Sony officially discontinues one of its smartphone series, the Xperia Z. According to Sony Mobile’s internal Global PR team, Sony will continue with the Xperia X series. The reason is that the Z series has reached its culmination, and they want to refresh their brand with Xperia X, which was introduced at the MWC 2016 event.
“The Xperia Z line has reached its culmination – Xperia X series represents a new chapter and evolution of our product strategy. While the Xperia Z series brought the best of Sony’s advanced technologies to smartphones, the Xperia X series is based on bringing smart, adaptive Sony user experiences across camera, battery performance, and hardware/software design.”
The Xperia Z series is well-known as a Sony smartphone with the best camera quality. The last time, they introduced the Xperia Z5 lineup, where its premium version has a 4K display. Moreover, the Z5 series has a water-resistant feature and unique design.
What is the other reason behind the brand strategy changes from Sony? We are not sure yet, but maybe it is because the sales of the Xperia Z5 series last year were not that good. Besides, the competition becomes more brutal yearly, so they want to change the strategy.
There is no further information on when they will stop the update support for the Xperia Z series. But one thing is for sure, for Sony’s fans, this is a setback for a brand series they used to love.