Messages from all over the world are announcing that Sony is currently discontinuing a number of SLR cameras:

• Sony Alpha 580 (from Singapore and other)
• Sony Alpha SLT 33

The most common interpretation of such news is that Sony is preparing a large number of official launches in the coming weeks. Most probably they will organize a blitzkrieg of press releases to wipe out the last memories of bad events following the recent earthquake and tsunami. This should start just before the NAB show in Las Vegas (April 9 to 14).

We expect to see:

• A new Sony Alpha 35 to replace (already) the Alpha 33 with only minor improvements but the same resolution.
• A new NEX-7 with more manual controls aimed at the expert public.
• The Sony Alpha 77 will not come in April, but only at the end of May or early June. But without waiting more, SonyAlphaRumors tells us that the EVF will be based upon a 3-MP OLED display (we already knew in January that it could have “more than 2 MP“).
• The Alpha 580 will not be replaced (the Alpha 77 will be enough to attract the same public at a very similar price point – Interesting, eh?).

But remember one thing. Sony intends to stage this regularly and up to the beginning of Summer.

• “we’re really quite dedicated to developing products for both the A-mount system and the E-mount system because we do believe that both have roles to play” : Mark Weir clearly indicates that the NEX (E-mount) and Alpha (A-mount) ranges are not designed to compete against each other by to be complementary and to reach different targets. This is certainly not a surprise, but it’s good to hear it said clearly.
• “we absolutely understand and value the point about the continuity that an interim A700 successor model would have offered, but we prioritized the development of new capabilities, new benefits, and new technologies such that the A700 successor will be a truly unique and revolutionary product” is a key sentence where the Sony manager tells us that the spirit of continuity with the A700 does not have priority over the development of new revolutionary technologies. Who would not think about the semi-transparent mirror of the Alpha SLT (A33 and A55). This way, it is nearly completely confirmed (see more about it below), but it can also be understood as referring to many other improvements to come soon (at least, Electronic ViewFinder quality and -maybe- a record resolution for the sensor which may well be identified as a revolution).



• “everyone will realize that it was very valuable to first develop the technologies and the capabilities” has to be translated from marketese into plain English with some kind of We had too much in our hands, too much to work on, before we could build the product we wanted”. Elsewhere in the interview, it is easily understood that Sony did not want to work simultaneously on everywhere and that the A33/A55 developments must have been eating the lion’s share or the R&D resources. “We can’t do everything at the same time, so let’s spread it over time and let’s start with big-volume cameras.”
• Mark Weir also clearly state that the A700 successor will be located between the A580 and the A850. Some will want to read this truism as the hope that a traditional viewfinder will be maintained against the possible semi-transparent Pellix-type mirror and an EVF, but I believe that nothing can stop the impetus acquired by the technological transformation aforementioned. And the following phrase (“the A700 successor […] will incorporate the translucent mirror technology.“) is without any doubt: the A77 will have a semi-transparent mirror. This is now certain. Mark Weir then defends this approach by publicly stating that the associated improvements will reduce the last worries and win the last complaints back.
• Another remark about the Full Frame cameras, “the market has shifted increasingly toward the use of APS-C cameras, even in the enthusiast and semi-pro space” could well trouble those waiting for the replacement of the Alpha 850. More or less, if the market forces everybody to have high-end Full Frame photo cameras, sales go to the high-end APS-C photo cameras. We must admit that the limited success of Sony within the pro public, but it’s true that, inside Nikon or Canon, the same problem is certainly present too; with the critical difference that those two brands have a very strong presence in the pro market and probably have a slightly different perception of (and an easier path to) this constraint. As repeated by many observers, Sony still must prove worthy for pro photographers to collect the associated brand image, but the Sony Marketing is at a loss to find the means to this end. The consequence will certainly be a little less pleasant: Sony will wait more before working on an Alpha 950 (or Alpha 99) for Full Frame cameras. As everybody murmurs it, let’s not discuss this any longer before 2012.
• Some more fuzzy comments about the difficulties to ship the Alpha 580 will not shed any new light on the issue. The camera is still hard to find, but these suggest simultaneous issues of primary parts procurement and manufacturing capacity. We will probably never learn anything more precise from a Sony employee in front of a microphone.
• The zoom lenses included in camera kits are selling exceptionally well (“the 55-200mm telezoom or the 70-300mm telezoom that is promoted at the time of purchase really represents a tremendous part of the lens units that are sold.“). Nobody will be surprised by such a statement knowing that all camera manufacturers build camera kits at prices obviously attractive. But at a noticeably lower level of sales, Sony sees a real success for the 24-70mm f/2.8 and 70-200mm f/2.8 (“The other part of the business is the lenses that are sold to enthusiasts, and these are typically wide-aperture 24-70mm or wide-aperture 70-200mm“). This is recognition of the value of lenses designed and bought to be present for a long time in the expert photographer’s bag (when I was saying the same…) But Sony also makes significant efforts to present high-end prime lenses (prime = not too expensive, or 150-250€).
• “What you are seeing is the emergence of hybrid silent AF motors.” is the introduction to a list of commentaries to explain that Sony will keep on developing SSM lenses (ultrasound motor AF, expensive but very quiet) along with SAM lenses (hybrid motor AF, cheaper and somewhat quiet). the E-mount lenses are designed from inception to be silent (for video capture), but the A-mount range shall also receive more lenses designed to satisfy the video lover in Alpha suit. To my eyes, this part contains too much warm water to warrant for a clear future and the marketroid who’s talking probably translates Sony’s indecision on this issue. He even goes to the point of defending the use of external microphones…
• “there’s full aperture control with movie capture in SLT right now, it’s just not with AF at the same time.” will certainly stop most dreams short for some people still hoping to get both fast AF and free choice of lens aperture. As Mark Weir finely explains, it is mostly a matter of technical limitations and the only hope left is to give contrast-based AF enough time to improve slowly (for the time being, for technical limitation, phase detect AF can only work at wide open A-stop – or up to f/5.6).
• One short mention to confirm the 500mm G f/4.0 prime lens, without giving even a hint of a launch date.
• the end of the interview covers the evolution of the different markets and requires to be analyzed with a big grain of salt in front of the statements from the other camera manufacturers, but it can be summarized in telling that all manufacturers think that 2011 will be a good year for photography and that Sony wants it to be a good year for 3D photography (Sony decided to heavily bet on 3D in all of its markets).

As we can see, this is one of those rare interviews where a brand representative openly speaks and provides a lot of precise data without hiding it behind a heavy curtain of unreadable bad English. Congratulations to Imaging Resource which had already shown their ability to write excellent gear tests and demonstrate that they can also write other article kinds.

Always trying to help the YLovePhoto.com visitors, here are the user/operator manuals I could find on the Internet for the Sony Alpha 560 and the Sony Alpha 580.

• English: Sony A560/A580 User Manual
• Français : Manuel utilisateur des Sony A560/A580 (rien encore pour le moment)
• Deutsch: Sony A560/A580 Benutzerhandbuch (Noch nichts gefunden)

If you found another version (maybe in another language) or if you can suggest a change to this list, feel free to leave a comment below.

• Sony Alpha 33
• Sony Alpha 55
• Sony Alpha 560
• Sony Alpha 580

Features and specific comments

The feature set is quite impressive for cameras supposed to be low-end and mid-range only. Some of the competition is going to feel the heat.

Sony Alpha 33

As expected, this is a Pellix camera (a semi-transparent mirror provides fast AF while in LiveView or in video capture mode). It climbs up to 10 frame/s continuous shooting and is 1080i HD video-capable.

The sensor is the 14MP APS-C CMOS sensor that we have been seeing a lot around here in the recent weeks.

Sony Alpha 55

Same as Sony Alpha 33, but with a larger (16MP) CMOS sensor.

Impressive enough to immediately receive a “Gold Award” from DPreview.

The A55v version (for USA only, apparently) will include a GPS for geo-tagging of photos and videos.

Sony Alpha 560

The A560 is definitely bringing 1080i HD video to the Sony SLR line; From a 14.2 MP CMOS photo sensor.

Specific to the Alpha 560: It will not be available before early 2011.

No GPS, contrary to rumours.

Sony Alpha 580

Same as Sony Alpha 560, but with a larger (16MP) CMOS sensor.

Nearly immediately available.

Pre-orders

B & H

• Sony Alpha 33
• Sony Alpha 55
• Sony Alpha 560
• Sony Alpha 580

• Alpha 33 (a pellix camera with a 14 MP sensor)
• Alpha 55 (a pellix camera with a 16.7 MP sensor, 10 fps, ISO 100-25600, 15-point AF, EVF – all to be confirmed)
• Alpha 560 (with 14MP sensor, 5 fps, ISO 100-12800, 15-point AF, swivel display – near certain feature set)
• Alpha 580 (same as A560, with 16MP sensor)

Note: Pellix is the name usually applied to describe a camera where there is no mobile mirror, but a pellix semi-transparent mirror which is providing a simultaneous and continuous AF while bringing light to the photo/video sensor. For more information about it, see the Wikipedia articles in both English and German. The presence of Pellix should also allow to keep a LiveView operation during the photo/video capture (probably in association with an Electronic View Finder or EVF).

Images of the A55 and A33

Images from DChome

A33/A55 size

What is now certain is that the Alpha 33 and Alpha 55 will be very small indeed. They are smaller than the smallest existing Alpha cameras (the Alpha 290). They are nearly as small as the NEX-5 camera.

Thanks to SonyAlphaRumors, you can see a marketing-based and meaningful size comparison:

As was reported here about a month ago, Canon does not believe that it is necessary to leave the traditional APS-C DSLR format factor to compete with the EVIL cameras. Sony seems to have understood this too. But they decided to provide both the (still?) smaller ones (NEX series) and continuously shrinking ones (Alpha series). It will be interesting to see how this works in the end.

At least, Canon appears right and we can expect to see similar comparisons appearing with Canon bodies of the near future.

Compatible lenses for NEX

Additionally, some companies are rumored to be interested in providing a real competition in terms of lenses for the NEX camera range (Sony will no longer be alone). If Zeiss and Leica are actually present there in a few weeks, it will mean that this NEX camera series will certainly be a huge success, if only because of the large advertisement effort supported by several companies at the same time. However, it is nearly impossible to sort out the good information and the false rumors in what is said from all sides.

• Alpha 33
• Alpha 55
• Alpha 560
• Alpha 580

The first two (Sony Alpha 33 and Alpha 55) would be entry-level cameras able to capture HD video and using the semi-transparent mirror already mentioned here and allowing to maintain autofocus in LiveView and HD video modes.

The next two (Sony Alpha 560 and Alpha 580) would be mid-range cameras announced by Sony in the middle of the beginning of the year. They are also able to grab AVCHD video but with a simpler architecture.

They share the two new CMOS photo sensors from Sony, a 14 MP sensor and a 16 MP sensor, at the heart of the rush for video started with the NEX-VG10 video camera, recently shown to the press (HD video based on the 14 MP sensor). They should all have a DOF preview button, continuous AF during video capture with 15-point AF, panorama stitching, 3D picture capacity, state-of-the-art ISO sensitivity (read “much better than A700”).

PR also tells us that the Alpha 560 has been spotted in Jakarta, but no pictures yet. So, it may still be a false lead.

But then, where is the successor to the Alpha 700? Has Sony decided to step back into the A5x0 range? Or will the A750 be a pre-announcement only?

First, and this is very easy to predict, Sony is ready to add to its NEX range of photo cameras. Already noticed because of the originality of its concept (a very dense point-and-shoot-like body, very simple but able to hold not only the new lenses of the new NEX range, but also compatible with the existing Alpha lenses, to bring light onto an APS-C CMOS digital photo sensor brought in the Alpha SLR range). While NEX was received with an obvious interest, it still needs to prove that it fills the needs of a real public. And this may be easier when a few days before the Photokina show (in September) we will be able to see the new photo camera of the NEX range: The NEX-7, which should capture 1080p video up to 60 frames/s. This should bring it in direct competition with the Panasonic GH2 which is still the best digital video offer among the compact photo cameras.

On top of it, we already know that Sony just presented it NEX-VG10 video camera, which is the pure video solution in the NEX range (again with the same CMOS 14.2 MP digital sensor that Sony seems decided to apply to as many NEX and Alpha cameras as marketingly possible). Available in September (in parallel with the door opening of the Photokina), it will be sold around $2000 (probably a little less than 2000€ on the old E continent).

Of course, Sony will also present (and possibly make immediately available) some new NEX lenses. The one whose name is most often repeated, since the Yodobashi leak in May, is the Sony NEX 18-200mm f3.5-6.3 OSS.

Then, there is no need of a crystal ball to announce that Sony will speak a lot about 3D on the Photokina floor. All the company divisions (video games, movies, video, photography) have been committed to bring active product support to this technology defined as a key target for Sony.

But, will you say, where are the D-SLR here? I kept the finest morsel for this part of the meal I offer you. Sony is preparing a full overhaul of its Alpha range. The A290 and A390 are already here with a 14.2 MP sensor (but only in a-little-outdated CCD technology), here comes the flood. There’s no doubt that the successor of the Sony Alpha 700 is ready. It was nearly official in PMA 2010 (at the beginning of 2010):

I dream of having reliable information about its photo sensor, but it is nearly certain that it won’t be the ubiquitous 14MP CMOS sensor of NEX and A500 series. It will be an APS-C sensor capable of 1080p video capture at 30 fps (at least). Since Sony always repeated that they would never bring a photo camera with a half-thought video section (like some of the competition, they murmur), it will be worth looking into its detailed features. Moreover, I would bet a tidy sum that the camera will be named Alpha 750, even if it appears that A790 was a possibility during the design stage.

The Sony press photo for PMA2010 (above) also gave us an important bit of information: The Sony Alpha 750 will have a little brother also video capable (probably with a resolution limited to 14 MP). The rumor says –curiously enough– that it would be named Alpha 33, and I find this utterly surprising. We’ll see, but in the meantime, you could listen to what the Spanish DSLRmagazine has to say about its supposed semi-transparent mirror used to assist a good autofocus in LiveView mode (traduction française, English translation).

But there is another possibility to take into account. According to Réponses Photo, the French magazine, “Sony give [us] a rendezvous in September for other SLR news, but this time in the expert and pro ranges…” (emphasis is mine). It looks a lot like a leak out of a magazine already informed but held tight by the signing of an NDA (Non-Disclosure Agreement). It would seem very surprising that anybody knowledgeable would place the Sony Alpha 750 in the “pro” range, it is the “expert” announcement. But, the, here is the last event: A pro camera! The Sony Alpha 900 (and its little brother A850) would prepare itself for a new offspring in the use of an Alpha 950 (no certainty about the name, of course)! And that could be thunderous if they announced (availability in early 2011?) the new 32 MP Full Frame CMOS sensor in association with a new quad-core BIONZ processor (aka Quattro Bionz).

The other option in this part of the product lien would be the arrival of an Alpha 820 (this name is heard in several mouths right now) which would be a new effort to popularize the Alpha 900 after the sub-2000€ Alpha 850. Credibility: Very low in my (not so) humble opinion.

You will have noticed that I did not go heavy on the conditional tense despite the long list of news. Be prepraed to see a Sony showroom of enormous size and density in Köln, next September for the Photokina. Alpha, NEX, 3D, video, Sony is alive and kicking.