Samsung T7 disks, Joby Mic, SD cards on more are on discount today only at BHphoto’s Dealzone (Click here).

And also today only: Shop 10% Off Overstock at Keh.com. Use Code OS10 at checkout!

More deals:

• You now get the OWC 1tB Type A card for $299 only at Amazon (Click here) and BHphoto (Click here).
• Use the checkout code “MOON” to get 10% off the “Lightroom for Landscapes”  tutorial from famous Sony Ambassador Albert Dros.

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.

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 :)

You can now preorder the new lens at BHphoto, Amazon, TTartisan and Pergear.

The new Wandrd V4 Camera Backpack is now available for preorder at BHphoto, Amazon and Wandrd.

PetaPixel tested the bag and concluded:

The Wandrd Prvke V4 21L Camera Backpack and Essential Camera Cube V2 are impressive improvements over previous models. The V4 backpack shines with its updated design, which prioritizes comfort, durability, and ease of access. Meanwhile, the Essential Camera Cube V2 offers an efficient and organized solution for gear storage, albeit with a few minor caveats. For anyone seeking a high-quality, versatile camera backpack with thoughtful features, the Prvke V4 and Cube V2 are hard to beat.

The V4’s refinements make it a solid upgrade for current Prvke owners, while also offering an attractive entry point for newcomers. Whether you’re a professional photographer or a weekend adventurer, this duo offers a solid option to keep your gear safe, organized, and easily accessible.