Sony Said to Launch New Flagship Phone on Sept. 4

Last quarter, its smartphone shipments saw a year-over-year gain


Sony Xperia Z

Sony Xperia Z

Sources tell Bloomberg that Sony (SNE) will unveil its newest Xperia smartphone on September 4.

That would put the launch just ahead of the September 6 kickoff of the IFA consumer electronics show in Berlin and less than week before the rumored debut of Apple‘s (AAPL) latest flagship smartphone, the iPhone 5S. In a bid to attract consumers, the Xperia will highlight improved display technology.

Smartphones Are King — Sorry, Nokia
Smartphones Are King — Sorry, Nokia

During the last quarter, Sony’s smartphone shipments climbed to 9.6 million units, up from 7.4 million last year. The company holds a 3.8% share of the global smartphone market. That compares to Samsung’s 33%.

Apple is expected to launch its new iPhone at a media event on September 10.

Sony recently rejected a proposal from activist investor Daniel Loeb to spin-off its entertainment units.

Shares of Sony rose modestly in Monday morning trading.

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