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Sony LYTIA unveiled as a new brand coming to next-gen smartphone cameras sometime soon

Sony's LYTIA brand is announced. (Source: Sony)
Sony's LYTIA brand is announced. (Source: Sony)
Sony has announced that the image sensors usually known as the IMX line are to be released under a new brand name going forward. The OEM believes that the new LYTIA moniker will reflect the quality and experience it aims to confer on its CMOS for the cameras found in the mobile devices of the near future. Its release may or may not coincide with the 20-year anniversary of Sony's presence in this business coming up in 2023.

Sony has gone with the familiar IMX prefix for much of the OEM's 19-year history of providing CMOS image sensors to mobile devices. However, the OEM's Semiconductor Solutions Corporation has just announced that this is about to change with a new brand identity for the next generation of its smartphone-destined sensors.

It seems Sony has seen other OEMs with their own fancy marketing terms for camera technology, and has become determined that one of its own should also be thrown out there during press conferences and launch events. To this end, tech fans might get to hear the new name (and see the logo) formulated for this purpose much more often in the future.

Sony asserts that LYTIA image sensors will "deliver high-quality photography and videography powered by a diverse array of leading-edge technologies". The OEM did not mention how soon this new CMOS will become available: it may take over once the newest line headed by the ground-breaking IMX989 eventually leaves off as the 2020s wear on.

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> Expert Reviews and News on Laptops, Smartphones and Tech Innovations > News > News Archive > Newsarchive 2022 11 > Sony LYTIA unveiled as a new brand coming to next-gen smartphone cameras sometime soon
Deirdre O'Donnell, 2022-11- 8 (Update: 2022-11- 8)