I received a brief e-mail tonight, July 26 at 2 a.m. ET from my contacts at Sony: "On Tuesday, July 27 at 12:00 p.m. BST (British Standard Time)/4:00 a.m. PDT Sony Europe will announce three new lenses to be introduced in the fall of 2010. Although these models will also be introduced in the U.S. market, no announcement is being made at this time. The U.S. announcement will be made at a time that is closer to the models' market introduction. We apologize for the short notice, but wanted you to be aware of this announcement in Europe."
Now, usually companies can almost justify the separate announcements because pricing and availability information hasn't been set here. But this time, it hasn't been set for Europe, either. Tell me in what bizarro universe any of this makes sense.
Oh yeah--the lenses are all fast primes: a Zeiss 24mm f2 (first shown at PMA), 85 mm f2.8, and DT 35mm f1.8. The latter is pretty shallow for an APS-C-designed lens.
(via Quesabesde, which obviously published early.)