The 24-240mm is the perfect travel lens for FE camera owners. You can check the price and preorder it here:
In USA at Amazon, Adorama, BHphoto.
In Europe at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.

What’s hot with the lens:
– A travel zoom that starts with 24mm…hurray! (Most travel zooms start at 28mm)
– In lens stabilization
– Weather resistant

Preorders:
In USA at:
Zeiss 35mm f/1.4 FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony 90mm f/2.8 FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony 24-240mm FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony 28mm f/2.0 FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony Fisheye Conversion Lens for FE 28mm F/2 at Amazon (Click here), Adorama (Click here).
Sony Ultra-Wide Conversion Lens for FE 28mm F/2 Adorama (Click here).
Sony Fisheye Converter for E 16mm F/2.8 and E 20mm F/2.8 Adorama (Click here).
Sony Ultra-Wide Fisheye Converter for E 16mm F2.8 and E 20mm F2.8 Adorama (Click here).

In Europe at:
Zeiss 35mm f/1.4 FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.
Sony 90mm f/2.8 FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.
Sony 24-240mm FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.
Sony 28mm f/2.0 FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.

Press Release:

Sony Introduces a Variety New Lenses for Acclaimed α E-Mount Camera System

New Models include 4 ‘FE’ Full-Frame Lenses and 4 Lens Converters

SAN DIEGO, Mar. 3, 2015 – Sony Electronics, a worldwide leader in digital imaging, has today announced several new α E-mount lenses and converters, building upon the rapid expansion of their popular mirrorless camera system.

The new introductions are highlighted by 4 new ‘FE’ full-frame E-mount lenses designed to complement the acclaimed α7 camera lineup.  These include a ZEISS® Distagon T* FE 35mm F1.4 ZA wide angle lens, an FE 90mm F2.8 Macro G OSS lens, an FE 24-240mm F3.5-6.3 OSS hi-magnification zoom lens and an FE 28mm F2 wide angle prime lens.

In addition, two sets of new ultra-wide and fisheye converters have been announced, one set exclusive for the new full-frame FE 28mm F2 lens and another set for use with existing 16mm (SEL16F28) and 20mm (SEL2028) APS-C E-mount lenses.

“These new high-quality lenses are a great example of the evolution of our α mount camera system,” said Neal Manowitz, director of the interchangeable lens camera business at Sony Electronics.  “With a rapidly expanding system of over 60 total lenses and a variety of the most unique, innovative camera bodies in market today, we are in a great position to build on our positive momentum and bring the power of Sony α to more customers than ever.”

ZEISS® Distagon T* FE 35mm F1.4 ZA (model SEL35F14Z) Full-frame Wide Angle Lens

This new ZEISS® Distagon T* FE 35mm F1.4 ZA full-frame wide angle prime showcases legendary ZEISS® optical performance in a compact design.
With a minimum focusing distance of approximately 12 inches, the ZEISS® Distagon T* FE 35mm F1.4 is the first E-mount lens to feature an exceptionally fast aperture of F1.4.  The lens has a 9-bladed circular aperture, which makes it a superior choice for creating smooth bokeh (defocus) during portrait shooting.  It also performs extremely well in low-light shooting scenarios or for simple everyday photographs.

The new 35mm prime lens produces stunning corner-to-corner sharpness – even at maximum aperture – thanks to its advanced optical design with 3 aspherical elements including one Sony advanced aspherical element and a 9-bladed circular aperture.  It also features ZEISS® T* coating that suppresses flare and ghosting for natural color reproduction and excellent contrast.

Additionally, the lens has a Direct Drive SSM (DDSSM) system that enables whisper-quiet precision focusing, even at the shallowest depth of field.  A dedicated aperture ring can be set for smooth, continuous operation – ideal for movie-makers – or with click-stops to provide tactile feedback when shooting still images.  The ZEISS® Distagon T* FE 35mm F1.4 is also dust and moisture resistant design for reliable operation when shooting outdoors.

FE 90mm F2.8 Macro G OSS (model SEL90M28G) Medium Telephoto Macro

Designed to produce crisp, high-impact close-ups and portraits, the new FE 90mm F2.8 Macro G OSS lens delivers an impressive blend of clarity, detail and smooth background

The first mid-telephoto macro lens for the α E-mount line,  the FE 90mm F2.8 Macro G OSS features built-in Optical SteadyShot (OSS) image stabilization, allowing for pin-sharp images at up to 1:1 magnification, even when shooting handheld.  The smooth, quiet Direct Drive SSM (DDSSM) mechanism drives two ‘floating’ focus groups independently, ensuring extremely precise focus positioning that’s crucial for macro photography.

The new macro lens maintains the same overall length at all focal distances – very helpful for macro shooting – and has a focus hold button and sliding focus ring that can instantly switch between manual and auto focus1.   It is also dust and moisture resistant.

FE 24-240mm F3.5-6.3 OSS (model SEL24240) Full-frame Zoom

Sony’s new “all-in-one” FE 24-240mm F3.5-6.3 OSS 10x zoom lens is an ideal travel partner handling everything from landscapes and everyday portraits to sports and action scenes with ease.   Its huge 24-240mm range (10x zoom) makes this full-frame high magnification zoom is an ideal travel partner, covering focal lengths from wide angle to telephoto without the need to carry extra lenses.

The advanced design includes five aspherical elements and one ED glass element, contributing to the lens’ excellent optical performance in a compact design.  It features an advanced linear motor that drives the focusing mechanism for quick, smooth response throughout the extensive zoom range, as well as built-in Optical SteadyShot (OSS) stabilization and dust and moisture resistance.

FE 28mm F2 (model SEL28F20) Full-frame Wide Angle Prime
An ideal lens to supplement any photographer’s basic kit, the new full-frame FE 28mm F2 wide angle prime features a bright F2.0 maximum aperture that’s ideal for landscape, low-light handheld shooting and much more.

The light, compact design of the lens is an ideal match for Sony’s α7 series full-frame camera bodies, with a high-grade aluminum finish adding instant visual appeal.  The FE 28mm F2 has a 9-blade circular aperture, three aspherical lens elements – including one advanced aspherical element – and two ED glass elements that work together to ensure excellent edge-to-edge sharpness and excellent bokeh.  All lens surfaces are multi-coated to suppress flare and

ghosting with backlit shots. The inner focus mechanism of this wide angle prime is driven by an advanced linear actuator, allowing for whisper-quiet AF.  Like the new FE 90mm F2.8 Macro G OSS macro lens, overall lens length will remain constant during focusing.

SEL075UWC Ultra-wide Converter and SEL057FEC Fisheye Converter

For even wider perspectives, the full-frame FE 28mm F2 wide angle prime lens can be combined with either the SEL075UWC Ultra-wide Converter or SEL057FEC Fisheye Converter to respectively increase angle of view to 21mm or 16mm fisheye with full 180° coverage2.  Maximum aperture of each converter when mounted on the FE 28mm F2 is F2.8 and F3.5 respectively.  In a first for α lens converters, corresponding EXIF data for each adapter is generated when they are attached to the lens.

VCL-ECU2 Ultra-Wide and VCL-ECF2 Fisheye APS-C converters

Sony has also introduced new wide angle converters for E-mount APS-C camera bodies.  The new VCL-ECU2 converter is compatible with the E 16mm F2.8 (SEL16F28) and E 20mm F2.8 (SEL20F28) wide angle APS-C lenses, boosting ultra-wide angle performance to 12 mm (with E 16mm F2.8) or 16 mm (E 20mm F2.8). The VCL-ECF2 Fisheye Converter creates exaggerated perspective effects for both lenses with full 180° coverage. Each converter sports a smart new black finish.

Software Update

In addition to the new lenses and converters, Sony has today released a software update for select FE full-frame E-mount lenses including SEL35F28Z, SEL2470Z, SEL55F18Z, SEL70200G and SEL2870 to shorten start up time when mounted on α E-mount camera bodies.  An additional software release for lens performance will be available in late March – please check the details at the Sony e-support site (www.esupport.sony.com) for more information.

Pricing and Availability

The new assortment of Sony α E-mount lenses and converters will be sold at Sony retail stores (www.store.sony.com) and other authorized dealers nationwide.  Pricing and availability is as follows:

• ZEISS® Distagon T* FE 35mm F1.4 ZA full-frame wide angle prime (SEL35F14Z) will be available in April for about $1600
• 90mm F2.8 Macro G OSS lens (SEL90M28G) will be available in July for about $1100
• Sony FE 24-240mm F3.5-6.3 OSS lens (SEL24240) will be available in March for about $1000
• Sony FE 28mm F2 wide angle prime (SEL28F20) will be available in May for about $450
• Full-frame SEL075UWC Ultra-wide Converter and SEL057FEC Fisheye Converter will be available in May for about $250 and $300, respectively
• VCL-ECU2 Ultra-Wide and VCL-ECF2 Fisheye APS-C converters will be available in May for about $160 and $180, respectively

Press Release:

Sony Introduces a Variety New Lenses for Acclaimed α E-Mount Camera System

New Models include 4 ‘FE’ Full-Frame Lenses and 4 Lens Converters

SAN DIEGO, Mar. 3, 2015 – Sony Electronics, a worldwide leader in digital imaging, has today announced several new α E-mount lenses and converters, building upon the rapid expansion of their popular mirrorless camera system.

The new introductions are highlighted by 4 new ‘FE’ full-frame E-mount lenses designed to complement the acclaimed α7 camera lineup.  These include a ZEISS® Distagon T* FE 35mm F1.4 ZA wide angle lens, an FE 90mm F2.8 Macro G OSS lens, an FE 24-240mm F3.5-6.3 OSS hi-magnification zoom lens and an FE 28mm F2 wide angle prime lens.

In addition, two sets of new ultra-wide and fisheye converters have been announced, one set exclusive for the new full-frame FE 28mm F2 lens and another set for use with existing 16mm (SEL16F28) and 20mm (SEL2028) APS-C E-mount lenses.

“These new high-quality lenses are a great example of the evolution of our α mount camera system,” said Neal Manowitz, director of the interchangeable lens camera business at Sony Electronics.  “With a rapidly expanding system of over 60 total lenses and a variety of the most unique, innovative camera bodies in market today, we are in a great position to build on our positive momentum and bring the power of Sony α to more customers than ever.”

ZEISS® Distagon T* FE 35mm F1.4 ZA (model SEL35F14Z) Full-frame Wide Angle Lens

This new ZEISS® Distagon T* FE 35mm F1.4 ZA full-frame wide angle prime showcases legendary ZEISS® optical performance in a compact design.
With a minimum focusing distance of approximately 12 inches, the ZEISS® Distagon T* FE 35mm F1.4 is the first E-mount lens to feature an exceptionally fast aperture of F1.4.  The lens has a 9-bladed circular aperture, which makes it a superior choice for creating smooth bokeh (defocus) during portrait shooting.  It also performs extremely well in low-light shooting scenarios or for simple everyday photographs.

The new 35mm prime lens produces stunning corner-to-corner sharpness – even at maximum aperture – thanks to its advanced optical design with 3 aspherical elements including one Sony advanced aspherical element and a 9-bladed circular aperture.  It also features ZEISS® T* coating that suppresses flare and ghosting for natural color reproduction and excellent contrast.

Additionally, the lens has a Direct Drive SSM (DDSSM) system that enables whisper-quiet precision focusing, even at the shallowest depth of field.  A dedicated aperture ring can be set for smooth, continuous operation – ideal for movie-makers – or with click-stops to provide tactile feedback when shooting still images.  The ZEISS® Distagon T* FE 35mm F1.4 is also dust and moisture resistant design for reliable operation when shooting outdoors.

FE 90mm F2.8 Macro G OSS (model SEL90M28G) Medium Telephoto Macro

Designed to produce crisp, high-impact close-ups and portraits, the new FE 90mm F2.8 Macro G OSS lens delivers an impressive blend of clarity, detail and smooth background

The first mid-telephoto macro lens for the α E-mount line,  the FE 90mm F2.8 Macro G OSS features built-in Optical SteadyShot (OSS) image stabilization, allowing for pin-sharp images at up to 1:1 magnification, even when shooting handheld.  The smooth, quiet Direct Drive SSM (DDSSM) mechanism drives two ‘floating’ focus groups independently, ensuring extremely precise focus positioning that’s crucial for macro photography.

The new macro lens maintains the same overall length at all focal distances – very helpful for macro shooting – and has a focus hold button and sliding focus ring that can instantly switch between manual and auto focus1.   It is also dust and moisture resistant.

FE 24-240mm F3.5-6.3 OSS (model SEL24240) Full-frame Zoom

Sony’s new “all-in-one” FE 24-240mm F3.5-6.3 OSS 10x zoom lens is an ideal travel partner handling everything from landscapes and everyday portraits to sports and action scenes with ease.   Its huge 24-240mm range (10x zoom) makes this full-frame high magnification zoom is an ideal travel partner, covering focal lengths from wide angle to telephoto without the need to carry extra lenses.

The advanced design includes five aspherical elements and one ED glass element, contributing to the lens’ excellent optical performance in a compact design.  It features an advanced linear motor that drives the focusing mechanism for quick, smooth response throughout the extensive zoom range, as well as built-in Optical SteadyShot (OSS) stabilization and dust and moisture resistance.

FE 28mm F2 (model SEL28F20) Full-frame Wide Angle Prime
An ideal lens to supplement any photographer’s basic kit, the new full-frame FE 28mm F2 wide angle prime features a bright F2.0 maximum aperture that’s ideal for landscape, low-light handheld shooting and much more.

The light, compact design of the lens is an ideal match for Sony’s α7 series full-frame camera bodies, with a high-grade aluminum finish adding instant visual appeal.  The FE 28mm F2 has a 9-blade circular aperture, three aspherical lens elements – including one advanced aspherical element – and two ED glass elements that work together to ensure excellent edge-to-edge sharpness and excellent bokeh.  All lens surfaces are multi-coated to suppress flare and

ghosting with backlit shots. The inner focus mechanism of this wide angle prime is driven by an advanced linear actuator, allowing for whisper-quiet AF.  Like the new FE 90mm F2.8 Macro G OSS macro lens, overall lens length will remain constant during focusing.

SEL075UWC Ultra-wide Converter and SEL057FEC Fisheye Converter

For even wider perspectives, the full-frame FE 28mm F2 wide angle prime lens can be combined with either the SEL075UWC Ultra-wide Converter or SEL057FEC Fisheye Converter to respectively increase angle of view to 21mm or 16mm fisheye with full 180° coverage2.  Maximum aperture of each converter when mounted on the FE 28mm F2 is F2.8 and F3.5 respectively.  In a first for α lens converters, corresponding EXIF data for each adapter is generated when they are attached to the lens.

VCL-ECU2 Ultra-Wide and VCL-ECF2 Fisheye APS-C converters

Sony has also introduced new wide angle converters for E-mount APS-C camera bodies.  The new VCL-ECU2 converter is compatible with the E 16mm F2.8 (SEL16F28) and E 20mm F2.8 (SEL20F28) wide angle APS-C lenses, boosting ultra-wide angle performance to 12 mm (with E 16mm F2.8) or 16 mm (E 20mm F2.8). The VCL-ECF2 Fisheye Converter creates exaggerated perspective effects for both lenses with full 180° coverage. Each converter sports a smart new black finish.

Software Update

In addition to the new lenses and converters, Sony has today released a software update for select FE full-frame E-mount lenses including SEL35F28Z, SEL2470Z, SEL55F18Z, SEL70200G and SEL2870 to shorten start up time when mounted on α E-mount camera bodies.  An additional software release for lens performance will be available in late March – please check the details at the Sony e-support site (www.esupport.sony.com) for more information.

Pricing and Availability

The new assortment of Sony α E-mount lenses and converters will be sold at Sony retail stores (www.store.sony.com) and other authorized dealers nationwide.  Pricing and availability is as follows:

• ZEISS® Distagon T* FE 35mm F1.4 ZA full-frame wide angle prime (SEL35F14Z) will be available in April for about $1600
• 90mm F2.8 Macro G OSS lens (SEL90M28G) will be available in July for about $1100
• Sony FE 24-240mm F3.5-6.3 OSS lens (SEL24240) will be available in March for about $1000
• Sony FE 28mm F2 wide angle prime (SEL28F20) will be available in May for about $450
• Full-frame SEL075UWC Ultra-wide Converter and SEL057FEC Fisheye Converter will be available in May for about $250 and $300, respectively
• VCL-ECU2 Ultra-Wide and VCL-ECF2 Fisheye APS-C converters will be available in May for about $160 and $180, respectively

Preorders:
In USA at:
Zeiss 35mm f/1.4 FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony 90mm f/2.8 FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony 24-240mm FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony 28mm f/2.0 FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony Fisheye Conversion Lens for FE 28mm F/2 at Amazon (Click here), Adorama (Click here).
Sony Ultra-Wide Conversion Lens for FE 28mm F/2 Adorama (Click here).
Sony Fisheye Converter for E 16mm F/2.8 and E 20mm F/2.8 Adorama (Click here).
Sony Ultra-Wide Fisheye Converter for E 16mm F2.8 and E 20mm F2.8 Adorama (Click here).

In Europe at:
Zeiss 35mm f/1.4 FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.
Sony 90mm f/2.8 FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.
Sony 24-240mm FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.
Sony 28mm f/2.0 FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.

Soon (March 4 at 5-6am London time) Sony will announce the four FE lenses and you will be able to preorder it. I have no info yet if Sony will also announce a new updated roadmap. I hope so because it would be nice to see that fast 85mm f/1.4 FE lens becoming real :)

There will be no camera announcement yet. There is another press announcement scheduled before the start of the NAB show in early April. But I have yet no 100% solid info on what camera will be announced. Let’s hope it’s a new E-mount cam with internal 4K recording!

Preorders:
In USA at:
Zeiss 35mm f/1.4 FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony 90mm f/2.8 FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony 24-240mm FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony 28mm f/2.0 FE at Amazon (Click here), Adorama (Click here), BHphoto (Click here).
Sony Fisheye Conversion Lens for FE 28mm F/2 at Amazon (Click here), Adorama (Click here).
Sony Ultra-Wide Conversion Lens for FE 28mm F/2 Adorama (Click here).
Sony Fisheye Converter for E 16mm F/2.8 and E 20mm F/2.8 Adorama (Click here).
Sony Ultra-Wide Fisheye Converter for E 16mm F2.8 and E 20mm F2.8 Adorama (Click here).

In Europe at:
Zeiss 35mm f/1.4 FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.
Sony 90mm f/2.8 FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.
Sony 24-240mm FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.
Sony 28mm f/2.0 FE at Sony Germany, Sony UK, Sony FR, Sony IT, Sony ES, Sony NL, Sony BE, Sony AT, Sony CH, Sony SE, Sony FI, Sony NO, Sony PT.

And we also have the graphs showing the optical lens design. The 90mm macro and Zeiss 35mm obviously have the more high quality design. The 90mm lens has a unique Super ED glass while the 35mm Zeiss has an Advanced Aspherical lens. Both also have Direct Drive SSM super fast focusing.

And this is the Direct Drive SSM super fast focusing module on use on the new 90mm macro and Zeiss 35mm.

German photo market: DSLR sales in RED. Mirrorless sales in Grey (Unit sold in tausend).

The last few years Sony launched an impressive amount of cameras. But something changed lately. The last six months Soy did announce only one new camera, the Sony A7II. No other E-mount or A-mount or RX camera got announced. I guess Sony just like all other companies is now aware that the camera market is shrinking and it’s time to refocus the strategy.

An interesting and extremely detailed analysis of the German market has been posted on MirrorlessRumors. In very short it shows that:
– The DSLR market is shrinking
– Lens sales are dropping too
– Mirrorless system camera market is slowly growing
– Action camera market is booming

It’s not that people is stopping to take pictures..actually quite the opposite! It’s just that the tools used to take pictures and videos are becoming different and more differentiated. People nowadays uses Smartphones, Actioncameras and Wearables too. And most of the times the new tools are very user-friendly (APP support) and made to fulfill very special needs. According to the German GFK organisation the “classic” System Camera market is expected to shrink further in 2015. Sony just like all other companies now have to try to understand what’s needed to attract new buyers with their A and E-mount system.