Nikon has announced its latest mirrorless efforts with the Z6 and Z7. Canon is also expected to answer in kind next month, but what about Sony? Unfortunately if you were hoping that IFA 2018 would be a good place for Sony to announce something new and major in the camera department, you might be disappointed to learn that they won’t.
According to a report from Sony Alpha Rumors, it seems that come IFA 2018, their sources have told them that Sony will not have any major camera announcements to share. The company is expected to announce new cameras, but they are apparently of the compact/action kind, meaning that there will be no full-frame mirrorless cameras announced at the event.
To be fair we suppose IFA might not necessarily be the best platform. The company is expected to share a bunch of product announcements, and this stage will be shared by multiple companies all looking to announce and share their latest products. This means that any major new cameras announced could get drowned in the sea of announcements.
Sony did state that they would have “serious” answer to Nikon and Canon’s latest offerings, but if the rumors are right, IFA 2018 won’t be the place to learn about it. Photokina does seem like a possibility but we’ll just have to wait and see.