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Sony A7R IV Takes the Floor

I am sure Sony planned the Sony A7R IV announcement for my drive home from Yosemite followed by my dentist visit for four new front crowns—busy day yesterday! Sony must have an 'in' with someone in Scott’s Simulation.

It’s nice to have real teeth again (six were broken during my Dec 30 bike crash).

I will have a lot to say about the Sony A7R IV in coming days and in my in-depth review. There is much to like, and yet the most important feature of the Sony A7R IV (for me) looks to be dead on arrival for practical use.

Sony A7R IV

I can’t foresee any company overtaking Sony at this point. Mirrorless is Sony. Sony is mirrorless. All the other me-too'ers are there to keep the Sony juggernaut going via a competitive pressure. Sony dominates the sensor business too. Fujifilm has wisely staked out the medium format area with Hasselblad a distant second. The DSLR is dead.

Meanwhile, the Fujifilm GFX-100 is here and I have a backlog on Canon EOS R and the Voigtlander FE NOKTON 21mm f/1.4 Aspheric. I will interleave coverage of the two latter items into my coverage of the GFX-100.

How much better will medium format have to be to beat the advancing 35mm state of the art? Perhaps a multi-shot high-res mode on the Fujifilm GFX-100 with a firmware update?

Sony A7R IV — high demand, pre-order for priority

Due to ship on September 12, we’re 8 weeks away from when I can start reviewing.

Demand 🔥 is likely to be high, pre-order the Sony A7R IV ASAP.

CLICK TO VIEW: Sony A7R IV and Highly Recommended Lenses (partial list)

Help me help you

I need your help.

B&H Photo has generously loaned gear to me for over a decade. Loaner gear is critical to my reviews. But B&H needs something in return: sales originating from

When sales from fall off, I must divert time to ads/promotion, which takes time away from my review coverage and blog. Such as this afternoon, when I would have much preferred writing all about the new Sony A7R IV.

I don't like too many ads—they clutter things and distract. If readers can make a habit of buying through links to B&H Photo, over time I hope to reduce the clutter.

EASY and FAST way to help me and you: buy using links/ads

1. Go to
2. Click through any link or ad to B&H Photo (or OWC).

- One click-through on any link to B&H attributes sales to in that browser session. - No need to click through over and over, unless you quit the browser.
- High-priced items count the most, as total dollar amount is the most important metric.
- click-throughs even without purchase show interest too!
- Does NOT work: adding yourself to a B&H mailing list, and ordering through email link in email from B&H. Love

Amazon for other stuff? Bookmark @AMAZON


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