One Secret That Could Bring "Sony" Back to Competing in the Smartphone Market

SadaNews - "Sony" is preparing to announce its new flagship phone, the Sony Xperia 1 VIII, amid expectations of a different design and significant camera improvements. However, a recent survey revealed that the real issue preventing Xperia phones from achieving widespread success may not be in specifications or design, but rather in pricing.

According to the results of a survey conducted by "PhoneArena", about 75% of participants believe that lowering prices is the most important factor that can help "Sony" sell more smartphones, especially with leaks suggesting that the Xperia 1 VIII may come at a price higher than the Samsung Galaxy S26 Ultra and the iPhone 17 Pro Max by as much as 300 euros in Europe.

Although the anticipated phone is rumored to carry strong upgrades in camera and performance, many feel that specifications alone are no longer sufficient in the premium phone market, particularly as competition intensifies and major companies shift towards offering better value for money.

Around 12% of survey participants indicated that "Sony" might no longer be able to regain its position in the smartphone market, considering that the company’s phones have become part of the past after years of decline and loss of momentum against competitors.

Conversely, some users still see hope for the Japanese company's return, as 7% believe that improving hardware and specifications could help boost sales, while others think that a radical redesign may be a necessary step to attract users again.

Over the past years, "Sony" has maintained some features that have disappeared from most competing phones, such as the 3.5mm headphone jack, front stereo speakers, and easily accessible SIM card slots. However, these elements have not been enough to achieve widespread popularity.

Observers believe that the success of the Xperia 1 VIII will not depend solely on camera quality or hardware strength, but on "Sony"’s ability to achieve a balance between price and specifications, especially as competition in the premium phone market has become more fierce.

The company is expected to officially unveil the phone on May 13, amid anticipation to see if "Sony" will finally listen to user demands and reconsider its pricing strategy.