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Sony USA promises a “WOW” in glass! Announcement around 7am London time.

Like I told you before Photokina is definitely a Sony “Lens” announcement place. And Sony US just remarked this once again with a proper teaser posted on their Twitter account. Tomorrow Sony will announce the new E-mount 4K camcorder and the already known 28-135mm f/4.0 powerzoom lens. But they mat announce all other E-mount lenses too: The 16-35mm f/4.0 Zeiss, the 90mm macro and likely show an updated roadmap with 85mm fast prime lens included.

Announcement should be at around 7am London time (Sept). As usual you can follow the event live here on SAR as I will continuously update you with previews, hands-on links and so on!

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  1. Joining this announcement to the 100% slam dunk new generation of Sony sensor tech coming in January one, I’m left wondering if Sony’s definition of “wow” and mine are a bit different.

  2. 12-200 f2, great bokeh, super sharp, for $100 with an A99 thrown in for good measure. That would be a wow moment.

  3. Following Canon’s example, Sony is permanently dropping its lens prices too.
    That would be a WOW in glass!
    Yet another E-Mount lenses – not exactly exciting.

  4. I still think there might be an FE 50/1.2 coming.

    I don’t think the 85mm is coming now, and I think the “fast aperture prime” means faster than f/1.8.

    1. No worries, Sony will continue to re-release existing A-mount lenses with new coating on front element and 30% price increase.

  5. WOW in Japanese is spelled:
    うわーっ, うぉーっ, ひえーっ 興奮させる; 感動を与える; 吠える(俗語) 音のむら; 大成功(俗語); 吠えること(俗語)

    It means
    “Make a big deal out of a little thing and people will believe it’s more special than it is”.

    1. I had the Canon 100/2.8 L lens on my 6D and it was fantastic. Reportedly, the 100/2.8 non L version is nearly neck and neck with the L version. I’d be happy if we could say the same about a macro G from Sony (and I would love to see the Sony G version priced in between the 100L macro and the non L macro).

      1. I’d love that too. Hopefully there won’t be the standard “mirrorless tax”, meaning it is priced above DSLR equivalents.

      2. I had the Canon 100 L when I was in the Canon camp. Fantastic lens! If the Sony 90mm G is as good as the Canon and has OSS, and priced reasonably, I will get one for my A6000, if not, I will get another Canon 100 L and and an adapter to use on the Sony.

        1. I am sure a lot of Amount lenses are great, but I didn’t leave Canon to go small and then need to purchase a lens along with an adapter to get AF. I could have just kept my Canon lenses with a Metabones since fast AF wasn’t necessary. I’d prefer to use the lenses that are available in FE mount even if they arrive slowly. I shoot nearly everything I want with the FE 55 and I have yet to master that simple combo. ;~) Hopefully the G 90 is much lighter (e.g., 150 grams lighter) than the Minolta/Sony 100 macro without the adapter (and much, much lighter than the combo with the adapter).

        2. No it doesn’t. The Sony lens is showing its age, particularly with regards to colour fringing. It also has an outdated focusing system.

          Anyone interested in a macro would be far better advised to spend less on the latest Tamron 90mm or Sigma 105mm. For e-mount shooters, no doubt the new 90mm G from Sony will compete with the latest from Tamron, Sigma, Canon et al.

    2. I am confident that the IQ of the G macro will be at least very good. Quality macros are not too dificult to design. So they “just” need to lift it to the “G-expectations” from us customers.

      For me a WOW in glass would be if the already unveiled uwa zoom 1635 does not step into the IQ trap as the 2470 did….

      1. The 24-70 was indeed a trap but my feeling is that Zeiss is not good in designing good zooms for the digital age for the mirrorless A7 (because of the size limitations – Zeiss is great when designing Slr/Dslr normal/huge size lenses) where corner sharpness is a must especially between f8-f11…so the 16-35 might be in the same league as it’s also a Zeiss design…

    1. The T1000 lens! On menu choice it transforms to any type between uwa prime and super tele. It will come in two versions – lens only, or with included tripod. 🙂

  6. I am currently shopping for a new long lens…possibly Sigma or Tamron 150-600.
    Personally I would hope for a Sony WOW that would be a better alternative supertele zoom…mayby f 4.8 or 5.6.
    I do not however expect such a lens from Sony….at least not intil long after I have made my choice and purchased a lens.
    As for the rumored 90mm f2.8 macro for E mount …I think that is an extremely important lens and will fill a major gap in the system.
    Samayang just anounced a fisheye for E mount so the remaining huge void in the E mount system is for lpng lenses.
    A lightwight long lens of high quality would be a WOW.
    There has been some talk of a high quality cat…similar to the old minolta 500mm reflex.
    Possibly a 600mm and 100mm cat would be nice
    Image stabilization and fast autofocus would be essential for the success of those lenses.

    1. Hey Barry, could you tell me your thoughts about your decision process (Sigma/Tamron 150-600)? I have already the LA-EA2 and want to buy a supertele. Thanks!

      1. It appears Sigma ..instead of desighning someting unique…has copied the tamron exactly but has made slight improvements to features and performance.
        2 flurite like elements and 3 low e glass elements..vs 3 low e element for Tammy
        Good teleconverter will be available for Siggy only..105mm filter Siggy, 95mm Tammy
        Siggy is 2lb heavier and bigger than Tammy…Tammy for about $1000 Siggy I would guess about $2000.
        MTF charts are a bit missleading..althogh Siggy geometric MTF chart looks good it does not in any way correspond to actual performance…the diffraction MTF charts for both lenses are almost identical…O still am waiting for comparative tests/reviews…but as of now am leaning towards Siggy for me.
        If priced as I expect they should be comparable values..Tammy being lighter and less expensive..Siggy 2lb heavier and twice the price but a little better.

        1. Unless Siggy leaves oss intact..Tammy has dissabled it…these lenses will both be terrible for E mount..no stabilization.
          I would not buy either of them unless you go to A mount, Canon, or Nikon

    2. Which one to choose?
      – SIGMA 150-500mm F/5.0-6.3 DG APO OS HSM
      – SIGMA 50-500mm F/4.5-6.3 APO DG OS HSM
      – TAMRON SP 150-600mm F/5.0-6.3 VC USD
      – TAMRON SP AF 200-500mm F/5.0-6.3 Di LD (IF)

    3. Hi Barry, don’t take this the wrong way, I’m not trying to be arsy but do you mean to write “maybe” instead of “mayby”?

      I’ve seen you use it many times and just couldn’t resist because it irks me a bit.

      1. My cellphone changes everything I write and it takes multiple tries to get it to say what I want..plus my fingers are much fatter than my touchscreen keys..so lots of typos are unavoidable. ..it would be much worse if we could not edit our comments.

  7. they will announce a new mount type and immediately stop all A and E mount lenses. there will also be 11 new lenses before the end of 2016. 50,51,52,53,54,55,56,57,58,59 and 60mm. all f/4!

    1. I don’t see the need for that since they have already everything covered with the 46 lenses in one 24-70 f4. Could you’ve imagined that a few years ago??? 46 lenses for a mere €1200…

  8. Canon is now anouncing a 400mm f4 that includes a large diameter aspherical lens grinding.
    That is something really new for a long lens…definitely a WOW for Canon.

  9. WOW! $1400 for a middling ultrawide with monster distortion!
    WOW! A 35mm A-mount with the same tired formula and new coatings + motor!
    WOW! A powerzoom for Cine lens prices

    Let’s see if this all comes true

          1. You could always go to Leica Rumors to troll but it’s a little slow over there, Leica technology moves with the speed of a glacier.

    1. I’m really hoping WOW is a 400 mm G-Series lens that should have been launched eight years, ago or a 35 mm that is designed by Zeiss, and isn’t a PoS.

      I can’t see the 24-105mm f/4 considered exciting.

  10. The use of the “WOW” expression is so painfully tired and pathetic. The worst trends always stay around the longest. I can remember a female real estate agent 5-6 years back talking about she always nails the “wow!” factor when showing clients new homes. Blow me. I don’t think the word “impressed” has ever been found lacking, except perhaps by those who think that by mangling idioms or adding “-ness” to the end of already tired words (like “awesomeness”) that they’ve tapped into a new “disruptive” “social” “ping” that has the extra “it factor” or “secret sauce” to get their “game-changing” idiot voice heard.

    1. If only they would improve the software between the flashes… that is key. The biggest complaint I have when using a Sony camera with an external flash is that I will randomly get over exposures, never have that problem when I use a Nikon with an external flash…. Its the biggest reason I never dumped the Nikon completely, their flash system is light years ahead of Sony’s

        1. Did I say Nikon was perfect? Nope, just that it was more dependable than Sony. Big difference, but a fanboy wouldn’t understand that would they.

    1. It’s baffling, isn’t it? :D. People want to be miserable. Thanks to your early review of the A7s (and the misleading review from Mr. Huff), I got the camera. Enjoy every moment with it. The only reason I’m still here, reading these discontent comments, is to look forward for the next hi-res body to pair with my A7s. Happy shooting, all.

      1. It really really is! Thanks, glad you are enjoying it, I absolutely love mine! I have an A7 as well but will probably pick up a clearance or someone’s unloved pet project A7R at some point for the odd times I need the extra res, which to be honest is probably never, it is only the pixel peeping that makes me ‘think’ I occasionally need it.

        Can’t say I remember Steve huff’s review, the guy is a bit of a crackpot, but what was misleading about it out of interest?

        I also have just about all the glass I could need for the A7S… it is far from fussy!

      2. I’d like to know as well what was misleading about Mr. Huff’s review. I’m thinking about pulling the trigger on the A7s, and was just curious.

        @abortabort:disqus, how are you liking the A7 over the A7s? Has it been worth the extra cash to you?

    2. Exactly. I wonder back in the day when Canon switched from FD-mount to EF-mount, if people bitched and whined as much as the A-mount users on this forum.

    1. Well Sony dont make them. Sony licensing their SLT tech (or better yet giving) to Metabones to create EF/S SLT adapter for e-mount… now that would be something!

      1. It would be even better if Metabones make them and Sony slaps Novoflex label on them (like what they do with the Zeiss label) for a premium! 😉

  11. Seems Sony has abandoned the NEX series completely in terms of lens development. It’s now all for FE. Any new SEL lense on the horizon?

    1. Well the last E-Mount lenses were announced when? Just before the most recent FE’s (ie all of them) were announced, yeah I can see how you reached that conclusion.

  12. I know, Sony bring out all these lenses at once in A-Mount:

    Easy choice –
    21-24mm
    135mm

    Sony G –
    35mm f2
    85mm f1.8
    100mm macro
    70-200mm f4

    Sony Zeiss –
    35mm f1.4
    Updated 85mm f1.4
    Updated 135mm f1.8

    E-Mount FE:

    Sony G –
    100mm Macro OSS
    28-135mm f4 OSS

    Sony Zeiss –
    21mm f1.8
    85mm f1.8
    16-35mm f4 OSS

      1. I use my 35, 50, and 85 f/1.4 @ f1.4 all of the time. I couldn’t imagining buying any prime lens without that option.

        For some of us, a system that cannot provide full frame f/1.4 primes in 35, 50, or 85 focal lengths is a deal breaker.

          1. If you wish to keep your options limited then it’s great for you, everyone is different. Not everyone is as dimwitted and closed minded about innovation however. Remember that before you suckle on these manufacturers backsides and worshipping their every move.

          2. Make your mind up. Either it’s a deal breaker or not.

            Not everyone can think logically it would seem.

      1. There is a difference in DOF, rendition and speed as well. A 1.8 lens is not necessarily going to be better quality, that’s obvious.

      1. It’s up to the consumers to voice their protests so the manufacturers get feedback and cater better to our needs. I would like to see more innovation and f1.4 lenses for the E mount as an option. Lapping up everything they throw at us is the real idiocy. People like you are the ones that stagnate the market. We need these fatcats to keep pushing the boundaries.

        1. Voice their protests? Camera equipment is not a basic necessity. The sort of nonsense you spout is the very epitome of a 1st world problem. Stop acting so entitled.

          These are private companies, whose only function is to make a profit for shareholders. That’s it. If you don’t like what they are selling, you can protest by not giving them your money.

          You talk about real idiocy? Give me a break.

  13. Please bring out

    A-Mount
    Updated 35mm/50mm SAM lenses
    A good ~120mm Macro
    Versatile 16-80 f/2.8 lens
    Huge telephoto (600mm maybe)

    E-APSC
    35mm f/1.4
    10-20mm lens
    28mm wide aperture pancake
    Compact 18-135 versatile lens that doesn’t have to be expensive

    FE
    24-120mm, wide or medium aperture

    1. Sony already has 10-18/ wide angle lens, so no 10-20 I think

      E-APSC

      85/1.4 or 85/1.8 OSS
      50-150/2.8
      Possible some kind of 18-105 or 18-135 3.5-5.6 much smaller than current pillow G 18-105 PZ
      Maybe 60-70mm 1:1 macro lens OSS of course

      1. Duh, excuse me, I was typing sleepily… But definitely Sony shouldn’t forget A-Mount and E-Mount also as they really seem to only care about FE.

  14. Srsly, a new designed full frame a-mount telephoto, zoom or fixed FL, would be kinda WOW.
    Or a 10-something a-mount FF zoom.
    So we can rule those out.

    Now try to impress me?

    1. They’ll launch the all new SAL75300 II, full frame, telephoto. And the WOW factor: 100% more CA (we all now that’s something we CAN expect from Sony) 😀

    1. Actually it’s the other way around. The huge piece of glass is definitely the front element for a 400mm.

      I can’t believe Barry didn’t even notice.

        1. Which would I rather have? A 400 2.8 of course. But which is more likely to be popular? A 400 f/4. Canon has one, and it’s a great lens for wildlife – lightweight and not overly expensive. If it’s true, it would be a nice addition.

  15. As I am typing this I am sitting in front in front of a fashion event.
    The street is lined with hundreds of people carrying cameras…I assume by looking at the volume of equipnent around me that most of these are professionals.
    Withought exception each has a single camera out..most also have bags or packs but I cannot see whats inside.
    About 90% have a large Canon body and what looks to be a fast portrait ,modest length telephoto, or zoom by Canon.
    9 % have large Nikon bodies with battery grips and similar type lens.
    Only about 1% have smaller cameras and those are a mixed bunch …I saw one a7r and one cybershot…two lumix…a few small cameras I did not recognize.A few used cellphones.
    Now the celebrities start walking out…the go right to the crowd of photograpers with the big Canon and Nikon cameras and posed and talked with each of then. They even gave then info for thier stories.
    Without exception however they completely ignored the photographers with small cameras..they did not pose for them nor did they talk to or exchange information with them.
    No..I did not see a single A mount camera….but clearly these photographers would be unlikely to switch to E mount because it simply does not look professional, does not give the user credibility, and results in thier being totally ignored by the celebrities.
    Any fears I ever had of E mount replacing A mount for the professional market are gone.
    Earning a living with youre camera is every bit as much about what you look like as what your pictures look like.
    People on location will see you long before they see your photos.
    When I walk arount a zoo or museum with 3 cameras and big lenses hanging from my harness I am always noticed and as I walk away I overhear people talking about the ” camera guy”
    I cant imagine any of that happening with a pocket camera.

      1. So you have just taken the effort to read my entire comment…and probably every other comment I have made …rather than risk missing anything…just so you can tell how boring I am and how I dont get it…I actually have a different opinion..I think your the one that doesn’t get it.

      1. That the curren E mount system is ok for hobbyists and snapshooters but has little place in the world of professional photographers who actually need to LOOK PROFESSIONAL.

        1. Because this fashion event is the only world for paid photographers? I’m still not quite sure what you even mean by a “fashion event,” but there’s ironically a whole “world” of paid photography outside the situation you just described.

          1. Are you actually naive enough to beleve that the bias I describe only exists at fashion events?
            How about sports, press confrences, and any other events covered by the press?
            How abought weddings, photography studios and anywhere else people must decide to hire you the guy with the pocket camera…or the other guy with the proffesional lookin equipment.
            And why do strangers at zoos talk about the camera guy when they see me…but not talk aboyt all the other people with smaller or less noticeable eguipment.
            Having non professional equipment out there is a handicap…you may be able to overcome it and rise above it as many people do with other more seriouse handicaps…but make no mistake abought it not looking professional is a handicap and looking professional is an advantage.

    1. It’s true. Unfortunately for North America. However when I am using my A99 with the 70-200mm people always assume I’m using a Canon because of the white lens. To bad Sony didn’t keep churning out Silver G-Series lenses like the 70-400.

      Yeah you pretty well hit it dead on about North American photographers, either you use a Canon, Nikon or your unemployed.

    2. Here is my take on this, and I 100% agree with you. About 3 months ago I went to a photography workshop with about 100 people there. The host asked who had Canon, About 80% raised there hands, followed by Nikon, then it goes, any other brand? This time it was me with my Sony. I had my A77 with the 70-200 and the guy next to me asked me very surprised if Sony have ever made a DSLR/SLT or similar. So if other folks who are photographers don’t know, what can we expect from the general population, least to say, celebrities.

      I own both A and E mount and every single one of them serve a purpose and situation. In my humble opinion, the looks of a big A mount attracts customers, whereas my A7 don’t.

      Not long ago I was shooting my daughter communion from the distance in a church just because there was a hired photographer for the event, however I was using my A77 II with battery grip, Sony 70-200 lens, external flash,and Gary Fong diffuser and that was a huge magnet for me to get request for work over the hired photographer.

      Unfortunately, what looks good seems to be good in the mind of people.

    3. You’re making one very big assumption – that E-mount cameras will always be small.

      The E-mount does not impose a limit on the size of camera, it just makes the range of possible sizes wider and more flexible.

      1. True, the video cameras with an e-mount are not small. The diameter of the e-mount hole may be too small for IBIS on full frame though and the body size cannot compensate for this.

      2. No but the target market gets their panties twisted in knots over big and bulky hurting their wrists, breaking their backs. Sony market research must bear this out based on their bodies and lens specs/choices. We even have Andrea saying Sony is designing small flashes targeting compacts.

        1. I think a lot of the target market just prefer to be less conspicuous.

          I guess the tough A-mount only guys need those big cameras as an extension of their manliness, and I can see why they would see e-mount equipment as a poor Viagra substitute.

    4. All true. Agree 100%. It will take a few years before perception of ‘big’ means ‘professional’ changes. Maybe a decade. The bottom line is, for professional photographer here in North America, it is Canikon as your main system. Nothing wrong with Canon or a Nikon system. They are terrific cameras with fast AF that will do the job for you.

      Mirrorless is always a second or a third system. But then, so what? Sony or Fuji or Olympus does not care if you use their cameras as a 2d or a 3d system, as long as they get your money.

      1. But rather unfortunate is the fact that for many out there, our Sony equipment is not good enough for the job unless is Canon or Nikon. Many employers won’t take you into consideration if you own Sony just because they have only heard otherwise.

          1. Listen, I have and will continue to use Sony equipment. However, unless you don’t live In the United States and in a metropolis, the first impression do count. Now, doing my own marketing to get clients has nothing to do with Canikon. But a I am not a fanboy and do accept the challenges that brings in.

          2. Many Sony users buy for quality and value and are then exposed to the reality of how people judge them.
            In the process of camouflaging my eguipment recently I coverd up everthing that doest not actually move with camo tape , paint or fabric…no identifying brand names show on my equopment now……as you can see I did the same thing to myself too…I immeadiatly noticed a huge increase in the attention I get when I come out of the woods or marsh…and a huge decrease in the attention I get from the animals on location.

    5. What a load of nonsense….If strangers whispering “camera guy ” gets you off…good for you….Let me know when you come back to reality… I have had no problems using an A7/r on jobs. Quite the opposite. Especially when clients see the image quality…But hey if it means I can’t be a paparazzi shooter…I am willing to make that sacrifice…What a joke.

      1. I stated what hapens…I do not care that people call me camera guy but they do.
        Some people are succesfull enough that they do not have to worry abought supperficial things like appearences.
        If you are one of them then congratulations
        The vast majority however need or want every possible advamtage to compete.
        Therefore most photographers care what they look like improve thier chances of success.
        They will not use a system that does not look professionsl.
        When a typical client sees a photogrspher with proffessional looking equipment he sees a proffesional
        When he sees a photographer with a small camera he sees someone unwillin to put in the effort to cary or buy proper equipment…it LOOKS lazy and unprofessional.
        Most of us are judged by first impressions,.and you only get one chance to make a good first impression.

        1. I my experience. Firstly impressions have nothing to do with the camera you have. It is what you bring to the table as a creative, competent shooter. Clients couldn’t care less what your camera looks like. It is the results. The A7 has enough representation in the market for art directors to know what it is and what it can do.

          1. First you need to get to the table…thats where the first impression comes in.
            If you didnt already make a good enough first impression you would not even be at the table.
            You may have the luxury of being judged by your work and not what your equipment looks like…but others do not.

          2. Just to clarify..no one hires me to take pictures..my photos are strictly used by me as painting refferrence materiel.
            I do not care what MY equipment looks like but only how it does the job I require of it.
            I do not like E mount because it is not capable of doing that job…or more accurately because A mount can do that job better.
            I do however see how people arond me react to equipment and todays comments were factual descriptions of what I observed.

        2. “Therefore most photographers care what they look like improve thier chances of success.”

          The press photographers I have to coordinate / shoot beside generally look terrible – disheveled clothing, unkempt, poorly groomed and/or in jeans & sneakers in a formal setting. This statement does not ring true.

    6. In some time it will be quite the opposite. Just like those big old phones a few years ago. Who doesnt laugh when he sees that…
      Of course we know about the lack of advanced technologies (due to OVF) in Canon bodies. Just give non-techies some time to get used to the idea of smaller cameras. In a few years everyone laughs at the 5dIII-bomber.

      1. I actually saw a Lieca rangefinder…but none of the celebrities paid any attention to it.
        They also ignored the A7R that I saw.
        They did pose for a few people in strange clothing with celphone cameras though….but I am pretty certain that was because the cellphone yielders were also celebrities.

  16. Please, be a big white G lens…please be a big white G lens…

    can’t believe I’m praying Sony to deliver more options for A-mount. If it’s not a big white G lens for A-mount… what could it be if they’re saying it will be the next Wow in glass?

  17. All the lens rumors so far are hardly “wow” to me.
    For the WOW, I would need:
    – Medium format camera with lenses that can be adapted to the A7 through a “speed booster”
    – Partnership with Voigtlander to adapt the 125mm f/2.5 APO-Lanthar with AF

    – A 85mm STF with AF

  18. WOW = Big Fuc*ing G – Series Lens

    All of the squeakier toys lenses are generally nothing more than a footnote at any presentation. Boring lenses for boring people.

    1. I would be unable to carry or afford such a lens….however if you get a celestron c8 thats a 2035mm f10 telescope and weighs about 6lb…and add a f 6.3 converter to it you will have an f 6.3. 1500 mm lens wieiging about 6.5 lb for about $1100 with t mount and adaptor.Best suited to C sensor to avoid vignetting.
      Remove the adaptor and you have a 2035mm f 10 with ff coverage
      You will need a STURDY tripod and mount because no autofocus and stabilization on A mount only.
      The contrast will be less than a glass lens too.

      1. The C6 and C5 would respectively be lighter, less expenive and shorter in focal length…Meade offers all the same choices in its line as Celestron and is comparable in both price and quality.

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