Sony Photography News and Rumors

Third-party lenses remain one of the biggest reasons Sony E-mount is the most flexible mirrorless ecosystem—and Tamron just provided a pretty direct roadmap for why that advantage likely grows in 2026.

In its FY2025 financial results materials, Tamron reported a down year financially, but the more interesting part for Sony shooters is the product strategy: Tamron says it’s accelerating own-brand launches to “10+” in FY2026, up from 6 launches in FY2025.

The numbers (FY2025)

• Net sales: ¥85,071 million (-3.8% YoY)
• Operating income: ¥16,638 million (-13.4% YoY)
• Net income: ¥11,761 million (-19.0% YoY)

For the “Photographic Products” segment:

• Net sales: ¥60,643 million (-6.5% YoY)
• Operating income: ¥15,630 million (-13.7% YoY)

Tamron attributes the softness largely to photographic OEM shipments falling sharply (order reductions / market stagnation), while own-brand trends improved later in the year (turning to growth from Q3 and exceeding ¥10.0B in Q4 own-brand sales).

Sony E-mount remains Tamron’s biggest lineup

Tamron’s slide deck spells it out: Sony E-mount = 21 total models, which is still larger than Tamron’s current Z / X / RF offerings.

That matters because it suggests two things at once:

• E-mount continues to be Tamron’s priority platform (deepest catalog, broadest demand).
• Even as Tamron pushes a “four-mount lineup” strategy (including Canon RF), the E-mount base is what gives Tamron scale.

The big 2026 headline: “10 new models” / “10+ launches”

In the FY2026 forecast section for photographic products, Tamron says own-brand revenue is expected to grow driven by the launch of 10 new models (plus recovery in Europe/China). Elsewhere, the company frames it as: FY24: 7 launches → FY25: 6 launches → FY26: 10+ launches, and the updated plan raises the pace to 10 launches per year.

Note: Tamron often counts an existing lens released in a new mount as a “new model/launch,” so not all 10 will necessarily be brand-new optical designs.

What Tamron launched recently for Sony shooters (FY2025 own-brand new models)

• Tamron 17-50mm F/4 Di III VXD (A068)
• Tamron 70-180mm F/2.8 Di III VC VXD G2 (A065)
• Tamron 50-300mm F/4.5-6.3 Di III VC VXD (A069)
• Tamron 28-300mm F/4-7.1 Di III VC VXD (A074)
• Tamron 90mm F/2.8 Di III VXD Macro (F072)
• Tamron 16-30mm F/2.8 Di III VXD G2 (A064)
• Tamron 25-200mm F/2.8-5.6 Di III VXD G2 (A075)

Why this is good news for Sony E-mount in 2026

• More “value category” lenses (travel zooms, compact f/2.8 zooms, lightweight teles) that undercut first-party pricing.
• Faster refresh cycles where popular optics get G2-style updates.
• A rising chance Tamron broadens its E-mount catalog and ports more E-mount hits to other systems—without slowing E-mount, since it’s still Tamron’s biggest lineup.

If Tamron actually executes on 10 new models in FY2026, Sony shooters are likely to be some of the biggest beneficiaries—because Tamron’s own materials show E-mount is still the foundation of its mirrorless strategy.