The just-announced Xperia 10 VII sports a horizontal camera bump in the rear, too

Apple iPhone Air versus Google Pixel 10 Pro versus Sony Xperia 10 VII. Product photos: respective brands. Illustration: Just So

By Low Teck Mee

Two days ago, I wrote about my frustration with Apple for adopting a camera bump design on the iPhone Air that felt derivative of Google’s Pixel line. I opined that it was a departure from Apple’s design philosophy. Well, it seems I may have been too quick to judge, because now, Sony has released the Xperia 10 VII with a very similar camera configuration, specifically the horizontal camera bump in the rear. Like Apple, Sony has taken an uncharacteristic step to house their new camera unit in the upper part of the rear of the phone that is an elongated oval, which I have come to associate with the handsome Pixel range. A brand-specific choice is now becoming an industry trend.

This serves as a good reminder to myself that in the world of tech, what looks like a ‘copy’ on the surface is often a sign of broader industry evolution and adoption. Modern digital cameras in smartphones require three basic things for high-quality images: large sensors, more lenses, and optical stabilisation, all needing space that is shrinking in the quest for thinner phones. As consumers demand devices that are thinner and lighter, these physical components for cameras have to go somewhere. They can’t be made flatter beyond a certain point without compromising image quality. No amount of software magic or AI can completely solve what is first a hardware problem.

The more I thought about it, the clearer it became: the camera bump is not a stylistic choice, but a structural necessity. It is an efficient way to fit advanced camera hardware into a sleek device. The alternatives—making the entire phone thicker or using smaller, lower-quality components—are generally less desirable. What delights me is that even while adopting what’s looking to be industry-standard design, Sony still managed to make it their own. The Xperia 10 VII’s camera module is noticeably slimmer, even discreet, almost camouflaged against the phone’s back. And true to form, Sony’s logo isn’t in the center like the Apple Air or Google Pixel; it’s subtly placed on the right of the bump in a matching color (strangely, it isn’t the Xperia logo). Understated is still Sony’s strength. Insert smiley emoji here.