Sony-related news was reported concurrently around 5 September, including the launch of a new super-telephoto lens, the domestic announcement of an OLED television, a hands-on review of the ULT TOWER 7, and developments including the α cashback campaign.
In the camera and lens segment, the FE 100-400mm F5.6-8 OSS (SEL100400) went on sale, with its light weight of 654g and high mobility highlighted. The α Autumn Cashback Campaign 2026 also began on 4 September, offering up to ¥40,000 in cashback when an eligible camera body is purchased, plus additional cashback when purchased together with eligible products. The Cinema Line Autumn Cashback campaign also started at the same time, offering ¥50,000 for the FX3 and ¥30,000 for the FX2 and FX30. In addition, a campaign offering 0% interest and fees on installment payments of up to 60 months began at 10:00.
In the BRAVIA and audio segment, the QD-OLED BRAVIA 8 II XR80M2 series was announced in Japan, with the 65-inch model priced at ¥605,000 and the 55-inch model at ¥462,000, and a launch date of 19 September. The overseas announcement of 3 new models in the ULT POWER SOUND series was also reported, while in Japan, only the ULT TOWER 7 (SRS-ULT700) was announced and made available for purchase. A hands-on review highlighted the ULT TOWER 7's multifunctionality and portability. In addition, 4 Xperia models were announced as eligible for an update to Android 17, while information was reported on a software update for the Xperia 1 VII and the discontinuation of sales of a fast-charging AC adapter.
In the PlayStation and gaming segment, State of Play and its Japanese-language edition were streamed as 2 separate broadcasts during the night. A limited-edition DualSense themed around Grand Theft Auto VI was announced, along with the announcement of LEGO PlayStation and the release of information on the PlayStation booth at Tokyo Game Show 2026. The start of pre-orders for the Pulse Elevate wireless speaker (CFI-ZWS1J) and the US launch of Live TV on PS5 were also reported.