BARCELONA: SONY THINKS APPLE is "missing out" by updating its iPhone line-up only annually, because users want to be able to take advantage of the latest technology available.
Sony Mobile chief and president of NW Europe, Pierre Perron, told The INQUIRER in an interview at Mobile World Congress (MWC) that because Apple waits a year between smartphone upgrades, it's leaving its customers behind in terms of the technology they are potentially open to buying.
Using the growing adoption of 4G connectivity across the UK as an example, Perron said, "We definitely don't want to miss out because the consumer is now getting access to 4G subscriptions more and more.
"In the UK particularly, those consumers have now got subscriptions that give them better experiences and we need to make sure that we answer to them, so Apple's probably missing out at least this."
As an example, Sony has added 4K video recording to its Xperia Z2 handset, something not available on its previous device.
Perron discussed the product update cycle of smartphones right after the firm announced the Xperia Z2, a flagship device that replaces its predecessor, the Xperia Z1, after just five months.
When asked why Sony is releasing the Xperia Z2 so soon after the Xperia Z1, Perron said it is to make sure that the firm brings the consumer "the best technology on the best platform" and "to make sure our consumers aren't disappointed in any way".
"There is a cycle in the chipset market which can give us the opportunity to launch a new product more often than once a year," Perron added. "This market is going very fast. Because mobile consumers are more demanding when it comes to entertainment experience, [they] want to access music, game experiences, faster [and] easier, in a more integrated way."
He explained that the Xperia Z2 is all about delivering these latest advances in technology because Sony's customers are more demanding, always wanting a better camera, a better screen and better services. µ