Oppo launches new high-end smartphones

Oppo has released two new high-end smartphones, the Find X10 and Find X10 Pro Max, on October 21. These devices are priced above 1,000 euros, with the Pro Max model reaching 1,800 euros, a price point similar to that of the iPhone 18 Pro Max with comparable storage.

Oppo emphasizes quality and value

Oppo Europe CEO Elvis Zahou said the company has not reduced technical specifications or software capabilities to keep prices low. He criticized some competitors for releasing new models without meaningful updates or by cutting features to control costs, emphasizing that each new smartphone generation should significantly improve the user experience.

Targeting young, high-end smartphone users

Oppo is focusing on consumers aged 18 to 35, especially Gen Z, in the high-end smartphone market. According to an internal study, this group makes up more than half of high-end smartphone users in Europe. The company says the Find series is designed to meet their key expectations: photography, artificial intelligence, and well-being features.

Oppo aims to challenge Apple and Samsung

Zahou noted that Apple and Samsung dominate the European premium smartphone market, controlling nearly 95% of the segment. He said this lack of competition highlights the need for a "third option" and that Oppo plans to use alternative sales channels to reach consumers, as the traditional leaders control most physical retail space.

Oppo benefits from strong customer loyalty

Oppo has a high Net Promoter Score, indicating strong customer satisfaction and willingness to recommend the brand. Young Europeans increasingly use AI assistants to compare smartphone photography capabilities, and a recent study suggests that slightly better-rated products can outperform established brands in these comparisons, potentially helping Oppo.

Oppo grows market share and attracts OnePlus users

The Find series now accounts for four times as much of Oppo's European sales as it did in 2025. The company aims to double these sales in 2027. To attract former OnePlus users, Oppo is offering discounts and a free wireless charger to those who link their OnePlus accounts to Oppo accounts, now that OnePlus has left the European market.