Surprise: Sony RX1R III in Short Supply as Sony Cites Stronger-Than-Expected Demand
Sony RX1rIII preorders at BHphoto, Amazon, Adorama, Fotokoch, Fotoerhardt, Calumet, WexUK.
Sony Japan has issued a statement apologizing for possible delivery delays due to higher-than-expected pre-order numbers for the new Sony RX1rIII:
We have received many more orders than we expected, so it may take some time for your products to be delivered.
We are currently doing our best to meet your requests as much as possible, so we ask that you please wait a little longer.
So it seems that despite the negative reaction from the influencer world, actual demand is higher than expected!
Sony RX1rIII and accessory preorder links:
Sony RX1rIII at BHphoto, Amazon, Adorama, Fotokoch, Fotoerhardt, Calumet, WexUK.
$298 for the Sony TG-2 Thumb Grip at BHphoto, Amazon, Adorama.
$248 for the Sony LCS-RXL Body Case at BHphoto, Amazon, Adorama.
$75 for the Sony NP-FW50 battery at BHphoto, Amazon, Adorama.
$198 for the Sony LHP-1 Lens Hood at BHphoto, Amazon, Adorama.
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Sony’s Risky Move: No RX1R III Info for Press or Stores to Prevent Leaks
Sony RX1rIII preorders at BHphoto, Amazon, Adorama, Fotokoch, Fotoerhardt, Calumet, WexUK.
Ethical Note: As someone involved in the rumor business, I fully acknowledge my vested interest in leaks and early information. That said, this article is written with complete honesty and sincere concern.
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Following the announcement of the Sony RX1R III, Sony held a press event during which they stated they had deliberately withheld information from influencers and store managers to prevent leaks. While I understand the reasoning—leaks can be problematic for any brand—I was genuinely surprised by this approach, and I believe it comes with significant downsides.
Most other camera manufacturers do not take such extreme measures. Yes, leaks can be frustrating, but they also generate anticipation, online discussion, and community engagement. By shutting down pre-release access so aggressively, Sony risks cutting itself off from the very buzz that helps build momentum for a new product.
On launch day, customers expect more than just a list of specifications. They want hands-on impressions, emotional reactions, and early reviews. Without that, a product announcement feels flat and uninspired. Can you really create excitement—or drive sales—based solely on a spec sheet?
I’m sure Sony would argue, “Don’t worry, we’ll get cameras to creators shortly after launch.” But here’s the problem: Day One is everything. That’s when interest peaks and the majority of people are actively clicking to learn about the new product. The next days, curiosity fades, clicks drop, and the momentum is lost. You only get one shot at a first impression—and it should be packed with excitement, reviews, and real-world takes, not just spec sheets.
Ultimately, this comes down to mindset. A winning mindset embraces change, sees opportunity in chaos, and plays to win. A losing mindset is overly cautious, focused on control, and operates from fear. Trying to suppress all leaks rather than embracing the broader conversation is, in my view, a symptom of that losing mindset. It’s time to focus on the bigger picture.
If I were leading the Sony Alpha division, I’d stop playing it safe and shift focus toward the following:
1. Embrace trends boldly
The RX1R III reflects Sony’s current mindset: they saw the compact camera trend rising, but didn’t believe in it enough to go all-in. Instead of innovating, they played it safe—recycling much of the previous model’s hardware. What could have been a bold statement became a cautious half-step. Imagine if they had developed a truly new ultra-compact IBIS system instead—something that made people say “only Sony could pull that off.”
2. Make emotional cameras
Most people aren’t pixel peeping specs—they want a camera that feels great to use, looks beautiful, and creates film-like images straight out of the box. While the A1 II and A9 III are incredible tools for professionals, the vast majority of buyers today are amateurs, hobbyists, and increasingly, a new generation of young creatives. Sony needs to recognize this shift and deliver on it with:
- Timeless, classic design (maybe take inspiration from Minolta heritage)
- A refined, simplified menu system
- Reliable, seamless smartphone integration
- Built-in Kodak-style film simulations
3. Don’t let success breed fear
It’s common for once-bold companies to grow risk-averse. Sony’s technical edge is still world-class—but vision and heart seem to be fading. Playing not to lose is never a winning strategy. If DJI, Fujifilm, and Nikon are thriving by taking creative risks, Sony can too.
The future is bright!
Camera culture is being rediscovered by a new, younger generation. Instead of trying to silence the buzz from places like SonyAlphaRumors.com, Sony should listen—lean into the passion, the trends, and the demand for meaningful design. There’s money to be made and communities to win—if you’re bold enough to take the leap.
The new Sony RX1R III is getting mostly negative reactions from reviewers and YouTubers alike—including Marques Brownlee.
Sony RX1rIII preorders at BHphoto, Amazon, Adorama, Fotokoch, Fotoerhardt, Calumet, WexUK.
Influencers are still grappling with this camera, and it’s unusual to see a Sony release provoke such a strong mix of love and frustration at the same time. It’s like the FX2 launch all over again—just dialed up even further. :)
And finally an unboxing video :)
ThePhoBlographer about the Sony RX1rIII: “there’s a lot to love about it”
Sony RX1rIII preorders at BHphoto, Amazon, Adorama, Fotokoch, Fotoerhardt, Calumet, WexUK.
ThePhoBlographer shared his first impressions of the Sony RX1R III. While acknowledging the camera’s limitations, he writes:
I’m really not sure it was worth the wait. And more importantly, I’m not sure that it’s worth the price. But at the same time, I’d be telling you a total lie if I told you that I’m not totally infatuated with this camera…
There’s a lot to love about it. It’s small, it can deliver beautiful image quality with the film looks built into it, and it doesn’t get in the way of you making good images. You have to shoot with this camera in a very old-school film-style way because there is no tilting screen. So you have to get into an odd position of some sort or do what photographers have called a, “Hail Mary” for years. That’s where you point the camera at something, shoot, and pray that you got the shot.
He’s also aware of the criticism voiced by many influencers about this camera during the Sony press event, and he shared this interesting thought:
I don’t consider those people in the meeting to be photographers, first and foremost. They’re primarily making videos, and I’m primarily writing articles. On the side, I bring in taxable income via my photography services. And sometimes, I want a pleasure camera to bring around with me. This is that camera.
D’oh :)