Sony Xperia Phones Quietly Vanish—What’s Next?

Sony appears to be scaling back its presence in the global smartphone sector, with significant signs of retreat emerging from Europe. Although no formal announcement of an exit has been made, Sony confirmed to Finnish tech outlet SuomiMobiili that it has ceased direct sales of Xperia smartphones in Finland. This marks one of the first official acknowledgments of market withdrawal in Europe.

On checking Sony's regional websites in Germany, France, the UK, and Spain, nearly all recent Xperia models — including the latest Xperia 1 VII — are currently listed as unavailable or out of stock. The devices have largely vanished from Sony’s official online stores, though some remain on third-party platforms like Amazon.

In a statement addressing the Finnish market, the company cited evolving sales strategies as a reason for discontinuing direct sales. It stated:

“We are constantly evaluating profitability and consumer demand. Our focus is on optimizing online sales channels to streamline purchasing.”

However, the company's explanation has not dispelled speculation. Observers suggest this shift indicates a larger pullback rather than a strategic adjustment. The Xperia 1 VII has faced numerous issues since launch, including unexpected shutdowns and restarts. These defects led to a temporary halt in domestic sales in Japan and drew formal apologies from Sony to affected users across Europe and the UK.

The trend is not isolated to Europe. In the United States, Sony no longer promotes or lists Xperia smartphones on its official website. Notably, the Xperia 1 VI, introduced last year, was never officially released in the U.S. market.

Even in Japan — Sony’s traditional stronghold — the company has slipped from the list of the top five smartphone vendors. Rival brands, particularly Google's Pixel series, have gained traction, further limiting Xperia’s market visibility.

In a move signaling further retreat, Sony has begun outsourcing production of its premium smartphones. While third-party manufacturing was already used for mid-tier models, applying the same to flagship devices highlights a shift away from core mobile operations.

Sony's global smartphone market share remains minimal, and availability of Xperia handsets in retail channels has become increasingly scarce. The company has long struggled to maintain competitive momentum against dominant players like Samsung, Apple, and emerging Chinese brands.

Although Sony Finland has committed to supporting existing customers through continued software updates and servicing, industry analysts view these developments as part of a gradual scale-down of the mobile business. The company's limited model availability, production outsourcing, and regional exits point toward a broader disinvestment in the smartphone space.

There is no definitive word yet on whether Sony plans a full exit from the smartphone industry. However, the absence of new models in key markets, combined with reduced visibility and technical setbacks, casts doubt on the long-term viability of the Xperia brand.