Lunar camera with the new Distagon E-mount Zeiss! (Image courtesy: Alexander Radojski)

 BJP reportsthat Hasselblad got “heavily denigrated” after the Lunar camera launch. And now Hasselblad is trying to explain why the price for the camera is correct. Business development manager, Luca Alessandrini said: “We are doing is buying different components from the best suppliers, and applying our knowledge and expertise to create a different camera. This is not a NEX 7 camera, just because we are buying components from Sony. The hardware is just a small part of the whole. It’s not because we’re using a Sony sensor that it makes the Lunar a Sony camera“.

The camera body is made of aluminium and Luca Alessandrini said that it takes five hours to machine the body. That alone costs $300.Luca also said that they are ready to launch more camera that may be more different from current Sony cameras: “if Sony were to release a NEX 9, Hasselblad would not automatically use the camera’s technology to unveil its own version”

Some Hasselblad video by Branding Value, FotoTVplus, Centrum Papieru (polish).

Amateur Photographer posted an interview made with Toru Katsumoto and Tetsuya Numata from Sony. Here are some interesting info:
– They recognize that many people love the optical viewfinder and this is true especially for full-frame products. But Sony believes the EVF technology is better and the future.
– The very interesting info is that Sony confessed that they didn’t use the 36 million pixels sensor because “we couldn’t do 60p video or produce the same sensitivity levels“. De facto they confirm the Nikon D800 sensor is made by them! They also add: “When the technology improves we can increase the pixels.”
– When asked if there will be a Higher than A99 FF model they answer: “It is a possibility“.
– Sony ddint’ opt for the XQD cards because it “consumes a lot of power“.
– When asked if the RX1 could eventually be redesigned as an interchangeable lens camera they answer again: “It is a possibility“. One more thing about the RX1: Sony has no plan yet to make a RX1 wide angle or telephoto adapter.

Editor’s note: There are three Key PRO FF products Sony has to work on:
1) An entry level FF: The Nikon D600 is now in Stock at Amazon and already back on top of the ranking (see here). There is definitely a market for a $2000 SLT FF camera!
2) A high end Photographic  centered High Megapixel camera: While the A99 is an almost perfect hybrid camera there is still some room for a more photographer oriented High Megapixel camera a la Nikon D800.
3) An interchangeable FF camera styled like the RX1 would have no competition on the market (I do not count the over expensive Leica M cameras).

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A99 body Amazon, Adorama, BHphoto, Jessops, Wex UK, Wex Germany, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH and more links at Alphacameradeals.
A99 with kit lens links Alphacameradeals.
RX1 Amazon, Adorama, BHphoto, Wex UK ,Wex Germany and more links at Alphacameradeals.
NEX-6 body Amazon, Adorama, BHphoto, Wex UK, Wex Germany Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH and more links at Alphacameradeals.
NEX-6 with kit lens Amazon, Adorama, BHphoto, Jessops, Wex Uk ,Wex Germany and more links at Alphacameradeals.
NEX-VG900 Amazon, BHphoto, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, Wex Uk and more links at Alphacameradeals.
NEX-VG30 Adorama, Amazon, BHphoto, Wex UK, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, and more links at Alphacameradeals.
Sony E-mount 16-50mm Amazon, Adorama, Wex UK, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, and more links at Alphacameradeals .
Sony E-mount 35mm Amazon, Adorama, Wex UK, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, and more links at Alphacameradeals.
Sony E-mount 10-18mm Amazon, Adorama, Wex UK, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, and more links at Alphacameradeals.
Sony A-mount 300mm f/2.8 Amazon, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH.

Image credit: Colamanago. The Rec button looks like a Ruby!

Editor’s note: Dear readers! I can’t go at photokina because I have work to do in Berlin. If you have some nice photokina picture to show feel free to send me your images at sonyalpharumors@gmail.com. If you want you can also send me your name and website link to credit the picture. I look for pictures of the new Sony cameras but also of the three new Zeiss primes, the Sigma lenses and of course the Hasselblad stuff. Thanks guys!

Now back to Hassleblad. Popphoto reports about the new Hasselblad Lunar camera that “Hasselblad has done a fair bit of tinkering with the insides, which they claim make it more “precise” in its operation. There’s also a new interface for navigating the camera.” And about the lenses: “When it starts shipping at the beginning of next year, the Lunar will come with a kit lens that looks very much like the 18-55mm Sony kit lens. According to the rep, though, it is Hasseblad glass, which is why it wears the Hasselblad badge. Two more lenses are apparently on the way, but it will even use E-mount lenses.”

As correctly stated by some of our readers Hasselblad itself usually outsources the Lens design to Zeiss and Fuji. There are Hassleblad [shoplink 14329 ebay]Distagons (here on eBay)[/shoplink], [shoplink 14330 ebay]Sonnars (here on eBay)[/shoplink] and so on…

Hands-on picture by Engadget. More pics at SystemKameraForum.

Wow, if you ever had the question how to make an APS-C sensor camera as expensive as possible than Hasselblad finally gave you the answer. They just announced a 24 Megapixel APS-C sensor mirrorless camera with Sony E-mount! The camera uses the same [shoplink 8454]Sony NEX-7[/shoplink] sensor and costs…5.000 Euro! It will be available in black, silver or titanium colors and four types of wood grip (beech, olive, pear or mahogany). I can already see the long store lines of people to buy this….Saudi Arabians, Rich Golf Players, Hedge Fonds managers, Mitt Romney… :)

The good news is:
1) We finally have a second camera maker on board of the E-Mount system (Although the first camera is nothing else than a NEX-7 with a lot of expensive materials around it). Hasselblad said that there will be: “new products for DSLR and compact camera segments”
2) That’s the most intriguing point. Hasselblad leads the medium format market. And this could be a key partnership to develop FF or MF DSLR or Mirrorless cameras. Imagine a [shoplink 14302 ebay]Hasselblad XPAN (here on eBay)[/shoplink] alike mirrorless camera! That yes would make me grab a credit card…until I realize that I will never have the money to buy this.

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And here is the official partnership press release (Source: Sony Press Center):

Hasselblad and Sony usher in a ‘new dawn’ with a long-term partnership that will enable the high-end medium format camera manufacturer to diversify for the first time into new market segments.

Wow! What a good day for NEX useres! Zeiss announced that they will release three new NEX lenses in mid 2013 (Source: Zeiss.)! All priced at around 1.000 Euro! Finally this system is going to have high quality prime lenses!!! The first three lenses are the 12mm f/2.8, 32mm f/1.8 and 50mm f/2.8. Zeiss also said that “Zoom lenses are an option that is still being considered“. These are autofocus lenses(!) with support for all camera functions. The lenses are designed to cover the APS-C circle and not the for FF NEX cameras like the [shoplink 14178]Sony NEX-VG900[/shoplink].

I think this is one of the greatest Photokina news along the nice [shoplink 14167]Sony NEX-6[/shoplink] announcement!

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A99 body Amazon, Adorama, BHphoto, Jessops, Wex UK, Wex Germany, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH and more links at Alphacameradeals.
A99 with kit lens links Alphacameradeals.
RX1 Amazon, Adorama, BHphoto, Wex UK ,Wex Germany and more links at Alphacameradeals.
NEX-6 body Amazon, Adorama, BHphoto, Wex UK, Wex Germany Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH and more links at Alphacameradeals.
NEX-6 with kit lens Amazon, Adorama, BHphoto, Jessops, Wex Uk ,Wex Germany and more links at Alphacameradeals.
NEX-VG900 Amazon, BHphoto, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, Wex Uk and more links at Alphacameradeals.
NEX-VG30 Adorama, Amazon, BHphoto, Wex UK, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, and more links at Alphacameradeals.
Sony E-mount 16-50mm Amazon, Adorama, Wex UK, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, and more links at Alphacameradeals .
Sony E-mount 35mm Amazon, Adorama, Wex UK, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, and more links at Alphacameradeals.
Sony E-mount 10-18mm Amazon, Adorama, Wex UK, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH, and more links at Alphacameradeals.
Sony A-mount 300mm f/2.8 Amazon, Sonystore DE–UK–FR–IT–ES–NL–SE–FI–CH.

The Sigma 35mm f/1.4 lens

Sony itself did announce two new A-mount lenses “only”. But other companies are announcing many new A.mount lenses! Yesterday we had four new Schneider lenses. And now Sigma announced three new lenses! Here is the official description:

17-70mm F2.8-4 DC OS MACRO– This new Contemporary lens is designed for cameras with an APS-c sensor and covers a range equivalent to 25.5 to 105mm on a 35mm camera. An upgrade to its predecessor, which was released in December 2009, this general purpose lens offers a new design and a more compact build.

35mm F1.4 DG HSM– This Art lens provides photographers with a state-of-the-art alternative to the more conventional 50mm. This lens’ axial chromatic aberration is minimized, which renders a cool and smooth out-of-focus image. At low apertures, it can perform like a wide-angle lens; when opened up to F1.4, it will provide background bokeh and make the subject pop like a mid-range telephoto lens.

120-300mm F2.8 DG OS HSM – With redesigned mechanics and performance, this Sports lens is an update from its predecessor released in February 2011. This high-performance lens eases difficult shooting conditions by offering a maximum focal length of 300mm and a wide-open aperture of F2.8. This lens, like the other Sports category lenses to come, is dust and moisture resistant, and allows users to adjust the focus speed and the focus limiter via a button on the lens.

Source: dpreview.

Good news folks! We have four new (expensive) A-mount lenses from Schneider Kreuznach! These are the new lenses:
85 mm/2.4 Makro-Symmar
28 mm/4.5 Super-Angulon Aspheric
35 mm/1.4 Xenon
50 mm/1.4 Xenon

There is no info about price and availability yet. We already have two Schneider lenses for Sony (here at BHphoto) and they are pretty expensive but maybe because they are T/S. Checked the [shoplink 14252 ebay]Xenon lenses on eBay (Click here)[/shoplink] but they are too old to get an idea about the price of the modern lenses. Anyway, I am pretty exited about the two 35mm and 50mm fast lenses! I am sure they are top quality!

Source: Photoscala (translation here).

One more surprise could arrive soon from Zeiss. As you know they will show new lenses for mirrorless system soon…fingers crossed guys!