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Sony interview at DPreview: Sony A7s alike APS-C camera is a possibility…and yes A7sIII will exceed expectations!


Dpreview interviewed Kenji Tanaka from Sony. Here are some of the most interesting news:

Computational photography:The next step is we have to learn more things from computational photography

Sony’s answer to low price competition (Canon RP):I want our technology to be the reason people are attracted to Sony, not the price

Sony’s advantage over the competition:Last year we said that speed and AI would be our new technology drivers, and since then other mirrorless companies have tried to develop these technologies.”

Full Frame vs APS-C strategy:Full-frame is the best platform to deliver our technologies. But of course these technologies need to cascade down for APS-C customers. So we will focus on both groups of customers, but [the] timing is a little different. First full-frame, then APS-C.

About possible APS-C “GM” branded Lenses:Maybe not as ‘GM’, but high quality lenses are definitely an option [for development]”

APS-C professional market:Honestly speaking, for still photography, full-frame is [more appropriate] for professionals. But for video, APS-C is good for both amateur and professional customers, because it’s size is close to Super 35mm, [which is a] video Image sensor format.

APS-C typed Sony A7s is an option:That is possible, I think. For example, looking at the US market, at the BlackMagic Pocket Cinema Camera, I think that’s a wonderful product for professionals. Not only for high-end amateurs. The sensor size of that camera is Micro Four Thirds, and [Sony’s] APS-C is bigger.

A7sIII basic expectations:The basic expectation is for things like 4K/60, 10-bit 4:2:2. I want to think in a different way and create something that goes beyond the expectations of our customers. It’s easy to add 4K/60, but beyond these specs, a lot of customers have other kinds of demands, and that’s what we’re researching.

Dpreview sums up the interview and says this:

Mr Tanaka did hint at greater emphasis on APS-C in the near future though, including – crucially – the possibility of some high-end lenses to come.


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