The iPhone 6 is followed by the iPhone 6s, which will be replaced by the iPhone 7 later this year. The Samsung Galaxy S5 gave way to the Galaxy S6, which was updated into the Galaxy S7 earlier this week. Over in the Sony camp, we’ve seen the Xperia Z3 series get followed up by the Xperia Z4 and then the Xperia Z5. It would follow reason that we would see a Sony Xperia Z6 next. And that reasonable assumption would be completely wrong.

It has been officially confirmed by Sony Mobile Senior Product Marketing Manager Jun Makino that the Xperia Z range of Android smartphones from the company is officially dead. It’s done. There will not be a Sony Xperia Z6 later this year or in any year to follow. This is despite Makino indicating that he “can’t comment on the future,” but he’s quite clear in stating that the company “will not be releasing a Z6.”

This represents a marked shift in the company’s focus. You might recall that the new Xperia X series unveiled at Mobile World Congress earlier this week. Rather that competing hard at the top-end against the LG G5 and the Galaxy S7, the Xperia X is very much a great mid-range phone. The Xperia X Performance might be punching in a higher weight class, but the core Xperia X is the real focus. There’s even the more affordable Xperia XA (pictured), which would be seen as the spiritual successor to the Z5 Compact.

In a very real sense, this is illustrative of the current state of the smartphone industry. The overwhelming majority of consumers don’t need absolutely the top-tier components in their phones, because the mid-range parts at a mid-range price are more than adequate for some Snapchatting and Instagramming. This is where the Nexus 5X slots in. This is where the ZenFone 2 fits in. And, moving forward, this might be where Sony could build up some more market share in an increasingly competitive industry.


Via uSwitch

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