OPPO is stepping up its push into the premium smartphone segment, reporting a sharp increase in Find series shipments in the first half of 2026 as it prioritizes camera technology, artificial intelligence and digital well-being in its flagship products.
Find series shipments grew more than 500 percent year over year in the first half, according to an Omdia report cited by OPPO. The company also reported a significant increase in its shipment share in the smartphone segment priced above $600, although it did not disclose its exact market share or shipment volume.
The figures underscore OPPO’s efforts to move beyond price-driven competition and strengthen its position in the higher-end smartphone market, where imaging capabilities, software features and overall user experience are important selling points.
Ling Liu, OPPO’s overseas chief marketing officer, said the company’s premiumization strategy is focused on the needs of younger consumers and the development of differentiated technology.
“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,” Liu said.
Camera technology remains central to flagship strategy
OPPO is placing particular emphasis on mobile photography through its Find X10 series and its proprietary LUMO True Image Engine, which is designed to reproduce detail, color and tone in photographs.
The Find X10 Pro Max features a triple 200-megapixel camera system, which the company says offers greater flexibility for zooming, cropping and reframing images. The camera system is part of OPPO’s broader effort to distinguish its flagship devices through imaging technology.
The company said the Find series is intended to support different forms of creative expression, from everyday photography to more advanced video production.
OPPO’s global initiatives also include a Filmmaker Accelerator program launched with Discovery in April. Now in its third year of collaboration, the program provides mentorship for creators from six countries, helping them document cultural stories using the Find X10 series’ video capabilities.
The OPPO Global Photography Awards 2026 has also attracted millions of entries from nearly 90 countries and regions since its launch, according to the company.
AI and digital well-being join product priorities
Beyond imaging, OPPO is directing investment toward AI-assisted functions and well-being monitoring.
The company said the Find X10 series incorporates AI features designed to interpret user intent and help complete complex tasks, subject to user authorization and privacy safeguards. It did not identify specific privacy controls or provide independent assessments of the features’ effectiveness in the announcement.
For well-being, OPPO said it is combining sensors and algorithms to monitor physical activity, sleep and emotional wellness, with the aim of helping users manage their routines.
The strategy reflects a broader shift among smartphone manufacturers toward integrating AI and health-related features alongside conventional hardware upgrades. However, the announcement did not provide technical details about the sensors, validation methods or the medical status of the well-being functions.
Global expansion continues
OPPO said 2026 marks 18 years since it began expanding internationally. Its ColorOS operating system now has more than 770 million users across over 90 countries and regions, according to the company.
Over the past two years, the share of premium smartphones in OPPO’s overall shipments has doubled year over year, the company said, without providing the underlying shipment figures in the announcement.
OPPO plans to continue investing in imaging, AI and well-being as it expands its premium portfolio. The announcement did not specify Philippine pricing, launch dates or availability for the Find X10 series.
For the Philippine market, local availability and pricing will be key factors in determining how the series competes with other premium smartphones. OPPO has yet to provide those details in the supplied announcement.
