Sony, which has a rocky history in the smartphone and tablet world, reportedly has some plans in this context. Two major leaks from China have revealed that the iconic 15-year-old Xperia brand will be retired. But the company also plans to return with an under-screen camera in 2025.
Sony to switch to a different brand instead of Xperia in 2025
Sony is reportedly preparing to make a major change for its mobile department. Accordingly, the company has finalized its goal of keeping the Xperia brand alive between “2008-2023”. The Japanese company is allegedly planning to introduce a new smartphone brand in 2025.
According to the leaks, the company will return in 2025 with a different brand and high-end technologies. Chief among them will be an under-display camera. This means that the notch or screen-embedded selfie camera will be a thing of the past.
While some brands already offer an under-display selfie camera, it has not become mainstream in the smartphone market. Sony’s decision to shelve the Xperia name and move on with a different brand is an indication that it wants to make a big impact in the market. This impact may resonate more with the under-display camera.
It was previously rumored that Apple would also test under-screen technology for the iPhone in 2027. However, if Sony manages to integrate an under-screen camera by 2025, it could make a big leap forward in terms of design and technology.
Sony’s smartphone market has shrunk considerably in recent years. It even withdrew its official support from many countries, including Turkey, and switched to product sales through distributors. The brand that will replace Xperia can revitalize expectations.
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