On July 17 Sony announced the 4th generation of their Alpha 7R camera. This came a bit as a surprise because everyone expected any of the new A7SIII, A9II or A7000 models first. Instead, Sony surprisingly launched the A7RIV. Yes, we all know what is the “big deal” of this new camera – the 61 Mpx, which gives us better details, ability to print bigger, better opportunities for crop, and may be the new sensor will give us better dynamic range and lower noise, despite the higher resolution. The technology changes, right?

You can find the specifications everywhere, so I will not waste your time by listing all of them here again. For those who want to read them, here is a link to the Sony official Product specifications page. Instead, I would like to share with you my own thoughts about this announcement, the overall Sony strategy, and of course if I think A7RIV is a worthy upgrade over the A7RIII. Stay tuned… start in 3, 2, 1…