Petapixel: FX2’s EVF Surprise and Master Lenses Steal the Show: Sony’s Quiet, Yet Strategic, 2025

The PetaPixel crew+ Gordon Laing analyzed Sony’s “performance” during the first half of this year. This is a summary of their thoughts:

Since the start of 2025, Sony has taken a more measured approach—releasing fewer bodies but doubling down on key cinema features and high-end glass. Here’s how the company has quietly maintained its momentum through mid-year.

Selective Body Updates

FX2 with EVF
Sony’s first cinema-line camera to sport an integrated electronic viewfinder, the FX2 marries stills-style ergonomics with cinema-grade codec options. Built-in cooling, 4K/120 fps oversampling, and a compact form factor make it a compelling “B-cam” for run-and-gun shooters.

No A7S IV… yet
Unlike past years, Sony has held off on a refresh of its low-light flagship. Rumors of an A7S IV or A7 V slanting toward super-high ISO persist, but no official word has emerged. The lull in body launches has left many hybrid shooters eager for a true successor to Sony’s vaunted video-sensors.

Masterpiece Lenses Take Center Stage

50–150 mm F2 G Master
Sony answered a long-standing wish for a “portrait zoom” with a compact, constant-F2 tele. Reviewers praised its sharpness, fast AF, and surprisingly small footprint.

16mm F1.8 G and 400–800mm G Master
The ultra-wide, fast 16 mm prime offers unique perspective for landscapes and astro work.
The 400–800 mm adds internal zoom mechanics and pro-grade optics, putting Sony back in the super-telephoto conversation.

Wireless Grip and Power Zoom
A new three-in-one shooting grip and power-zoom adapter hint at Sony’s commitment to creator-friendly controls.

Cinema-Hybrid Ambitions

FX Line vs. Alpha Line
With the FX2 borrowing heavily from Alpha ergonomics, Sony is blurring the line between its stills and cinema divisions—leveraging its stacked-sensor expertise across both.

• E-mount Ecosystem
Sony’s open E-mount continues to attract third-party innovation. Creators now enjoy a vast array of autofocus-capable lenses from Sigma, Tamron, Viltrox, and more—unmatched in the mirrorless world.

Opportunities Ahead

While Sony’s restrained 2025 body rollout earned respect for its focus on quality over quantity, a few areas could propel the next half-year toward standout success:

• A7S IV or A7 IV Mark II: Delivering the promised ultra-high-ISO, video-forward Alpha body would reignite Sony’s hybrid-shooter fanbase.

• Entry-level APS-C Refresh: Updating the a6700/a6100 line with newer sensors or C-Log options could energize crop-sensor enthusiasts.

• Integrated Power Zoom Solutions: Refining the power-zoom grip into a native lens feature would streamline Sony’s run-and-gun offering.

Bottom Line

With the FX2’s EVF debut, a slate of stellar G Master lenses, and a richer third-party lens pool, Sony’s first half of 2025 has been all about strategic depth. As whispers of new Alpha bodies swirl, Sony’s hybrid community watches closely—ready for the next chapter in its mirrorless saga.

For comparison…here is how they graded all companies:

Camera Company Grades

Canon (B-/C+)
Focused on vlogging: V1 (fixed-lens compact), R50V (video-centric APS-C).
New lenses: 16-28mm f/2.8, 14-30mm f/4 PZ, 75-300mm (recycled DSLR design).
Criticism: No pro photo bodies, limited third-party lens support.

Nikon (A/A-)
Strong video push with Z5 II, Z8 firmware, and 28-135mm PZ cine lens.
Criticism: Still no full-frame Sigma lenses due to alleged Tamron exclusivity.

Sony (B-/C+)
Quiet first half: FX3 II, 50-150mm f/2.8, 400-800mm f/6.3-8.
Criticism: No major camera releases, stagnant APS-C support.

Panasonic (A-)
Launched S1R II (high-res), S1 II (video), and 24-60mm f/2.8 lens.
Praise: Open-gate video, firmware updates, cropless stabilization.
Criticism: Uninspiring lens designs.

Fujifilm (A/B+)
Diverse releases: X100VI, XE5, GFX100 RF, Instax Wide Evo, X half (film-sim compact).
Praise: Unique designs catering to different users.
Criticism: Autofocus still lags behind competitors.

OM System (C+)
Minor updates: OM-5 II, OM-3 (retro-styled), 100-400mm II.
Criticism: Lack of innovation, rehashing old designs.

Leica (D/L)
Only released the SL3-S (low-res cine variant).
Celebrated 100 years of M-mount with no new M camera.

Sigma (A+)
Strong lens releases: 50-150mm f/2.8, 300-600mm f/5.6-6.3, Cine line.
FP L camera with improved autofocus.

Tamron (C+)
Quiet first half: 16-30mm f/2.8 G2, firmware updates for existing lenses.
Promised more lenses in late 2025/2026.

Final Thoughts

Best Performers: Fujifilm, Sigma, Nikon.
Needs Improvement: Leica, OM System, Tamron.
Upcoming Expectations: Sony A7S IV, Fujifilm X-Pro 4, Canon R7 II.

Final Grade Summary:

A/A+: Fujifilm, Sigma, Nikon.
B/B-: Panasonic, Sony, Canon.
C/C+: OM System, Tamron.
D/L: Leica.