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Sony’s Full-Frame Warpath

Get Sony A7 at B&H Photo.

Consider that in five years or so, Canon has done nothing significant in full frame, and Nikon seems intent on letting the D800/D800E age with zero improvements (though several are obvious). It’s almost as if CaNikon wants to give away market share. Maybe both companies have something great pending.

But Sony’s approach to full-frame mirrorless is remarkable.

In about six months, Sony has released three full-frame mirrorless cameras at 12, 24, 36 megapixels, each serving a different audience, including the most exciting one of all in terms of groundbreaking technology: high quality 4K video in the Sony A7s with a sensor expressly made for the task. It could take the industry by storm if priced aggressively (and assuming nothing troubling pops up with its 4K reliability and quality).

Wow. While the A7* lineup has its shortcomings of various sorts (ergonomics, menu system, vibration), Sony has to get credit where it is due: real innovation with an aggressive price point while pushing hard on the quality front. The lens selection remains the weak area, but even that will improve towards the end of this year.

This is the way industries are remade. It doesn’t really matter if 1st-gen offerings have issues—they set the pace and tone, and 2nd-gen stuff can seal the deal.

Sony A7R and Sony A7s

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