Sony a7s iii

Sony A7S III: possible specifications and what we’d like to see

The Sony A7S II was launched back in September 2015 and rumours have been circulating FOREVER about an impending update. In fact, there was even a user guide for the Sony A7S III listed on Amazon in Germany with a launch date (for the book) of 2nd July last year.

It’s hard to call when we can expect to see the Sony A7S Mark III in the flesh, but Sony has confirmed it’s in development. However, the IBC show kicks off in Amsterdam today and that’s where Sony launched the A7S II, so I’m wondering if we will see the mark III there?

With this in mind, we’ve given some thought to what we’d like to see with the Sony A7S III.

  • Sony confirms the A7S III is in development



The A7S line was originally billed as the low light and video model in the Sony A7 series and it’s proved extremely popular with videographers.

While Canon has dragged its heel with 4K video, some manufacturers are starting to think beyond it and turning their attention to 6K recording. We’d like Sony to make that step and give the A7S III a 24Mp CMOS chip that’s 6K enabled.

The Sony A7S II has maximum video resolution of 3840 x 2160, if the Mark III isn’t 6K-enabled, we’d like it to at least be capable of shooting Cinema 4K (4096 x 2160) – we think that’s a pretty safe bet as Sony will be keen to match, if not beat, Panasonic.

We’re also anticipating that Sony will use its stacked CMOS sensor technology to maximise the size of the photoreceptors (aka pixels) and boost image quality, especially in low light conditions.

10-bit Colour

One aspect of the Panasonic GH5 that has really impressed professional videographers is the presence of a 10-bit codec. This extends the range of colour available making gradations smoother and allowing greater scope for grading.

The Sony A7S II is only capable of 8-bit colour so the step-up to 10-bit would be appreciated.

Faster Readout and Processing

Sony has proved it knows a thing or two about fast image processing with the Sony A9. This isn’t just achieved by the main processing engine, there’s also memory on the imaging chip itself to help with file output.

Any enhanced processor and on-chip memory will be essential to achieving the higher resolution and bit rates.

Faster readout Will also help improve focusing speed and reduce rolling shutter (aka jello) effect that distorts moving objects.

  • 7 flagship cameras from 2014 you can now buy on a budget

Improved handling

One of the gripes we’ve had about the second generation of Sony’s A7-series cameras is the positioning of the video record button.

It’s almost impossible to press it without introducing some wobble at the start or end of your footage when you’re holding the camera in your hands. Sony corrected this with the A9, A7R III and A7 III so we’re really hoping that they’ll do the same for the A7S III.

Something that I’ve fed-back to Sony a few times is that I’d like two function menus, one for video and another for stills.

Sony affords a high level of customisation to the A7S II, but anyone who uses the camera for stills and video will find they have to make a few compromises. Having two Function menus would make life easier.

Sony’s menu system is also notoriously long and complex. The A9’s menu is better than the A7-series but there’s still room for improvement with better, more logical segregation of features.

Naturally, we’d also like to see the mini-joystick that was introduced with the Sony A9 as it really speeds-up setting AF point when the camera is held to your eye. It’s made it on to the A7R III, so we think it’s in the bag.

Vari-angle Screen

Lots of people were expecting Sony to announce the A7S III at the BVE or NAB trade shows in early 2018, but they’ve been and gone. The longer Sony takes to introduce it, the more likely I think it is that some fundamental changes are being made.

Perhaps this could include a vari-angle screen instead of the tilting unit that’s on the A7S II? This would simplify vlogging and making solo presentations to the camera. You could just flip-out the screen to the side and rely on the Face Detection (or Eye AF) to keep the focus on your face while you present the video.

In the past, Sony has argued that a vari-angle screen is unnecessary because serious videographers, the target audience for the A7S-series, will use an external monitor. While there may be many occasions when they want to do that with the A7S III, there are lots of occasions when people want to be able to downsize more. It’s also much quicker and easier to set-up.

The main mirrorless competition for the Sony A7S III is the Panasonic GH5 and GH5S, which are Micro Four Thirds cameras, and the Panasonic Lumix S1H which is a full-frame model and set to go on sale at the end of this month. both have vari-angle screens, and one of the big criticisms levelled at the Canon 5D Mark IV by videographers is its fixed screen.

  • Panasonic GH5 Review
  • Panasonic S1H: price, specs, release date confirmed

Given its low-light credentials, you might expect the A7S II to have a fast, sensitive autofocus (AF) system, but its 169-point contrast detection system is pretty poor in anything other than ideal light.

You don’t often need very fast focusing during recording with video, but you do want it to be decisive and accurate. A more sensitive phase detection system would be a fabulous addition to the A7S Mark III’s feature set.

I might be getting a bit fanciful here, but it would be fantastic if it were possible to set two AF points and specify a time and speed for the transition in focus.

This might be achieved via the menu or perhaps using a dedicated smartphone app and a Wi-Fi or Bluetooth connection – or a touchscreen on the camera.


Sorry if I’ve been like a broken record on this, but touch-control really speeds-up menu navigation and setting selection. It’s especially useful if you’re shooting video as you can switch AF point silently with a gentle tap on the screen.

The A9 and A7R III both have a touchscreen and although Sony has made limited use of it for controlling those cameras, it comes in handy. It could be especially useful with a video-centric camera because it lets you adjust settings with a light touch on the screen, avoiding both sound and vibration during recording.

  • Which Sony A7 camera? How to choose the right model


Sony A7S III: what we want to see and what we're likely to get

Sony’s video-centric A7S II model will turn three later this year, and as the only A7-series model not to be on its third generation, there are plenty of rumours and expectations of something fresh. In other words, its successor is surely imminent.

The A7S II was well received by reviewers and users alike, but three years is quite some time in such a fast-moving sector. The fact that the A7S II was so well specified upon launch has helped it to remain relevant, but models introduced in the meantime – both from Sony with its A7R III, the A9 and the A7 III, and rivals like Panasonic’s GH5S and Blackmagic's URSA Mini – prove that there’s scope for a fitter video competitor.

We expect an Alpha A7S III, with the model name ILCE7SM3, will be with us before the end of the year. But what do we expect it will offer? Here’s what we reckon.

Above image: Sony A7S II

1. New sensor

The A7S III is likely to have a new sensor, even if its resolution stays the same

Both the Sony A7S and A7S II have been designed around a 12.2MP full-frame sensor, and, assuming the A7S III's video output is capped at 4K, we expect the A7S III will offer something similar.

Cameras designed primarily to record 4K footage don’t need to a higher-resolution sensor than this, and the whole point of the A7S line is have a sensor with large, light-hungry pixels at its heart, rather than be a resolution beast like the A7R models.

That said, we do expect the sensor will be new, or at least upgraded. Sony’s has masses of expertise in sensor design, and we’ve become used to seeing new models sport sensors with different construction and extra processing power, rather than more megapixels. SonyAlphaRumors states that a trusted source has disclosed that the sensor would be an Exmor RS chip. 

Of course, if the model does offer video resolution beyond 4K, then this would necessitate a new higher resolution sensor. 6K video, for example, would require a sensor of at least 24MP when the 3:2 aspect ratio of Sony’s 35mm sensor is taken into account. But then this would be a very different model, and it comes with its own challenges, such as overheating and the demands on the processor to pump through this much data. Because of all this, we expect Sony will continue to cap this at 4K.

2. DCI 4K and a wider range of frame rates

The A7S II only records 4K footage in the UHD 4K format, rather than in both DCI and UHD 4K options. It does so at 24p and 25p (or 30p in NTSC), and when shooting at higher frame rates for slow-motion footage (in Full HD), it's limited to 100/120p, with a 2.2x crop factor applied here too.

For the camera to fight against the likes of the Olympus OM-D E-M1 Mark II and the Panasonic GH5S, we'd expect to see a 50/60p recording option – as predicted by SonyAlphaRumors – and the ability to capture in both 4K options. Faster frame rates for even slower slow-motion footage would also be welcome to see, particularly as these are now appearing elsewhere. 4K HDR shooting is also being rumoured.  

3. 10bit recording and no time limit

Videographers will expect to see a broader range of possibilities with both internal and external recording

One area where the A7S II shows its age is with its bit rate – although even upon its release it was clear that some had hoped for more.

The A7S II is capable of 4:2:0 8-bit recording at a bit-rate of 100Mbps, and it can record for up to a second short of 30mins without interruption. 4:2:2 recording, which has twice the colour data as 4:2:0, is possible in an 8-bit format, although only externally through the HDMI port.

Read more: Phillip Bloom explains how anyone can get started with video

When you consider that more modern cameras can record 4:2:2 footage internally at a range of frame rates, and also capture 10-bit footage which gives you a better starting point for grading, this is one obvious area for improvement. It would also be good to see Sony lift the 30min restriction when recording video and offer unlimited recording.

4. Upgraded viewfinder

Like the A7S II, the A7 II (pictured) offered a 2.36million-dot viewfinder, but the A7S III's is likely to have a higher resolution OLED panel

The A7S II's viewfinder has a great 0.78x magnification, and a respectable 2.36million dot resolution, but this is one area we expect to see changes made.

Not only do Sony's most recent A9 and A7R III models incorporate a 3.69million-dot alternative with a 120fps refresh rate, but rival models like the Panasonic GH5 and its GH5S variant – and even the cheaper G9 – offer something very similar too.

Read more: Panasonic G9 review

It's true that Sony's last release, the A7 III, stuck with that appeared to be the same viewfinder as the A7S II, but then this would be an expected concession when you consider its lower price point.

5. Better, touch-sensitive LCD

It seems likely the A7S III will get a touchscreen like the A7 III (pictured)

Sony has taken a little longer than others to incorporate touchscreens into its APS-C and full-frame bodies, and this is one feature that was missed on the A7S II. Now that it's popped up on a number of newer Alpha cameras, however, we very much expect this will make its way to the A7S III.

We see no reason why Sony would drop the tilting mechanism that has featured on previous A7-series cameras, although the company is now using a newer 1.44million-dot panel in place of the 1.23million-dot one that featured on the A7S II, so we would expect this will make the cut too.

6. Better heat disposal

Much like the A7R II, many A7S II users noticed the camera's tendency to overheat when recording for prolonged periods of time. This would, very inconveniently, simply cause the camera to stop recording, so a revised internal design that would be better able to keep things cool is definitely something we would expect to see here.

7. Dual card slots with UHS-II support in both

The Panasonic GH5S, one of the A7S III's main competitors, is one of the latest cameras to sport two card slots 

The current A7S II only offers a single card slot for SDHC/SDXC (and Sony’s Memory Stick) media. It could be argued that a second card slot is less of a priority on such a camera than it is elsewhere, given the likelihood of many recordings being output straight through the camera’s HDMI port to an external device.

Read more: Why do some SD cards have two rows of pins?

Even so, as both the A7R III and A7 III have sported a dual-slot design, it would be odd to see the A7S III continue with just the one. Ideally both slots would support the UHS-II standard too. Not sure what this is? We explain it here.

One reason not to add one is that it would potentially make the camera physically bigger, although we expect the body to be a little bigger than before anyway, thanks to the next expected feature.

Read more: How to understand everything written on your camera's memory card

8. Z-series battery

Many recent Alpha models have been supplied with the NP-FZ100 battery

Traditionally, one of the main disadvantages of mirrorless cameras over DSLRs is that they offer a shorter battery life. Bodies designed to be portable mean physically small batteries, and a greater reliance on electronic viewfinder and LCD screens also drain a lot of juice.

Both the A7S and A7S II have been something of a letdown here, with a stated battery life of just 380 and 370 frames respectively, when using each camera’s LCD screen. Battery life on the latter when using the EVF is even more disappointing, at just 310 frames per charge.

It’s likely this will be different on the A7S III because of developments since those models were released. The use of a new Z-series cell inside more recent models has given battery life a considerable boost. The A7R III and A9, for example, whichg both make use of the battery, respectively offer around 530 and 480 shots per charge when using the EVF, and up to 650 if you stick to using each camera's LCD instead. The most recent A7 III model managed to increase this even further, with around 610 frames with the EVF and up to 710 with the LCD.

9. Upgraded focusing system

Sony has put a lot of work into the focusing systems of its most recent models, and we’d be very surprised if we didn’t get some kind of boost here. Here’s a quick look at what the A7S II and each A7-series camera released after that point has offered:

  • A7S II: 169 contrast-detect AF points 
  • A7R III: 399 phase-detect and 425 contrast-detect AF points 
  • A7 III (and A9): 693 phase-detect and 425 contrast-detect AF points

A hybrid system that combines both phase- and contrast-detect AF points is likely to star here. Given that the model is likely to be pricier than the A7 III, it would seem odd if Sony didn’t gift the A7S III with the latest 693/425-point hybrid system, but sometimes there are technological reasons why an alternative needs to be used. Then again, even the A7R III’s older system would be an improvement.

As the A7S models are partly intended for use in low light, we would expect to see at least the same -4EV rating for the AF working range as before, although it wouldn't be a surprise to see this increased even further down to -5EV. Other more recent Sony models typically only stretch to -3EV instead, but they are, of course, designed for different purposes. Panasonic's recent GH5S manages to deliver a working range down to -5EV, so it would be good to see Sony equal this.

10. Joystick

We expect to see a similar joystick to the one found on the A7R III (pictured)

A joystick-type control has become a standard feature on many modern cameras, including the most recent Sony A7-series models. Although most cameras allow you to use this to navigate menus and zoom around images, this is principally used to adjust the focusing point. The A7S II lacked this feature, which made it more tricky to quickly shift this in a particular direction, so we’d expect the A7S III to match its siblings in having one designed into its rear plate.

Read more: 10 tips on getting the best out of your Sony camera

Sony A7S III: Everything we know so far about the mirrorless video master

Looking for a full-frame camera that excels at video and handheld low light shooting? The Sony A7S II was one of the best around when it launched back in 2015, and was even used by filmmakers last year to shoot a full-length feature film.

Still, it’s far from perfect, and it’s rumoured that a Sony A7S III is ready to take the baton with new features like cutting-edge autofocus and, potentially, a new sensor.

Sony hasn’t teased any details about the camera yet, but it raises an interesting technical question. Will Sony keep sensor resolution relatively low in order to preserve low-light performance, or raise it to allow for 6K, or even 8K, capture?

Read on to dig into these details, and other things to expect from the Sony A7S III.

Related: Amazon Prime Day 2019

Price and release date – When will the Sony A7S III be announced and how much will it cost?

It’s certainly time for a new S-series Sony camera. The Sony A7S II was announced in September 2015, which is another age in camera terms. Since then Nikon and Canon have released their first full-frame mirrorless cameras, and Panasonic unveiled the seriously impressive, video-obsessed GH5S.

The Sony A7S III will be launched “before October”, according to a source cited by Sony Alpha Rumors.

Sony’s S-series cameras are usually priced between the A7R and A7 models. The next will likely cost between £2,200 and £3,000. If standard-setting features like above-4K capture are included, you can expect the higher end of that bracket.

Related: Best mirrorless cameras

Design – What will the Sony A7S III look like?

Huge visual changes do not seem likely in the Sony A7S III. Alpha cameras tend to maintain their striking looks, instead focusing on ergonomic improvements through the generations.

Sony made some significant tweaks in the A7S II, but there’s more work to do. A capture/shutter button that’s easier to press, without causing camera jolts, is high on the list of priorities.

It is likely to get the improved grip design Sony used in the A7R III. However, as 7-series Alpha cameras are relatively petite, those huge lenses are still likely to feel a little awkward when attached.

And like the Sony A7S II, you can expect a magnesium alloy shell and a solid degree of weather sealing.

Related: Best new cameras

Features – What sensor and specs will the Sony A7S III have?

The S series has two roles to fulfil in the wider Alpha range – it’s here for video and low-light performance. The first two S-series cameras have 12-megapixel sensors, allowing for huge 8.4 micron sensor pixels.

But where does Sony go from here? If the A7S III is to make the dynamic shift to 6K video capture, it cannot continue to use a 12-megapixel sensor. Even widescreen 6K consists of 16 million pixels.

Many believe Sony will use a 24-megapixel stacked CMOS sensor, using similar tech to the top-end Sony Sony Alpha A9. This is not a resolution high enough for 8K capture (which demands 33MP-plus), but it would unlock the potential for 6K.

Panasonic has already proved this is possible with current sensor tech. The Panasonic S1H was announced at the end of May and can capture 6K (well, 5.9K) video at 3:2 aspect, 24 frames per second. Some believe it uses Sony’s very own IMX410CQK sensor.

However, that camera costs an estimated $4,000 – higher than we expect for the Sony Alpha A7S III. So, where are the cuts?

The Sony Alpha A7S III is likely to have a mid-range electronic viewfinder, rather than the ultra-high-end 5.76-million-dot (1600 x 1200 pixels) EVF used by Panasonic. It may keep the 2.3-million dot resolution of the A7S II, and make improvements to its magnification instead.

Why not go all-out? Well, that’s the job of the Sony A9, which may also get an update in 2019. There’s also the question of whether Sony will end up watering down the low-light performance of the A7S II in favour of resolution.

That older camera uses a full pixel read-out for 4K, with no pixel binning, and thanks in part to its very large sensor pixels, the results are great. Sony will need to be careful of its approach to avoid degradation in certain areas.

Still, a 24-megapixel sensor would give the Sony A7S III a wider appeal than its predecessor. That extra resolution should make it much better for stills, particularly as Sony’s good optical image stabilisation mitigates the sensor pixel size difference in lower light.

Autofocus – What AF system will the Sony A7S III have?

Sony is also likely to make dramatic improvements to the AF system. The Sony A7S II has a pure contrast detection system, which now sounds very old-fashioned. Phase detection is still not likely, though, because the Panasonic S1H doesn’t have it and the two may end up sharing the same sensor. The S1H uses Panasonic “depth from defocus” (DfD) system, which put simply, is a more intelligent form of contrast detection.

Contrast detection analyses the subject to hone in on the AF position that results in the greatest image contrast, suggesting the sharpest image. Panasonic DfD analyses frames as the focus motor does its thing. It sees the difference in sharpness, and lets the camera calculate the focus required, rather than simply stumbling across it.

Calculating focus, rather than “finding” it through AF experimentation, makes DfD a little like phase detection. Sony does not have such a clearly marketed system, but it may introduce one given the regularity of complaints about the Sony A7S II’s focus speed.

There are some other hints at the A7S III’s video stats too. Sony is reportedly finalising its new XEVC codec, a more obvious A7S III pairing than wine and cheese. It’s based on H.265 and will include capabilities like 12-bit 4K video, 240fps 1080p 10-bit slo-mo and 8K 4:4:4 capture.

What’s 4:4:4? It’s a chroma subsampling standard that uses no compression of colour information. And its benefits should become more obvious as capture resolution continues to increase. We wouldn’t bet on seeing 8K 4:4:4 capture in the A7S III, but we would be very happy to be proven wrong.

Sony A7S III early verdict

The Sony A7S III should be a great camera for videographers, just like its predecessor, and anyone who likes shooting handheld in low light.

Sony’s grip on the full-frame mirrorless market is slipping, though. Panasonic’s G1H is shaping up to be flat-out incredible, and may leave the Sony A7S III competing primarily on its price advantage.

However, when the cost difference is, with any luck, £1,000 or more, the A7S III could prove to be a YouTuber’s dream – particularly if Sony avoids mucking-up the excellent low-light performance of the current model.

Andrew Williams is a technology writer, who has contributed to Stuff, WIRED, TechRadar, T3, Wareable and, of course, Trusted Reviews. Here he test and reviews some of newest mobile, audio and camera d…

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Sony A7S vs Sony A7 III

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Sony A7S advantages over Sony A7 III

  • ~ 8.40 vs 5.93 microns Better low-light and dynamic range (all else equal)
  • Yes vs No Stitches multiple shots into a panoramic photo
  • 48 mm vs 73 mm
  • 409600 vs 204800 ISO Higher extended ISO can give more low-light flexibility

Sony A7 III advantages over Sony A7S

  • In-Camera Image Stabilization Yes vs No Reduces the effects of camera shake at slower shutter speeds
  • 4K (UHD) vs 1080p Make sure you have a fast computer
  • Touch vs No touch Interact with your camera just like your smartphone
  • Yes vs No Always-on wireless connectivity
  • 14.7 vs 13.2 evs Retain detail in highlight and shadows
  • Yes vs No Usually improves live view and video AF performance
  • Longer stills battery life More info 710 vs 380 shots
  • 17 months vs 5 years old Newer cameras often support more advanced features
  • More viewfinder magnification 0.78x vs 0.71x Get a bigger view of the scene through the eye-level viewfinder
  • 24.2 vs 12.2 megapixels
  • Yes vs No Gives you more storage flexibility
  • 9.9 fps vs 5.0 fps Faster JPEG shooting (burst mode)
  • 163 vs 62 shots Take more JPEG shots before waiting (burst mode)
  • 9.7 fps vs 5.0 fps Faster RAW shooting in burst mode


Common Strengths

  • Both provide Your camera will highlight what's in focus
  • Both provide You'll be able to frame photos even when the sun is out
  • Both provide Tilt the screen for shooting flexbility
  • Both provide Share your photos wirelessly
  • Both provide Simplifies pairing your camera with supported phones
  • Both provide Improved sound fidelity when shooting video
  • Both provide Use HDMI output to monitor or review video
  • Both provide Off-camera flashes open new possibilities
  • Both provide Monitor audio recording while you shoot video
  • Both provide Hold the shutter open manually for long exposures
  • Both provide

Common Weaknesses

  • Neither provide Tilt and swivel the screen for maximum shooting flexibility
  • Neither provide
  • Neither provide Useful in a pinch for fill flash
  • Neither provide Check settings with a screen on top of the camera

User reviews

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Buy the Sony A7 III

Review Excerpt

The Competition

The Sony a7S III: Destined to Disappoint?

Over the last year, a fair number of very impressive cameras have been released with lots of new features both for photographers and videographers. Companies like Panasonic and Fujifilm have released feature filled exciting cameras, yet the original mirrorless full-frame camera manufacturer has been seemingly dragging its feet. 

Sony has done some incredible things with its mirrorless line of cameras. My go-to camera for video is currently the Sony a7R III for a number of reasons. The autofocus is relatively fast and reliable, the video quality (specifically for my YouTube channel) is simply fantastic, and the dynamic range is very impressive when shooting with one of the log profiles. In short, it's a brilliant camera that I highly recommend. Unfortunately, I do feel like I'm starting to outgrow the camera and there are certain features that I'd really like to see. For instance, 4k at 60p without any crop would be extremely useful to me, 10-bit and 4:2:2 would be a huge help when grading footage, and a more intuitive touchscreen would make the camera far more effective from a usability standpoint. Panasonic is a company that's been very much at the forefront when it comes to video-specific mirrorless cameras. Their GH line of micro-four-thirds cameras were some of the best at the time of their initial release and the new full-frame cameras look very impressive. Cameras like the Panasonic S1 offer fantastic video features like 4k at 60p and 10-bit recording. The issue is that I and many other Sony shooters are already settled into an ecosystem and have very little desire to switch to another. 

The main reason I've been holding back on making any new purchases because I'm hoping these features will be available in the Sony a7S II replacement; however, I get the feeling it may just end up being a disappointment.

Photo by Charles 🇵🇭 on Unsplash

I should clarify something quickly, although I think this camera might disappoint people if it has the feature I outlined above I'll personally be quite happy with it. The issue is that Sony has been building expectations for this camera for a number of years now. The a7R III came out in 2017 and the a7S II was released almost 4 years ago. Some of you might say that it's little unreasonable for people to have extremely high expectations for this camera, however, Sony hasn't done themselves any favors. One of the biggest mistakes that Nikon made prior to announcing their full-frame mirrorless cameras was to really over hype it. They were using such incredible buzzwords to describe what their new camera was going to be that when it finally arrived the only thing that was incredible was how underwhelming they actually were. Sony, unfortunately, has been doing something similar with executives describing how amazing this new camera is going to be. The problem with describing as such is that we already have pretty amazing cameras on the market now when it comes to just the specifications. In order for Sony to produce something that really stands out now, they're going to have to produce something far beyond their competitors. 

One of the reasons Sony has performed so well and garnered so much attention from the market was because they offered cameras with lots of features and specifications. Sony focused on specifications so much so that they happily release cameras that were relatively unfinished. The Sony a7R II was a classic example of this. This camera would overheat in normal environments while filming in 4k. I know this because I personally experienced overheating with my camera when filming with it and the weather in England isn't exactly anything to go out in. Even when I was just shooting images the camera would overheat after extended use and this made for a terrible experience. Ultimately, it didn't really matter because that camera did the job it needed to do and that was to get the attention of the market.

The a7R II was the first mirrorless camera to offer 4k 30p using the full width of the sensor. I get the feeling that Sony is trying to do something similar with the a7S III and put in as many unfinished features as they can. If they manage to put in a sensor that can shoot something like 4k 120p or even 6k, I wonder if the camera and processors will actually be capable of managing that effectively. We can assume that they've been following what the competition has been up to and due to that I get the feeling they've started to second guess the a7S III and had to delay it. Companies like Canon and Nikon are now in the fray too and in order to stand out among those companies, doing just enough might not work for them. Sure they've gained a lot of the market share but they're still pretty far behind companies like Canon. I don't think Sony wants to settle for the number two position and even that spot is somewhat disputed. The competition is pretty strong now and they're not the only company on the market that offers a full-frame mirrorless camera. 

Personally, I think that Sony shouldn't try to be the overachiever in every feasible area. Their cameras are already really good and becoming super popular with many professionals. In my view, if they deliver a camera that has a better menu system, a proper touchscreen, and improved 4k video features; that will be more than enough for most people. Also, I think a more subtle approach towards marketing won't go wrong. I get that they want to really push sales and talk about how incredible this camera is going to be but if they push it too far it's only going to lead to disappointment. I believe they've done a fantastic job in filling up their lens line-up and if they can address some of the concerns customers have raised then that should be more than enough. Oh and for the love of god, please add in a fully articulating touchscreen. The a7S series of cameras are geared heavily towards video shooters and not photographers. I get that you want to keep a more compact design but seriously, that's not what video shooters are super interested in. Photographers may prefer a tilt screen but this specific line of cameras are not geared towards them. Ultimately, I'd say Sony just needs to get the basics right before they start jumping up to things like 8k video.

Tag: Sony a7S III

October 7, 2019 Admin Leave a comment

The new Sony a9 II (Amazon, B&H, Adorama) flagship full frame mirrorless camera has been announced, Sony will also announce the Sony a7S III in next several months, probably in early 2020. Sony a7S III rumored specs: New Sony a7S III will be an 4K120p, but it will not shoot 8K video. Sony a7S III will have a cooling vent similar as […]

Read more September 23, 2019 Admin Leave a comment

The previous report said Sony will soon announce the new Sony a7S III, the source claimed that the Sony a7S III will have an 4K120p and cooling vent. Sony will announce the flagship a9 II next month, after a9 II, the next camera from Sony could be long awaited a7S III. Expected official announcement in early 2020. New Sony a7S […]

Read more September 3, 2019 Admin Leave a comment

Sony registered a new camera with the code name “WW942051” at certification authority, this new camera will have Wi-Fi (2.4GHz / 5GHz) and Bluetooth. Trusted sources are claiming that a new Sony Full Frame camera will be announced soon. So, this new camera will probably be the long-rumored Sony A7s III or A9 II. Stay tuned with us for more […]

Read more May 2, 2019 Admin Leave a comment

Here is a new rumored specification list of the upcoming Sony a7S III mirrorless camera. The source claimed that the Sony a7S III will be an 8K 60P 10bit 422 low light powerhouse. Sony executive says 4K 60p 422 no problem because it is with SLVS-EC. A7s3 will be an 8K 60P 10bit 422 low light powerhouse. The delay on […]

Read more March 25, 2019 Admin Leave a comment

Many filmmakers and videographer are waiting for the new Sony a7S III mirrorless camera. Today a member of the Chinese social network Weibo leaked that the next low-light mirrorless king Sony a7S III will be announced this summer, before October: “[Sony A7S III will be released before October this year] Just got the latest news (higher credibility), the long-awaited Sony […]

Read more December 2, 2018 Admin Leave a comment

It is already confirmed that the upcoming Sony a7S III mirrorless camera will go beyond the customers’ expectations – 4K/60p, 4:2:2 10-bit, more battery power, increased AF accuracy and more. Recently a new Sony IMX435AQJ 36MP full frame 8K sensor leaked on the web and it can shoot 4K video at 480fps. Will Sony a7S III or a7R IV use […]

Read more October 18, 2018 Admin Leave a comment

In an interview with DPReview, Mr. Kenji Tanaka – VP and Senior General Manager of Sony’s Business Unit – confirmed that Sony a7S III is coming and will go beyond their customers’ expectations but it will take time, and Sony will release new APS-C mirrorless cameras and lenses, but currently has no plans for medium format. 1. Sony doesn’t care […]

Read more July 4, 2018 Admin Leave a comment

The upcoming Sony a7S III full frame mirrorless camera is expected to be announced around Photokina 2018 in September with a release date of late November. Trusted sources are claiming that the new Sony a7S III will have 4K HDR video at 60p, new stacked CMOS sensor with integral memory. The details and price are unknown at the present. Sony […]

Read more June 18, 2018 Admin Leave a comment

Sony recently registered a new camera with the code name “WW213188“, which has Wi-FI but no Bluetooth. This new camera will be officially announced in the next 1-3 months. So, what do you think it could be, Sony a7S III, Sony a6700 or a new compact camera? The Upcoming Sony Cameras: Sony a7S III Sony a6700 Sony a77 III Sony […]

Read more April 26, 2018 Admin Leave a comment

Sony recently registered a new camera with the code name “WW771132” in China. Currently we are NOT sure this “WW771132” camera should be: Sony a7S III, Sony a6700 or Sony RX100 VI. Usually the official announcement will be at least in the next 2-3 months. The upcoming Sony cameras that are rumored to be announced next: Sony a7S III Sony […]

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