The Xperia 1 VIII turned out to be a success for Sony, thanks to these features

Sony’s ambition with the Xperia 1 VIII could’ve been to take on the iPhone 17 Pro Max and the Galaxy S26 Ultra with an improved design and a camera refresh. Instead, the Japanese flagship got a rather limited release and an eye-watering price. However, the company has said it’s pleased with how the phone sales are going.

Xperia 1 VIII is enjoying high sales across markets

The Xperia 1 VIII appears to enjoy strong sales both in Japan and Europe. In an interview with Japanese publication IT Media, Sony Mobile executives Sohachi Ike and Eri Kitazwa said (translated source) European sales have grown significantly thanks to the strengthening of the direct-to-consumer channel.

Apparently, the phones are also enjoying high customer satisfaction, with the 1TB storage option and the Native Gold color being particularly successful.



This is especially impressive, considering the price of the device. In Japan, the phone got a price hike, which put it above the 200,000 yen mark. Outside of Sony’s home country, the Xperia 1 VIII started at €1,500 in Europe and £1,400 in the UK, which was the same as the Xperia 1 VII but still more expensive than most flagship phones.

The 3.5 mm headphone jack and microSD slot are integral for Sony

Sony is especially protective of some of the quirks of its phones. The company says the microSD card support and the 3.5 mm headphone jack are “integral” to the identity of its phones. This strongly suggests those features will remain in its future phones as well.

Apparently, internal research has also shown that the company’s customers appreciate these qualities. Ike also commented that the company is aiming to keep its distinctive design intact and differentiate itself from its competitors. “I think they are one of the things that make Xperia unique and should never be lost,” said the executive.



What’s missing from the interview are some specific sales numbers for Sony’s phones. The company has long been outside the top 5 of the biggest smartphone manufacturers in the world, but it is also far behind in the Japanese market, where Apple is dominant, and Samsung is growing quickly.

Sony can do better

I’ve said it before, but Sony can quickly turn into a true competitor to Apple and Samsung if it somehow manages to drop its prices. My colleague Victor said in his in-depth review of the Xperia 1 VIII that it was a genuinely good phone, and what’s stopping it is the price.

Of course, we’re in the middle of a supply chain crisis that is driving all consumer tech prices up. I don’t expect this will help Sony too much, but it would be fun to see its sales growing even more because of it.

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