February 24 2010 - Photo Jottings

February 24 2010


A few people wrote to me and said my entry yesterday was off base because dpreview said the new lenses were “pre production” and scheduled for a 2010 release.  I didn’t base the information written yesterday on what dpreview put out, I read the Sony press release, then wrote my comments.

Below is the Sony press release concerning the DSLR stuff.  I’ve highlighted the key words they’ve used to indicate they don’t have anything ready yet.  Apparently, I was about the only one who actually read the Sony press release, and didn’t just take the word of other website editors.

The word “Concept” in my opinion means the lenses or camera bodies have not been fully developed or designed yet, and will require many months before a prototype is put forth.

I’m thinking the word “prototype” below means a non-working or crude model not quite ready for pre-production.  Several months will be needed to bring a prototype up to full production standards.

Usually, Sony will say something like “available mid-year” or “coming in the Spring of 2010” or whatever.  When they don’t give any information on a release date, it’s obvious they aren’t sure themselves, or are trying to gauge interest.  As always, time will tell!!


AT PMA 2010

ANAHEIM, CALIF.  (PMA #2220), Feb. 21, 2010 – Sony is exhibiting an array of innovative digital imaging products at the Photo Marketing Association (PMA) 2010 International Convention, including a concept model of the new compact α (alpha) DSLR camera system that employs an ExmorTM APS HD CMOS sensor, which provides full AVCHD video capability. New concept α products being shown include an ultra compact model with interchangeable lenses, additions to the α family (including a successor to the α700), along with new TX5 and H55 Cyber-shot® cameras, new printers and other accessories.

α DSLR Camera
In addition to the current DSLR-A230, A330, A380, A500, A550, A850 and A900 digital SLR cameras, the following concept camera bodies and interchangeable lenses will be exhibited. Current interchange lenses, including Carl Zeiss® and G lens products will also be on display.

  • Concept model of an ultra-compact interchangeable lens digital camera system that packs the quality of a DSLR camera in an extraordinarily small body, along with interchangeable lenses
  • Mid-range concept camera for advanced users (a successor to the α700) as well as concept mainstream models
  • Prototype of a Super Telephoto Lens (500mm F4 G) with class-leading optical performance
  • Prototype of a Distagon T 24mm F2 ZA SSM, new Carl Zeiss wide angle lens for superior shots of landscapes and sweeping vistas
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