Here’s what you think of Sony’s smartphone strategy

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Sony Xperia 1 III hero

Robert Triggs / Android Authority

Sony and LG‘s smartphone divisions have both experienced sliding sales in the last few years, with LG eventually exiting the mobile business. Meanwhile, Sony tweaked its strategy and actually made a profit in the 2020 fiscal year.

Our own Rob Triggs reckons that Sony and its new strategy is making him a believer again. But what do Android Authority readers think of the firm’s new smartphone strategy? Here’s what you told us.

Do you believe in Sony’s smartphone strategy?


Over 10,800 votes were tallied after we posed this question on July 17, making for one of the biggest Android Authority polls this month. And the result shows that respondents overwhelmingly believe in Sony’s current smartphone strategy.

The vast majority of comments don’t provide a clear reason for why people voted this way, but Sony’s recent smartphone strategy has been to cut production costs and raise the average selling price of its high-end phones. This has resulted in a profit despite a year-on-year drop in smartphone sales. So we guess it’s a case of if the strategy ain’t broke, don’t fix it.

Just under 20% of polled readers say they don’t have faith in Sony’s strategy. Comments in this regard complain about the image quality of Sony smartphone cameras, the lack of hardware support, issues related to availability, and high price tags.

Some users also pointed to a report that Sony would only offer one Android OS update on the Xperia 1 III. This has since been refuted by the firm, saying that they are aiming for two OS updates.


  • roaduardo: No carrier support, no buy.
  • steve gaudreau: Well, I hope Sony can carry on. With HTC and LG gone I’m gonna have to do something when my V60 is no longer updateable. Cuz I sure as hell ain’t dropping a cent on Samsung or Apple. Apple, Samsung same thing because one is trying to emulate the other and it’s sickening.
  • CDavisUnlimited: It’s just sad because I had the Xperia 1 ii, and I sold it because the camera was garbage. If Sony would just make some decent camera drivers, then they would be “mainstream”. Instead, they make a garbage camera and try to claim it’s because of a “niche” customer that likes to use Photoshop for every photo they take. It’s a lie, and it has ruined Sony phones for me.
  • shamatuu: Sony will be the next LG.
  • Luke B: Years ago I had a sony phone. Physically I loved it but from a software side it was an absolute mess. It use to randomly heat up while no apps were open and slow right down. I sent it back for a replacement 3 times and still the same thing would happen. Its been a few years now so I’m not sure if they have got their sh*t together yet, but my past experience has put me off from ever trying sony again.
  • John Meredith: Sony should adopt the tactics of Samsung and offer direct sales with finance. Samsung made it a no brainer for me to get an S21 that made it very affordable indeed. I discounted Sony for the converse reason.
  • inter milano: I love my Sony Xperia 5 ii it is the fastest smartphone that I have known and yet believe me I am a geek, between Apple, Samsung, Vivo, Xiaomi, OnePlus with all its brands I bought their flagship, but Sony is so fluid it’s incredible !!
  • Iceman89: If I needed to buy a phone right now, it would be from Sony. They’re the only ones that appeal to me right now. Samsung and OnePlus have lost their way…
  • Carney3: This is a good base to restart from but I suspect Sony won’t be satisfied with being a niche brand. Historically they leverage their premium brand name to be a mass market player. They want to be that again, to be Apple and Samsung, both of which in many ways modeled themselves after Sony.
  • Martin Ambre: One big problem Sony doesn’t sell mobile in all Markets

Thank you for voting in this poll and for leaving comments! Would you buy a Sony Xperia phone in the next year or two? Let us know in the comments!

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