Phone pricing: Oppo's new flat flagship costs 1,799 euros

European shoppers now face a 1,799 euro price tag for Oppo’s new Find X10 Pro Max, a cost that rivals premium foldable devices. This pricing shift affects consumers looking for a standard, non-folding Android phone, as the cost has risen to match the top end of the market.

The Find X10 Pro Max is a flat-screen Android flagship built around a MediaTek processor. Its price is only 200 euros less than the Samsung Galaxy Z Fold 8, which is sold in Europe for 1,999 euros. Reviewers note that the device features strong camera performance and long battery life, but the sticker price has tempered initial excitement.

Industry observers attribute this price increase to a shortage of memory components driven by demand from artificial intelligence companies. This trend, sometimes called “RAMageddon,” has affected multiple manufacturers. Samsung’s Galaxy S26 Ultra is priced at 1,769 euros in Europe, a figure that is only 30 euros lower than the Oppo. Xiaomi is also expected to face similar pricing pressures for its upcoming European releases.

Consumer reactions online have focused on the value proposition compared to older models. The previous generation Find X9 Pro is currently available in Europe for approximately 1,000 euros. Commenters point out that this older device includes more memory and a larger battery than the new Find X10 Pro Max, making it a cheaper alternative despite being a year older.

The new Oppo phone is also priced identically to the iPhone 18 Pro Max in several European markets. Some users in the United Kingdom have reported finding promotional offers that lower the effective cost, but the base list price remains high. The market currently offers few flat flagships below the 1,700 euro mark, leaving buyers with limited options if they wish to avoid the latest price hike.