Sony Interactive Entertainment will hold its annual Consumer Electronics Show (CES) press conference on January 6, 2026, at 5:00 p.m. PST / 8:00 p.m. EST. Sony typically doesn’t announce new Alpha gear during this event, but it usually shares a brief update on its camera strategy. Expect the spotlight to fall on automotive technology and other electronics such as TVs and PlayStation.

It’s likely Sony will livestream the press conference, and I’ll embed the stream on SAR as soon as it’s available. I also expect an Alpha product announcement shortly after—potentially in mid to late January—focused on new lenses:

• 100–400mm f/4.0 GM
• 100–400mm variable-aperture G lens
• 18–26mm f/2.0 GM