SONY

Sony's bet for 2026 and the challenge of survival

There was a time when carrying a Sony cell phone was a symbol of innovation. From the iconic Sony Ericsson phones to the first Xperia models, the brand helped shape the history of mobile telephony. Two decades later, the scenario is different: fierce competition, timid sales, and little visibility. Still, while many believed it was the end of the line, the company is preparing a new offensive that could redefine its future in the sector.

The trajectory of Sony's mobile division begins in the early 2000s, when Sony Ericsson devices became a benchmark in design and multimedia features. Models like the W800, from the Walkman line, marked an era by transforming the cell phone into a high-quality portable music player.

With the advancement of smartphones and the arrival of the first iPhone, the company reacted by launching the Sony Xperia X1, trying to position itself in the new era of smart devices. The Xperia family has survived over the years, going through transformations in the Android system, changes in strategy, and market repositioning.

But its popularity was never the same again. While Asian rivals aggressively expanded their catalogs with competitive prices and accelerated innovation, Sony adopted a more conservative stance. Its devices maintained niche features — such as a headphone jack and a focus on high-fidelity audio — but ceased to surprise the general public.

The result was an increasingly discreet presence on the shelves and in conversations about the best smartphones on the market.

A complicated present and controversial decisions... The year 2025 was especially difficult for the Xperia line. Unadventurous launches and prices considered high drove consumers away. The Sony Xperia 1 VII, for example, maintained classic elements of the brand's identity, such as inspiration from the Walkman division and the traditional headphone jack.

However, the package did not convince the market. With a starting price of 1,499 euros, the model faced criticism regarding its cost-benefit ratio. To worsen the scenario, there were reports of problems with some units and sales interruptions in certain countries.

Sales fell short of expectations, reinforcing the perception that Sony had lost relevance in the mobile segment. In a market dominated by giants that invest heavily in marketing and annual innovation, maintaining a catalog without great appeal has become a constant risk.

Given this context, many analysts began to speculate about a possible definitive exit of the company from the smartphone sector. After all, maintaining a division with modest performance may not seem strategic.

But Sony does not seem willing to abandon the game.

For 2026, information is already circulating about two new models: the Sony Xperia 1 VIII, aimed at the premium segment, and the Sony Xperia 10 VIII, intended for a more accessible range. The expectation is that both will maintain the aesthetic and philosophical line of the brand, without radical changes.

To date, technical specifications have not been officially released. However, records in the IMEI database indicate that the devices should be launched not only in the Asian market, but also in Europe.

The big question remains: will there be room for another attempt? The current market is extremely competitive, with manufacturers offering advanced cameras, embedded artificial intelligence, and aggressive pricing.

Sony, in turn, is betting on consistency and fidelity to its own identity. Even without its former prominence, the company believes it still has something to say in the smartphone universe.

It remains to be seen if the public agrees. In a scenario where brands rise and fall rapidly, persisting can be an act of courage—or strategic resistance. 2026 may not represent a revolution for the Xperia line, but it will certainly be a decisive test to see if Sony can still regain relevance in a market that no longer puts it in the spotlight.

Sony's main bet for 2026 is the Xperia 1 VIII, positioned as a super-flagship focused on creators, with a Snapdragon 8 Elite Gen 5 chipset, maintaining the tall design, 4K OLED screen, 3.5mm headphone jack, and focus on cameras with advanced sensors. A powerful compact model, the Xperia 5 V, and the mid-range Xperia 10 VIII are also expected.

Main bets and rumors for the Sony Xperia of 2026:

Sony Xperia 1 VIII (Flagship): Expected with the fifth generation of Snapdragon 8 Elite, seeking to compete in performance with Samsung and Apple. Likely continuation of the partnership with the Alpha line for photography, focusing on improving image processing.

Design and features: Sony should maintain the "tall" format (21:9 aspect ratio), premium build, 3.5mm headphone jack, and SD card slot, making them unique in the high-end market.

Xperia 5 V/VI (Compact): Focused on those seeking a top-of-the-line device in a smaller size, maintaining high-quality camera features in a smaller body.

Mid-range line (10 VIII): Focus on long battery life and ergonomic design, maintaining the niche of mid-sized users.

Availability: Launches follow the mid-2026 schedule, with high prices comparable to the previous generation (€1,499). Availability in North America is expected to remain limited.

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