Sony Loves Competition

credits: Sony

Sony changed the game when it launched the first full-frame mirrorless cameras back in 2013. Fast forward to today, and the market is packed with competition from Canon, Nikon, Panasonic, and more. But Sony says it’s not worried—it actually welcomes the challenge.

At CP+ in Japan, Sony’s Masaaki Oshima said they’re thriving thanks to three big advantages: their own image sensor division, a focus on total workflow solutions, and AI-powered technology that makes their autofocus and subject recognition top-tier.

Sony also isn’t fazed by third-party lens makers like Sigma and Tamron—in fact, they think more lenses for the E-mount system is a win for everyone. “It pushes us,” says Masanori Kishi, Sony’s senior lens executive. With nearly 80 native E-mount lenses and a growing ecosystem, Sony believes they still have the best system for creators.