Disclaimer: Niche Xperia User.

Not necessarily, the Xperia line of devices is varied, with nice set of tiers:

1 - Flagship $$$$ 5 - Smaller Flagship $$$ 10 - Mainline $$ Ace - $

Sony's problem is that they have garbage marketing teams that don't understand that 99% of people don't look at a spec sheet, they ask the employee at the shop for the best phone, which is gunna be the one that gets the employee the most commission.

In Japan, they already have that with Docomo, AU, and Softbank. But they've failed to materialize that strategy outside of here.