BestMirrorlessCameraReviews posted a Zeiss interview. Here are some key info:

1) Asked about the risk of redundancy with the already existent FE 55mm and FE 35mm lenses Zeiss answered that the two new Loxia “simply target completely different customers, and it’s good to start with the core of the portfolio. It’s a new family, completely different not only due to the fact they are manual but also because the typical manual lens Zeiss look is different from anything else.”

2) The best-selling Touit lens is the 12mm lens.

3) Zeiss believes E-mount has a bright future

4) About DSLR future: “It’s not only about the megapixels, but it’s also a tool. They like feeling they have a tool in their hands, and they like it bigger. That’s why this kind of camera will still live for a long time. When it comes to mirrorless, it’s probably a very future-oriented system.”

5) About a possible digital Zeiss Ikon:  “I’m not sure if a digital rangefinder camera would have a big enough market.”

Zeiss also made clear the de-clicking key comes for free with any Loxia lenses (it’s only the extra set that costs $28). BestMirrorlessCameraReviews also posted a set of image samples taken with the new Loxia.

Zeiss Loxia preorders:
Zeiss Loxia 50mm f/2 Planar T* Lens for Sony E Mount at BHphoto, Adorama, WexUK, CameraPro.
Zeiss Loxia 35mm f/2 Biogon T* Lens for Sony E Mount at BHphoto, Adorama, WexUK, CameraPro.
Zeiss Lens Hood for Loxia 50mm f/2 Planar T* Lens at BHphoto and Adorama.
Zeiss Lens Hood for Loxia 35mm f/2 Biogon T* Lens at BHphoto and Adorama.
Zeiss 52mm Front Lens Cap for Touit and Loxia Lenses at BHphoto and Adorama.
Zeiss De-Click Key for Loxia Lenses (5-Piece Set) at BHphoto and Adorama.
Zeiss Rear Lens Cap for Loxia E-Mount Lenses at BHphoto and Adorama

Sony Japan launched a new special FE kit box. It contains all three FE zooms:
Zeiss 16-35mm
Zeiss 24-70mm
Sony G 70-200mm
and of course an A7 camera of your choice.

That is what it looks inside the box:

It will be sold in Japanese Sony Stores only starting from mid October.

P:S.: That [shoplink 29215 ebay]Hasselblad HV A-mount box (Click here)[/shoplink] looks definitely more luxurious!

At Photokina Zeiss announced two new FE Loxia lenses, Sony two new FE zooms and we also had four FE prototype lens announcements. Now we ask SAR readers to vote the FE lens they are likely going to buy:

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New Sony and Zeiss stuff preorders:
Zeiss 16-35mm FE at Amazon, Adorama, BHphoto, Sony Store US.
Zeiss 16-35mm FE in Europe at Sony DE, UK, ES, IT, FR, CH, AT, NL, BE, FI, SE, NO, PT.
28-135mm powerzoom in Europe at Sony DE, UK, ES, IT, FR, CH, AT, NL, BE, FI, SE, NO, PT.
Sony FS7 4K camcorder at Adorama.
HVL-F32M Flash at Adorama, BHphoto.
HVL-F32M Flash in Europe at Sony DE, IT,
Sony RMT-VP1K Wireless Remote Commander & Receiver Kit at Adorama, BHphoto.
Sony XLR-K2M XLR Adaptor Kit (with microphone) at Adorama, BHphoto.
Sony LCS-PSC7 System Bag (Black) at BHphoto.
Zeiss Loxia 50mm f/2 Planar T* Lens for Sony E Mount at BHphoto, Adorama., WexUK, CameraPro.
Zeiss Loxia 35mm f/2 Biogon T* Lens for Sony E Mount at BHphoto, Adorama, WexUK, CameraPro.
Zeiss Lens Hood for Loxia 50mm f/2 Planar T* Lens at BHphoto and Adorama.
Zeiss Lens Hood for Loxia 35mm f/2 Biogon T* Lens at BHphoto and Adorama.
Zeiss 52mm Front Lens Cap for Touit and Loxia Lenses at BHphoto and Adorama.
Zeiss De-Click Key for Loxia Lenses (5-Piece Set) at BHphoto and Adorama.
Zeiss Rear Lens Cap for Loxia E-Mount Lenses at BHphoto and Adorama.

ePhotozine posted a full set of pictures with four(!) E-mount lenses. These are made for APS-C cameras:

24mm f/1.7:
Minimum focus distance of 15cm. 9 elements in 8 groups and uses ED lenses in order to minimise chromatic aberrations. It weights just 246g. Price $289.

35mm f/0.95
This is a relaunch of the already known [shoplink 14656 ebay]Mitakon 35mm 0.95 (here on eBay).[/shoplink] The lens features 10 elements in 7 groups, with 10 blades and 30cm min focus. It will be available for 799 USD.

42,5mm f/1.2
7 elements in 9 groups. Price $349.

50mm f/0.95
It will be available for 899 USD.

Pictures at ePhotozine

Bloomberg reports that Sony said it would post a net loss of 230 billion yen ($2.1 billion) this fiscal year because it was writing down the value of its faltering smartphone business. ony widened its net loss forecast and said it won’t pay an annual dividend for the first time since its 1958 listing.
Sony’s mobile division is squeezed between the Appls/Samsung premium smartphone leaders and the new “Chinese” low cost smartphone companies. Sony probably should look over at Panasonic’s excellent CM1 if they want to grab some attention on their Xperia line. The New York Times reports:

Sony said it would focus more on its phones on the higher end and cut the number of phones in its midrange lineup. It also said it would change the strategy for the division. Kazuo Hirai, Sony’s president and chief executive, said at a news conference Wednesday that the company would cut the division’s work force by 15 percent, or about 1,000 workers.

Anyhow, this bad news has nothing to do with the imaging business which is doing pretty fine! I think at worse Sony will have to get rid of the smartphone division but sincerely, I don’t think this will happen.

Today Zeiss posted that new Loxia Lens video. Didn’t know you need a special Zeiss key to “De-Click” the lenses. Checked the preorder stores and indeed you can now preorder the key (for $28), the hood and cap for the new Loxia lenses too:

Zeiss Loxia 50mm f/2 Planar T* Lens for Sony E Mount at BHphoto (Click here) and Adorama (Click here).
Zeiss Loxia 35mm f/2 Biogon T* Lens for Sony E Mount at BHphoto (Click here) and Adorama (Click here).
Zeiss Lens Hood for Loxia 50mm f/2 Planar T* Lens at BHphoto (Click here) and Adorama (Click here).
Zeiss Lens Hood for Loxia 35mm f/2 Biogon T* Lens at BHphoto (Click here) and Adorama (Click here).
Zeiss 52mm Front Lens Cap for Touit and Loxia Lenses at BHphoto (Click here) and Adorama (Click here).
Zeiss De-Click Key for Loxia Lenses (5-Piece Set) at BHphoto (Click here) and Adorama (Click here).
Zeiss Rear Lens Cap for Loxia E-Mount Lenses at BHphoto (Click here) and Adorama (Click here).

Well, I am happy to see that I am not the only one have big “???” over the A-mount future. Matt Granger made this great video to try to give us an answer about that question. Well Sony officially says:

1) A-mount body and lens development will continue. But they cannot share any details about the future roadmap.
2) E-mount has a roadmap because it’s anew system and they need to create confidence. While A-mount is already a “mature” system therefore no roadmap is needed.

But as Matt noticed it’s very strange Sony did not show A-mount stuff at all during Photokina. No A77II, the two A99 camera hidden…why don’t you wanna promote those Sony?

P.S.: Thanks Matt for your work! I am very curious to read SAR readers comments on your video :)