The Xperia line of mobile devices has been on the market for many years. The first representative of the series was the Sony Ericsson Xperia X1 device with Windows Mobile and a slide-out QWERTY keyboard. After that, other interesting models were released, including the Xperia PLAY with a retractable gamepad (2011) and the first smartphone with a 4K display, the Sony Xperia Z5 Premium (2015).

However, despite the interesting solutions and design that attracts many, Sony occupies a modest 14th place in the smartphone market with a share of 0.35%. The company was able to overtake Asus, but is inferior to HMD Global, which produces mobile devices under the Nokia brand. Regardless, both in 2018 and 2023, Sony CEO Kaz Hira has stated that the company will continue to make smartphones despite its inability to turn a profit at high prices.

It seems that this situation is not entirely satisfactory for Sony, and the company intends to take a scorched earth approach to its smartphone business, abandoning everything old, including the Xperia brand and famous design. Such rumors are circulating on Weibo. Insiders say that Sony intends to switch to a new design language. The front camera is expected to move under the display in 2025. This will certainly change the face of the company’s smartphones and may lead to some revival of this business.

Releasing its first smartphone with an under-display front-facing camera could be the perfect moment for Sony to ditch the Xperia design, brand and history and start from scratch.

Source: phonearena