Pro Max, but no Pro? Oppo explains its unique Find X10 series naming strategy

Date:
Mon, 26 Oct 2026 15:51:07 +0000

Description:
At the launch of the Oppo Find X10 series, Oppo clarified the reasoning
behind its surprising new naming strategy.

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Whats in a name? When it comes to smartphones, quite a lot, actually. And some brands' product naming conventions are more straightforward than others.

The Oppo Find X10 series arrived last week, comprising two models: the Oppo Find X10 and Oppo Find X10 Pro Max . Theres no regular Pro this year, and while there may yet be a Find X10 Ultra in 2027, Oppos decision to mix up its flagship naming strategy raised eyebrows at the Find X10 series launch. Typically, flagship smartphone lineups include a standard model, a Pro model, and a larger Pro Max and/or Ultra model. Apple does it, Google does it, Samsung does it (sort of), and until this week, Oppo did it the Oppo Find X9 series was made up of the Find X9, Find X9 Pro , and Find X9 Ultra . There
was no Pro Max, but the sequence made sense nonetheless. Latest Videos From TechRadar Watch full video here:

Why, then, has Oppo decided to scrap the regular Pro and add a Pro Max into the fold with this years Find X lineup? The reason, Oppo says, is to distinguish the Find X10 Pro Max from the Find X9 Pro as more than just a generational upgrade, and to avoid aligning the Find X10 too closely with its bigger, more premium sibling. Confused? Let me (and Oppo) explain. The Oppo Find X10 (Image credit: Jamie Richards / Future) For the Find X10, though its a standard version, its better compared with the last generation [Find X9
Pro] because its empowered with Pro capabilities, Jensen Jie, Smartphone Product Director at Oppo, explained (via translation) at a roundtable
attended by TechRadar. You may like Oppo Find X10 series global launch set
for October 21 as worrying price leaks surface The Oppo Find X10 Pro Max is one of the year's top cameraphones these photos prove it Oppo Find X10 Pro Max review: the zero-compromise camera phone

And for the Find X10 Pro Max, you must have felt the change compared with the Find X9 Pro. Its competitiveness has been lifted remarkably thats why we wanted to name it Pro Max, to send a message to users and the market.

When were naming our products, one of the key considerations is that the
users can understand the meaning [implied by] a name change, Jie continued. And for the Find X10 series, [we believed] there should be a standard
version, because many users are more familiar with [the experience offered
by] a standard version. Get daily insight, inspiration and deals in your
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We just talked about positioning; we have empowered the Find X10 with Pro capabilities this time. And for the Find X10 Pro Max, we have empowered it with the three 200MP camera system and a larger battery [than the Find X9 Pro]. Its a big upgrade on the last generation its a step forward. Thats why we used Pro Max, so we can articulate this upgrade clearly to the market and our users. The Oppo Find X10 Pro Max (Image credit: Tim Coleman) Now, thats a bit of a word salad Ill reiterate that Oppos answers were provided via translation, so some nuance may have been lost as a result but I think I understand what the company is trying to say here.

In Oppos eyes, the Find X10 Pro Max is a better phone than the Find X10 Pro name wouldve implied. And the Find X10 couldnt be called the Find X10 Pro, because doing so would make it seem like the same phone as the Find X10 Pro Max, but smaller, which it isnt (versus the regular model, the Pro Max has a more powerful 2nm MediaTek Dimensity 9600 Pro chipset and a larger 200MP ultra-wide camera). What to read next Oppo Find X10 Review: a pro-level phone disguised as a standard flagship Oppo has a plan to crack the European smartphone market and chatbots like ChatGPT could hold the key This underrated Oppo camera mode helped me take photos that look like scenes from The Odyssey and I wish my iPhone had the same feature

Of course, youd think this conundrum couldve been solved by simply calling
the Find X10 Pro Max the Find X10 Ultra, but were expecting that very device to arrive sometime next year and be better still than the Find X10 Pro Max.

So I can (sort of) understand Oppos strategy here: the Pro Max is being used to describe a product thats better than Pro, but still not quite Ultra. Thats different to how, say, Apple uses the Pro Max designation.

Still confused? Perhaps this might help: imagine for a moment that Samsung wanted to release an even better phone than the Galaxy S26 Ultra in the same generation. In that case, the Galaxy S26 Ultra we know might have instead
been called the Galaxy S26 Pro Max (owing to its size and premium features), while Samsung would continue to call the Galaxy S26 the Galaxy S26. Thered be no Galaxy S26 Pro. That is, I think, what Oppo is doing here but please correct me in the comments if you think I've got the wrong end of the stick.

Im not entirely sure what Oppo means by many users are more familiar with
[the experience offered by] a standard version, but its clear that Oppo
thinks of the Find X10 as the true successor to the Find X9 Pro. And that sentiment rang true in our testing of the new device:

The Oppo Find X10 costs 1,099 exactly the same as last years Find X9 Pro at launch and 200 more than the standard Find X9, we wrote in our review of the phone. That might sound like a mighty price hike at first, but the truth is that the Find X10 is more obviously a follow-up to the Find X9 Pro than the standard Find X9, and makes a case for its price point with some properly pro-grade features.

Both the Oppo Find X10 and Find X10 Pro are available to pre-order now from Oppo directly ; they'll begin shipping later this month. Today's best Oppo phone deals Contract Deals Sim Free voucher gift Oppo Find X9 Pro 48 months Unlimited mins 25GB data 30 upfront 41.95 /mth View at EE See all prices gift Oppo Find X9 Ultra 24 months Unlimited mins Unlimited texts 200GB data 39 upfront 55 /mth View at Mobiles.co.uk See all prices We check over 250
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Link to news story: https://www.techradar.com/phones/oppo-phones/pro-max-but-no-pro-oppo-explains- its-unique-find-x10-series-naming-strategy-and-apple-had-nothing-to-do-with-it


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