What’s in a name? When it comes to smartphones, quite a lot, actually. And some brands’ product naming conventions are more straightforward than others. The Oppo Find X10 series arrived last week, comprising two models: the Oppo Find X10 and Oppo Find X10 Pro Max . There’s no regular ‘Pro’ this year, and while there may yet be a Find X10 Ultra in 2027, Oppo’s decision to mix up its flagship naming strategy raised eyebrows at the Find X10 series launch. Typically, flagship smartphone lineups include a standard model, a Pro model, and a larger Pro Max and/or Ultra model. Apple does it, Google does it, Samsung does it (sort of), and until this week, Oppo did it — the Oppo Find X9 series was made up of the Find X9, Find X9 Pro , and Find X9 Ultra . There was no ‘Pro Max’, but the sequence made sense nonetheless. Why, then, has Oppo decided to scrap the regular ‘Pro’ and add a ‘Pro Max’ into the fold with this year’s Find X lineup? The reason, Oppo says, is to distinguish the Find X10 Pro Max from the Find X9 Pro as more than just a generational upgrade, and to avoid aligning the Find X10 too closely with its bigger, more premium sibling. Confused? Let me (and Oppo) explain. The Oppo Find X10 (Image credit: Jamie Richards / Future) “For the Find X10, though it’s a standard version, it’s better compared with the last generation [Find X9 Pro] because it’s empowered with Pro capabilities,” Jensen Jie, Smartphone Product Director at Oppo, explained (via translation) at a roundtable attended by TechRadar. “And for the Find X10 Pro Max, you must have felt the change compared with the Find X9 Pro. Its competitiveness has been lifted remarkably — that’s why we wanted to name it ‘Pro Max,’ to send a message to users and the market. “When we’re naming our products, one of the key considerations is that the users can understand the meaning [implied by] a name change,” Jie continued. “And for the Find X10 series, [we believed] there should be a standard version, because many users are more familiar with [the experience offered by] a standard version. “We just talked about positioning; we have empowered the Find X10 with Pro capabilities this time. And for the Find X10 Pro Max, we have empowered it with the three 200MP camera system and a larger battery [than the Find X9 Pro]. It’s a big upgrade on the last generation — it’s a step forward. That’s why we used ‘Pro Max’, so we can articulate this upgrade clearly to the market and our users.”…