OPPO unveils Find X9 series smartphones as industry faces rising costs

Chinese smartphone maker OPPO has unveiled two camera-focused flagship models, touting significant imaging upgrades while holding the starting price steady for one of the devices despite mounting industry-wide cost pressures.

The launch comes as data from the International Data Corporation (IDC) shows that OPPO has cemented its position in the global premium smartphone market. In 2025, OPPO ranked first in the $500–$550 price range globally — widely considered the entry point for premium devices — and recorded an average selling price of $284, ranking third among the world's top eight smartphone vendors, trailing only Apple and Samsung and leading all other Chinese manufacturers.

One of the new offerings is the Find X9s Pro, which features a Hasselblad-branded 200-megapixel ultra-clear main camera. The device is positioned as a "travel photography companion", targeting users who demand high-quality image capture while on the go.

The higher-end Find X9 Ultra is equipped with a new Hasselblad 10x optical zoom "Skyeye" telephoto lens, dual 200-megapixel ultra-large sensor, ultra-clear main cameras, and an ultra-clear telephoto lens. The device aims to push the boundaries of mobile photography, OPPO said.

Pete Lau, OPPO's chief product officer, announced that the starting price of the Find X9s Pro would remain unchanged from its predecessor at 5,299 yuan ($775), despite significant upgrades in imaging, design, display, performance, and user experience.

Lau acknowledged that the industry is facing considerable cost pressures, with new models generally seeing significant price hikes this year. He described the company's pricing decision as a "huge challenge" for the industry and called the Find X9s Pro the last flagship phone of the year to hold its price steady.