Lately? Everything from rollout, branding, naming suuucks with Sony. Consistently. Their most recent phone is Sony Xperia Z VI. Their most recent headphones are WH-1000XM6. Wtf fuck. Their competition is Pixel 9, iphone 16, air pods pro, etc. ...doing things differently could be done better.
They are a poorly run great company. They make genuinely gpod tech but every business decision is poor.
As an exampl, Sony own a lot of music, like a huge amount of through their labels. The could have made Walkman a streaming service to rival spotify and Apple and stuck it on every Xperia phone for a year for free and got market share. They just suck at getting it out there. They could have been the company to fill the luxury android spot to rival iphone.