Sony Philippines bolsters mirrorless line with α7 III

SONY Philippines has unveiled the newest member of its distinguished line of mirrorless cameras — the α7 III, a feature-packed device giving photography enthusiasts and professionals alike the power to capture the world in new and diverse ways.

“It has a lot of uses,” said JV Ruanto, product marketing officer for Sony Digital Imaging. “That’s why we call it an all-arounder.”

The α7 III, chock-full of the latest Sony imaging technologies and a marvelous improvement on its predecessor, the α7 II, combines some of the fine qualities of its cousins. “It has the speed of the α9, the quality of the α7R, and the sensitivity of the α7S,” Mr. Ruanto said.

It is equipped with the newly developed 24.2MP back-illuminated Exmor R CMOS image sensor, paired with a front-end LSI, which doubles the readout speed, and an updated BIONZ X processing engine, which boosts the processing speed. The synergy of these components allows the camera to shoot at faster speeds while enabling its impressive ISO range of 100 – 51200 (for still images, the upper limit is 204800).

The full-frame device also features a massive 15-stop dynamic range at low sensitivity settings, ensuring outstanding overall performance in any setting and shooting condition, with significant advancements in accurate color reproduction and vibrant colors of nature.

When it comes to AF performance, the

α7 III is much more sophisticated than its predecessor. It has 425 contrast AF points working with a 693-point focal-plane phase-detection AF system. The AF system covers approximately 93% of the frame, ensuring reliable focusing and tracking, however difficult it is to capture subjects. Because of its updated imaging processing system, the camera can shoot full-resolution images at up to 10 frames per second (fps), with continuous and accurate AF/AE tracking for up to 177 standard JPEG images, 89 compressed RAW images or 40 uncompressed RAW images. The α7 III comes in two variants — ILCE-7M3K, priced at P129,999, and ILCE7M3, priced at P115,999.