Sony Has to Create Something New

Kimio Maki the Senior General Manager of the Digital Imaging Business Group at Sony gave another pretty typical interview with Amateur Photographer about the a99 except for one detail.

“Are fast-focusing mirrorless cameras like the Fujifilm X-T2 a threat to Sony Alpha 7-series customers?
KM: Yes. In terms of speed we have learned a lot from Fujifilm, Canon and other competitors. There’s still a lot more to learn of course and we don’t have the same kind of weapon right now. We have to create something new.”

It’s a rare admission of defeat from Sony, but it could also indicate the return of the original distinction between the Sony a7 and a7R when they launched. Sony might go back to developing the Sony a7 line as a speed demon line instead of a value line in the future. Maybe the Mark III line up will be laid out as follows:

Sony a7 III Autofocus King
Sony a7S III Low Light King
Sony a7R III Resolution King

If Sony went back to the original formula it would mean we would see them refreshed a7, a7R and finally a7S. Next year could be interesting.

Via Amateur Photographer


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  • ZoetMB

    The problem with producing three different cameras, one that’s best at focus speed, one with highest resolution and one best at low light is that almost no one shoots the same thing all the time and almost no one wants to buy or carry three different bodies. The other issue is that it defers purchases because consumers are unsure which to buy.

    You need at least 2 out of 3 in the same body because whether you’re shooting high or lower resolution, everyone except product photographers needs fast focus speed and everyone except studio photographers needs low light capability. Consumers (as opposed to pros) might not need high resolution unless they’re creating huge prints (although they think they do), but they need fast focus and low-light capability. And all that is aside from video quality which is becoming more important all the time.

    IMO, if Sony is projecting a future in which they topple Nikon (easier) and Canon (harder), they’ve got to limit variations in the same basic body. Personally, I’d still like to see more modular cameras where one can switch out the sensors and viewfinders and I think if anyone can accomplish that, it’s Sony. Nikon has pretty much conceded the quality video market, so it’s between Sony and Canon. The A7 line still has some disadvantages, but if Sony can overcome those AND produce more lightweight and smaller lenses, I think they can own the market in the future.

  • Neopulse

    Algorithm problem in my opinion is this. They got better in the next gen and chances are the 3rd. Hopefully November the A7 III will be out.

  • jojo

    Does he mean matching the performance of the Fuji X-T2 with a new FF Sony model? Or a new Sony APS-C camera to compete with the Fuji X-T2?

    An A7 mk2 styled APS-C body would certainly give another option, and be much more likely to convert DSLR users than the A6300 series.