Over the years, smartphone brands have steadily refined their craft. From design to performance, devices in 2026 feel sharper, smarter, and far more polished than before. But a recent look at the Sony Xperia 1 VIII suggests Sony might be holding on a little too tightly to the past, and not entirely in a good way. Here’s why I feel that way.
This doesn’t look like the Sony we remember
I remember when Sony really stood out. There was a certain confidence to its design language, something that felt distinct. Looking at the Xperia 1 VIII now, though, it feels like that clarity has faded a bit. The back panel, at least in this render, is where things really fall apart for me. The design looks absolutely confusing. Sony’s signature vertically aligned camera setup has always been part of its identity, and moving away from that strips away a sense of familiarity that long-time users associated with the brand. Without that, the design feels oddly generic, almost like it could belong to any other phone.
As for the camera island, it comes across as bulky and somewhat dated, reminding me of the OnePlus 10 Pro from 2022, a design language even OnePlus has since moved on from. That’s what makes this feel particularly off. It feels like revisiting an idea the rest of the industry has already left behind.
What stands out even more is how out of sync this feels with where smartphone design is headed today. Most brands are leaning into cleaner, more minimal aesthetics that feel refined and modern. Loud, heavy camera islands are usually reserved for niche or limited-edition designs now, not mainstream flagships.
All of this makes it seem like Sony isn’t quite setting its own direction, but is instead borrowing from trends that have already run their course. And for a brand that once led with such a strong design identity, that shift feels a little disappointing.
A shift without a sense of direction
To be honest, I’ve always held Sony to a slightly higher standard. It was one of those brands you expected to take a clear, confident stance on design and experience. That’s why this feels a bit disappointing now. It’s not just about one device, but the sense that the brand has lost some of its direction along the way.
At a glance, the Xperia 1 VIII certainly tries to set itself apart, but that distinction feels a bit hollow. It comes across more like a shift without a clear purpose. That’s where it starts to lose ground. In the current flagship landscape, looking different isn’t enough on its own. A design needs to carry intent, show progression, and align with the direction the industry is moving in. This one doesn’t quite deliver on that front. Standing out is simple; moving the needle is what really counts.