Sony Commits to Reviving its Struggling Xperia Flagship Phone Business Amid Power Issues and US Market Absence
Sony’s premium Xperia smartphone line has faced challenges recently, but Chief Financial Officer Lin Tao emphasized its significance to the company, stating, “Communication technology is a vital technology that Sony has nurtured for years. We value our smartphone business.”
During a recent earnings call, Tao expressed regret towards customers who experienced issues with the Xperia 1 VII, released in May. These problems were attributed to the circuit board and marked the first flagship phone from Sony produced by a third party.
While the Xperia 1 VII was not launched in the US, and certain European markets were also overlooked, it remains undecided whether the brand will debut its device in the US market. The company’s silence on the matter suggests no immediate plans for a US launch.
A report by Bloomberg in May 2024 indicated that Sony experienced a 40% drop in Xperia sales in 2023 compared to 2022, with Google’s Pixel line claimed to have taken a substantial portion of the market share.
Whether this trend persisted into 2024 is uncertain. The absence of an Xperia 5 model in 2024 suggests Sony may no longer be targeting the midrange market, with the last release in that series being the Xperia 5 V, unveiled in September 2023.
With reassuring comments about the smartphone business in its earnings report, fans of Sony phones can remain optimistic, but it remains uncertain where the brand will steer next or if it will persist with the flagship line or explore new avenues by 2026.
