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Flagship Sony A7RIII Now Costs Below $3,000 For The First Time

By Kishore Sawh on June 10th 2018

The Sony full frame arsenal has a unit positioned for essentially every type and level of photographer, and price point, but it’s probably fair to say that the Sony A7Riii is the one preferred and desired by most. It seems the A7RIII is the convergence of good opinion between the mass market and critical community, and it’s now $200 off, brining it below $3,000 for the first time.

Originally priced at a competitive and surprising $3,198, the A7RIII can now be had for $2,998, which is remarkable for a camera of this quality, and the price drop is not reflective of any competitor on the market, other than, perhaps, its little brother, the A7iii. However, if you wanted an A7RIII, the A7iii is no real substitute for it, as for all practical intents and purposes outside of hardcore sports, the A7RIII, is the flagship Sony camera. It has scored 100 on DxO Mark, and outdoes the Nikon D850 at all but the lowest ISO levels, making it a more flexible camera – even aside from the fact the D850 lacks IBIS and needs a $1000 grip package to get the utmost out of it.

[RELATED: Best Accessories For Sony A7iii & A7Riii Kit]

The A7RIII has also bene nicely improved since launch via firmware, as version 1.10 provides the following benefits:

  • Adds support for bracketing during silent shooting with uncompressed RAW
  • Adds support for tuning of the peaking display level for S-Log shooting
  • Makes improvements for a condition where the Eye AF does not work with certain camera settings
  • Makes improvements for a condition where Viewfinder Brightness is not reflected correctly in the Manual setting
  • Improves overall stability of camera

If you’re curious for a quick hit list to see what the various Sony FE cameras have in common, check out the list below, and also see


What they have in common:

  • Dimensions and weight (A7iii is only 7g lighter)
  • Build quality and weather resistance
  • Design of body and button layout
  • Touchscreen LCD functionality
  • New more powerful NP-FZ100 battery
  • Dual memory card slots (only the first slot is UHS-II compliant)
  • 5 axis stabilization (focus at -3EV)
  • Electronic shutter with silent shooting mode
  • Max shutter speed: 1/8000s (1/250s flash sync)
  • Max 10fps with AF/AE tracking (8fps with live view/blackouts)
  • 1080p up to 120fps
  • USB Type C and tethering
  • Wifi, NFC and Bluetooth

A7III Vs. A9

What they have in common:

  • Dimensions and weight (A7iii is 23g lighter)
  • Touchscreen LCD functionality
  • 100 to 51200 ISO, with extended “pull” 50 and “push” up to 204800 ISO (up to 102400 for video)
  • New more powerful NP-FZ100 battery
  • Dual memory card slots (only the first slot is UHS-II compliant)
  • 5 axis stabilization (focus at -3EV)
  • Wifi, NFC and Bluetooth
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A photographer and writer based in Miami, he can often be found at dog parks, and airports in London and Toronto. He is also a tremendous fan of flossing and the happiest guy around when the company’s good.

Q&A Discussions

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  1. Roger Roth

    El Chapo How do you feel about the  a7iii now that you have switched?

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  2. adam sanford

    The Nikon D850, released at roughly the same time, is still sitting at its original asking price.

    The Canon 5D4 is a full year older  than the Nikon and Sony and it still remains above the $3k asking price.

    The Canon 5DS/5DS R — *3 year old cameras* — are sitting at $3499/3699 respectively.

    I wonder why the Sony can’t maintain a strong asking price with such a staggering spec sheet.  It may have something to do with a camera body’s spec sheet having nothing to do with the appeal of its supporting ecosystem.  Ferrari body specs don’t make lenses, service, flashes, 3rd party accessories, etc. magically show up overnight.  So as sexy as Sony tech is, it’s overall value proposition continues to lag behind more complete brands because they aren’t making enough investment in areas outside of bodies.

    Also, Sony spitting out new bodies every 2 years or so somewhat encourages users to wait for the next refresh rather than get in now.

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    • The Alpha

      Has absolutely nothing to do with it. The A7iii hurt the A7Riii sales, hell I sold mine for the A7iii, despite what the article may say the A7iii cannibalized the A7Riii and A9 which had strong markets before hand. 

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    • Matthew Saville

      In the past, a body was more of a “seed” that the company plants, in order to eventually get to sales of the lenses and the system overall. So whenever market growth was desired, the bodies were made as affordable as the company could…afford to make them.

      While the film SLR market isn’t nearly the same as the digital ILC market, due to sensor cost and other tech, I think the same business tactic is being used in the long run here.

      Sony has been playing this game since the original 7-series. As cheap as possible, to get as many people as possible to adopt / switch. They’re not taking a loss on a camera like the A7R3, but they’re probably at a smaller profit margin than a D850 or 5D4. Simply because Canon and Nikon think they can still afford the luxury of a higher profit margin, while Sony knows they must get as many bodies into as many hands as possible, before Canon and Nikon join the FF MILC fray, at which point (if either Canon or Nikon “gets it right”) Sony will not enjoy the same ease of usurping existing owners.

      Sony showed their true colors with the A9 price, though. That was a flagship camera, at a flagship price. They /want/ to charge (almost) as much as Canon and Nikon can for a 1DX series, or a D5.

      TLDR, the underdog always tries harder, and almost always offers a better value because of it.

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