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Sony blames falling Xperia sales on slow improvements, lack of innovation
July 28, 2025
The last few years haven’t been kind toSony‘s mobile division, watching asHuawei,Samsung, andXiaomistreak into the distance. Now, the Japanese electronics colossus has touched onits problemson the record, while also outlining a few solutions.
The firm used its investor relations day toelaborateon its biggest obstacle (h/t:Xperia Blog), saying it hasn’t improved its smartphone lineup quickly enough. It specifically cited mid-term product planning and development, and longer development/design lead times as two causes for the slower pace.
This year’sXperia XZ2and XZ2 Compact mark a turning point of sorts for the company in the design department. The two devices, revealed atMWC 2018, have 18:9 displays — a year after tall screensfirstbecame a trend.
The newXperia XZ2 Premiummaintains the 16:9 screen ratio for its 4K HDR display (at least it’s not a notch, right?). However, it’s also the brand’s first phone with a dual-camera setup on the back. In any event, the XZ2 trio all enjoy a new design language after years of the same old OmniBalance design.
So what is it going to do about the sliding sales and product improvement pace? The company says it will focus on Europe, calling the initiative (surprise) Project Europe. Sony will essentially cozy up to operators while improving open channel sales (e.g. online/off-contract sales).
The company adds it will also conduct technological partnerships for5Glaunches, deliver entertainment content from Sony’s other properties, and increasingly integrate Sony Group infrastructure/expertise.
Speaking of integrating group expertise, Sony says it will also “fully utilize” the group’s technological assets. These departments include cameras, design, lenses, sensors, battery technology, audio, display, and wireless connectivity.
Has the company’s hardware expertise ever been in doubt though? Design andconfusing fingerprint scanner situationaside, the firm’s phones have generally had fast internals, new screen technology, and the latest camera sensors.
In any event, the Japanese giant is targeting the fiscal year 2020 window for the solutions to bear fruit.
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