Chinese smartphone maker Oppo has taken aim at Europe’s premium smartphone market dominated by Apple and Samsung Electronics. It plans to expand its market share with a high-end strategy that emphasizes camera and AI technology rather than mid- to low-priced products.

TechRadar reported on Oct. 17 that Elvis Zhou (엘비스 저우), Oppo’s chief executive for Europe, said in a recent interview that “Europe’s premium market is dominated by two brands.” He added that “consumers will also be interested in a third option.”

Counterpoint Research said global smartphone shipments in the third quarter this year hit the lowest third-quarter level in 14 years. The market contracted as component prices rose and consumers kept their phones longer, hurting Chinese brands including Oppo, Xiaomi and Vivo.

In Europe, Apple and Samsung Electronics each hold 34 percent market share. Oppo’s share, by contrast, stays at 1 to 4 percent depending on the research firm.

Zhou said changes in young consumers’ buying habits offer a chance to narrow that gap. He pointed to more online purchases, real-user reviews on social media and product comparisons using AI tools such as ChatGPT.

In Oppo’s own survey, more than 40 percent of young consumers were found to ask AI questions during the smartphone buying process. Zhou said AI may favor Oppo because it provides information centered on product features and user experience rather than brand awareness.

Oppo plans to strengthen its camera, AI and battery performance while complying with Europe’s personal data protection rules. Find X10 and X10 Pro Max, set to be unveiled on Oct. 21, are expected to be the first test of its premium strategy.