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!