The Sony Xperia 1 VIII has proven a commercial success for the Japanese manufacturer, with executives confirming that sales have remained strong despite the flagship’s premium positioning. Rather than launching a wide global campaign against rivals such as the iPhone 17 Pro Max and the Galaxy S26 Ultra, the handset received a comparatively limited release and a high price, yet Sony says it is pleased with the results.
Strong sales across Japan and Europe
The Xperia 1 VIII appears to be performing well in both Japan and Europe. Sony Mobile executives Sohachi Ike and Eri Kitazwa said European sales had grown significantly following the strengthening of the company’s direct-to-consumer channel.
Customer satisfaction has also been high, with the 1TB storage option and the Native Gold colour proving particularly popular. “Despite rising prices, sales have remained strong, and customer satisfaction is very high,” said Ike in August 2026.
That performance is notable given the cost of the device. In Japan, a price rise pushed it above the 200,000 yen mark. In Europe, the Xperia 1 VIII started at around £1,320, while in the UK it launched at £1,400, matching the previous Xperia 1 VII but remaining more expensive than most rival flagships.
Headphone jack and microSD slot remain central
Sony continues to protect several distinctive features of its handsets. The company describes both microSD card support and the 3.5 mm headphone jack as “integral” to the identity of its phones, strongly suggesting these features will remain in future models.
Internal research reportedly indicates that Sony’s customers value these qualities. Ike said the company aims to keep its distinctive design intact and to differentiate itself from competitors. “I think they are one of the things that make Xperia unique and should never be lost,” he said.
Sony remains outside the global top five
The interview did not include specific sales figures for the range. Sony has long sat outside the top five largest smartphone manufacturers worldwide, and it also trails in its home market of Japan, where Apple is dominant and Samsung is growing quickly.
The Xperia 1 VIII launched into a wider market shaped by supply chain pressures that have driven up prices across consumer technology. Sony has confirmed that the Native Gold colour and the 1TB storage variant were among the strongest performers in its latest flagship line-up.
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Image: phonearena.com
