The preorder numbers for the Sony FX2 are extremely low…a wake up call for Sony?

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FX2 at BHphoto, Amazon, AdoramaFotokoch, FotoErhardt, Calumet, WexUK

Yesterday a reader (Thanks W!) told me this:

I stopped at my local retailer in Providence, RI, USA. They are part of a nine location chain of stores. As of yesterday, June 3, they had one (1) preorder in their entire system for the FX2. I don’t know how the camera is being received in other places, but I would call that a disaster for the northeastern United States.
I’m an FX6 and FX3 owner who has been waiting to see what Sony plan to do as a replacement for the FX9. After the disaster called FX2, I’m not so sure I trust Sony to keep pace with the changing marketplace.
Time will tell of course, and I don’t have to make any decisions in the next few months, but if I don’t see a competitive FX camera by the end of the year, I will start making plans for a change.

UPDATE: Now a Swiss retailer sent me this (SAR note: Did hide the store name as Manuel didn’t tell me if I can make it public):

I’am Manuel and working in Switzerland for a Renthouse & Reseller for Cameragear.
I can confirm so far, we have zero (0)! preorders for the FX2 so far… 
So your statement looks about right to me so far.

This prompted me to contact my contacts in stores, who confirmed that the number of pre-orders for the FX2 is extremely disappointing. Through my affiliate links in the US and the EU, I have received only 6 pre-orders in total. Considering that, statistically speaking, 1-2 of these pre-orders will be canceled, the result is rather disappointing.

I hope this is a lesson for Sony: in a world where the competition never sleeps, you can’t afford to fall behind for long. We need cameras with significant updates and a little enthusiasm!

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New 2.0 firmware update for the Sony BURANO 8K E-mount camera

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The Sony Burano camera got a major 2.0 firmware update with a ton of improvements:

  • New Recording Formats
    • FFcrop 3.8K 16:9, up to 120fps
    • S35 4.3K 4:3 aspect imager scan mode, for anamorphic shooting, up to 60fps
    • S35 1.9K 16:9 up to 240fps
      NOTE: When 240fps is selected for S35 1.9K 16:9, SDI output and HDMI outputs are not available.
  • Addition of 1.8x setting to De-squeeze function for anamorphic lenses
  • Addition of 24.00p to X-OCN 16:9 imager scan modes
  • Additional exposure tools (High/Low key)
  • Support for Active/High Image stabilization in FF crop 6K, S35 1.9K 16:9
  • Addition of S&Q selection increments : 66, 72, 75, 88, 90, 96, 110fps
  • Expansion of White Balance memory positions from 3 to 8
  • Inclusion of VF Gamma Display Assist while using S-Log3 for monitoring
  • [Monitor FHD] is newly added as a factory preset for SDI output for both X-OCN and XAVC
  • Improved the on-screen display which places camera status information outside of the image in [Monitor FHD] in both HDMI and SDI output
  • Addition of breathing compensation and image stabilization metadata in X-OCN
  • Time Code and Clip Name metadata are now overlaid to [Monitor FHD]
  • Support for 23.98PsF for SDI output
  • Image quality is improved in S-Log3 external output in Base Look
  • 709tone is newly added as a preset Base Look
  • Improved image quality when applying user 3D LUTs
  • Compatible with commands for PL lenses supporting Cooke/i Technology
    • Focus & Zoom: Can be controlled on the BURANO, from M&C app or via external devices
    • Iris: Can be controlled from Remote Control Panel only
  • 24V option is added to PL mount voltage setting (PL-Mt Voltage)
  • Autofocus improvement when recording with 29.97P, 25P, 24P, and 23.98P
  • Proxy recording is now available with system frequency of 24P
  • Factory-reset frequency is changed from 59.94P to 23.98P
  • In addition to Reset/Reset without Network, [Reset to Factory Defaults] menu is now available to initialize all settings e.g. password, User 3D LUTs in memory
  • ・Variable ND control is now possible from Remote Control Panel (RCP)
  • “Imager Temperature” is added to the status screen (Information screen)
  • “Format Media” can be executed from the status screen (Media screen)
  • Camera ID and Reel # can be set in the status screen (Project screen)
  • Tally control is now possible from external devices connected via wired-LAN

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Analysis: Why Sony could soon announce the Sony FX3II soon with 24MP, 6K RAW, 4k120p

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Last week I told you that Sony has two more camera registered in Asia that will be announced within 3-4 months:

  • Code “WW697160” registered by Sony Japan
  • Code “WW084220” registered by Sony Wuxi

The publicly registered cameras only contain data about their Wifi and connectivity capabilities. But thanks to that one of our readers (Thanks Zhang Yi Fei) concluded that the camera with the code “WW697160” must be the Sony A7sIV or the FX3II. Here is his reasoning based on the factual data published within the document:

  • 5.1GHz Wi-Fi 6E + 80MHz Bandwidth
  • 23dBm Transmission Power (EIRP)
  • 256QAM Modulation

Here is his analysis of why we should expect the announcement of a new FX3II or A7sIV in the coming months. But I would like to add a little bit of insider information: from what I understand, it seems much more likely that we will get an FX3II rather than an A7sIV:

I. WW697160’s Specifications: A Video-First Manifesto

  • 5.1GHz Wi-Fi 6E + 80MHz Bandwidth
    • Purpose: Sustains 800Mbps+ data throughput for:
      • 6K RAW over-the-air monitoring (min. 600Mbps)
      • 4K/120p multi-client livestreaming
    • Constant: Photo-centric bodies max out at 200Mbps (4K/30p)
  • 23dBm Transmission Power (EIRP)
    • Purpose: Ensures 30m+ stable links in RF-noisy environments
  • 256QAM Modulation
    • Purpose: Low-latency error correction for real-time focus pulling/audio sync

This combination exists only to serve professional video production.

II. Why A7S4/FX3 II Are the Sole Candidates

A. A7S4: The 5-Year Upgrade Cycle Demands It

  • Must counter Canon R5 II (8K60) & Nikon Z6III (ProRes RAW)
  • Predicted spec: 6K60P oversampling, global shutter, 13+ stops DR
  • Cost Alignment: +$25 for 6E adds < $25BOM cost → justifiable for a $2,799+ video flagship
  • Matches A7S III’s “prosumer wireless” legacy (5GHz Wi-Fi 5 in 2020)

B. FX3 II: Cinema Line DNA

  • Requires upgrades over FX3: 6K open gate, internal RAW, active cooling
  • WW697160’s 23dBm power suits FX3 II’s fan-based thermal system

III. Why A7M5 & RX1R III Are Impossible

A. Sony A7M5: The Cost/Performance Paradox

Spec A7M5 Reality WW697160 Conflict
Wi-Fi Standard Wi-Fi 5 (802.11ac) Wi-Fi 6E (802.11ax) +$25 cost for zero benefit
Max Video 4K/60p (1.5x crop) 6K RAW-ready Bandwidth overkill 4:1
Power Draw 12.4Wh (Z Battery) 23dBm RF Battery life catastrophe
Price Target $2,199 Flagship-tier BOM Forces $400+ price hike

Verdict: Sony’s product managers would veto this as “commercial suicide”.

B. Sony RX1R III: Physics Says No

Parameter RX1R III Constraints WW697160 Demand Physical Clash
Thermal Budget 35mm body, no active cooling 23dBm RF = 5W+ heat Overheats in 15min
Battery Capacity NP-BX1 (1240mAh) 6E modem = 40% drain/hr 20min runtime penalty
Market Need Street photographers Cinema crew workflows Zero user overlap
Price Justification $2,399 (sensor-driven) $25 RF tax Unrecoverable cost

Verdict: Putting Wi-Fi 6E in an RX1R III is like fitting a jet turbine to a bicycle – technically possible, physically absurd.

IV. The Business Logic Seal

Sony’s product segmentation is ruthlessly precise:

  • Video flagships (A7S/FX): Absorb cost for wireless/IO pro features
  • Hybrid/Stills bodies (A7M7/A7R): Strip “non-core” specs to hit price points
  • Niche compacts (RX): Minimize complexity/heat

WW697160’s specs violate every rule governing non-video lines – making A7S4/FX3 II the only rational candidates. Expect an official announcement July–August 2025.

So this was his analysis. At this point I do believe that this is a new FX3II with 6K sensor, 4k120p and maybe same global shutter sensor of the Sony A9III.

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