Sony Interview: We will Never Ignore APS-C, Firmware Coming, and More

sony kenji tanaka

In a recently interview with Sony manager Kenji Tanaka by dpreview at CP+ Show 2018 in Japan. He talks about recently announced full frame mirrorless camera Sony a7 III (B&H/Adorama/Amazon), and upcoming FE 400mm f/2.8 GM OSS Lens, a9, weather sealing, APS-C mirrorless cameras, firmware updates and more, you can see the detail below:

About Sony APS-C Mirrorless Cameras:

We know that some people think we’ve neglected the APS-C market, but it’s just an issue of prioritization. A couple of years ago we introduced the a6500. Then the next year we introduced the a9, and the a7R III. But we think that the APS-C market, and APS-C customers are both very important, because the majority of the market is APS-C, and we’re developing many kinds of APS-C products, so please be patient – we will never ignore APS-C.

About Firmware Updates:

Sony makes a lot of key devices, for example image sensors and processors. I’m originally an engineer. Engineers always want to provide the latest sensor, the latest processor, and so on. Maybe this is one of the reasons our product release cycle is faster than some of our competitors. [But] user-upgradable software is very important. Our new model cycle is speedy, however I think that firmware updates are something we should offer.

About Sony a7 III:

We describe it as a basic model but maybe our definition is different [to other manufacturers]. What we mean is that any customer can use this model. Many professionals could use the a7 III, I think. I hope that many kinds of customer will be happy with this model, so we’re not strictly defining a target customer for the a7R III.

About FE 400mm f/2.8 GM OSS Lens:

Last year we launched the a9 and some sports photographers are already using the a9, for example at the Olympics, but one of the most important lenses for sports photographers is the 400mm F2.8. The weight is very light. Usually sports photographers use monopods because the lenses are very heavy, but the weight of our 400mm F2.8 is very light, and you can use it handheld, which makes it easy to create different kinds of photographs. We already announced the development of this lens, and the launch is scheduled for this summer.

About Weather-sealing:

In really bad conditions, in really heavy rain, will photographers keep on taking pictures [for long periods of time?] I don’t think so. In those conditions, most photographers will use some kind of rain cover. But of course durability is very important. Photographers should be able to shoot [in poor weather]. We have an internal ‘weather test’ and for each kind of customer we will aim to produce products with adequate durability.

But we need a balance between durability, and size and weight. For a professional camera, the requirement for durability is higher, but for hobbyist kinds of camera, the priority is smaller size and lower weight.

via: dpreview

  • Claude B.

    ”We will Never Ignore APS-C ” We hope so!