Though this report seems a bit crazy to hear, Sony Alpha Rumors is stating that the company may kill off almost all of their DSLR lineup of cameras to push consumers more towards the mirrorless options and pros more towards both mirrorless and DSLR (or SLT in Sony terms.) Instead, only the top end of the cameras will survive: with those being the A77 and the A99 series. Hopefully, this will also help to fix the marketing with all of the cameras now being included in the Alpha series.
Ever since the company announced that both E and A mounts are in the Alpha series, many have been very confused.
If the A mount is to only continue with two cameras, what that may also mean is that the next A77 or A99 models may be positioned more towards a higher level enthusiast than the pro. They’re a company that has always gone after that market segment more than professionals–with the exception of the company’s first full frame camera: the A900.
There is also the chance that the report isn’t true at all because of all of the consumer oriented lenses that Sony has created over the years. It would be a total waste to abandon all of that production.
There have been rumors going around about Hasselblad rebranding the Sony A99 since last year’s CES. And now it appears that they’re totally true. Petapixel is reporting that the company has badged the camera as the Hasselblad HV–and that it has an exterior coating that is said to be only second to diamonds. All this and they decided to slap an $11,500 price tag on it.
Since it is more or less a glorified A99 camera, it is Sony A mount and that means that it can take all of the glass for said mount. The best part from the press release is where the CEO states,
“There are growing numbers of very keen and often extremely talented amateur photographers and photo-enthusiasts all over the world that are willing to invest in the kind of high performance capture products that elite professionals enjoy.”
In this economy? Really? Granted, the camera comes with Sony’s 24-70mm f2.8 lens, which we really are smitten for. But at that price tag, I’d need to have not bet on the Broncos during last night’s Super Bowl.
More images are after the jump. But you probably don’t care anyway. So instead, check out our Sony A99 review. We tested it with the old 50mm f1.4, 85mm f1.4, and 135mm f1.8. Plus we’ve got a review of the newer 50mm f1.4.
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When Hasselblad first announced the Lunar camera, they also cited that they’d be working together closer with Sony on future collaborations. Back then, they also cited that they’d be working with Sony on a DSLR–and we’re positive that they’ll be putting out some sort of iteration of the A99. Petapixel picked up on a job listing citing the DSLR’s development and Photo Rumors did a little bit more research. According to Photography Bay, the job listing cites the need for a product manager to work on a pair of compacts and a DSLR.
A pair of compacts you say?! Yes, and hopefully they won’t have such a craptastic build quality as previous owners have cited. Indeed though, this isn’t what we’ve come to know and love about Hasselblad. They do a damned good job in the medium format realm–arguably the best. And they killed their darling 503CW, but all the previous rumors before the Lunar announcement pointed to the camera perhaps being a digital panoramic cam.
And unfortunately, Hasselblad’s previous lovers have been let down. In terms of a business strategy though, they’re surely trying to bring in new customers–and in this case ones that can shell out the dough.
Sony rang, and we answered the call. Editor-in-Chief Chris Gampat and I headed over to the Museum of Natural History for an invite-only press event for Sony’s new line of consumer electronics. There were upcoming television, audio, and photo offerings on display, and it was the latter of the three that particularly interested us. Following a presentation by COO Phil Molyneux and several product specialists, we signed out cameras and went on a small tour of three exhibits. Chris took the new NEX-3N and I had the a58, Sony’s latest addition to its SLT line. In summary, it’s something you’re either going to like or not.
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I have heard from friends and read online about a long awaited firmware update for their beloved Sony Cameras. Unless you have been waiting day after day for additional lens support this is sadly not the firmware update you have been looking for. I have personally written an article about the lenses supported with the dual AF systems in the A99 and NEX cameras and this will make a lot of people feel reassured that Sony is there to support them. Lets get into detail about what cameras support what lenses and what lenses now work on what cameras. [click to continue…]
Sony’s 85mm f1.4 is the lens that many people in forums whisper about: for indeed it has been told that it exhibits razor sharp image quality, and incredible build and some awesome bokeh. During my time with the Sony A99, I was sent this lens to test. I had used it before, but this was the first time that I spent a long month with it.
And the legends–they’re all true.
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