Should James Bond use a Sony phone? Daniel Craig certainly didn’t think so, he reportedly turned down $5 million to use the Xperia Z5, as part of a proposed product placement deal. Given the plethora of other options and resources available at MI5, one would assume he’d go with something that had no label at all.
But movies like Spectre are very expensive to make, and product placement defrays costs; the Xperia Z5 did become the official phone of Bond, though it never made the final cut (it only appeared in a short film series of ads featuring Moneypenny). That deal may not have had the desired effect of spurring interest in Sony’s latest flagship, but this is still a phone built with a purpose.
Unlike some competitors who had high hopes for their handsets in 2015, it’s hard to tell what Sony’s true business goals were for this one. The company’s mobile division continues to hemorrhage cash, yet there is little sign that it’s looking to pack it in and call it a day. The Xperia Z5 doesn’t come out under any real uncertainty, though it has a hard time grabbing the spotlight in the crowded smartphone market.
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