Sony has lost its way in the APS-C market, and now, with Canon and Fujifilm bringing their APS-C A-game, it’s time for Sony to fight back.
Sony is no stranger to mirrorless APS-C cameras. The company started something of a revolution when the a6000 hit the streets back in 2014. Thanks to its small size and robust feature set, the camera quickly became a hit with consumers. New models like the a6300 and the a6500 followed. This led us to believe that Sony wanted to attract prosumers and professionals to their APS-C cameras, which indeed, they did. But then Sony dropped the ball.
Sony forgot about APS-C cameras
Somewhere along the line, Sony derailed when it came to APS-C cameras. After having initial success with the a6XXX line, Sony released updated APS-C cameras like Sony 6100 (which has been discontinued), the a6400 and the IBIS packing Sony a6600. However, you could tell that Sony’s focus was on full-frame, and their APS-C cameras were just an afterthought.
When the Sony a6100, a 6400 and a6600 launched, many expected considerable changes to the platform. Sure, Sony enhanced the autofocus algorithms in these cameras, which was a welcome upgrade, the screen tilted in different directions and a few more video modes were added. The a6600 started using a new high-capacity battery too. But, it wasn’t enough.
The cameras used the same tired 24-megapixel APS-C sensor that the original a6000 used. In addition, the cameras only accepted one UHS-I card, and the rear LCD was still terrible. Sony also opted to use micro USB instead of USB-C, which is something every other manufacturer had switched to by 2019. In addition, the small bodies remained essentially unchanged.
Sony thought that by giving their APS-C cameras minor incremental updates, they would sell like hot cakes. Instead, the media reception was lukewarm at best. Consumers, prosumers and professionals began moving on to the more luxurious APS-C offerings from Fujifilm. Another sign that APS-C offerings from Sony were a bit part was the lack of APS-C-specific lenses being released.
Lens support
A few first-party APS-C lenses have been released here and there since 2014. Some of the lenses were actually very good. However, lens releases for the platform from Sony have been few and far between overall. The last significant APS-C showing from Sony (until June 2022) was in 2019, when we saw the excellent Sony E 70-350mm f/4.5-6.3 G OSS and the Sony E 16-55mm f/2.8 G. Then, all went quiet again.
Fortunately, Tamron and Sigma filled the E mount APS-C lens lineup gaps Sony left behind. Honestly, Tamron and Sigma should probably be credited with keeping Sony APS-C cameras relevant. Excellent lenses like the Sigma 16mm f/1.4, 30mm f/1.4, and 56mm f/1.4, and the Tamron 11-20mm f/2.8 (read our review), the 18-300mm f/3.5-6.3 (read our review), and the 17-70mm f/2.8 (read our review) continued to make the tired, old Sony APS-C cameras shine.
Fujifilm and Canon are upping the APS-C ante
In general, Sony has been quiet in regards to APS-C since 2019. We’ve seen the ZV-E10 (read our review), which was aimed at bloggers and YouTubers, but that’s about it. Sony has been entirely focused on just full-frame cameras. However, we finally saw some new APS-C prime lenses and a new power zoom launch on June 1, 2022.
The Sony 11mm f/1.8 (here’s our review), the Sony 15mm f/1.4 G (here’s our review), and the Sony 10-20mm f/4 PZ G (read our review) bring back some hope that Sony might finally be turning more of its attention back to its faltering APS-C platform.
Believe it or not, there’s a huge calling for APS-C cameras. As I discussed here, every camera platform has its pros, cons and ideal use cases. APS-C cameras more than have their place in both hobbyist and professional photography and videography worlds. Now, with Fujifilm and Canon upping the APS-C ante, Sony needs to pay attention. They need to listen to what their customers want instead of telling us what they think we need. So, what does Sony need to do to right their APS-C wrongs?
What we want to see from Sony
Sony needs to retire most of the a6XXX line. It has been tough to find them anyway due to supply chain issues, The a6100 has been discontinued, and the a6600 is unavailable. However, Sony has just announced that they will start making the a6400 again after a long nap. So, maybe Sony should keep the a6400 as their consumer APS-C camera and then introduce a new a7000 line that caters to prosumers and professionals.
A new sensor and design language need to be introduced into any new APS-C line they create. Matching or eclipsing the 32.5-megapixel sensor Canon will use in the R7 would be a good start. I doubt the sensor would be stacked, but a new BSI sensor would be superb.
In addition, I’d love for a new, slightly larger APS-C camera body that can handle the larger APS-C lenses. Unfortunately, many larger APS-C lenses don’t balance on the smaller a6XXX bodies, which leads to a disappointing user experience.
Ditch the rangefinder-design
A fully articulating screen and better video codecs (current Sony 1080p is terrible) would go a long way in helping new APS-C cameras find favor with videographers. Sony should not hold back when it comes to autofocus. Make it best in class, and include AI and deep-learning solutions. Improved EVF and LCDs, dual UHS-II card slots, improved IBIS, and better weather sealing are a must. Sony needs to ditch the rangefinder-style design too. Just make the Sony a7C II and let that be a hipster camera.
Here’s the deal. Fujifilm and Canon have cranked the APS-C dial up to 11, so Sony cannot afford to hold back. Sony will be on to something if a new Sony APS-C camera could fall somewhere between the Canon EOS R7 and the Fujifilm X-H2S. Price it between these two offerings, and it would do well.
The time has come for Sony to stop treating APS-C cameras like a red-headed stepchild. Fortunately, the signs show us that they might have finally got the memo. The release of the new APS-C lenses at the start of June was an excellent start. Now, let’s hope Sony builds on it. What would you like to see from Sony when it comes to APS-C cameras and lenses? Sound off in the comment section below.
Agreed, I myself am looking for that perfect (for me) APSC camera. I thought the Nikon Zfc would be it. It was close but missing a few things. Seems as if APSC might be making a comeback but time will tell.
Great article Brett! I fully agree with you.
I Agree, but I’d like the stacked sensor and I DO like the current rangefinder style but with a fully articulating rear screen
I agree totally, I am still using the a6000 with two of the larger G series lenses and feel they are a great combination but could be made far better with a sensor of about 35 megapixels. I purchased a lens mounting ring to fit the lenses to overcome balance problems when using a tripod but agree a slightly larger body would improve general handling, but still love the aps-c format.
I agree that the Sony APSC needs an overhaul. A backside illuminated, fast-reading, stabilized chip in a DSLR-like body will be great. However, I don’t agree that they should ditch the rangefinder design altogether. I shoot streets with my A6400 with the flip up screen. The rangefinder design and the flip up screen make the a6400 very compact and unobstrusive. I have medium sized hands and I have never found the A6400 uncomfortable. However, a front command dial and an extra function button is much needed. Surprisingly, there are no small, weather-sealed f2 primes for Sony. They need to release… Read more »
While you challenge Sony to match the 32.5 MP sensor of Canon’s R7, you make it sound like this the bleeding edge. In fact, Canon has offered this 32.5 MP APSC sensor since 2019, in both mirrorless (M6 Mark II) and DSLR (90D) form factors, and they’re both fabulous cameras. And while the warm reception accorded to the R7 may lure Sony back, they have a lot of lost ground to make up.
Needs to be at least 38Mp so that it can create 33Mp stills in a 16:9 aspect-ratio for 8k displays. The Xperia 1 V showcases new sensor tech which theoretically has twice the light-gathering performance of its predecessor. So really, if you can have 24-26Mp using the old sensor tech, why not 48-52Mp? So what if it compromises video-quality, you have the FX line for that.
Great article. I have been evaluating the Canon R7 and the Sony a7IV. I find I like the APS C format due to the available lenses and the crop factor increases the zoom range that I like. I use all in one zoom lenses ususally around 28 to 275. I would like ato see a Sony APS C camera like the R7 but with features and functionality. Like the a7IV. I like the cameras to have a built in flash as I like to use it for back lighting and do not want to carry a separate flash unit. and… Read more »
I really want an upgrade to my 6600. I don’t feel like selling my lenses. C’mon Sony!
Just about to upgrade my a6000 to a6400 now that they are available, possibly a6600. But now I think I should forget the more expensive 6600 and either get the 6400 which is more in my price range, or maybe just wait a while longer to see if Sony releases a nicer upgrade.
The best thing about the Sony APS-C models is the small rangefinder style body. Canon R7 and Fuji X-T4 are basically the same size as Sony’s full frame models – who needs this? If Sony wanted to compete with those, they could release an entry level full frame model with the 61mp sensor – use it in crop mode, and you have your X-T4 competitor… If I use APS-C, I want something substantially smaller. I often leave my A7 cameras at home and use the old NEX-6 instead. 345gr – unbeatable. Sure, IBIS and a better battery make the body… Read more »
Agree completely, just make a better NEX-7. With image stabilization, keep the small size and flash.
Ok when you think of it rationally, the new sony apsc camera will have the Sony a7iv ergonomics system and BSI sensor so they can knock fujifilm out of the race
Something that I wanted to express, beautifully expressed… Thanks brother… Hoping to see great APSC camera body from SONY
New sensor, newer Autofocus – and above all, blackout-free evf.
APS-C is the best value in photography, bar none. C’mon Sony! Sony’s
full-frame cameras are great, but they are over-priced, over-sized, and over-rated.
I love my a6600 + the 70-350. Great reach and great value. But, I want a
higher end APS-C!
Same here, I shoot street and bought an alpha 6600 YESTERDAY. Why? Because somehow Fuji dont fits me and Canon has no lenses available.
I really like the super small design and on the 6600 the battery life is just insane. I also tested the Nikon Z6ii and A7iv both great cameras, but for me just too clunky since Iam doing street photography.
I perfer a swift an light setup, it just makes the process of taking pictures easier for me. And even if the 24 MP sensor is aged, it aged very well.
As a6400 and a7c owner, and forced iphone user there are two native enhancements: much better software to get pictures with much better contrast behavior and 30mp. Sony and most cams are so far away from what the human eye can if it comes the bright light situations. Here the iphone is often amazing (but a bit artificial), but Sony is horrible even with lv5 or hdr.
The Sony aps-c line is outdated.
The a6100 is still available on the Sony website.
Please, keep the body small but do everything else the author suggests.
Sony lost the train on aps-c, and will pay latter on full frame. As you said, sony was recognised by the innovation made in mirrorless cameras, that started not with a6xxx but with the nex line… They already had on that system features that today have a fancy name like computacional photography or AI photography… just to remind the sky hdr.. In fact, I believe that the sucess on full frame started with the base clients they won with apsc… I had the nex5r, a6000, then a7 mk1 as soon as it was released… than started to upgrade in portability… Read more »
Frankly, and with respect, I think we can only see part of the picture. The teams at Sony can see much more than I believe you are giving them credit for. Sony have been saying for the last year that within a year or two top-level smartphones will be better than almost any cameras. And this is owing to the development of a new form of sensor (development by Sony). So, rather than criticising Sony for failure to press ahead with APS-C, we might do well to respect the obvious intelligence, diligence, and sheer savvy present in the Sony teams… Read more »
I ditched Canon and switched over to Sony FF. Unfortunately the 6500 is not my prime aps-c. For trips I still use my Canon M6 MK2…32mp. I love the tiny lenses with decent quality. Travel light is here better. I’m waiting for the same for Sony that I don’t need to have 2 different systems. I expect: Min 32mp, some small but superior Aps-c lenses, no blackout, min 20f/s, great eye AF with ai (bird, animal, human), fully articulated screen, add in Body crop factor to choose between 32, 24 and 12mp pics Keep same battery the FF uses, Keep… Read more »
Sony needs something for sports, wildlife and macro. A9II might be OK for sports if you are a ring-side press-photographer, but really a ~40Mp APS-C stacked-sensor(New transistor-stacking and processor-stacking) could be an amazing tool for a lot of people.