The process of “cloning” turned out to be simple

[zakiyatasnim]

Sony's pricing policy was compared to an "Apple tax": VAIO offered attractive devices, but the design and performance were not enough to justify the prices and underperformance compared to competitors.

It was not possible to build the same hype around VAIO as around Mac: at that time, Apple captured about 90% of the entire laptop market, priced from $1,000 - the segment that Sony was targeting, notes PC World.

With the average Windows device priced under $500, the PC industry in decline, and tablets taking over the low-cost niche, Sony abandoned its premium but unprofitable VAIO brand and focused on the growing demand in the mobile market.

Loss of leadership in the TV market: the transition from Trinitron to Bravia
In 1959, Sony released the world's first transistor television, the TV8-301, and in 1968 launched the Trinitron trademark for innovative CRT televisions and later monitors.

Trinitron TVs had a 25% brighter image than other options of the era, and the overall high quality allowed Sony to charge a higher price than its competitors.

Sony discontinued Trinitron production in 2008 — over 40 years, the france number data company had sold about 280 million analog TVs, and the brand had an "impeccable reputation," writes CNET.

But since 2006, Samsung has become the leader in the TV market - the company has held this position for 15 years.

There were several reasons for this:

Sony lost the market to other Asian manufacturers, who quickly switched to LCD production and constantly improved the quality of screens and TV assemblies. Thus, buyers were less and less likely to overpay for "Japanese quality".
South Korea's Samsung and LG, as well as China's TCL and HiSense, ramped up supply and offered cheap LCD TVs around the world amid falling demand and the financial crisis in Europe. This quickly knocked Sony from the top spot in TV sales to third and then fifth.
In 2012, business conditions in Japan worsened: an earthquake caused power outages, flooding in Taiwan disrupted supply chains, and a stronger yen increased the cost of exporting goods.
With the transition to 4K panels, Sony focuses on premium OLED panels and does not develop budget models, therefore it occupies a smaller market share than LG and Samsung.
In 2014, former Sony president Kaz Hira spun off the television division into a separate company to reduce Sony's costs and improve its performance: over 10 years, the loss from the television business amounted to $7.8 billion.

In the first quarter of 2021, Samsung held 32.9% of the global TV market. LG had 19.2%, and Sony had 8%.