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Sony's magical mystery cameras

All the interesting stuff Sony announced at the show is pretty much still on the drawing board.

Lori Grunin Senior Editor / Advice
I've been reviewing hardware and software, devising testing methodology and handed out buying advice for what seems like forever; I'm currently absorbed by computers and gaming hardware, but previously spent many years concentrating on cameras. I've also volunteered with a cat rescue for over 15 years doing adoptions, designing marketing materials, managing volunteers and, of course, photographing cats.
Expertise Photography, PCs and laptops, gaming and gaming accessories
Lori Grunin

Sony concept cameras at PMA 2010 (photos)

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Ah, the concept display. It's a way for companies lagging behind competitors to promise wonderful and amazing things, throwing potential purchasers of seemingly less marvelous products into a paralytic tailspin, without actually have to deliver. They inspire media paeans and page-turning slideshows--guilty as charged, for the latter at least--creating buzz. Most often, the final product turns out to be drastically different (remember the Olympus Micro Four Thirds concept?) or at best is just a parity-match for the competition (Samsung NX10, anyone?).

Sony

Sony is this year's concept master, showcasing an entire line of fictional products--plus a couple prototypes, one step up the reality chain from the concept--that promise the world. These include:

  • Sony's long-rumored interchangeable-lens compact, plus lenses
  • Alpha DSLR-A700 replacement, plus examples of other midrange dSLRs, with an Exmor APS HD CMOS sensor for AVCHD video
  • Prototype of a 500mm f4 G lens, presumably pro-level
  • Prototype of a Zeiss Distagon T 24mm F2 ZA SSM, presumably pro level

The cameras are all kind of late in the game; Sony should have at least one video-capable dSLR out and an interchangeable-lens compact ready for the spring. It's already two generations behind everyone else in these categories.