Sony will release its Xperia Z4 someday, but when? Were Sony to follow last year’s pattern, the Z4 would have been official by now, launched at CES or MWC. But instead: silence. We’ve heard a couple theories about when the Z4 might actually launch, ranging from just around the corner in May, to holding off until early fall. And while we’d like to believe the new flagship would get here sooner rather than later, news of a big new Sony advertising push for the last year’s Z3 has us reevaluating things.
Sony’s new advertising campaign is focused on the Z3 and Z3 Compact, extending from TV, to billboards, to online. All told, Sony is prepared to spend as much money on this new wave of advertising as it did for the Z3’s promotion during its original launch.
That kind of investment in an existing handset isn’t exactly the kind of behavior we’d expect from a company planning to drop a brand-new flagship in just a few weeks, making that idea of a May Z4 launch sounding just a bit less likely than it had only a week or two ago. Typically, these late-in-life promotions tend to focus on discounts or giveaways (like with the LG G3 and its 3D viewer in the weeks leading up to the G4’s launch), but in Sony’s case the campaign is just about pointing out the Z3’s features. In light of this, we’re not feeling incredibly optimistic that a Z4 is in our immediate future.