OPPO has outlined its strategy for the premium smartphone market, with a focus on imaging, artificial intelligence (AI), and well-being. The company said the Find X10 Series is part of its efforts to address the needs of younger consumers through camera technology, AI-powered features, and health-related monitoring capabilities.
OPPO Expands Its Premium Smartphone Strategy
OPPO said 2026 marks 18 years of its global expansion, with its ColorOS user base exceeding 770 million across more than 90 countries and regions.
According to the company, data from Omdia shows that shipments of the OPPO Find Series grew by more than 500% year-on-year in the first half of 2026. The company also reported an increase in its shipment share in the smartphone segment priced above US$600.
OPPO added that the share of premium smartphones within its overall shipments has doubled year-on-year over the past two years. The company plans to continue investing in the premium segment, with imaging technology serving as one of its main areas of focus.
Imaging, AI, and Well-being
OPPO identified imaging, AI, and well-being as three priorities for its premium product development.
The Find X10 Series uses the company’s self-developed LUMO True Image Engine, which OPPO says is designed to reproduce image details, colors, and tones. The Find X10 Pro Max features a Triple 200MP Camera System, offering flexibility for zooming, cropping, and reframing captured images.
The company also highlighted its work on personalized AI features. According to OPPO, its AI technology is designed to interpret user intent and assist with complex tasks, with user authorization and privacy safeguards in place.
For well-being, OPPO said it is combining sensors and algorithms to support monitoring across physical activity, sleep, and emotional wellness. The announcement did not specify which sensors or monitoring features will be available on individual devices in the Find X10 Series.
Initiatives for Creators
OPPO also discussed initiatives supporting content creators as part of its broader brand strategy.
In April 2026, the company and Discovery launched the Filmmaker Accelerator as part of their third year of collaboration. The program provides mentorship to creators from six countries, supporting them in producing cultural stories using the video capabilities of the Find X10 Series.
The company also highlighted the OPPO Global Photography Awards 2026, which it said has received millions of entries from nearly 90 countries and regions since its launch. The competition gives participants a platform to share photographs centered on everyday experiences and creative expression.
OPPO's Next Steps
OPPO said it plans to continue expanding its global presence in the premium smartphone market while investing in imaging, AI, and well-being technologies.
The announcement primarily outlines the company’s broader strategy and initiatives. It does not provide additional pricing, availability, or detailed specifications for the Find X10 Series beyond the highlighted camera system of the Find X10 Pro Max.
