Consistency is a great thing for a company. Take the Apple iPhone. Since its inception, Apple has stuck to one design and continued to hone it in each generation with tweaks to its size, material and curves. This approach, along side the iconic design of the iPhone gives Apple a presence in all areas as their devices quickly stand out.  Since the rebirth of Sony Mobile, the Japanese giant has also used the same philosophy in its Xperia line of smartphones. This can be seen in the Xperia Z1, Xperia M2, Xperia Z2, and Xperia Z1 Compact to name a few which use what the company calls an “OmniBalance” design. One difference between the two companies approach however is the number of phones offered. Till this past Fall, Apple has traditionally offered only one new phone a year (while also selling the years prior device) while Sony’s line of smartphone spans many different designs. Now, Sony is looking to move away from design philosophy.

Kurozumi Yoshiro, Sony Mobile’s Creative Director spoke on the matter of design language, stating that he doesn’t

 want to stick to a single design 

Specifically, Yoshiro is referring the OmniBalance design that the company is currently using across its smartphone line. He wen’t on:

 The important thing at the same time as the beauty of as modeling, or to represent the state-of-the-art technology how. Rather than stick to only the design, we will also use state-of-the-art technology 

Judging from his comments, Sony is open and will likely begin to distinguish its line of smartphones as the company gains greater marketshare. The goal at first for Sony was to create a premium line of smartphones with compelling features which they’ve done. Now, the company must focus on bringing more people to the brand. By being flexible with their design language, Sony can better cater their smartphones for different demographics.

Yoshiro has also revealed that Sony plans to stick to its strategy of releasing a new flagship smartphone every 6 months by pointing out that the Xperia Z2 is the companies flagship smartphone for the first half of 2014.

Discuss:

Are you tired of the OmniBalance design from Sony or do you think they should continue to stick to it?

[Via Watch Impress]