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Sony Xperia Launch: OEMS Continue to Focus on Camera Innovations

by Abhilash Kumar | Apr 15, 2021

Sony launched 3 new models yesterday i.e., on 14th April 2021. The 3 models which were launched are Xperia 1 III, Xperia 5 III and Xperia 10 III. While the first two are pure flagship, the third one i.e., Xperia 10 III is a mid-range device to cater to masses.

The flagship devices feature attractive features like Snapdragon 888 processor, OLED display with 120 Hz refresh rate, 360-degree audio, advanced gaming controls, etc. The unique selling proposition (USP) for the device remains its rear camera which comes in association with German optical systems and optoelectronics manufacturer Zeiss providing DSLR like experience on the phone. The device is equipped with rear quad camera (12MP wide, 12 MP telephoto, 12 MP ultrawide and 0.3 MP depth sensor) and 8MP wide selfie camera. Some of the main features of the camera include real time autofocus, real time tracking, 4K recording, dedicated shutter button for camera like experience, etc.

The brand claimed a couple of things as “world’s first”. Some of them are world’s first variable telephoto lens and dual PD sensor in one in a smartphone, world’s first 120 Hz 4K HDR OLED display and first ever 360-degree audio in a smartphone.

Sony did not disclose specific price info in the launch event for the three models, but 1 III and 5 III would be likely above US$1K tag (given the pricing strategy of predecessor models). In Russia, preorders for 1 III and 5 III have started on company’s official website for $1300 and $1100 respectively. 10 III is not listed but would be more affordable (US$400-500 full retail price). All three models will be available this summer.

Except Japan, Sony is no longer a top tier player in crowded Android marketplace. The refresh of Xperia lineup would help the company solidify the position as a camera focused specialist but would not help it come back as a major player in smartphone market and attract mainstream Android users.

Read our insight report on Sony for Q4 2020 here.

Sony Xperia 1 III

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