Sony Unveils A7 III

2018.03.01

Sony is making the Full-Frame market more accessible by launching the Sony Alpha A7 III. This third generation mid-resolution mirrorless comes with a newly designed 24 megapixels BSI CMOS sensor with an incredible 693-Point Phase-Detect AF system built right in. It inherits a state-of-the-art 5-axis builtin image-stabilization system, effective to 5 stops.

The Sony A7 III fits into the mold of its predecessor with a nearly identical body. although with an enlarged grip to house the new Z-type battery which gives the A7 III the longest battery-life of any mirrorless on the market, up to 610 shots-per-charge, actually 710 but that is only if you do not use the viewfinder. Being Full-Frame comes with certain level of expectations which the A7 III fills with ease. Its body is weatherproof, offers dual control-dials and naturally a 100% coverage viewfinder. The 0.5" EVF with Eye-Start Sensor offers a very sharp 2.4 megapixels of resolution and a large 0.78X magnification view.

There are advantages to a usable 24 megapixels of resolution. First, the A7 III can shoot continuously at 10 FPS for up to 163 JPEG images or 89 RAW files. Second, the sensor can offer a standard ISO 100-51200 sensitivity range which is expandable to good 50-204,800. This resolution allows the camera to use less bandwidth to capture 4K Ultra-HD video, which can can at 30 FPS. Additionally 1080p video can be recorded at 120 FPS.

The A7 III offers a high number of advanced features such as 9-frame bracketing and dual SDXC slots, one of which is also compatible with Sony's own Memory Stick Duo cards.

The Sony Alpha A7 III can already be pre-orders for just under $2000 USD from Adorama and B&H Photo. This is expected to be an extremely hot camera given its price-point and expected quality from a Full-Frame Sony sensor.

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