Balance Of Power SONY A7 III
IT’S AN INDICATION OF HOW well executed Sony’s A series full-35mm mirrorless cameras were right from the start that all the original models are still available close to five years after their launch and now after third-generation upgrades for the original A7 and A7R. This has enabled Sony to market a wider range of bodies (numbering nine right now) with an entry-level price now at $1499 which is a lot cheaper than anything in the D-SLR world (except for Sony’s own A77 II). It’s all about making converts and, once you’re committed, you’re very unlikely to go anywhere else except upwards through the FE mount system.
If you’re already an A7 user who skipped the Mark II upgrade, you’re probably about ready for the A7 III, but this model is also tasked with continuing to lure enthusiast-level users away from their D-SLRs. As with all the A7 models and the A9, the big deal is the smallness of the bodies despite housing a full-35mm sensor. From among the full-35mm D-SLRs, only Nikon’s D750 gets close and it’s still nowhere near as petite as even the slightly more bulked-up Mark III cameras. Of course, it’s pretty much all academic when it comes to the lenses because the 35mm imaging circle is the same regardless of the camera configuration, but you’re still ahead with the more compact mirrorless bodies. After you’ve been using one for a while, it’s surprising just how bulky a D-SLR feels in comparison.
The A7 III is designed to make such comparisons even more revealing as the third-generation upgrades include a new sensor, processor, electronic viewfinder and autofocusing system plus a much faster continuous shooting speed, in-body image stabilisation and, of course, 4K video recording (see the Making Movies panel for the full video story). The styling is virtually identical to that of the A7R III and the A9 which is a little more purposeful-looking than the earlier models thanks to the matte black finish and bigger handgrip. The new bodyshell comprises magnesium alloy covers and chassis with weather sealing to protect against dust and moisture. The LCD monitor screen is adjustable for tilt and has some touch controls (mostly related to autofocusing) while the EVF is a
