Sony’s New Mid-range Phone, the Xperia 10 VI, Throws a Curveball with a Surprising 30% Price Cut Before it’s Release


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Sony Mobile has taken a surprising turn with its latest mid-range model, the Xperia 10 VI, slated for a June 2024 release. In a move that has caught the attention of tech enthusiasts and potential buyers alike, the phone’s price in the UK has dropped by a substantial 30% even before its official release. This unexpected price adjustment has sparked discussions and speculations about the reasons behind such a significant reduction.

Price Reduction Details

Initially announced at £349, the Xperia 10 VI’s price on Amazon UK has now been slashed to £242. This price cut, occurring less than a week after the phone’s initial announcement, is particularly noteworthy as it deviates from the norm. Historically, new Xperia models have seen minor price reductions overseas before their official release, but a 30% drop is unprecedented. Interestingly, the seller on Amazon is Sony itself, indicating a strategic decision from the manufacturer.

This price adjustment also creates a peculiar scenario where the latest Xperia model is temporarily cheaper than its predecessor, the Xperia 10 V, which is listed at around $267 on Amazon. This inversion of the usual pricing hierarchy raises questions about Sony’s pricing strategy and market positioning.

Key Features and Specifications of Xperia 10 VI

The Xperia 10 VI, despite its mid-range status, offers several enhancements over its predecessor:

  • Design: It retains the familiar 21:9 aspect ratio display, a signature feature of Xperia phones, and includes a headphone jack and expandable storage via a microSD card.
  • Processor and Memory: The phone is powered by the Snapdragon 6 Gen 1 processor and comes with 8GB of RAM, an upgrade from the 6GB RAM in the Xperia 10 V. It also offers 128GB of internal storage.
  • Display: It features a 6.1-inch OLED display, although with a standard 60Hz refresh rate, which may seem underwhelming compared to competitors with higher refresh rates.
  • Camera: The main camera is a 48MP sensor accompanied by an ultrawide sensor, but the telephoto camera from the previous model has been removed.
  • Battery: A robust 5000mAh battery powers the device, though there are reports of shorter battery life compared to the Xperia 10 V.
  • Software: The Xperia 10 VI runs on Android 14 and promises three years of OS updates and four years of security patches.

Possible Reasons for the Price Drop

Several factors might have influenced Sony’s decision to reduce the Xperia 10 VI’s price so drastically and quickly:

  1. Pre-order Performance: Early sales performance may have fallen short of expectations, prompting Sony to adjust the price to boost pre-order numbers.
  2. Market Competition: The mid-range smartphone market is highly competitive, with numerous brands offering compelling alternatives. A lower price point could make the Xperia 10 VI more attractive to potential buyers.
  3. Feature Set: Despite its solid specifications, the Xperia 10 VI lacks some features that are becoming standard in mid-range phones, such as a high refresh rate display and a telephoto camera. These omissions might have affected its perceived value.
  4. Consumer Expectations: Modern consumers are increasingly savvy and may have found the initial price of £349 too high given the phone’s features and the competition.

Also read: Exciting Leak: Images and Specs of Sony’s Next-Generation Xperia Pro-C Revealed


The sudden 30% price drop of the Xperia 10 VI before its official release is a bold move by Sony that has garnered significant attention. While the phone offers several notable upgrades and maintains the design elements that Xperia fans appreciate, market dynamics and consumer expectations appear to have influenced Sony’s pricing strategy.

With its enhanced features and now more attractive price, the Xperia 10 VI could well find its place among discerning buyers looking for a balanced mid-range smartphone. As always, the real test will be in the hands of the consumers who will determine whether this pricing strategy pays off for Sony.


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