
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Hi! We are Jenn and Ed Coleman aka Coleman Concierge. In a nutshell, we are a Huntsville-based Gen X couple sharing our stories of amazing adventures through activity-driven transformational and experiential travel.
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