Sony Store's Xperia popularity rankings shift significantly as Xperia 10 VII restocking ends, ahead of the new Xperia product announcement (23 August 2026)

In the popularity rankings based on orders placed at the Sony Store over the past 7 days, the Xperia 1 VIII occupies the top spots, while the Xperia 10 VII has continued to disappear from the rankings as all three colors have stopped being restocked. On 22 August, the Charcoal Black and Turquoise models fell sharply in the rankings, and the decline has become particularly pronounced since 15 August due to inventory shortages.

With restocking of the Xperia 10 VII coming to an end, all three colors are now affected, making the model difficult to purchase at the Sony Store, as in the earlier case where only the White model had first disappeared from inventory. Inventory for the White model fluctuated intermittently on 2 August, but by 15 August two colors had gone out of stock, and since 18 August the White model has also remained unavailable.

At the same time, a new Xperia product is scheduled to be announced at 11:00 a.m. on 25 August 2026, and the Xperia 1 VIII is currently the only Xperia model available for purchase at the Sony Store. The price outlook for the new product remains uncertain amid factors driving up memory and storage costs, while inventory levels and the campaign end date are also key points to monitor.

Several configurations of the Xperia 1 VIII are popular, including the 16GB/512GB model, and the deadline for the launch campaign is approaching on 31 August. The Sony Store lineup comprises 19 products in total, including the Xperia 1 VIII and the three colors of the Xperia 10 VII, but purchasing options are changing depending on inventory availability.