Sony interview: It’s clear we can expect a new 85mm GM !

Funny image: Fabrice biting his new A7cR :)

Phototrend had a chat with Fabrice Abuaf senior IP&S product manager at Sony France.The main interesting info is that he said that it’s clear there will be a new generation 85mm GM lens. But he will not say if it’s still f/1.4 or f/1.2

Here is a google translated recap via Asobinet:

How is Sony doing in the photo market?

• Sony is the world leader in full-frame mirrorless cameras.
• Regarding the overall market, I don’t know exactly, but I think Sony is the leader.
• 2023 marks the 10th anniversary of Sony’s entry into the full-frame mirrorless market.

Is 2023 a good year for Sony in France?

• 2023 is a good year.
• Like other brands, we have faced many hardships due to Covid-19 shortages, factory closures, factory shutdowns, and complicated transportation of goods from Japan, Thailand, and China.
• The period from 2020 to 2022 was a complicated period, and users also took a wait-and-see attitude.
• Since the beginning of 2023, momentum has returned.

Is Sony growing compared to before?

• Varies by segment.
• Sony’s most interesting segments, full-frame and APS-C mirrorless, are expanding.

Which Sony camera is the most popular in France and Europe?

• After years of dominance by the α7 III, the α7 IV has taken over.
• If a competitor releases a high-performance camera, it will sell well. However, overall, the best seller remains the α7 IV since its launch at the end of 2021.

Any feedback on the new α7C II and α7C R?

• Regarding the new generation α7C, we have just delivered the initial lot. It’s still a little early to receive feedback.

What is the latest information on the development of Sony’s ultra-long focal length lenses?

• FE 300mm F2.8 GM OSS is already under development.
• But first, we’re concentrating on updating our most classic lenses. There’s not a lot of information about longer focal lengths, but I think engineers are working on lenses.
• We don’t have a history of super telephoto lenses like other SLR manufacturers. For this reason, they are unable to introduce lenses as quickly as their competitors.
• We strive to accommodate the most necessary focal lengths. However, it may still take some time.
• However, those who have been waiting for the FE300mm F2.8 GM OSS will find it to be an excellent lens in terms of price, weight, ergonomics, and AF speed.

About other lenses

• We do not have a roadmap for the lenses we will announce.
• Sony has a culture of secrecy.
• But what is clear is that we can expect an 85mm F1.2 or at least the new generation F1.4.
• We have announced 24mm, 35mm, and 50mm F1.4, but in the future it will be 85mm F1.4.

Is Sony still expanding in the video field?

• We are entering all areas where we think there is a need for users. From photos to videos and Vlogs.
• Vlogs are still very popular. The movement to use and create video content is very strong and will continue to do so.
• We are currently at a stage where something called Vlogging is experiencing explosive growth. It has become easier to consume content, especially thanks to improved network transfer speeds.
• We created our products to meet this demand (compact, APS-C, full size).
• This field is still under development. We want to create a product that appeals to content creators of various levels.

What is the next step in AI development?

• To be clear, automatic shooting is not our focus at the moment.
• For us, AI should be limited to the ways we already implement it in cameras. In other words, the AI ​​chip inside our cameras is a huge database and processor optimized to track a wider range of subjects than ever before.
• This tool is indeed very powerful, recognizing human poses and recognizing the orientation of animals, heads, eyes, birds, insects, airplanes, etc.
• However, cameramen and videographers are still in control. They make the decisions about the camera, the camera doesn’t make the choices for them.

What subject recognition system should be installed in Sony’s cameras next?

• There is no telling what the next object will be recognized.
• All I know is that we do a lot of cloud development (at Sony Creators’ Cloud).
• Cloud seems like an old term in the technology world. But increasingly, we will be interfacing directly with the cloud via smartphones and computers.
• In the near future, you will definitely be able to update your camera directly from the cloud. And you’ll probably want to download or purchase a subject recognition database. I’m sure it will.

Will Sony ever release a compact machine that specializes in full-frame cameras?

• I think the market is small.
• If Sony were to release a compact Expert, it would have a lot in common with the α7C R.
• We have received feedback from many shops that they have customers who are interested in the Leica Q3 and have also inquired about the Sony α7C R.