SONY Announces New Alpha and Cyber-Shot Digital Cameras, Lenses – Available Now for Pre-Order at Adorama

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SONY introduces the world’s lightest interchangeable-lens, full-frame cameras, a new premium compact camera and four new Zeiss lenses.

New Sony Alpha 7 full frame compact digital camera

New Sony Alpha 7 full frame compact digital camera

Not only is the Sony Alpha 7 the smallest and lightest 35mm sensor camera on the planet, it may also be the fastest focusing 35 mm camera to date.

Sony announced new camera offerings in the popular Alpha and Cyber-Shot lines along with four new Zeiss lenses, all available now for pre-order from leading camera and electronics retailer Adorama (

Sony α7 and α7R Highlights
The Alpha 7 (α7) and Alpha 7R (α7R) models are Sony’s long-awaited full-frame, compact, interchangeable-lens cameras. The world’s lightest interchangeable-lens, full-frame cameras, Sony’s Exmore image sensor takes advantage of the full frame format but in a camera body less than half the size and weight of traditional full-frame DSLRs. Both models feature Intelligent Auto Focus (AF): the high speed image processing engine and improved algorithms combined with optimized image sensor read-out speed to achieve ultra-high-speed AF, and a new Eye AF control offers extremely accurate eye detection so that faces will be sharply focused even when the subject is partially turned away from the camera.

Photo industry expert Mason Resnick recently reviewed the Sony α7 and α7R cameras and says, “Not only is the Sony α7 the smallest and lightest 35mm sensor camera on the planet, it may also be the fastest focusing camera to date.”

The new Alpha cameras are fully compatible with Sony’s E-mount lens system and expanded line of E-mount compact and lightweight full-frame lenses from Carl Zeiss and Sony’s premier G-series. Both the α7 and α7R offer simple connectivity to smartphones via Wi-Fi ® or NFC, remote camera control from a PC that includes video capture control, and Full HD 1920x1080 video capture in both 60p and 60i frame rates. Selectable in-camera AVCHD codec frame rates include super-smooth 60p, standard 60i or cinematic 24p, or MP4 for easier web uploads. The three-inch, 1.23M dot LCD screen tilts to make capturing images at high or low angles easy, and WhiteMagic™ technology dramatically increases screen visibility in bright daylight.

Key Differences in Sony α7 and α7R cameras
The Sony α7 is made for step-up users who currently own or are looking to replace their current mid-class, compact, interchangeable-lens camera. The all-new α7 model comes equipped with a 35mm full-frame sensor with approximately 24.3 effective megapixels and is furnished with Fast Hybrid AF, which combines and accelerates phase-detection AF with highly accurate contrast-detection AF to achieve the fastest auto-focusing performance of any full frame camera. It offers up to five fps continuous shooting speed, still image ISO range of 100 – 25,600, ten scene modes and 13 picture effects modes.

Targeted to professionals and users looking to supplement or replace a current full-frame camera, Sony’s α7R offers a 36.3-effective-megapixel full-frame sensor, ISO range of 100 – 25,600, EV 0 to 20 EV and no optical low-pass filter, resulting in a significant improvement in reproduction of fine details.

Sony Cyber-Shot DSC-RX10 Digital Still Camera
The DSC-RX10 was designed for SLR users looking for a portable camera that is capable of handling a wide range of focal lengths with a versatile, high-quality single lens. The camera realizes high image quality with a Carl Zeiss Vario-Sonnar T* lens with f/2.8 constant aperture throughout its 24-200 mm zoom range.

The DSC-RX10 comes with the highly-praised one-inch back-illuminated CMOS sensor currently found in the existing RX100 II model. It also uses a new generation BIONZ X image processing engine and a finely tuned fixed lens-camera combination that achieves superb image resolution even at the edge of the image. The DSC-RX10 offers full HD movie capture at 60p/24p with full exposure control, up to ISO 12,800 and Wi-Fi® or NFC connectivity.

New Collection of Lenses
Two new zoom lenses and two new prime lenses from Carl Zeiss, made to compliment Sony’s new cameras, have also been announced:

  • 70-200mm F2.8 G SSM II

This superb 70-200mm zoom lens is an excellent choice for a wide range of medium to long-distance telephoto applications. (35mm equivalent when used with APS-C format cameras: 105-300mm)

The fast f/2.8 aperture enables shooting at much higher shutter speeds to freeze action. Two ED (Extra-low Dispersion) glass elements minimize chromatic aberration for sharp, clear images with well-defined colors.

  • Vario-Tessar T* FE 24-70mm F4 ZA OSS

A compact mid-range zoom that delivers outstanding performance with 35mm full-frame format cameras, the Carl Zeiss T* (T-star) coating, five aspherical elements, and one ED glass element combine to deliver superior image quality. This lens offers a constant F4 maximum aperture throughout the zoom range and Optical SteadyShot image stabilization.

  • Sonnar T* FE 35mm F2.8 ZA

The perfect match for the α7-series full-frame E-mount bodies, this Carl Zeiss quality prime lens delivers superior contrast and resolution throughout the image. It has a bright F2.8 maximum aperture and a dust and moisture-resistant design.

  • Sonnar T* FE 55mm F1.8 ZA

The 55mm focal length and large aperture in a “normal” prime lens, with impressive Carl Zeiss Sonnar T* contrast and resolution, is ideal for the α7-series bodies. This lens features 35mm full-frame format, a large F1.8 maximum aperture, and a nine-blade circular aperture that contributes to gorgeous bokeh.

Read more about the newly released Sony digital cameras and lenses at the Adorama Learning Center here (

The new lineup from Sony, including a full range of accessories, is available for pre-order at Adorama; see details and prices online here ( Orders are filled on a first-come, first-serve basis. Credit cards are not charged until items are shipped.

ADORAMA: More Than a Camera Store
Adorama is more than a camera store – it’s one of the world’s largest photography, video, imaging and electronics retailers. Serving customers for more than 30 years, Adorama has grown from its flagship NYC store to include the leading online destination for photography, imaging and consumer electronics. Adorama's vast product offerings encompass home entertainment, mobile computing, and professional video and audio, while its services include an in-house photo lab, AdoramaPix, pro equipment rental at Adorama Rental Company, and the award-winning Adorama Learning Center, which offers free education for photographers in video channels such as the popular Adorama TV.

Adorama is listed as’s "Best of the Web" and in the Internet Retailers Top 100, and is the official Photo and Electronics Retailer of the NY Giants.

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Anya Oskolkova
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