IFA 2018: Sony Unveils New Products

At the IFA consumer electronics show, Sony is showcasing an array of its latest products featuring new technology. At the press conference held in advance of IFA’s official opening, Kenichiro Yoshida, President and CEO of Sony Corporation, stressed that the company will enhance both creator and user engagement as per its corporate direction to “getting closer to people.“

Following this, Ichiro Takagi, Senior Executive Vice President in charge of Home Entertainment & Sound Business stated that “Through the best images and sound possible, we want to fully convey the creator’s intent, and provide the ultimate audiovisual experience to users.“ He then introduced Sony’s latest TV and audio products.

Lastly, Mitsuya Kishida, President of Sony Mobile Communications Inc. took the stage to reveal the new Xperia smartphone. He also declared that “Sony Mobile is at the forefront of Sony’s 5G initiatives with mobile network technologies bringing users and creators ever closer by delivering content exactly the way its creators envisioned.“

Sony unveiled Xperia XZ3, a new smartphone in its flagship range featuring a curved 3D glass design that seamlessly blends the OLED display. It will be rolled out to various countries and regions from late September 2018. XZ3 comes with a HDR-compatible 6.0-inch OLED display, featuring a QHD+ (2880x1440) 18:9 aspect ratio. It also features a new smart user interface (UI), Side sense using AI for one-handed screen navigation on the large display.

In the TV category, Sony announced the launch of the BRAVIA MASTER Series in Europe from September. The AF9 series of 4K OLED TVs and the ZF9 series of 4K LCD TVs are equipped with the Picture Processor X1 Ultimate that features approximately twice the real-time processing capabilities of the current high-end models.