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Do you feel Sony is falling behind on the low to mid range FF market?

  
 
RoamingScott
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p.8 #1 · Do you feel Sony is falling behind on the low to mid range FF market?


Dave Sanders wrote:
I think your grouping makes sense in terms of organizing Sony's offerings, but it's out of touch with financial reality. All of their current cameras are mid, high end or flagship.



I don't disagree with either of you, though the A7R5 being "midrange" is debatable. It's for sure a niche product and can command a little more than a more "jack of all trades" camera, which...again, other's would say it's the ULTIMATE one of those.

What's not debatable is the fact that Sony doesn't have a price-competitive offering at any level any longer. Sony isn't stupid, but they certainly are not your friend.



Jul 22, 2025 at 07:39 PM
architekt
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p.8 #2 · Do you feel Sony is falling behind on the low to mid range FF market?


1. Legacy Models Like FX3 and A7SIII Are “Good Enough”
• Cameras like the FX3 and A7SIII are already excellent 4K tools. For most creators, there is no compelling technical reason to upgrade—particularly since 8K adoption remains niche and impractical for many workflows (due to storage, processing, and delivery limitations).
• This creates a stagnation problem: these models are so capable that they undermine the case for new purchases unless there is a radical shift in features or use cases.

2. The IMX366 Sensor Could Cannibalize Sony’s Own Lineup
• If Sony introduces the IMX366 (a 44MP sensor with relatively high readout speed, https://www.sony-semicon.com/files/62/pdf/p-13_IMX366AJK_Flyer.pdf) into something like the A7V, it risks creating a “final camera” scenario—one that checks nearly all boxes for most hybrid shooters: resolution, dynamic range, speed, and possibly 8K readiness.
• In such a scenario, Sony risks saturating its own customer base. Users won’t have much reason to upgrade unless they are professionals with very specific needs.
• This will create problem not only for A7V line, but also for A7RV line. I have A7RV, but I frequently missing files from my A7RIII, I am tempted to buy A7RIII again several times. If A7V uses a good 44MP sensor, I am very tempted to switch. I doubt I want a future 90MP A7RVI. I think many people feel the same way.

3. Lens Ecosystem Is the Only Strong Lock-In
• Sony’s E-mount lens ecosystem is mature, diverse, and arguably the most comprehensive among mirrorless systems. This is a strong economic and workflow lock-in. I think a lot people tolerate Sony's high camera body price due to this rather than they like Sony logo in front of their camera.




Jul 22, 2025 at 07:42 PM
RoamingScott
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p.8 #3 · Do you feel Sony is falling behind on the low to mid range FF market?


architekt wrote:
3. Lens Ecosystem Is the Only Strong Lock-In
• Sony’s E-mount lens ecosystem is mature, diverse, and arguably the most comprehensive among mirrorless systems. This is a strong economic and workflow lock-in. I think a lot people tolerate Sony's high camera body price due to this rather than they like Sony logo in front of their camera.



It's not, though, because other mount users are enjoying E mount glass just as much as Sony body users. And those lenses can actually shoot higher frame rates when adapted than when applied to the anti-consumer Sony bodies they were made for

Either way, all 3 points read like copium and don't address anything happening in the main space of the market. "Sony won't make the body they should because it would be too popular and everyone would want one".



Jul 22, 2025 at 07:46 PM
architekt
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p.8 #4 · Do you feel Sony is falling behind on the low to mid range FF market?






It is not copium, just from a business perspective, consumer / prosumer camera business is a very tough business segment to be in. For Sony, as a giant global conglomerate, it is reasonable to think they deliberately decided to slow down camera release cycle. I definitely think they are technically capable to be able to deliver a competitive mid range camera (Sony's IMX366 is used in Lumix S1R II and IMX820 is used in Lumix S1 II, and I would like Sony to make corresponding A7x version).

On the other hand, creative hobbies are increasingly becoming a luxury, not only monetary investment, but also time investment. Consider AI industry is adding a ton of uncertainty to white collar / professional job market, who traditionally can afford such luxury, I will not be surprised if camera market experience a second collapse in a couple years.




Jul 22, 2025 at 08:02 PM
chez
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p.8 #5 · Do you feel Sony is falling behind on the low to mid range FF market?


But the question that isn’t asked is…” do we need a low end full frame camera”? What is the matter with apsc cameras as the low end entry level camera? Sony does very well with this segment…kicking Nikon’s ass.

Their a6xxx cameras sell very well and compete extremely well against low end full frame. What benefit does someone new to photography have purchasing a full frame camera over an apsc camera?



Jul 22, 2025 at 08:11 PM
DWOfPaul
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p.8 #6 · Do you feel Sony is falling behind on the low to mid range FF market?


I don't believe we are anywhere close to the best possible camera hardware yet. If anything, I think hardware development may be speeding up. For example, stacked sensors, partially stacked sensors, and global shutter sensors are all advancing. We could also see new types of sensors hit the market, such as organic sensors, or multi layer sensors such as Sigma's Foveon sensor. OLED's are getting better at some point, our camera displays will probably become OLED. 8k will eventually become what 4k is today, pushing us towards higher resolution.

I can definitely see the economy disrupting the camera market, at the end of the day, cameras are a luxury item to most buyers. But personally, I don't see AI as this big economic devastation happening in the next few years. If anything, I think a lot of AI will be a massive bubble. I am much more concerned about global conflict crashing the economy in the next few years.

As for using APSC as an entry point for photography, I feel the issues with most manufacturers are the lack of good APSC lens offerings. At some point, if you want good lenses, you end up buying FF lenses, then you're going to want a FF camera to use them to their full potential, and then you're going to end up replacing your APSC lenses.



Jul 22, 2025 at 08:50 PM
chez
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p.8 #7 · Do you feel Sony is falling behind on the low to mid range FF market?


DWOfPaul wrote:
I don't believe we are anywhere close to the best possible camera hardware yet. If anything, I think hardware development may be speeding up. For example, stacked sensors, partially stacked sensors, and global shutter sensors are all advancing. We could also see new types of sensors hit the market, such as organic sensors, or multi layer sensors such as Sigma's Foveon sensor. OLED's are getting better at some point, our camera displays will probably become OLED. 8k will eventually become what 4k is today, pushing us towards higher resolution.

I can definitely see the economy disrupting the camera market, at
...Show more

Huge majority of people don’t need anything more than an a6700 camera and a zoom lens. What benefit do most people see by moving into full frame? I’d venture to say most people get tugged into full frame by the need for the latest greatest tech…not because their existing camera limits their needs.

As far as new tech, why do we need it? Photography is a form of art and technology and art do not mix very well. With today’s array of cameras and lenses…what is really keeping one from making great photos? This whole technology race is really a race to the bottom for photography as we know it today.



Jul 22, 2025 at 09:13 PM
A74me
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p.8 #8 · Do you feel Sony is falling behind on the low to mid range FF market?


DWOfPaul wrote:
Either way, I will be curious to hear your thoughts, but as an FYI there is a big difference between the Z5 and Z5II. The Z5 was basically a stripped down version of the original Z6. The Z5II is basically a ZF in a different body. The original Z6 got very mixed reviews while the ZF most people feel is a great camera.

EDIT: I just learned the Z5II can even do raw internal 4k video. Which is a feature the ZF does not have. Technically, it's a 1,700 camera doing something even the 7,000 a1ii can't do. Sure, the
...Show more

we are so spoilt owning sony, 1 word sums it up SLOW. when you have to wait for an instant image preview was enough to hand back the camera. both my sonys are lightning fast, near instant like 30ms not seconds, when your shooting macro or any repetitive shots, portraits ect i need instant.



Jul 23, 2025 at 12:37 AM
A74me
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p.8 #9 · Do you feel Sony is falling behind on the low to mid range FF market?


chez wrote:
Huge majority of people don’t need anything more than an a6700 camera and a zoom lens. What benefit do most people see by moving into full frame? I’d venture to say most people get tugged into full frame by the need for the latest greatest tech…not because their existing camera limits their needs.

As far as new tech, why do we need it? Photography is a form of art and technology and art do not mix very well. With today’s array of cameras and lenses…what is really keeping one from making great photos? This whole technology race is really a race
...Show more

i love my a6700 its image quality is so close to FF, its image quality is first class. was the perfect companion to my a7iv.



Jul 23, 2025 at 12:40 AM
tctmp
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p.8 #10 · Do you feel Sony is falling behind on the low to mid range FF market?


chez wrote:
Huge majority of people don’t need anything more than an a6700 camera and a zoom lens. What benefit do most people see by moving into full frame? I’d venture to say most people get tugged into full frame by the need for the latest greatest tech…not because their existing camera limits their needs.


I think the period has passed when the majority of buyers get a camera with kit lens and are done. That group of people no longer buy cameras. As to why buy FF directly instead of aspc, I think it is to avoid the possibility of having to buy a whole set of FF equipment again in the event of wanting FF later.



Jul 23, 2025 at 12:54 AM
 


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shadow9d9
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p.8 #11 · Do you feel Sony is falling behind on the low to mid range FF market?


The lens ecosystem is 1 thing, but there are 2 others.

1. A sony first party focus on small and light lenses.
2. Having the best tech in a small body, which doesn't exist in the other systems, where you have to go big and bulky.

architekt wrote:
1. Legacy Models Like FX3 and A7SIII Are “Good Enough”
• Cameras like the FX3 and A7SIII are already excellent 4K tools. For most creators, there is no compelling technical reason to upgrade—particularly since 8K adoption remains niche and impractical for many workflows (due to storage, processing, and delivery limitations).
• This creates a stagnation problem: these models are so capable that they undermine the case for new purchases unless there is a radical shift in features or use cases.

2. The IMX366 Sensor Could Cannibalize Sony’s Own Lineup
• If Sony introduces the IMX366 (a 44MP sensor with relatively high readout speed, https://www.sony-semicon.com/files/62/pdf/p-13_IMX366AJK_Flyer.pdf) into something like the A7V,
...Show more



Jul 23, 2025 at 01:26 AM
shadow9d9
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p.8 #12 · Do you feel Sony is falling behind on the low to mid range FF market?


I waa gicing examples, as asked, of how the A1ii was just a minor refresh with mostly 4 year old tech.

The A1ii is 90% A1, with some minor changing, while also embarrassingly not even being able to use the apeed of sony's preexisting cfexpress 4 cards.

I'm not in the nikon system, so dont care if theyve not given new tech lately.

chez wrote:
Well it’s 2025…where’s Nikon’s new tech?




Jul 23, 2025 at 01:30 AM
shadow9d9
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p.8 #13 · Do you feel Sony is falling behind on the low to mid range FF market?


The question isn't whether there exist people that buy it, but whether that segment ia shrinking or growing in comparison to xompwtitors and previous models. And you are not privy to this data.

chez wrote:
And yet they do.




Jul 23, 2025 at 01:38 AM
chez
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p.8 #14 · Do you feel Sony is falling behind on the low to mid range FF market?


tctmp wrote:
I think the period has passed when the majority of buyers get a camera with kit lens and are done. That group of people no longer buy cameras. As to why buy FF directly instead of aspc, I think it is to avoid the possibility of having to buy a whole set of FF equipment again in the event of wanting FF later.


Sure, but does someone new to photography even know what full frame is and why they would need it in the future?



Jul 23, 2025 at 08:07 AM
chez
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p.8 #15 · Do you feel Sony is falling behind on the low to mid range FF market?


shadow9d9 wrote:
The question isn't whether there exist people that buy it, but whether that segment ia shrinking or growing in comparison to xompwtitors and previous models. And you are not privy to this data.



2024 Sony gained market share in mirrorless cameras.



Jul 23, 2025 at 08:10 AM
Steve Spencer
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p.8 #16 · Do you feel Sony is falling behind on the low to mid range FF market?


I have the Sony A7r V and I would call it a midlevel FF camera and I am very happy with it. I not particularly interested in shooting action. I don't need a silent shutter, and I appreciate its excellent high resolution sensor, excellent EVF, useful flippy LCD, and excellent IBIS. For me and my large hands, I also find the size just about right. I don't think it falls behind anything else in the market, and I think the price is competitive too.

If, however, you want a camera with higher frames per second, a silent shutter that doesn't have motion distortion, and especially if you also want higher resolution, and you want midlevel FF you are out of luck with Sony. I don't think this is anything new, however. For the past 10 years Sony has developed excellent cameras and lenses for this action oriented type of shooting, but the prices have always been high. The original A9 at the time was unique in what it offered for this type of shooting, but it was expensive. The original A1 was a great camera but it was expensive. The A9 II was a modest upgrade on the original A9, and it was expensive. Now the A1 II is a modest upgrade on the original A1 and it is expensive and the A9 III has unique technology and it is expensive. Even the lenses typically used for this type of shooting have been expensive with Sony only offering the 400 f/2.8 GM and 600 f/4 GM for a long time and at prices above $12,000. If anything it is only recently that Sony has offered some modest price relief with the 300 f/2.8 GM, although this lens is still more expensive than the Nikon 400 f/4.5 S or the 600 f/6.3 S PF. Basically, if you want to be an action oriented shooter, Sony has consistently said, "bring a wheel barrow full of money." There is nothing new here, IMO.

Nikon in particular has tried to chip away at Sony's dominance in this market by offering less expensive alternatives. The Z8 certainly has much of the capability of the A1 at a clearly cheaper price. The new Z6 III offers a partially stacked sensor for this type of shooting at an even cheaper rate. They offer a much wider range of telephoto lenses with several that are considerably less expensive than what Sony provides. Canon too, has tried to chip away at Sony's dominance. The R5 was an interesting attempt to create a high resolution action oriented camera and it helped Canon. The R5 II followed this up nicely and did so at again a very compelling price point.

So, yes Nikon and Canon offer some compelling products at a lower price if you are an action oriented shooter. Sony mostly ignores, in my view, these lower priced alternatives. Perhaps they think action oriented shooter are just willing to shell out for the high level and at that level Sony more than competes. Perhaps they think Sony shooters can rely on older models, and those are at least fairly competitive in price. I'm not sure why Sony doesn't really compete with the likes of the Nikon Z8 or Canon R5 II, but that they don't do so I see as nothing new. I think it has been their approach for about a decade ever since they introduced the original A9.



Jul 23, 2025 at 08:39 AM
shadow9d9
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p.8 #17 · Do you feel Sony is falling behind on the low to mid range FF market?


For a long time the sony had the a9 and 200-600, which both canon and nikon had no answer for. Even now, the a9 is cheap and sony also has the 400-800, so they are well equipped..and the 300 gm has no parallel elsewhere.

Steve Spencer wrote:
I have the Sony A7r V and I would call it a midlevel FF camera and I am very happy with it. I not particularly interested in shooting action. I don't need a silent shutter, and I appreciate its excellent high resolution sensor, excellent EVF, useful flippy LCD, and excellent IBIS. For me and my large hands, I also find the size just about right. I don't think it falls behind anything else in the market, and I think the price is competitive too.

If, however, you want a camera with higher frames per second, a silent shutter that doesn't
...Show more



Jul 23, 2025 at 09:15 AM
shadow9d9
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p.8 #18 · Do you feel Sony is falling behind on the low to mid range FF market?


That isn't proof in any way of your claim. Enthusiasts buy multiple(i have 3). Market share is just total cameras. It is not a measure of newcomers buying their first ff camera, which is what you responded to.

chez wrote:
2024 Sony gained market share in mirrorless cameras.



Edited on Jul 23, 2025 at 09:38 AM · View previous versions



Jul 23, 2025 at 09:19 AM
Steve Spencer
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p.8 #19 · Do you feel Sony is falling behind on the low to mid range FF market?


shadow9d9 wrote:
For a long time the sony had the a9 and 200-600, which both canon and nikon had no answer for. Even now, the a9 is cheap and sony also has the 400-800, so they are well equipped..and the 300 gm has no parallel elsewhere.



Like I said, Sony has great capability for action oriented shooting, but at the high level they are very expensive. The 300 GM fits that pattern, and just like how the A9 was unique so is the A9 III. Nothing has changed.

Both the Nikon Z8 and Canon R5 and R5 II have now been around for quite some time and Sony has not tried to compete with these cameras on price. Again nothing new.



Jul 23, 2025 at 09:34 AM
shadow9d9
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p.8 #20 · Do you feel Sony is falling behind on the low to mid range FF market?


You consider the Nikon F 4.5 and F 6.3 to be high end?

Steve Spencer wrote:
Like I said, Sony has great capability for action oriented shooting, but at the high level they are very expensive. The 300 GM fits that pattern, and just like how the A9 was unique so is the A9 III. Nothing has changed.

Both the Nikon Z8 and Canon R5 and R5 II have now been around for quite some time and Sony has not tried to compete with these cameras on price. Again nothing new.





Jul 23, 2025 at 09:37 AM
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