I think 10 is old enough to have the talk about the cost of things and how, if you have an expensive gift, it will mean fewer or even no other gifts.
Mine are age 18, 16 and 11. The eldest tends to have software, games or subscriptions that need to be downloaded. The middle one has tiny, but expensive, items relating to his hobby and the youngest never asks for much, likes surprises and therefore has more parcels to open. So we have one almost non-existent pile, one small pile of tiny presents and a bigger pile of all sorts of shapes and sizes.
There have been occasions where one of them has had a one off expensive gift, that has been a combination of all their gifts from wider family, as well as ourselves and they have been fully aware that it would mean no other gifts. There’s never been any disappointment or jealousy, as they know that’s the case beforehand and are so desperate for that one present that their excitement and delight in receiving it is enough.
In my experience, once they have that dream gift, their focus is entirely on that and they don’t notice what anyone else is doing. If you let him start setting up his laptop as soon as he opens it, he won’t be bothered what his sibling is doing/getting.
We don’t buy additional gifts, even if they’re something that will get used, as they really don’t want or need them, all they want is that one main present. The only additional thing they get is a book each ‘from Father Christmas’ every year. It used to be an annual each, but that was getting difficult with the older two growing out of them.