OPPO is reinforcing its ambitions in the premium smartphone market with the unveiling of the Find X10 Series, a lineup designed around the evolving needs of a new generation of users. Centered on advanced imaging, personalized artificial intelligence, and well-being technologies, the series reflects the company’s push to deliver more differentiated smartphone experiences.

“Our premiumization strategy centers on the dynamic needs of the new generation,” said Ling Liu, Overseas CMO of OPPO. “By listening closely to these global users, we are dedicated to creating greater value through differentiated technology and premium experiences that empower them to capture inspiration and make every moment extraordinary.”

Strengthening OPPO’s Position In The Premium Market

In 2026, OPPO marks 18 years of global expansion, with its ColorOS user base surpassing 770 million across more than 90 countries and regions. As the company enters its next phase of growth, it is sharpening its focus on the premium segment, using imaging innovation and elevated user experiences to strengthen its competitive position.

The strategy comes amid growing demand for OPPO’s flagship devices. According to the latest Omdia report cited by the company, shipments of the OPPO Find Series grew by more than 500% year-on-year in the first half of 2026, alongside a significant increase in OPPO’s share of shipments in the US$600-and-above price segment.

Over the past two years, premium smartphones have also doubled their share of OPPO’s overall smartphone shipments year-on-year, highlighting the segment’s increasing importance to the company’s business.

Imaging, AI, And Well-Being At The Core

OPPO is concentrating its premium smartphone development on three areas: imaging, AI, and well-being.

Through its self-developed OPPO LUMO True Image Engine, the Find X10 Series aims to deliver realistic details, colors, and tones across everyday photography. The flagship Find X10 Pro Max takes this approach further with a Triple 200MP Camera System, offering greater flexibility for zooming, cropping, and reframing images while allowing users to express their personal perspectives.

AI is another major focus. OPPO is developing personalized, proactive AI capabilities designed to understand users’ intentions and help them complete complex tasks, with user authorization and privacy safeguards in place.

The company is also exploring well-being technologies that combine professional sensors and advanced algorithms to monitor aspects of physical activity, sleep, and emotional wellness. These features are intended to help users better understand their routines and maintain a healthier balance in their daily lives.

Empowering Creators To Make Their Moment

Beyond its devices, OPPO is extending its Make Your Moment brand philosophy through initiatives that support creative expression around the world.

In April 2026, OPPO and Discovery launched the Filmmaker Accelerator as the centerpiece of their third year of collaboration. The program provides tailored mentorship throughout the filmmaking process, helping creators from six countries tell cultural stories using the advanced video capabilities of the Find X10 Series.

OPPO is also continuing the OPPO Global Photography Awards 2026, which gives photographers and creators an international platform to share their perspectives. Since the competition began, it has received millions of entries from nearly 90 countries and regions, documenting themes of love, celebration, and creativity through photographs captured by users worldwide.

Looking Ahead

With the Find X10 Series, OPPO is positioning its premium smartphone strategy around more than hardware upgrades. By investing in imaging, AI, well-being, and global creative communities, the company aims to make technology more responsive to how people capture experiences, manage everyday tasks, and express themselves.

As OPPO continues expanding its presence in the premium segment, the Find X10 Series represents its broader effort to combine advanced technology with more personalized and meaningful user experiences.