With its mobile division not enjoying much success over the past couple of years, Sony knew it needed to wow consumers with its latest round of Xperia smartphones. Yesterday, the company hoped to do exactly that by unveiling the Xperia Z5, Xperia Z5 Compact and the Xperia Z5 Premium, the last of which being the world's first 4K smartphone. So far, the only hint we've been given regarding pricing is that it "will reflect the premium quality" of the Xperia range, but today the Japanese phone maker has lifted the lid on what that pixel-rich screen will cost when it hits the UK.
Let's start with Sony's new flagship, the Xperia Z5 Premium. According to the company's official website, unlocked black, gold or chrome models will set you back a cool £699. If 4K displays aren't your thing, you'll pay £100 less for the Xperia Z5 at £599, with the lower-specced Xperia Z5 Compact costing £549. That means Sony's top two smartphones cost more than their iPhone 6 equivalents, although Apple is expected to unveil new hardware in the coming days.
It should be noted that while Sony has set its own pricing for the trio of new Xperia handsets, third-party retailers are already undercutting them. Clove, for instance, has priced pre-orders for the Xperia Z5 Premium at £629, the Xperia Z5 at £525 and the Xperia Z5 Compact at £439. If other retailers match Sony's guide price, it's going to be very tough for the company to improve its languishing sales, especially with increased competition from Apple, Samsung and increasingly powerful handsets from the likes of Motorola, OnePlus and even WileyFox.