Blog

Tale-of-the-Tape: Sony FE 100-400mm Lenses

Published: August 5, 2026 With the announcement of the compact and lightweight Sony FE 100-400mm f/5.6-8 OSS lens, the Sony full frame E-mount lens line-up includes three Sony FE 100-400mm lenses including the Sony FE 100-400mm f/4.5 GM OSS and FE 100-400mm f/4.5-5.6 GM OSS lenses. Let’s take a look ...

August 5, 2026

Software & Firmware

Sony Releases Alpha 9 III Firmware Update 4.00

Published: October 30, 2025 Sony releases Alpha 9 III Firmware Update 4.00 packed with new features including Real-time Recognition AF+ with improved subject detection and ...

Written by

Brian Smith

Software & Firmware

Sony Releases Alpha 1 II Firmware Update 4.00

Published: October 30, 2025 Sony releases Alpha 1 II Firmware Update 4.00 packed with new features including Real-time Recognition AF+ with improved subject detection and ...

Written by

Brian Smith

Deals

Save $900 on Sony a7R V and $700 on a7 IV Cameras

Published: October 22, 2025 Black Friday arrived early for Sony Alpha creators. For a limited time, you can Save $900 on Sony a7R V and ...

Written by

Brian Smith

Deals

Prime Day Deals on Sony Cameras

Published: October 7, 2025 Get Prime Day Deals 2025 on Sony Cameras with added benefits directly from Sony. • SAVE $400 on Sony a7R V ...

Written by

Brian Smith

Lenses

Tale of the Tape: Sony FE 100mm F2.8 Macro GM OSS -vs- FE 90mm F2.8 Macro G OSS

Published: October 2, 2025 It’s been a decade since the release of the Sony FE 90mm F2.8 Macro G OSS and for nearly half that ...

Written by

Brian Smith

Lenses

Sony FE 100mm F2.8 Macro GM OSS Available for Pre-Order NOW!

Published: September 30, 2025 Sony FE 100mm F2.8 Macro GM OSS lens ($1,498) offers outstanding image quality, a greater-than-life-size 1.4x maximum magnification, compatibility with Sony ...

Written by

Brian Smith

Lens Announcements

Sony Announces FE 100mm F2.8 Macro GM OSS

Published: September 30, 2025 Sony announces the FE 100mm F2.8 Macro GM OSS ($1,498), the new medium telephoto macro lens in the G Master™ series, ...

Written by

Brian Smith

Software & Firmware

Sony Releases FX3 Firmware Update 7.00 & FX30 Firmware Update 6.00

Published: August 26, 2025 Sony releases FX3 Firmware Update 7.00 & FX30 Firmware Update 6.00 Benefits and Improvements • Adds a home screen (BIG6) where ...

Written by

Brian Smith

Cameras

Sony Alpha 1 II Wins EISA Award for Camera of the Year

Published: August 21, 2025 Sony Alpha 1 II has been awarded EISA Camera of the Year for 2025-2026. Sony also won top awards for: Lens ...

Written by

Brian Smith