For such a huge tech company, Sony’s smartphone division has been a curious failure.
The company has been making Android handsets since 2008, but has never become one of the leading brands, at least in the West. According to Statcounter , Apple, Samsung, Xiaomi, Oppo, Vivo, Realme, Motorola, Huawei and Google are all ahead in terms of global market share.
But that hasn’t stopped Sony from continuing to make phones…yet.
The company has just announced its new flagship for 2025 in the form of the Xperia 1 VII , complete with several upgrades compared to last year’s Xperia 1 VI .
However, despite some new AI camera features that show promise, there’s very little to get excited about here. Given Sony’s tiny share of the smartphone market, I think now is the time for it to throw in the towel. Here are four big reasons why.
No USP
For a while, Sony was the only major smartphone manufacturer to offer a tall, 4K screen (after being the first to launch a Full HD phone in 2013 – the Xperia Z). Granted, its appeal was niche, but it was nice to see the company trying something different.
That all changed with the introduction of the Xperia 1 VI , which shifted to a much more common Full HD+ panel. That continues on the Xperia 1 VII, which offers a 6.5-inch, 19.5:9 OLED display, complete with a 120Hz refresh rate.
Sony
If the Xperia 1 VI is anything to go by, it’ll be a very nice screen, and certainly more practical than the tall 4K one. But the same can be said for most Android rivals, so there’s no reason to pay a premium for the Xperia 1 VII.
That’s symptomatic of the device as a whole. It has plenty of premium features, including a premium glass and aluminium design, the Snapdragon 8 Elite chipset and a 5000mAh battery that should deliver strong battery life. But those are all par for the course when it comes to an Android flagships in 2025.
Sony
Perhaps the only defining feature is the continued presence of the 3.5mm headphone jack, making the Xperia 1 VII unrivalled when it comes to wired audio. But I don’t know anyone who would buy a high-end phone just so they can plug in their headphones.
Cameras still fall short
If there’s one thing that Sony is known best for, it’s probably cameras. The company’s Alpha line of mirrorless cameras is one of the most celebrated around the world, so you’d expect it to be able to deliver a top-class smartphone photography experience.
There doesn’t seem to be anything wrong with the hardware – Sony camera lenses can be found in many of the best camera phones on the market. But for a while, Sony has fallen slightly short on the software processing side, leading to some inconsistency.
Of course, that might’ve been fixed on the new Xperia 1 VII, which I haven’t been able to try for myself yet. But I think it’s unlikely to properly rival the likes of the Xiaomi 15 Ultra , Samsung Galaxy S25 Ultra and iPhone 16 Pro Max .
Sony
Ultimately, if you want the absolute best camera phone , you shouldn’t buy a Sony phone.
Software support: Could do better
There’s absolutely nothing wrong with Sony’s Android skin.
It’s refreshingly light, offering a close to ‘stock’ experience that’s intuitive and easy to use. Any extra pre-installed apps can easily be removed.
However, it continues to fall short when it comes to software updates. The new Xperia 1 VII is set to receive four major OS updates, meaning Android 19 will be its last major version. Security updates continue for six years, but it’s still behind the likes of Samsung and Google flagships, which offer seven years of both.
Considering its price tag, Sony’s commitment is underwhelming. And that’s before you even get to the timeliness of these updates – how long before Android 16 actually becomes available on the Xperia 1 VII?
Sony
The price…
These shortcomings are much more of a problem for the Xperia 1 line than the cheaper models, which Sony may or may not continue making.
The new Xperia 1 VII costs £1,399/€1,499. In other words, one of the most expensive phones you can buy.
What Sony should focus on instead
This article isn’t a call for Sony to stop making tech products. I just think the company would benefit from having one less product category to think about, allowing it to focus its efforts on other areas.
When it comes to TVs, cameras, audio equipment and, of course, games consoles, Sony is up there with the very best. It should also continue supplying camera sensors to other phone makers, who seem to know how to get the best out of them.
As difficult as it might be, I think it’s time for Sony to admit defeat when it comes to smartphones. It was fun while it lasted.
Looking for an alternative? See our guide to the best phones you can buy right now. You might be more interested in the Samsung Galaxy S25 Edge .
Author: Anyron Copeman, Mobile Editor, Tech Advisor
Anyron is Mobile Editor at Tech Advisor, where he’s been a mainstay of the editorial team since 2019. In his current role, Anyron is responsible for all smartphone, tablet and mobile network coverage on the site. A BA Journalism graduate, he has experience with a wide range of consumer tech products and services, including smartphones, tablets, foldables, wearables and more.
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