Unexpected update just pop up

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Just within 2years time, Z5 & Z5P, X & XP, XZ, now XZs & XZP.
(Some maybe will argue that only the premium version is the flagship, but i don't agree that because a similar high end spec, with different screen actually are both flagship. Just like consider only IP7+ is only flagship but not IP7 or only galaxy note not galaxy s.)
I feel Sony strategy is stupid, its products do not fight its competitors, but itself. Who still buying their XZ now which is only 4months old unless the price is quite different (it cuts its own price). It doesn't honor their customers but embarrassing them by outdating their phone in 4 months.
I think they focus on a cybershot and a walkman series will help them grab back the market share, at least it won't fighting itself.