Over the years, nobody has tipped their own upcoming products better than Sony. From accidental social media posts to products appearing and disappearing from their website, Sony has played a critical role in letting others know in advance about soon-to-be-announced products. Today is no different with Sony taking to social channels to announce the upcoming mid-range Xperia E5, only to have it all pulled.

Twitter: 

“Meet Xperia E5, your new reliable assistant, available around the clock”

Facebook: 

“Eager, effortless, and easy on the eye – it’s everything a smartphone should be. Say hello to your savvy new sidekick, Xperia E5”

Instagram: 

“Fuss-free. Intelligent. Impressive. That’s what Xperia E5 is saying How about you?”

From the guys over at Xperia Blog:

Sony Mobile officially took the wraps off the Xperia E5 earlier today – the launch marks the company’s first budget release of 2016. Well it would be if it weren’t for the fact that, whilst the company went guns blazing about the Xperia E5 on social media, it shortly after pulled all details. As any company should know by now, once something hits the internet it cannot be wiped.

Looking at the pictures, you’d almost think we’re looking at the Xperia XA if it wasn’t for the fact that the power and volume buttons look different. While the Xperia X will be Sony’s lead branding moving forward, Sony doesn’t want to exit the entry and mid-range level entirely, hence the Xperia E5. However, don’t expect this phone to ever arrive in the US; a European rollout is also questionable.

Discuss:

What do you think about the Sony Xperia E5 design?