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Sorry guys for the Live stream noise!
DSLR weekly japanase sales ranking: The Sony Alpha 550 goes up on position 9
Sony A850 and A900 double review by photographybay!(SR4) Sony product strategy revolution.
Good morning dear readers!
Since five months I am working to get interesting news and rumors for you. I am happy to see the latest rumors we posted came true. Some of our sources proofed to be good and now I post you what they told me during the last weeks. I hope they will be also right this time!
UPDATE: Remember this is a “rumors” website. We are not affiliated with Sony and we don’t get the infos from them. Our rumors can be wrong. So please take it easy ok?
The first thing I can tell you is that BIG changes are coming!!!
Mirrorless
Since almost two years Sony is working on a top-secret mirrorless system. One of our sources told us “As it is no other word other than mirrorless product is coming, and right soon“. Another source told us that “the EVIl cameras will have proper video function, unlike the competition.“. Expect APS-C cameras to be announced in Q2. There will be more of it in 2010. And we can’t forget the rumor posted yesterday which says that the mirrorless camera will have “Zeiss licensed lenses“! And “The EVIL line will be performing as well as FF does, only DOF will be less shallow and sensitivity lower.“.
“Alpha lenses will fit the EVIL line with an adapter.”
A700 replacement and Pellicle mirror
“The Sony A700
In the meanwhile we received a triple confirmation from different sources that Sony made a “beta version” of the A700 successor with pellicle mirror.
Fullframe and APS-C
Sony plans to have two major lines in the future, one is APSC size EVIL line and the other is FF 35 mm.
“Expect new high end FF cameras and lenses“. And it isn’t a secret anymore that Sony next High-End FF camera will have over 30 Megapixels.
UPDATE: We do not believe Sony will stop to make APS-C “classic” cameras. There will be new A4xx A5xx and A6xx. Don’t worry 
One more thing
Sony will this year show down their 35 mm 4K Cine Alta, as well as 3D video cameras.
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Andrea
SonyAlphaRumors
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All is good except… foreseen end of ASP-C DSLRs from Sony
This would be really disappointing. Even if it’d have uber-video quality I still wouldn’t care as it’s kinda like breaking with great things Sony did last days.
) even if they offer comparable image quality.
Also it would be weird as Sony just have released DT-only lenses, and whole marked seems to be focused on developing better DSLRs (vide Canon 7D), as well as people seems also like DSLRs more than mirrorless cameras (ok, people everywhere else than in Japan.
BTW: I wonder if Sony EVIL camera adapter for lenses will have a lens inside, like the m4/3 does – if so than we’re kinda screwed. Zeiss lenses will loose the quality we pay all that money for
Hmm… i guess i`ll be stuck with my APS-C alpha for a long time then. I won`t change it for EVIL for sure, so the next step will be full frame or system change.
For now we don’t know when the change will be made, and the plans for A700 successor / pellice-mirror camera seems to show that Sony won’t get of APS-C cameras at least in 2010 so… hopefully we have at least one good year in front of us.
I never thought I would ever say this, but if Sony stops producing APS-C DSLRs…then first, I’m screwed and second, I will probably switch to another brand.
If this is their strategy in the long term…I’d better start saving for a Nikon D300S and Nikkor lenses…
I don’t really see Sony doing this. I mean, they only introduced a second full-frame and some more advanced APS-C camera’s about 6 months ago…(A500/550, A850, more recently A450).
And I don’t care at all for video. I’m a photographer. I take still images.
If this turns out to be true or at least half true, then my business with “holding back” sony is over. After PMA I am switching to another brand. Like I said, by the time sony comes out with their 3D cameras, some other competition will be out with some 4D cameras.
@Sky_walker
>”as well as people seems also like DSLRs more than mirrorless cameras”
Not that simple. Same could be said about film versus digital some 10 years ago. Digital was still in its infancy and too expensive. People would generally prefer film…
I got no more crystal ball than you do, but its safe to say that a few years from now, when Pan-oly will not the be only players, mirrorless designs will have grounded more market share, likely at the expense of DSLs
This may not please some faithful Alpha owners, but Sony’s plan to dedicate some of their R&D toward mirrorless is perfectly logic.
@Sky_walker
” have a lens inside, like the m4/3 does ”
…what have what now?
Why so much moaning? If you have a decent camera, with the best video implementation on the market, great image quality, accept the SONY lenses without loosing any quality and is really smaller and lighter than DSLR because it doesnt have a prism…, i cannot see to bad news on this scenario, lets hope IT IS this scenario!
How foolish I was when I sold in July my A700 because I expected successor at IFA with less noisy sensor….
IFA no
before XMas no
CES no
PMA no???
Wov, I am now really worry if this rumor comes true. If no any A750 at PMA I will switch to another brand definetly. Although I have lenses and flash f58 etc.
jiri
“mirrorless designs will have grounded more market share, likely at the expense of DSLs” – yep, that’s true, but you know, we have cheap hybrid cameras with large sensors too nowadays (Sony R1?) yet they have as much common with photography as my cat with a tiger. No offense to anyone owning mirrorless camera, but for me getting such thing is like loosing most of the fun in taking photos (ultra-small and ultra-light DSLRs or DSLR with an electronic viewfinder also isn’t a step in right direction).
Stalker – ok, perhaps not all m4/3 adaptors have lenses, but I recall seeing such… anyway – now I feel less afraid
Perhaps if they’ll make these things resemble DSLRs I’m actually going to stand it 
But for now let’s hold a thought that Sony won’t stop making APS-C DSLRs, like the Admin updated. (thx!)
What I wonder about is why they would use a pellicle mirror. From what I read on internet apparently it has been used before (1960/70/80’s) by Canon & Nikon, for high-speed shooting. But nowadays the time the viewfinder is blacked out is such a short time one does not even need a pellicle mirror…
Wikipedia:
“As development of SLR cameras has progressed since these early models, fast sequence shooting has apparently become possible using ordinary moving mirrors in high-speed cameras, getting rid of the vulnerable pellicle mirror that was prone to dust and dirt. The mirror mechanism of conventional SLR cameras has improved since the Pellix mirror was introduced; the viewfinder is dark for only a very short time, the shutter lag is small, and the mirror-return is fast enough for rapid shooting. Digital SLR cameras are able to take ten frames or more per second employing an instant-return mirror.”
So it was vulnerable and prone to dust and dirt. Why in the world would Sony start using a pellicle mirror ?!
@joris: There are advantages – since there’s less mechanics involved, it should improve the life-span of the camera. Furthermore there’d be no need for an MLU feature (I don’t know about vibrations caused by the smaller autofocus mirror, but since its smaller and probably lighter it should have less impact on the final image – despite the possibility that Sony might still include MLU for the second mirror). Furthermore, as far as I can see, the current top speed for shooting continously is about 10 images per second, maybe Sony is able to increase this value significantly by using their approach, which would make this new camera the obvious choice for sports photography…
Still, I’m just speculating. Personally I’m open to new technologies, however I’m curious how a pellicle mirror will affect the exposure times, even with sensors with increased sensitivity (EXMOR-R anyone?). In any case you lose light, which needs to be compensated somehow…
Furthermore I’d like to point out that there’s no reason to assume that Sony will stop developing & producing APS-C DSLRs. Although the original post has been updated now to reassure you guys, I still don’t see why everybody was panicking about the original post. Just because there are rumors (!) about Sony’s plans (!) to have an APS-C EVIL line and a FF 35mm line in the future (!), we have no information about the time frame we are talking about and EVIL has probably not seen enough research yet to completely replace “old school” DSLRs (even if so, it would be a bad marketing idea, since – as we can see – many people would be hesitant to switch to EVIL if they were available). If this is their plan for 5 years (just think about how much time they take for a A700 successor), they most certainly will bring out new cameras until then. And even if you want to dismiss EVIL, all our APS-C-designed DT lenses will very very likely still work on the new FF models, just as they do on the A850 and A900, with the approximate resolution of an A550/A450/A380/A350. Keep in mind that research and marketing will most likely make FF cameras cheaper over time, not more expensive.
And when they keep their plans and finally present EVIL in a product line sometime in the future, it most likely will be highly-developed enough to find its buyers and lovers.
Sony’s product strategy is basically not to have a product strategy. Their marketing of their DSLR line is incredibly poor. I have watched Sony with keen interest after the release of the A900. Unfortunately that was 1 and a half years ago and since that time they have released nothing of interest. The A850 was basically a desperate attempt to regain sales after the very poor sales of the A900 and where is the A700 successor? The A700 is no match for the Canon 7D or the Nikon D300s. Video is still amazingly absent and no more Zeiss lenses have been released and how come they still release models without liveview? I had hoped Sony would be a force in the DSLR market but sadly they are not and I believe 2010 will be another disappointing year from Sony. Sony is great at promising a lot but delivering very little.
Even Thom Hogan, no friend of Sony, says Sony is one of the few camera companies that has a strategy. Sony USA’s marketing has been pretty bad, I admit, but it looks to me like Sony’s overall marketing strategy was to nail down Europe first. They have done a pretty good job of that, and, if they get their act together in time for the World Cup this summer, they may be able to ace Europe. Remember, Sony’s World Photography Awards will be announced in Cannes this summer as well. Both of these events are bold, and speak to Sony’s ambition, but they simply don’t play as well in the US as they do in Europe. Sony knows that.
In fact, Sony typically delivers more than they promise. They delivered a lot with the A100, the A700, and the A900. And with the Zeiss lenses and the new G lenses. Even with the new non-G lenses introduced in 2009, which were universally praised. Remember, also, the the best Zeiss zoom, the 16-35ZA, was introduced in 2009, alongside the 70-400G, one of the very best lenses introduced in 2009 by anyone. Yes, the cameras they introduced in 2009 didn’t hit the spot; even though the A850 and the A500/550 had their points, they were, one way or another, a bit disappointing. And certainly, they were not what we expected after the A700 and A900.
But Sony, and others, clearly expect that the new cameras for 2010 will bring excitement and fulfilment to Sonyland. Right now, most of us are very apprehensive–understandably so, because we have been waiting and waiting for that A700 successor and because Sony seems poised on the brink of introducing ground-breaking new cameras in three different lines. New tech always breeds apprehension. I feel it myself.
But I see two very calm oases in the midst of this apprehension. One is George Schaub, editor of Shutterbug, who is viewing Sony’’s program of tecnological advancements with a great deal of pleasure and excitement. He feels that Sony’s implementations of HDR have been solidly superior to the others–and HDR is an area that is likely to grow in importance. Several times, he has expressed strong anticipatiion of the tech advances he believes that Sony will soon bring to the table. In his position, he may already know some at least of what it will be.
Another calm voice in the midst of all this apprehension is Kiklop, the owner of Dyxum, the most important Sony Alpha discussion forum. His tone is notably less shrill than it was when I first encountered it more than a year ago. He is advising patience, and asking posters on his site to understand that real innovation, which he has always called on Sony to give us, takes a good deal of time to work out. I expect that he knows much more about what is happening with Sony than any but a handful of others do, and he seems to be at peace with it. No one would have more reason than he does to be apprehensive. To judge from the tone of his posts, he is remarkable calm.
I am glad that Andrea clarified her post after the first several responding posters expressed so much apprehension. But I didn’t see the need for ao much apprehention to begin with. If Andrea’s post is correct, there’ll be three lines: FF, APSc classic cameras, and EVIL. And then there’ll be that new kind of camera, the A7xx, that will have the entire camera world talking (Gustav), and will be a camera to dream of (Sony Alpha’s head man). I’ve heard a lot of negative stuff about pellicle mirrors, so I am worried unless they bring out an A6xx that is a worthy sucessor simultaneously. But the pellicle camera may have us all in camera lust again by this time next year–or much sooner.
Well, for sure the good news is that we are going to have pellice mirror camera sooner or later – this have HUGE advantages over traditional DSLRs not only by allowing AF video (which would knock down Canikon video) but also new AF systems (AF points at the edge of screen, or group of phase detection AF sensors covering whole image), and great stabilization while taking photos – you would have entirely stable camera without the need of waiting for Mirror-Lock Up and missing the shots (not saying about the fact that you wouldn’t be forced to wonder if at this shot you need MLU or not).
Another thing I hope a lot for are new consumer-level lenses. Hopefully some of them will be new, cheap primes or perhaps also variants of current primes with worse light but better price. Something to finally close Sony offer, so that they could experiment with new kinds of lenses (cheaper STF? f/1.2 lens? macro 2:1?), or offer more cheap stuff
(nice sales of 50 f/1.8 could help it a bit)
I completely agree with what you are saying Sky! The pellicle mirror could become a killer “feature”.
The pellicle mirror was tried in the 70’s and was unpopular then. Disadvantages include significant light-loss to both viewfinder and sensor of about 2/3 stop, extreme vulnerability to damage, reduction of image quality even when the pellicle is in perfect condition, and severe reduction in image quality as it becomes dirty. It can’t be cleaned, only replaced.
With Sony’s high ISO noise a pellicle mirror is not going to help as it requires a lot more light.
Sony touted their great viewfinder on the A900 and now most of you want to return to the dark ages, literally.
Sony are desperate to turn around their lagging sales but using a pellicle mirror is not the answer.
I really want Sony’s DSLRs to be successful but 2010 will be another disappointing year for Sony. The limelight will again be dominated by Canon and Nikon.
James – think out of box.
Pellice mirror doesn’t have to split the light between viewfinder and sensor, and it doesn’t have to take away 2/3 stops from sensor. It can take like… 1/4th or less and the light could go to AF sensors only, while the camera would have EVF (it was rumored few times that sony plans to make EVF DSLR – perhaps it’s the one?), not saying about Exmor-R sensor which could help with this problem.
“extreme vulnerability to damage” – it’s not ’70s, the materials science moved miles away from that time, so I doubt it would be a big problem.
“It can’t be cleaned, only replaced.” – Actually old pellice mirrors could be cleaned. both by air and in mechanical way. Just like we clean current DSLR sensors.
“but 2010 will be another disappointing year for Sony” – I wouldn’t say that in January. Sony delivered lot more than it promised in 2009, actually: it was the company developing most DSLR bodies of all. We also got few great lenses as Winedarksea told. So I hope Sony will surprise me well in 2010.
Sky_walker – If the camera has an EVF, what is the point in having any mirror? A pellicle mirror camera will have an OVF.
“Sony delivered lot more than it promised in 2009, actually: it was the company developing most DSLR bodies of all.” Sony only released a lot of bodies because a) They released the A850 as a cheaper A900 to try and turn around very poor sales and b) they release two versions of each camera, with and without liveview due to Sony’s implementation of liveview dimming and diminishing the viewfinder. None of the cameras were very interesting, none of the cameras generated much publicity and primarily due to NO VIDEO, none of the cameras sold well.
Sony has abysmal DSLR sales and I stand by my comment that Sony will continue their trend and have a disappointing 2010. I hope I am wrong as I would like Sony to be successful.
“what is the point in having any mirror?” re-read what I posted, please. There’s something like AUTOFOCUS. I mean… good AF, not that crap Nikon has during live view (without the mirror).
“Sony only released a lot of bodies because” – I don’t care why. The fact is that they are the nr. 1 in that matter.
“liveview dimming and diminishing the viewfinder. None of the cameras were very interesting, none of the cameras generated much publicity” – A550? Huh? Have as good OVF as any other DSLR, and thanks to new noise reduction it made quite a mess all over the net.
Sky_walker – “A550? Huh? Have as good OVF as any other DSLR.” The Sony A550 is priced the same as the Canon 50D and the Nikon D90. Lets have a look at their viewfinder comparison.
Canon 50D Pentaprism, 95% coverage, 0.95x magnification
Nikon 90D Pentaprism, 96% coverage, 0.96x magnification
Sony A550 Pentamirror, 95% coverage, 0.8x magnification
The Sony A550 Is using a pentamirror, which is dimmer than a pentaprism, and it’s liveview system makes the viewfinder even dimmer still. The magnification is also much smaller. So NO the Sony A550 does not have anywhere near as good a viewfinder as the equivalently priced Canon and Nikon models.
“…thanks to new noise reduction it made quite a mess all over the net.” According to amazon.com and amazon.co.uk it does not even rate in the top 100 DSLR sales and it is the same story in Japan. That sounds like quite a mess to me also.
Sky_walker regardless of how much Sony flag waving you do, you cannot deny the fact that Sony’s DSLR division is in trouble.