Many smartphone makers - most noticeably Samsung, though others are guilty too - have operated under the philosophy "quantity over quality" for several years.
Sony Mobile Chief Hiroki Totoki reportedly told investors that the company is going to start prioritizing profit over "size or market share."
They'll let sales dip as much as 30% as long as that means recovering from their $2.1 billion (about £1.33b, AU$2.46b) loss from this fiscal year.
Let gaming lead the way
Totoki said the Xperia smartphones, including the new flagship Sony Xperia Z3, didn't perform as the company had hoped.
But with Sony TVs taking a dive along with smartphones, the company will reportedly rely on its PlayStation video games, video and music distribution services and image sensor business for the next few years.