Gear

Sony is Shaking Up the Photo Industry

It’s been a big week for Sony and rivals should be worried...

Earlier this year, we wrote a story about how 2018 was going to be a good 12 months for Sony. Although we didn’t have a crystal ball to hand, it looks like our prediction is coming true because Sony has just enjoyed an unbelievable week that should have its rivals losing sleep.

First up came the news that Sony had swept the boards at the annual EISA awards, which recognise design and performance achievements in the photo industry. In fact, Sony scooped a whopping seven awards, including the EISA Camera of the Year award for the α7 III, the EISA Professional Mirrorless Camera award for the α7R III, the EISA Superzoom Camera award for the RX10 IV and awards for two of its lenses; the FE 16-35mm F2.8 GM and the FE 100-400mm F4.5–5.6 GM OSS.

Sony’s range of cameras has helped increase the brand’s market share. Image by Elijah O’Donell/Unsplash

In a nice bit of timing that would have surely had suits at Sony HQ clapping their hands together, Sony also reported that its now overtaken Canon to become number one for interchangeable lens full-frame cameras in the US – a huge terrority for photography brands to sell in. In fact, it turns out that four out of every ten full-frame interchangeable lens cameras sold in the first half of 2018 were Sony.

The α7 III wonn EISA’s Camera of the Year award

This success comes after a busy year for Sony, including the release of the α7 III and the α7R III. So with Sony seemingly intent on climbing to number one spot, where does this leave Nikon and Canon? Well, we won’t know the full picture until the ‘Big Two’ strike back with the launch of each brand’s full-frame mirrorless cameras. Nikon’s version (or versions if the multiple model rumours are to be believed) is due to be announced August 23, while Canon’s could follow at the huge Photokina Show in Germany come late September.

One thing is clear though, Sony is in the photo industry for the long game and more choice and selection for photographers can only be a good thing!