Sony is planning a big reveal of a new Alpha dubbed “The one never seen” next week. Mark the date on your calendar because this could be big: Tuesday, January 26 at 10:00 am EST. We understand that marketing people love teasers, but if there is a lesson to be learned from a recent marketing fiasco from its closest competitor, it would be quite disappointing if this alpha were anything but their newest flagship full-frame mirrorless camera.
2021.01.20
PRESS RELEASE
The Irix Lens brand introduces a standard 45mm wide-angle lens with a dedicated mount that can be used with Fujifilm GFX series cameras equipped with medium format sensors.
Digital medium format is a nod to traditional analog photography and a return to the roots that defined the vividness and quality of the image captured in photos. Today, the Irix brand offers creators, who seek iconic image quality combined with mystical vividness, a tool that will allow them to realize their wildest creative visions – the Irix 45mm f / 1.4 G-mount lens. It is an innovative product because as a precursor, it paves the way for standard wide-angle lenses with low aperture, which are able to cope with medium format sensors. The maximum aperture value of f/1.4 and the sensor size of Fujifilm GFX series cameras ensure not only a shallow depth of field, but also smooth transitions between individual focus areas and a high dynamic range.
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Irix is a Swiss company created in 2016 by photographers who dreamed of creating the photo and video gear they had always wished for. To deliver top optical performance with maximum functionality and using the latest technologies, they combine “Swiss precision with Korean ingenuity and Japanese glass.” Irix is headquartered in Switzerland with manufacturing facilities in South Korea and Japan.
The name “IRIX” emerged as a derivative of the word “iris” and represents that component shared by the human eye and lenses.
In this video, they tease their “fastest” (largest maximum aperture) lens ever and it seems to be for the Fujifilm GFX medium-format mirrorless system. All Irix lenses for stills photography are so far manual-focused.
We picked out this strange-looking carrot from a bunch and thought it deserved special treatment. Instead of just being chopped up into chunks and thrown into our soup, we thought we’d had some photography fun (and stay-at-home therapy). It looked like it was on toes like a ballerina might do, so we photographed it from different angles and then went to Unsplash to see if we could find some appropriate ballerina photos that would match. Unsplash is a great resource of freely-usable images and we quickly found two that might just do the trick. A little Photoshop, et voilĂ .
Original photo by arnie chou on Unsplash
Original photo by Gaelle Marcel on Unsplash
Sony has added its own brand of 35mm F1.4 lens, the FE 35mm F1.4 G Master. Relatively lightweight (524 grams / 18.5 ounces) and compact (76 mm dia. x 96 mm / 3 inches dia. x 3 â…ž inches) for a full-frame lens, the FE 35mm F1.4 GM features an aperture ring with switchable click stops, a customizable focus hold button, and minimum focusing distance of 27cm (10.6 inches). It is also dust and moisture resistant, and a fluorine front element coating repels water, oil and other contaminants.
To continue to provide Sony’s famed advanced focusing capabilities, the lens uses two XD (extreme dynamic) Linear Motors to provide fast, smooth and silent AF performance.
The de-clickable aperture, fast linear AF and linear response manual focus make the FE 35mm F1.4 GM a great lens for shooting video.
Since both Sony’s full-frame and APS-C mirrorless cameras use the same E-Mount, the FE 35mm F1.4 GM mounted on a Sony APS-C body provides a 52.5mm equivalent angle of view of a standard lens.
PRESS RELEASE
SAN DIEGO, Jan. 13, 2021 /PRNewswire/ — Sony Electronics Inc. today announced the FE 35mm F1.4 GM (model SEL35F14GM) – the newest addition to its acclaimed G Master full-frame lens series– delivering first-class image quality and beautiful bokeh in a compact and lightweight design. When paired with an E-mount camera body, the lens offers Sony’s industry-leading AF (autofocus) capabilities – perfect for a wide range of uses such as shooting landscapes, portraits and street photography, for both stills and video.
Sony FE 35mm F1.4 GM (model SEL35F14GM)
“At Sony, our purpose is to fill the world with emotion through the power of creativity and technology so we designed the FE 35mm F1.4 GM to perfectly capture the moments that need to be saved forever,” said Neal Manowitz, deputy president for Imaging Products and Solutions Americas at Sony Electronics. “With exquisite resolution and intelligent focusing technology, all in a small, lightweight design, this is an indispensable lens that does not compromise on image quality.”
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