Sony Xperia has admitted it is “not threatened” by the Apple launch on September 10.
The Apple event, which should see the iPhone 5S launch alongside the budget iPhone 5C, is not deemed a direct threat by the Sony Xperia team.
Speaking to TrustedReviews, Pierre Perron, President of Sony Mobile North West Europe stated that the newly launched Sony Xperia Z1 is strong enough to deal with the competition.
Perron said that the company is seeing more consumers adopt its products this year, especially with the launch of the Sony Xperia Z and Sony Xperia Tablet Z.
“The reality is that more and more consumers are coming to Sony, and why they are coming to Sony because we are really working to improve the offerings. We are offering a simple message is that you need the best of Sony technology in an open world.”
During the company’s pre-IFA 2013 press conference last night, September 4, the manufacturer unveiled its new flagship Sony Xperia Z1 smartphone, which comes complete with 20.7-megapixel camera and 5-inch Full HD screen.
“We are not threatened. We are monitoring [the Apple launch] of course, and we will do our best to answer the demands of our consumers. With the Xperia Z1 we think we have.”
Perron explained that the Xperia Z1 has been a long time in the making, expressing how it is meant to be the best that Sony can offer at this point.
“Two years ago Sony announced that we would prioritise building a strong mobile business. We would do that by using the best of technology, the best of content to provide the best of experiences. We’ve done that.” He added: “The Xperia Z1 is not coming from the desert. It’s a product of those two years, month after month spent delivering this promise.”
He concluded by saying the mobile market is very competitive, but it makes it an exciting space to work in – even with the prospect of two new Apple handsets looming on the horizon.
“We are excited by this market. It’s a fierce market. It’s a very competitive market. Every month basically there’s another new product coming in from our competitors.”
Next, read our iPhone 5S vs iPhone 5 comparison.