Oppo Europe CEO outlines premium smartphone and AI strategy

Oppo’s European CEO says the company wants to become a credible third premium smartphone option alongside Apple and Samsung, while using AI tools such as ChatGPT to help its brand and business strategy. The comments came in a TechRadar roundtable interview as the wider European smartphone market faces weaker sales and longer upgrade cycles. ¹

Elvis Zhou, CEO of Oppo Europe, said the premium market is dominated by two brands and that European consumers could be interested in a third option. He argued that Oppo’s route should be a differentiated flagship experience rather than simply undercutting established rivals on price. ¹

Oppo’s premium push

TechRadar reports that Apple and Samsung together account for 68% of the European smartphone market, while estimates put Oppo’s share between 1% and 4%. Zhou’s comments therefore describe an uphill attempt to move Oppo further into the premium segment, rather than a claim that the company has already closed the gap. ¹

The interview also places that strategy against a difficult market backdrop. TechRadar says Q3 2026 was the weakest third quarter for smartphone sales in 14 years, with component costs affecting budget and mid-range devices and consumers keeping phones for longer. ¹

Where AI fits

Zhou said AI tools could help Oppo’s brand and product work, including chatbots such as ChatGPT. The interview does not announce a specific Oppo device, feature or launch date, so the AI discussion is best read as a strategic ambition rather than a product roadmap. ¹

That distinction matters. Oppo is presenting differentiation and AI-assisted work as part of its attempt to win attention in a premium market already shaped by Apple and Samsung. Whether that becomes a stronger European smartphone business will depend on products and services that give buyers a reason to switch, not on strategy language alone.

Our opinion

Oppo’s pitch is sensible but unproven. A third premium smartphone brand could give European buyers more choice, yet the company faces a steep recognition and distribution challenge against two deeply established rivals. The useful part of Zhou’s comments is the refusal to frame the plan as a simple price war; the harder test will be whether Oppo can turn its talk of differentiated experiences and AI into phones people actively seek out.

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