Oppo sets Find X10 Pro Max at €1,799, matching iPhone 18 Pro Max

Oppo has priced its new Find X10 Pro Max at €1,799 for the European market. The figure places the straight-screen device on par with the latest iPhone 18 Pro Max and just €200 below the Samsung Galaxy Z Fold 8, which sells for €1,999 in the region.

The cost structure reflects a wider shift in the smartphone industry driven by rising memory expenses. A 9to5Google reviewer, who tested the phone for several weeks, described the situation as "RAMageddon," a term used to describe how AI companies are driving up hardware costs across the sector. The Find X10 Pro Max runs on a MediaTek processor and offers strong camera performance and battery life, yet the price point dampens the excitement for many buyers.

Competitors face similar pricing pressures. The Samsung Galaxy S26 Ultra is listed at €1,769 in Europe, a margin that is negligible when compared to the Oppo device. Xiaomi is also rumored to be facing steep pricing for its upcoming European releases, suggesting that the Find X10 Pro Max is not an outlier but part of a broader market trend.

Consumer reaction has been immediate and critical. Users on Reddit noted that the new flagship matches the price of the iPhone 18 Pro Max while older models remain available at lower costs. The Find X9 Pro, released the previous year, can currently be found in Europe for roughly €1,000. Some commenters pointed out that the older Find X9 Ultra offers more memory and a larger battery in certain markets, making it a more attractive value proposition despite its age.

The 9to5Google writer acknowledged that the Find X10 Pro Max is a capable device that would satisfy buyers on performance grounds. However, the reviewer agreed with critics who feel the price is difficult to justify against previous generations. The gap between the new flagship and last year's models has widened significantly in terms of cost, with the older devices offering comparable or superior specifications for hundreds of euros less.

Promotional offers in some regions, including the UK, may lower the effective cost for specific buyers. These deals do not change the base price of the device but provide a pathway for consumers to access the new hardware without paying the full €1,799 list price. The availability of such discounts varies by carrier and retailer, meaning many European shoppers will pay the full sticker price.

The pricing strategy positions the Find X10 Pro Max in a crowded and expensive tier of the market. With the Galaxy Z Fold 8 at €1,999 and the Galaxy S26 Ultra at €1,769, consumers have multiple high-end options that cluster around the €1,800 mark. This concentration of prices at the top of the market leaves less room for mid-range flagships to compete on value.