Sony APS-C Dilemma
Sony has a problem with the further development and marketing of their APS-C lineup. Every camera brand seeks to spread their cameras out at different price points, aimed at different consumers. By offering cameras of different capabilities along a pricing curve, the sellers maximize their profits. They know that a basic novice consumer might just want the cheapest camera that can be purchased. An enthusiast may be more willing to pay $1,000 for certain extra features and capabilities. A high end enthusiast/semi-pro is willing to pay $2,000 for even better image quality and more features. And the highest end professional users will pay thousands of dollars for features that wouldn’t even matter to that $500 entry level shooter. Sony APS-C cameras do not follow such a rational path.
Most camera brands differentiate their lineups in ways to create different appeal to different types of photographers. Usually, this differentiation occurs with either the sensor and/or the camera body.
The Sony Full Frame FE Differentiation
For an example of sensor differentiation, look at the Sony FE full frame lineup. The A7iii, A7riii and A9 (along with the likely future A7siii) all utilize very similar bodies. (Though the body has evolved over each generation). The differences are primarily the sensor design. For $2000, you get the FE body with a high quality 24 megapixel sensor. For a bit over $3000, you get virtually the same FE body with a high quality 42 megapixel sensor. Alternatively, for about the same price, you can get a video/low light specialized 12mp sensor in the A7s lineup. For a bit over $4,000, you get a stacked 24 megapixel sensor. The stacked sensor design allows for super speed, permitting 20 frames per second shooting, a truly usable electronic shutter, blackout free viewfinder, etc. All of those great features really are extensions of the sensor design. Body differences between the cameras are minor, the A9 is just slightly bigger with an extra dial; the A7riii has higher quality EVF and LCD than the A7iii. Except for pixel shift, the A7riii and A7iii share almost all the same features (dual cards, 10 fps, etc). But a buyer can look at the FE lineup, look at their needs, look at their budget, and they know where they fit in the ladder. They can spend more and feel like they are getting more. The market for each camera is slightly different.
Body Differentiation
Canon and Nikon tend to differentiate more within the camera body. Look at Canon’s APS-C lineup. They appear to be using the same 24mp sensor in every recent aps-c camera. Whether you buy a Canon 77D, 80D, Rebel T7i, SL2 or even their newest mirrorless models, they all utilize the same 24.2 mp sensor with dual pixel AF. (Among current models, only the older 7dii uses a different sensor). All four of those cameras are “current” and you will ultimately get the same image quality.
From cameradecision.com, look at the comparison of the bodies Canon SL2 and Rebel T7i:
And the Canon 77D vs the Canon 7Dii from cameradecision.com:
Three out of the four cameras use the same sensor (and perhaps the Canon 7Diii will eventually use the same sensor too). But they offer dramatically different shooting experiences. The more expensive cameras offer more weather sealing, bigger beefier bodies, more manual control dials, bigger viewfinders, LCD panels. Internally, the more expensive cameras will offer better autofocus systems, faster burst rates. Thus, the $650 Canon SL2 is geared towards a very different customer than the $749 Canon T7i or $799 on the Canon 77D. (the close current pricing of the cameras suggest Canon did not distinguish them from each other well enough). The customer who is willing to spend a bit more, $999 on the Canon 80D or $1100 on the Canon 7Dii further moves up in body design. The most expensive aps-c Canon actually has the oldest sensor. Thus, you’re not moving up the ladder for image quality, you are moving up for body and feature upgrades.
But Sony APS-C cameras are identical
In 2014, Sony had two nicely differentiated APS-C mirrorless cameras. They had the Sony A5100. A very compact ILC camera, with no EVF, with a fully tilting LCD screen, limited manual controls, and reliance on a touch screen. A camera really for basic point and shooters. Then they have the Sony A6000, a camera with wicked fast autofocus, far more accessible manual controls, and a decent quality EVF, a body design more compelling to enthusiasts and serious shooters. Both cameras offer virtually the same sensor. At current pricing of $450 for the A5100 and $550 for the A6000 basic kits, the consumer has a clear choice: Whether to spend an extra $100 to get an EVF and better manual controls, or save $100 and keep the selfie LCD.
But in the four years since, Sony hasn’t upgraded the A5100. They have kept the A6000 in the lineup, while releasing two “advancements” built on the A6000 body. I don’t call them upgrades or updates because they did not replace the A6000. Each of these advancements was offered at a progressively higher price. The Sony A6300 is currently $800 for body only, $900 with kit lens. For $1100, Sony offers the Sony A6500 body only.
Undoubtedly, Sony built each of these cameras on the same basic frame in order to save on costs. But moving forward, this creates a mess. The Sony A6000, A6300 and A6500 all utilize almost identical bodies. Paying more does not get you better manual controls, it doesn’t get you better battery life. They have the same viewfinders, the same size/resolution LCDs. They all have 24mp sensors. The A6300 and A6500 simply have a slightly upgraded version of the A6000/A5100 sensor. All three shoot at 11 frames per second. They all have the same tilty LCD.
Yes, they have some meaningful differences but because they use virtually the same sensor and same body, the differences are just iterative improvements. Compared to the A6000, the A6300 offers even faster autofocus, better eye-AF, better silent shooting, 4K video and slightly better weather sealing and body construction. The A6500 just progresses a further iteration, adding IBIS, touch screen and a deeper buffer.
But since the A6300 and A6500 are just iterations of the A6000, Sony has limited their ability to offer different types of cameras to different consumers. The needs of the entry level A5100/A6000 shooter are different than the A6500 buying enthusiast. Meanwhile, the needs of those who want a truly ergonomic body are completely ignored.
Many assume that Sony will simply keep building up the ladder. Next they will release yet another iteration, they will call it the A6700, and they will drop the price of the A6300 and A6500. But if the A6300 and A6500 are truly for enthusiast and higher end shooters, then dropping the price doesn’t suddenly make them entry-mid cameras. An enthusiast may care about the improved weather sealing and deeper buffer of the A6500 but those things don’t matter much to an entry/mid shooters.
Imagine Nikon dropped the price of the Nikon D5 from $6500 to $500, the price level of the D3400. While lots of advanced shooters would be thrilled and would snatch up the cheap D5’s, entry level shooters won’t have any interest in the bulky complicated body, they would still take the simpler D3400.
Which brings us to Sony’s dilemma. The A6000 is over 4 years old. Compared to Nikon and Canon, it is one of the few current entry/mid level cameras without a touch screen, without automatic phone-picture sharing. Without on-screen guides that tell you how to manipulate depth of field and other settings. For entry/mid shooters, these features matter a lot more than a deep buffer or IBIS. (The consumer level aps-c e-mount lenses are mostly stabilized anyway).
Thus, simply pushing prices down the ladder is not a solution. Entry level shooters want a camera designed for entry level shooters, they don’t want a discounted enthusiast camera. Meanwhile, enthusiasts and pros have needs that just can’t be met in an entry-shooting body. Therefore, I believe Sony must iterate the A6000. The Sony APS-C lineup needs an A6000ii.
But how do you meaningfully iterate the A6000 without stepping all over the toes of the A6300 and A6500? Surely, the A6000ii would have the same autofocus improvements and silent shutter found in the A6300 and A6500, surely Sony won’t exclude 4K video from any future models.
By using the same sensor and same body, Sony didn’t give themselves much wiggle room between their various aps-c models and price points. Any meaningful A6000ii update would largely step all over the toes of the A6300 and A6500.
I can tell you that the future Canon T8i or SL2 will not cannibalize the Canon 7dii or future 7diii, because the high end 7D series shooters will insist on the fuller more rugged body, the bigger viewfinder, etc. But if all of those cameras shared the same body, then every advancement of the bottom camera would threaten the top camera. If they all had the same sensor and same body, a few minor feature differences are not enough to sustain multiple camera lines.
My Proposed Sony APS-C Lineup
It’s time to differentiate the bodies. Much of the excitement for the Sony A7iii and A7riii is because of the major body improvements over the previous iterations. And as with the Canon examples, high end shooters often prefer very different bodies than entry and mid level shooters. Below find where I think the Sony APS-C lineup should go.
Entry level:
Update the Sony A5100. 4K video, S&Q (slow and quick) video would be appealing to entry casual shooters. Truly fantastic and automated eye-AF is something that would equally excite all shooters. Keep the selfie-LCD, improve the networking of the camera. Keep the body as small as possible, skipping the EVF.
Entry/Mid:
Sony A6000ii. You don’t need to add IBIS, you can save that for higher end shooters. You can keep the basic A6000 body. But put in the top of the line eye-AF. Put in a fantastic touch LCD. Put in an articulating LCD for selfies. 4K video and S&Q video features. These things will excite the growing photographer.
Mid/High:
Currently this space is occupied by the A6300 and A6500. I understand those cameras are both semi-recent, appearing in 2016. They aren’t likely to get replaced any time soon. Still, ideally, I would merge the two lines and move them towards a different body. Instead of the small rangefinder body, move them into more of a a dSLR – Sony A7iii/A7riii type body. The bigger grip, the bigger battery. Truly better weather sealing. The sensor and basic features can be the same as the Sony A6000ii, but in a body meant for serious shooters. Price this new camera around $1100 to $1300.
High/Pro:
An ASP-C version of the Sony A9. Priced at $1800 to $2000. 20 frames per second shooting, truly usable silent electronic shutter, blackout free viewfinder. A bigger beefier better weather sealed body.
This creates clear differentiation. Options between smaller bodies built for simplicity and consumer friendliness. Slightly larger bodies built for serious shooters who want dual card slots, who need long battery life, and demand excellent ergonomics. The ergonomics of an entry level camera should be very different than the ergonomics of a high end camera.
Why I suspect the APS-C Dilemma Won’t Get Better
My proposal requires investment in manufacturing different body types. One of the reasons that the Sony A7iii is so great is because Sony simply recycled parts from the fantastic Sony A7riii. Re-using the high end design was ultimately cheaper than re-designing from the lower end. Sticking dual card slots in both camera bodies was probably cheaper than manufacturing one line with single card slots and one line with dual slots.
So I suspect Sony will keep iterating off the same body. When they do launch a new aps-c sensor, it will become the aps-c sensor for all bodies for the next few years.
My fear is that this will stop them from ever truly updating the A6000 — instead they will just lower the price of the A6300 and A6500. But for all the reasons I stated, these cameras just aren’t really updates for entry/mid shooters. The market for entry shooters in shrinking, but it would be a mistake to not take that market seriously nonetheless. As Canon and Nikon introduce their own mirrorless system, Sony will need more homegrown shooters if they want to keep growing the full frame line up. Some of the entry level shooters of 2018 will become the full frame buyers of 2023.
Some people who purchased the Sony A6000 4 years ago, may be ready to buy the Sony A7iii now. My thoughts on the Sony A7iii and third generation of Sony FE cameras are here.
