OPPO Find X10 Series Sales Lag Behind Previous Generation Amidst Price Hikes
OPPO's new Find X10 smartphone series saw first-day sales nearly 40% lower than its predecessor's flagship line. This performance follows significant price increases in smartphone memory components.
OPPO's latest Find X10 series of smartphones experienced a weaker than anticipated launch, with first-day sales falling short by nearly 40% compared to the previous generation's flagship models. This data comes from tech blogger @RD观测, who noted that while overall flagship sales have been sluggish due to price increases, OPPO's performance was the strongest among the three major brands that released new top-tier devices concurrently.
The Find X10 series, which includes the Find X10 E, Find X10, and Find X10 Pro Max, officially went on sale on September 24. Industry reports indicate that a significant factor impacting sales is the rising cost of components. Specifically, smartphone memory prices surged by over 80% in the second quarter of 2026, making memory the most expensive part of a phone's bill of materials.
Despite the overall sales dip, high-specification models appear to remain in demand. Devices equipped with 16GB of RAM constituted over 60% of all Find X10 series sales. Excluding the more budget-oriented Find X10 E, the proportion of 16GB models rose to over 80%, suggesting a continued consumer preference for devices with substantial memory.
Similar trends were observed with other manufacturers, such as Xiaomi, whose new flagship models also reported weaker initial sales attributed to price increases. Concerns over pricing led several manufacturers to reduce their flagship production plans by 30% to 50% as early as August. The average selling price of smartphones globally is estimated to have increased by approximately 15% in 2026, with new models seeing price jumps of up to 25%.