The Art of Figuring Out Rumors: A Deep Dive into Sony's Camera Development Cycle

Trying to figure out what's being expected from the latest Sony camera rumors is like trying to unwrap a gift before Christmas. It's exciting, but also a bit frustrating. The development cycle for cameras can take several years, and sometimes an initiative may take a different direction than initially anticipated. This can lead to disappointment when the actual product doesn't quite live up to the hype.

On the other hand, having high expectations from customers is not a bad thing. In fact, it's a testament to the growing bar that technology has set for us. The Sony A7S III, for example, was not initially designed as a video camera, but rather focused on low-light performance. However, the company's commitment to delivering exceptional results in this area is evident in its latest models. In fact, the A7 III, which I'm currently using, performs just as well in low light as its predecessor.

The question remains, however: can Sony continue to improve their sensors and deliver even better results in low-light conditions? This is an interesting one, especially considering the advancements that have been made in recent years. The answer may lie in the company's willingness to push boundaries and try new things, rather than simply relying on incremental upgrades.

One area where Sony excels is in creating unique and engaging experiences for customers. Their bold decision to pull out of a trade show and host their own event down the street is a prime example of this. It's not an easy feat, especially when considering the costs involved and the logistical challenges of setting up such an event. However, by doing so, Sony has managed to create an immersive experience that allows customers to get hands-on with their products in a way that traditional trade shows often can't.

Fujifilm also deserves credit for creating a similar experience at their booth this year. By hosting a "Depot" where attendees could check out cameras and lenses, and even take part in street photography walks, Fujifilm demonstrated its commitment to providing customers with a more engaging and interactive experience. It's events like these that showcase the importance of human interaction and hands-on experience when it comes to learning about and using technology.

As for the Sony A7S III, it's clear that this camera is fantastic in its own right. While some may have expected it to follow in the footsteps of its predecessors, the reality is that each model has its own unique strengths and weaknesses. By focusing on what makes each camera special, rather than trying to live up to a preconceived notion of what customers expect, Sony has managed to create something truly remarkable.

Ultimately, the world of cameras is all about expectations versus reality. While it's natural to have high hopes for what we want our technology to do, it's equally important to remember that sometimes things just don't work out as planned. By embracing this reality and focusing on creating unique experiences for customers, companies like Sony can create products that truly exceed our expectations.

So, if you ever get the chance to attend one of Sony's "alpha events," I highly recommend taking them up on it. Not only will you have the opportunity to get hands-on with some amazing cameras, but you'll also be able to see firsthand just how far the company has come in terms of innovation and design. And who knows? You may even discover something that blows your mind.

As for keyboard warriors, they're always going to be expecting something new from Sony. But by keeping an open mind and trying out different products, we can experience the excitement of discovery for ourselves. After all, it's not about just speculating about what cameras will do; it's about getting hands-on with them and seeing how they perform in real-world conditions.

In conclusion, figuring out rumors is all part of the fun when it comes to cameras. By understanding the development cycle, embracing new technologies, and creating unique experiences for customers, companies like Sony can create products that truly exceed our expectations. So, whether you're a seasoned photographer or just starting out, I encourage you to keep an open mind and get hands-on with some of these amazing cameras. You never know what you might discover!

"WEBVTTKind: captionsLanguage: enwelcome back everyone in this video I want to talk a little bit about the experience that I had last week when I got a day to shoot with the Sony a 9-2 which was pretty amazing so last week I went up to photo plus in New York City if you're not familiar with photo plus it's an annual trade show convention thing that they do in New York City for the photo industry and all the big camera companies will have booths at this thing except this year Sony actually pulled out of the trade show and did their own thing like down the street which is pretty brilliant so essentially they leased out SAR Studios which is a legendary space this is where like bands rehearsed to go on tour they rented out this entire space and they built it out with sets and different lighting and different places where you could shoot they had athletes they had dancers there was all kinds of stuff to do there and before I went up one of my contacts over at Sony actually said well why don't you come over on Tuesday because we are doing a thing with press photographers so they invited a lot of people who shoot sports who shoot for the press and had them come out to get a chance to shoot with the a9 and I got an opportunity to shoot on it as well is pretty interesting there were some amazing photographers there it was really fun to meet and talk to some of these guys and I had some experience with the camera and now I want to talk about this a little bit because I think it's really interesting when the original aim-9 came out this was zonings flagship still is and I've had a lot of experience shooting on the original a9 over the last two years or so I've had the opportunity with Sony to shoot sports events I've had the opportunity to shoot wildlife I've used it for just general purpose photography and I've always been a huge fan of the original a 9 now when the a 9 2 was announced recently I did my PR press video on that and I was really kind of surprised at the reaction that I got a lot of people expected more camera from Sony and to be honest with you I just kind of had a press briefing with them and they gave me the specs and all I knew is that the camera is a little bit faster and there were some autofocus improvements when I actually got to get hands-on with this camera my god it was impressive so this camera will adjust auto focus and exposure 60 times per second the top shooting speed is 20 frames a second so essentially it will adjust auto focus and exposure three times for every image that you're able to take when you're doing the spray-and-pray thing which I will be really honest that's not really my style of photography is very useful if you're shooting sports but in my general use I'm not a bunch of shots type of guy unless it's something that really is specific but what I love about both be originally not in the a92 is that it's such a fast camera and the autofocus and auto exposure are so on top of things that really you don't come back with any blown shots and this this totally opens it up to you as a photographer to do what you want to do with composition and with lighting and it really just it's an amazing camera and the a9 - it's hard to put it into words it's even better and I didn't think I would notice much of a difference because when I looked at the press release and the specs on this camera it looked to me like networking capabilities were the big draw here the only really technical improvement was a 10 frames per second mechanical shutter rate as opposed to five on the original a9 which is really nice to have it uses electronic shutter when you're up at 20 frames a second but I was really blown away in fact my friend Byron and I had this running joke that oh I have a shot this afternoon I got a take but the cameras in my bag it's already focused and ready to go I mean it really was like that it's like you really didn't even feel this thing kicking into gear you have visual feedback inside the viewfinder with the green box that tells you where your focus is and it's just so accurate and I get home and I did some high-speed continuous shooting it is some single shots and literally like everything is is on like there's bad shots and the only reason they're bad shots is because it's my fault not the cameras like nothing's out of focus nothing's off exposure it really is unbelievably good the other thing that I really liked about it was the ergonomics now I did the press trip this year for the Sony a7r 4 and I've got a chance to use that Cameron I really like the improvements that they did on the body you get a little bit thicker grip some of the buttons are a little bit bigger it just feels better as a camera and I had not had a chance to use that body on a battery grip yet the Sony creative space I got a chance to use it with the grip and this is ergonomically the best camera sony has ever designed it's really comfortable to use it's not heavy it's lightweight it's fast well you can see in a lot of these test shots how it just locks on on the face particularly the eyes and it was using the one hundred thirty-five millimeter F one point eight I'm pretty sure we're shooting this wide open so it's a shallow depth of field and had no airs whatsoever which brings me to a point that I want to make about technology versus expectations and I think this is actually something that's really interesting to see now the first time I started using Sony cameras was back when they had the NEX series of cameras that were out and if you look at the way technology's moved in the last probably just say eight to ten years and back then merliss was kind of a new thing it was Sony it was Micro Four Thirds he had olympus he had panasonic you had fuji film that were starting to make cameras and they were all taking this mirrorless approach which at the time they were considered to be well if you take out the mir box it's a smaller camera that was the only advantage that anybody saw and what sony have been able to leverage with stack CMOS sensors with being able to take a live data feed off of a sensor and do a lot with it and I'm targeting Sony mainly because that's the subject of this video but also the speed and I think that's where Sony has made all of their gains it's like the speed of autofocus the speed of what the camera can do with that live data that's coming off of the sensor and how that impacts how you can use the camera and we've seen just literally leaps and bounds every year in terms of like here's a brand new feature that we'd never seen before that we've never been able to do before video has become a major component in a lot of these cameras and so now I think we're at a point where we've started to kind of max out what we can do with the technology that we have in terms of hardware and so it's gonna be another year too before we have a next gen of hardware that we're able to take do more with and so it's really interesting to see when we have an incremental update is what most people see it as in other words there's no blinding feature that never has happened before it tends to be improvements on feature sets that we already have and the way that's received when I did my preview video on the a9 - I was really surprised to see a lot of the comments and a lot of the negativity that came out of it and actually having used that camera now and guarantee you it is mind-blowing ly good I want to do a full review on that I'm gonna wait til I have a camera to do that with but I mean it is unbelievably good but I also think that there's a culture of expectations that come out and this call comes from even the phone industry where we are guaranteed to have a new model of phone from every manufacturer every year and how can we keep up with that speed cycle and this is where I kind of want to hear from you guys and what your thoughts are on this I mean unlike everybody else I look at the rumor sites I want kind of what's being expected you know it's like kind of like trying to figure out what's under the tree before Christmas I get it it's fun it's cool but what's interesting to me is that knowing how these cameras are developed a camera has not developed over a couple months they usually have a development span of several years and this is also a corporate culture where sometimes an initiative is launched and maybe it takes a turn and goes two different directions so sometimes when a rumor leaks about something and it is reported sometimes that path can change and then when that expectation that the rumor has become is not met there is disappointment and so that's kind of an unfortunate side effect of the culture that we have now but it's also interesting to me because I think that you know the customer expectation of what we want technology to do for us is really high I mean we've had a high bar for a long time and that's not wrong and I'll give you another example like you know the sony a7s that's a camera that people are expecting some kind of mark three to come out that's going to have this heavy video centric skill set that it's able to do now while I don't think that's a bad idea you also have to remember that the original a7 s was really never meant to be a video camera it just did really low and low light did really well in low-light the a7 s the S stands for sensitivity and I can tell you because I own Sony's I shoot on them that the a7 3 that I'm using right now actually performs just as well in low-light as my original a7 s and so what's the point of that line anymore and again what are we doing with the technology can the sensors actually be better in low light with what we have with hardware right now and that's an interesting question so the other thing that I want to say in Sony's defense that I think is actually really cool is it is a very bold move to pull out of a tradeshow and do your own event down the street and in a corporate culture I think that's extremely edgy and extremely good because we know when you go to a trade show and I've been to photo Plus for a number of years now you can see that every year the attendance is less and less and less and I also know that it costs an astronomical sum of money to not only have a booth at one of these things but also because it's Union governed just to bring your stuff in door get a power strip or redo the lights is just and you know like moving a mountain and so to pull out of that and to do your own space it's not because you're defying what's there it's because you're coming up with an experience that's better and Sony are really good at that I think it's particularly impressive for a corporate structure to be able to move like this when you go to a trade show normally you see all these tables at any given booth I'm not knocking anybody but you know the cameras and the lenses are all tethered to the table and you don't really I mean it's like going to B and H or something bun steroids it's like you're not gonna get any pictures or have a good feel for it and in their defense I think Fujifilm were really good this year too they had a smaller booth there was very little product out but they had a little Depot where you could go check out cameras and you could go on street photography walks and stuff that they had planned and I think that's awesome because you're actually getting hands-on with the camera what Sony did was they moved down the street they rebranded this thing creative space NYC every time I walked by there there was a line out the door and down the block it was unbelievable and they had a gear Depot in there and you could check out lenses and cameras and you know they do a lot of these be alpha events and what I would strongly suggest is if you have one in your area that they're doing try to make time to go to that because it's gonna allow you to get hands-on with some of these cameras and you can actually come home and look at the images and decide for yourself and rather than look at everything on this kind of grand scale overall keyboard warriors and we expected this it's like what is this actually doing because I was really impressed with the a92 and I'm kind of surprised that Sony didn't market that a little bit differently but for whatever reason maybe it's just hard to talk about incremental upgrades and talk about them in this grand sense but this camera really is fantastic I'd love to hear from you guys we've covered a lot of ground I probably change subjects in here somewhere but I'll catch you guys in the next video until then laterwelcome back everyone in this video I want to talk a little bit about the experience that I had last week when I got a day to shoot with the Sony a 9-2 which was pretty amazing so last week I went up to photo plus in New York City if you're not familiar with photo plus it's an annual trade show convention thing that they do in New York City for the photo industry and all the big camera companies will have booths at this thing except this year Sony actually pulled out of the trade show and did their own thing like down the street which is pretty brilliant so essentially they leased out SAR Studios which is a legendary space this is where like bands rehearsed to go on tour they rented out this entire space and they built it out with sets and different lighting and different places where you could shoot they had athletes they had dancers there was all kinds of stuff to do there and before I went up one of my contacts over at Sony actually said well why don't you come over on Tuesday because we are doing a thing with press photographers so they invited a lot of people who shoot sports who shoot for the press and had them come out to get a chance to shoot with the a9 and I got an opportunity to shoot on it as well is pretty interesting there were some amazing photographers there it was really fun to meet and talk to some of these guys and I had some experience with the camera and now I want to talk about this a little bit because I think it's really interesting when the original aim-9 came out this was zonings flagship still is and I've had a lot of experience shooting on the original a9 over the last two years or so I've had the opportunity with Sony to shoot sports events I've had the opportunity to shoot wildlife I've used it for just general purpose photography and I've always been a huge fan of the original a 9 now when the a 9 2 was announced recently I did my PR press video on that and I was really kind of surprised at the reaction that I got a lot of people expected more camera from Sony and to be honest with you I just kind of had a press briefing with them and they gave me the specs and all I knew is that the camera is a little bit faster and there were some autofocus improvements when I actually got to get hands-on with this camera my god it was impressive so this camera will adjust auto focus and exposure 60 times per second the top shooting speed is 20 frames a second so essentially it will adjust auto focus and exposure three times for every image that you're able to take when you're doing the spray-and-pray thing which I will be really honest that's not really my style of photography is very useful if you're shooting sports but in my general use I'm not a bunch of shots type of guy unless it's something that really is specific but what I love about both be originally not in the a92 is that it's such a fast camera and the autofocus and auto exposure are so on top of things that really you don't come back with any blown shots and this this totally opens it up to you as a photographer to do what you want to do with composition and with lighting and it really just it's an amazing camera and the a9 - it's hard to put it into words it's even better and I didn't think I would notice much of a difference because when I looked at the press release and the specs on this camera it looked to me like networking capabilities were the big draw here the only really technical improvement was a 10 frames per second mechanical shutter rate as opposed to five on the original a9 which is really nice to have it uses electronic shutter when you're up at 20 frames a second but I was really blown away in fact my friend Byron and I had this running joke that oh I have a shot this afternoon I got a take but the cameras in my bag it's already focused and ready to go I mean it really was like that it's like you really didn't even feel this thing kicking into gear you have visual feedback inside the viewfinder with the green box that tells you where your focus is and it's just so accurate and I get home and I did some high-speed continuous shooting it is some single shots and literally like everything is is on like there's bad shots and the only reason they're bad shots is because it's my fault not the cameras like nothing's out of focus nothing's off exposure it really is unbelievably good the other thing that I really liked about it was the ergonomics now I did the press trip this year for the Sony a7r 4 and I've got a chance to use that Cameron I really like the improvements that they did on the body you get a little bit thicker grip some of the buttons are a little bit bigger it just feels better as a camera and I had not had a chance to use that body on a battery grip yet the Sony creative space I got a chance to use it with the grip and this is ergonomically the best camera sony has ever designed it's really comfortable to use it's not heavy it's lightweight it's fast well you can see in a lot of these test shots how it just locks on on the face particularly the eyes and it was using the one hundred thirty-five millimeter F one point eight I'm pretty sure we're shooting this wide open so it's a shallow depth of field and had no airs whatsoever which brings me to a point that I want to make about technology versus expectations and I think this is actually something that's really interesting to see now the first time I started using Sony cameras was back when they had the NEX series of cameras that were out and if you look at the way technology's moved in the last probably just say eight to ten years and back then merliss was kind of a new thing it was Sony it was Micro Four Thirds he had olympus he had panasonic you had fuji film that were starting to make cameras and they were all taking this mirrorless approach which at the time they were considered to be well if you take out the mir box it's a smaller camera that was the only advantage that anybody saw and what sony have been able to leverage with stack CMOS sensors with being able to take a live data feed off of a sensor and do a lot with it and I'm targeting Sony mainly because that's the subject of this video but also the speed and I think that's where Sony has made all of their gains it's like the speed of autofocus the speed of what the camera can do with that live data that's coming off of the sensor and how that impacts how you can use the camera and we've seen just literally leaps and bounds every year in terms of like here's a brand new feature that we'd never seen before that we've never been able to do before video has become a major component in a lot of these cameras and so now I think we're at a point where we've started to kind of max out what we can do with the technology that we have in terms of hardware and so it's gonna be another year too before we have a next gen of hardware that we're able to take do more with and so it's really interesting to see when we have an incremental update is what most people see it as in other words there's no blinding feature that never has happened before it tends to be improvements on feature sets that we already have and the way that's received when I did my preview video on the a9 - I was really surprised to see a lot of the comments and a lot of the negativity that came out of it and actually having used that camera now and guarantee you it is mind-blowing ly good I want to do a full review on that I'm gonna wait til I have a camera to do that with but I mean it is unbelievably good but I also think that there's a culture of expectations that come out and this call comes from even the phone industry where we are guaranteed to have a new model of phone from every manufacturer every year and how can we keep up with that speed cycle and this is where I kind of want to hear from you guys and what your thoughts are on this I mean unlike everybody else I look at the rumor sites I want kind of what's being expected you know it's like kind of like trying to figure out what's under the tree before Christmas I get it it's fun it's cool but what's interesting to me is that knowing how these cameras are developed a camera has not developed over a couple months they usually have a development span of several years and this is also a corporate culture where sometimes an initiative is launched and maybe it takes a turn and goes two different directions so sometimes when a rumor leaks about something and it is reported sometimes that path can change and then when that expectation that the rumor has become is not met there is disappointment and so that's kind of an unfortunate side effect of the culture that we have now but it's also interesting to me because I think that you know the customer expectation of what we want technology to do for us is really high I mean we've had a high bar for a long time and that's not wrong and I'll give you another example like you know the sony a7s that's a camera that people are expecting some kind of mark three to come out that's going to have this heavy video centric skill set that it's able to do now while I don't think that's a bad idea you also have to remember that the original a7 s was really never meant to be a video camera it just did really low and low light did really well in low-light the a7 s the S stands for sensitivity and I can tell you because I own Sony's I shoot on them that the a7 3 that I'm using right now actually performs just as well in low-light as my original a7 s and so what's the point of that line anymore and again what are we doing with the technology can the sensors actually be better in low light with what we have with hardware right now and that's an interesting question so the other thing that I want to say in Sony's defense that I think is actually really cool is it is a very bold move to pull out of a tradeshow and do your own event down the street and in a corporate culture I think that's extremely edgy and extremely good because we know when you go to a trade show and I've been to photo Plus for a number of years now you can see that every year the attendance is less and less and less and I also know that it costs an astronomical sum of money to not only have a booth at one of these things but also because it's Union governed just to bring your stuff in door get a power strip or redo the lights is just and you know like moving a mountain and so to pull out of that and to do your own space it's not because you're defying what's there it's because you're coming up with an experience that's better and Sony are really good at that I think it's particularly impressive for a corporate structure to be able to move like this when you go to a trade show normally you see all these tables at any given booth I'm not knocking anybody but you know the cameras and the lenses are all tethered to the table and you don't really I mean it's like going to B and H or something bun steroids it's like you're not gonna get any pictures or have a good feel for it and in their defense I think Fujifilm were really good this year too they had a smaller booth there was very little product out but they had a little Depot where you could go check out cameras and you could go on street photography walks and stuff that they had planned and I think that's awesome because you're actually getting hands-on with the camera what Sony did was they moved down the street they rebranded this thing creative space NYC every time I walked by there there was a line out the door and down the block it was unbelievable and they had a gear Depot in there and you could check out lenses and cameras and you know they do a lot of these be alpha events and what I would strongly suggest is if you have one in your area that they're doing try to make time to go to that because it's gonna allow you to get hands-on with some of these cameras and you can actually come home and look at the images and decide for yourself and rather than look at everything on this kind of grand scale overall keyboard warriors and we expected this it's like what is this actually doing because I was really impressed with the a92 and I'm kind of surprised that Sony didn't market that a little bit differently but for whatever reason maybe it's just hard to talk about incremental upgrades and talk about them in this grand sense but this camera really is fantastic I'd love to hear from you guys we've covered a lot of ground I probably change subjects in here somewhere but I'll catch you guys in the next video until then later\n"