The text says:

• The field of view is wider than you imagine
• Never before seen, coming soon.

Sounds promising. What do you think they’re about to unveil?

Sony A7V preorders:
In USA at at BHphoto, Amazon, Adorama, Henrys.
In EU at  Fotokoch, FotoErhardt, Calumet, Foto Köster, WexUK, Clifton, Park UK, Fnac FR.
In Australia at: Camera Pro, Sony Australia.

The hype is real! Bill Claff of PhotonsToPhotos has measured the dynamic range of the new Sony A7V, confirming a full 1-stop improvement over the previous A7IV between ISO 50 and 400:

It clearly beats the other two cameras with partially stacked sensors (Nikon Z6III and Lumix S1II) and even outperforms the 61MP Sony A7rV:

Bill Claff has not tested the Canon R6III yet so just for fun I checked how close the new Sony A7V comes to the best in class cameras from the medium format world:

At ISO 100 to 400 the Sony A7V even stays slightly ahead of the FujiFilm GFX100II and beats the heck out of the Hasselblad X2DII.

This makes the new Sony A7V the best-value photo camera on the market! I am totally impressed!

Sony A7V preorders:
In USA at at BHphoto, Amazon, Adorama, Henrys.
In EU at  Fotokoch, FotoErhardt, Calumet, Foto Köster, WexUK, Clifton, Park UK, Fnac FR.
In Australia at: Camera Pro, Sony Australia.

Technical note:

Yes — what you are seeing on the chart is still real-world usable dynamic range, regardless of whether the camera reaches it through:

• pure analog sensor performance (solid dots), or

• digital scaling / noise reduction (triangles or diamonds).

From a photographer’s perspective, dynamic range is dynamic range — if the RAW file gives you more usable shadow detail and less noise, then the camera truly performs better, even if part of the gain comes from clever digital processing.

Good new for Sony A1 owners as they just got a massive firmware update!

Benefits and Improvements

• Adapts the display layout of shooting information for both horizontal and vertical viewing
• Adds the Spot: XL and Spot: XS options to the Spot section of the Focus Area menu
• Adds the Custom 1, Custom 2, and Custom 3 options to the Custom section of the Focus Area menu
• Adds the Tracking: Spot XL, Tracking: Spot XS, Tracking: Custom 1, Tracking: Custom 2, and Tracking: Custom 3 options to the Tracking section of the Focus Area menu
• Allows simultaneous deletion and rating of images stored on both memory card slot 1 and slot 2
• Allows the display of folder and file names during playback
• Allows you to cancel the scheduled transfer of selected images during FTP transfer
• Adds support for the following Transfer & Tagging settings:
  • A setting to automatically schedule FTP transfer of protected still images from FTP Import
  • A setting to automatically schedule FTP transfer of protected still images and videos from FTP Upload Preset
  • A setting to automatically protect still images transferred via FTP from FTP Upload Preset
    • The latest version of the Transfer & Tagging app is necessary.
    • The Transfer & Tagging setting may not be available in some countries or regions.
• Supports the following Monitor & Control app functions:
  • Focus map display
  • IRIS operation bar display
    • The latest version of the Monitor & Control app is necessary.
    • The Monitor & Control app may not be available in some countries or regions.
• Supports the Write Digital Signature function for movies as part of Sony’s Camera Authenticity Solution
  • The timing for the provision of licenses (paid) to customers other than certain media outlets is yet to be determined.
  • Services may not be available in some countries or regions. For more information, please visit the Authenticity Catalog Page.
• Supports Scan and Tag, Photo Cropping, and Volume Photography Commands under the Volume Photography License
  • Installation of a paid license is required for use.
  • Services may not be available in some countries or regions.
• No longer supports the Security (IPsec) functionality. Please enable and use Access Authen. for enhanced protection and security
• No longer supports WPA and WEP functionalities. You will no longer be able to select WPA or WEP when connecting to Wi-Fi. Please use the more secure WPA2 or WPA3 security setting moving forward
• Fixes an issue where continuous shooting may not resume for 1 to 2 seconds after the end of a continuous shooting session
• Fixes an issue where the multi-selector on the vertical grip may not function correctly
• Improves the operational stability of the camera

Note: Please refer to the Help Guide for details on all updated functions.

Sony is now also offering a paid upgrade license for the Sony ZV-E10II. This is their press text:

Upgrade your creative potential with 4K 120p*1 recording now available for the ZV-E10 II.

The camera enables in-body 4K capture at up to 120 fps, delivering exceptionally smooth slow-motion imagery up to 5x at QFHD resolution*2 with full autofocus performance. This opens the door to richer visual expression, whether you’re shooting fast action, expressive motion, or cinematic detail. For even greater slow-motion flexibility, the XAVC S format allows recording at 240 fps (24p recording), enabling up to 10x slow motion in Full HD*3. Perfect for capturing dynamic sports, artistic motion, and action scenes from fresh, dramatic perspectives.

*1 Requires downloading and installing a free license key from Sony’s camera upgrade website. Availability varies by country or region. QFHD (3840 × 2160) recording is captured with approximately 38% image crop. Details: https://creatorscloud.sony.net/camera…

*2 Requires post-production editing and S&Q mode recording.

*3 Requires downloading and installing a free license key from Sony’s camera upgrade website. Availability varies by country or region. Effective sensor readout is approximately 1396 × 788 pixels.

If you own or plan to own the now discounted Tamron 150-500mm FE lens you got a new firmware to download:

1. Improved AF performance during zooming
2. With α9 III, when its focus mode is set to AF-S, DMF, or MF, it will support continuous shooting at up to approximately 120 frames per second
3. Improved of AF assist function.

Keep in mind you have now massive savings running on nearly all Tamron E-mount lenses sold at BHphoto, Amazon, Adorama.

Translated title of the video: “you haven’t understood anything”

Following the Sony A7V launch, two camps quickly emerged: one claiming Sony played it too conservatively, and the other praising it as an unexpectedly powerful workhorse.

As you know, I live in Italy and closely follow the Italian YouTubers from Crope. They released a sharp, grounded, and rather aggressive analysis of the A7V launch, which I’ve summarized here using AI translation tools:

Main Argument: Sony Became a Victim of Its Own Success

For years Sony has:

• Created the hybrid mirrorless category.
• Released one “wow effect” camera after another (Sony A7III, Sony A7IV, Sony A7SIII, Sony A1, Sony A9III, etc.).
• Dominated the market while competitors lagged behind.

Result:

• Users expect huge breakthroughs every single time.
• When Sony releases a conservative but refined update, people feel disappointed.

But the hosts argue:

👉 The Sony A7V is simply an improved Sony A7IV — a refinement of an already excellent camera.

The Real Problem: Online Sensationalism

They strongly criticize:

• TikTok/Instagram creators with little experience creating sensationalistic takes.
• Viewers who chase spec-sheet excitement instead of real-world features.
• The “hype culture” demanding extreme features (e.g., 8K, open gate, RAW internal) even when most will never use them.

Why Many Opinions Online Are Misguided

Most criticisms focus only on:

• No open-gate
• 4K120 with crop
• No 6K

BUT:

• The Sony A7V is primarily a PHOTO CAMERA, not a cinema camera.
• Many critics don’t actually work professionally and don’t understand how a camera is used on real jobs.

Real Improvements (Often Ignored Online)

Photographic Upgrades

• Still 33 MP, but partially-stacked sensor → faster readout.
• 30 fps burst (blackout-free EVF).
• Pre-capture (up to 1 second of images before pressing the shutter). Massive benefit for weddings, sports, events.

Significantly Better Battery Life

• Up to +30% more shots.
• A very practical upgrade for real photographers.

Huge AWB Improvement

• New database-assisted Auto White Balance, with machine-learning scene referencing.
• Much more consistent colors in mixed or difficult lighting.

D. AI-based Resolution Enhancement

Via Sony’s Imaging Edge:

• Take a RAW file → upscale to a higher-resolution RAW (not just a JPEG).
• Very helpful for large prints.

These features matter far more than “6K” for most working photographers.

Why Sony Didn’t Add 6K/Open-Gate

• Sony must protect the Cinema Line (Sony FX3, Sony FX30, future Sony FX3 Mark II).
• If the Sony A7V had full cine features, it would cannibalize the FX-line.
• The Sony A7V is intentionally designed as: 👉 A photo-first hybrid, not a cinema camera.

Comparison With Competitors

Some say the Canon R6 III or Nikon Z6 III are “more advanced”.

The hosts respond:

• Those cameras often overheat or have limitations in real use.
• Many features are marketing-driven, not practical.
• The Sony A7V is far more stable, predictable, and reliable — the qualities that matter to professionals.

Pricing

• €3000 is seen as reasonable given inflation and category positioning.
• Sony A7IV remains in the lineup at a lower price → still a top recommendation.

Who Should Buy the A7V?

BUY IT IF:

• You are a wedding/event photographer → pre-capture is game-changing.
• You need a fast, reliable second body for Sony A1 / Sony A9III / Sony A7R V.
• You want the newest Sony ergonomics, AF, battery, AWB improvement.

DON’T BUY IT IF:

• You’re a beginner or hobbyist → the Sony A7IV is still the best value.
• You focus mainly on video → buy Sony FX3 / Sony FX30 / Sony FX3 Mark II (coming).
• You expected a “revolutionary upgrade” → this is evolutionary.

Message to Users

• Stop obsessing over specs you don’t use (8K, 6K, open gate).
• Invest more in lenses, lighting, technique, not just bodies.
• Stop asking YouTubers which camera to buy — make your own informed decision.
• Consume content critically and understand the creator’s perspective and goals.

Closing Thoughts

• The Sony A7V isn’t the most exciting release, but it is solid, refined, professional.
• Sony shifted focus back to photography, which is positive.
• Most frustrations online come from unrealistic expectations, not from the product itself.

Brightin Star will announce a new 24mm f/1.8 FE autofocus lens on December 12