Firmware update for the Tamron 150-500mm adds 120fps support with the usual AF-C limit

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.

What people is missing on the Sony A7V: “you haven’t understood anything!”

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:

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.

New info about the Viltrox 2x E-mount Teleconverter

The new Viltrox 2x adapter on preorder at BHphoto (Click here).

Viltrox wrote:

📸 Real-World Performance：Based on repeated internal testing by our engineering team, image quality and aberration performance show no noticeable difference compared with Sony’s original 2× teleconverter.
📋 Compatibility List ：
⚠️ Important Notes
1. Apart from an additional compatibility with the 135 LAB, the TC-2.0X follows the exact same compatibility rules as Sony’s original teleconverter.
2. Do NOT mount the TC-2.0X on any lens outside the compatibility list. Doing so may cause malfunction or physical damage.
3. Do NOT add any extra adapters, extension tubes, or rings after installing the teleconverter. This may result in damage or abnormal operation.
4. When attaching or removing the teleconverter, always power off the camera first.
5. When shooting on a tripod, ensure your lens has a tripod collar. Without one, long-term use may place excessive stress on the camera mount, leading to potential damage to both the camera and the teleconverter.

Sony Electronics sells Rancho Bernardo headquarters for $67.4M

San Diego Tribune reports:

Sony Electronics Inc. sold its San Diego campus at 16535 Via Esprillo in Rancho Bernardo for $67.4 million to an entity affiliated with Irvine-based real estate investment and management company LBA Properties, property records show. The electronics company spent $150 million to build the property, which was completed in 2009, according to news reports.
With the sale, the seller will lease back an undisclosed portion of the building, said Matt Carlson, an executive at CBRE.

Sony did not comment on this so we don’t know why they are doing this.