OPPO Pushes Further Into Premium as Find X10 Series Leads Creator Drive

OPPO used the global unveiling of the OPPO Find X10 Series to spell out what its OPPO premium strategy now means in practice: heavier investment in imaging, AI, and well-being, plus creator programs aimed squarely at the buyers it wants in this price bracket. The series made its global debut in Mallorca, Spain on October 21.

“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.”

What the OPPO premium strategy bets on

OPPO is concentrating its premium spending in three areas it says matter most to younger buyers. On imaging, the Find X10 Series runs the company’s self-developed LUMO True Image Engine, while the Find X10 Pro Max adds the industry’s first Triple 200MP camera system, which gives shooters far more room to zoom, crop, and reframe a shot. On AI, OPPO says the phones are built to finish multi-step tasks by reading user intent, with authorization and privacy safeguards in place. On well-being, the company points to professional sensors and algorithms that cover physical activity, sleep, and emotional wellness.

The commercial argument rests on scale and momentum. OPPO says 2026 marks 18 years of its global expansion, and that ColorOS now has more than 770 million active users across over 90 countries and regions. It also cites an Omdia report putting Find Series shipments at more than 500 percent year-on-year growth in the first half of 2026, alongside a rising share of shipments in the USD 600 and above segment.

The Find X10 Series carries the pitch

The Find X10 and Find X10 Pro Max are the products doing the talking. Locally, the Find X10 sells for PhP99,999 in a single 12GB+512GB configuration, while the Find X10 Pro Max is priced at PhP129,999 for its 16GB+512GB variant. Both ship with ColorOS 17 on Android 17 and an 8,000mAh silicon-carbon battery, and pre-orders run until December 3 through the OPPO Online Store, Shopee, and OPPO Concept Stores, as we covered in our earlier report. The camera hardware itself was detailed when OPPO confirmed the Triple 200MP setup on the Pro Max.

Creator programs keep the story going

OPPO is leaning on creator programs to keep the series in front of young audiences. Under its Culture in a Shot partnership with Discovery, now in its third year, the two companies launched the Filmmaker Accelerator in April 2026. The program pairs creators from six countries with mentors across storytelling, filming, and post-production, and backs them with production grants and OPPO devices. Participants come from standout entries in the Super Video category of the OPPO Photography Awards 2026.

That competition is still open. Entries run until December 31, 2026, and shots must be taken on OPPO, OnePlus, or realme devices. OPPO says the awards have drawn millions of entries from nearly 90 countries and regions since they launched.

OPPO says it will keep pressing the premium segment, with imaging, AI, and well-being as the focus of what comes next.