Sony interview: “First full-frame, then APS-C”


Dpreview published their CP+ interview with Sony, here is the recap from SonyAddict:

  • Sony is happy for competitors in digital Full Frame because it will grow the market
  • Cameras like the Canon EOS RP will only be an issue for Sony when they get entry level glass to pair with the cheap body.
  • Sony thinks their one mount strategy is more appealing because you can step up it like a ladder
  • They respect all of their competitors because they are all strong
  • Computational photography is the next big step for growth
  • Sony’s most important competitors might not make cameras at all
  • Technology is the most important thing to Sony
  • Last year Sony predicted that speed and AI would be the new technology drivers and now all of their competitors are focused on those areas
  • Last year they were focused on professionals and this year they released the a6400 that had broader appeal
  • Sony is investing in computational photography and lenses now
  • The start of Sony looking at AI was ten years ago with neural networks, but five years ago they started developing deep learning
  • Sony is focused on technology and not necessarily just selling more cameras or making profits
  •  Sometimes Sony creates high-value products and others they just want to grow their presence
  • Full Frame is best for Sony’s technology, but it will filter down into their APS-C line, which you can see with the a6400
  • First full-frame, then APS-C
  • Sony might even make GM lenses for APS-C but they aren’t sure they will use the GM brand
  • Full Frame is more appropriate for professionals, but APS-C is good for professional video since it is close to super 35
  • Sony could release an a7S APS-C camera in the future
  • The could make APS-C cinema glass but making it for the Full-Frame market would be wiser because it is bigger
  • Stills and video have different needs so they should use different cameras
  • Sony doesn’t think you can make a perfect hybrid camera
  • It’s easy to do 4k 60p, but beyond that customers have a variety of demands
  • Most want 4K 60p, 10-bit 4:2:2 today, but Sony wants to go beyond
  • JPEG is overdue for replacement with a 10-bit format but Sony hasn’t decided yet which to go with
  • Smart Phones can now show 10-bit so that’s the driving force today since TV moves slower
  • You can expect activity from Sony at big sporting events so they might be at the 2020 Olympics

Via Dpreview

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