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Sony sold Vaio laptops from 1994 to 2014, marking a nearly 20-year run for the brand before its high production costs, combined with competition from rivals like Dell and Lenovo, led to its sale. In February 2014, Sony announced that it would reform its PC and TV business plan. This shake-up would shift focus away from the company's PC business, as its computer and TV profit goals — grouped together in financial reports — were not attainable within the fiscal year ending in March 2014.
Sony's financial strain from Vaio was exacerbated by the PC industry's most significant decline ever in 2013, when shipments dropped by 9.8%. On July 1, 2014, Sony officially split with Vaio, selling an overwhelming majority of the brand to Japan Industrial Partners (JIP), who acquired 95% and left Sony with a 5% minority stake. JIP is a Tokyo-based equity firm that describes itself as "specializing in corporate carve-out investment opportunities in Japan."
Competitors shut the coffin on Vaio
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The high costs of Vaio laptop components forced Sony to sell the computers at premium prices. For example, the Vaio Duo 13 model was available for $2,999.99 in 2013. Other high-end Vaio laptops, such as Pro 13 and Fit 15 models, were priced at $2,599.99 and $1,999.99, respectively.
Apple's MacBooks were also pricey in 2013, with the brand's 13" Pro featuring Retina display starting at $1,499, and its 13" Air holding a base price of $1,399. Consumers could also purchase an 11" display Macbook air for $899, a strategic $100 decrease from the computer's previous price.
Despite MacBooks' costs and Vaio offering less-expensive laptops, like its 14" Fit E – starting at $549.99 –Apple was far ahead in overall computer sales. Apple's Mac PC division sold 3.8 million computers during 2013's third quarter. In comparison, Sony's Vaio PC line sold 1.5 million units in this period. Vaio also accounted for just 1.9% of worldwide PC shipments during the third quarter in 2013. Perhaps these numbers would have changed if Apple's Steve Jobs followed through on his consideration of licensing OS X to Sony in 2001. Vaio laptops are still available online today under JIP, with the least-expensive model being the FS 14.1".