Sony Alpha 7 III
Where have the last 12 months gone? It feels like only yesterday I was waxing lyrical about the Nikon D850 being the favourite camera I’d used in 2017, yet here we are a year down the line reflecting on the most significant photographic kit to pass through our hands. Though 2018 will be remembered as the year that Canon and Nikon finally got their act together and uncovered their full-frame mirrorless systems to the world, Sony had an exciting start to the year. In February I was one of the first to lay hands on a Sony Alpha 7 III – a model pigeonholed by the manufacturer as their most basic full-frame mirrorless camera. A quick glance over the spec sheet revealed it was anything but, and was being targeted at photographers looking for a general-purpose, highly versatile and more affordable full-frame camera than the mighty A7R III or A9. Pricing information was disclosed at the end of the presentation, and I nearly spurted out my tea when it was announced that it would hit the market at under £2,000. Considering the launch price of the A7R III (£3,199) and A9 (£4,299), I was expecting an RRP of £2,499. By offering it at under £2,000 there was every chance they’d be able to undercut Canon and Nikon’s offerings when they finally showed up, and would continue to tempt serious amateurs and enthusiasts to make the switch to Sony.
A sublime all-rounder
The A7 III excels at a number of things and outputs its 24.2MP full-frame files at a healthy 10fps. Users can confidently push up to ISO 12,800, which combined with its incredibly effective 5-axis image stabilisation system, makes it a strong candidate for low-light shooting. Then there are its dual- card slots, larger battery and well-built feel in the hand, not to mention its incredibly responsive AF system. The advanced image processing and notable AF algorithms it inherits from the Sony A9 provide the speed needed when shooting unpredictable action or sport, plus no other camera manufacturer has yet to better Sony’s signature Eye AF mode, which is so effective for portraiture. The A7 III now has stiffer competition, yet continues to provide excellent value for money. It falls into line with what many are willing to pay for an exceptional all-rounder and offers just what serious photographers want in a smaller and lighter body than rival DSLRs.