Some Sony “protoype talk”… A5, A9r and A7sIII

One new source contacted me some time ago and we had a longer chat. He claims to be very close to Sony engineers and he did yet not want to share me exact details about the Sony product. But he told me this:

Sony has a couple of prototype cameras that are “near production” ready. The decision on what camera will go into production also depends on the competition. For example:
– Sony A5 (tentative name): Sony has an entry level $1,500 Full Frame E-mount camera. With Sony A7III sales being strong they have no need to release such a model yet. But if the competition will release a model in that price range they would be eventually ready to launch this (SAR note: This info was shared some time before the Canon EOS-RP launch!).
– Sony A9r: Sony has developed a new A9r prototype. This model has yet not passed management approval (this is a 3 months old info so things may have changed)
– Sony A7sIII: Sony has developed two prototypes. One “improvement” model which was developed for a possible early 2018 release. And a more “revolutionary” model which is going to hit market in late 2019 or early 2020.

Now, this being a new source of course means we have to take the info with a grain of salt. That said the chat lasted long and he seemed like a genuine guy. Now that Canon has launched the $1,299 EOS-RP FF mirrorless camera we will see if Sony will launch the A5 or not.

Sigma CEO Yamaki confirms “a lens designed for the Sony FE system is going to be released this year”

In an interview releases at Lenstip Sigma CEO Kazuto Yamaki confirmed our previous rumors:

A short flange back model designed for Sony FE system is going to be released this year.

So this will be Sigma’s first lens designed for mirrorless (and not adapted from existing DSLR designs). Hurray!

He also said that he is “very impressed” by the sales volume of their current FE lenses.

Now the big question is….what kind of lens will they release first? I am sure it will be a prime lens (no zoom yet). What are you hoping to get? Let it know in the comment system!

Sigma FE lenses:
Sigma 14mm f/1.8 at BHphoto, FocusCamera, Amazon and Adorama.
Sigma 20mm f/1.4 at BHphoto, FocusCamera, Amazon and Adorama.
Sigma 24mm f/1.4 at BHphoto, FocusCamera, Amazon and Adorama.
Sigma 35mm f/1.4 at BHphoto, FocusCamera, Amazon and Adorama.
Sigma 50mm f/1.4 at BHphoto, FocusCamera, Amazon and Adorama.
Sigma 70mm macro at BHphoto, FocusCamera, Amazon and  Adorama.
Sigma 85mm f/1.4 at BHphoto, FocusCamera, Amazon and Adorama.
Sigma 105mm f/1.4 at BHphoto, FocusCamera, Amazon and Adorama.
Sigma 135mm f/1.8 at BHphoto, FocusCamera, Amazon and Adorama.

Is this a teaser for a new Sony 8K mirrorless camera or camcorder?

We know that Sony will have a new product launch event on April 7.  And we heard that a new Sony 8k codec will be unveiled. We also heard unconfirmed info (SR3) about a new Sony RX vloggers camera using the new codec. The A7sIII seems likely to be NOT announced at the show (best we can hope is to get some early prototype info).

Today one of my readers sent me this text and image:

A very well-known and highly respected cinematography channel in China posted this photo saying it’s shot by a 8K 25P camera. And then they said on Weibo that it’s a Sony mirrorless camera. Then they deleted everything before the internet stirs. I couldn’t get a screenshot from their Weibo account saying it’s a Sony mirrorless. I’m not quite sure what’s happening here.

Don’t think this is for the A7sIII. Maybe this is a new 8K camcorder…

Sony publishes the Mid-Term Strategy plan. Focus on High Value Mirrorless cameras!


The Mirrorless strategy slide posted back in late 2014.

Sony released their Mid-Term Corporate Strategy for FY2015 – FY2017 (Full press text here: sony.net/SonyInfo/News/Press/201502/15-017E/index.html). Here are some of the key info:

1) Overall it looks very good for Sony. They target for consolidated operating profit of more than 500 billion yen for the Sony Group in FY201.

2) Focus on High Value mirrorless cameras. The actual words used by Sony are: “While Sony does not anticipate overall market growth in these areas, the Company will target certain areas within each market that are unlikely to experience commoditization by continuing to offer new, high value-added products such as its advanced mirrorless single-lens reflex cameras and high-resolution audio products.

3) Customer attention: “Sony will seek to reinforce its deployment of “recurring-revenue business models…also for interchangeable lenses and accessories within the Digital Imaging business.” Recurring revenue models provide a way to reach out to customers more frequently and build a more loyal customer base.

There is no other info in their report about particular products. But it’s also important to underline that their Imaging Sensor sales are booming and Sony plans to invest more resources in research and production. We should all benefit from that strategy too because it means Sony will lead the digital system camera sensor market too.

Thanks Dicahub for sharing the news.