Six months in the past, I predicted that Sony would launch a brand new RX1R, guessing lots of the specs, together with the worth. What I also needs to have predicted is the backlash that Sony would obtain for releasing a digicam that’s so ludicrously costly. Right here’s why pricing this insane digicam at 5 grand was precisely the proper factor to do and why we needs to be completely happy about it.
The RX1R III is a weird mixture of specs: a 61-megapixel, full body, backside-illuminated sensor, a hard and fast 35mm f/2 lens that’s ten years previous, no flippy display screen, no IBIS, and launched alongside a number of equipment that may make your pockets wince, even earlier than you get to the digicam’s $5,100 price ticket. It’s concurrently overpowered, under-featured, and never fairly sufficiently small—a surreal combination from such a large producer.
Earlier this yr, Sony ambassador Mark Galer put collectively a 45-minute video detailing what folks love about its predecessor, prompting many people to take a position that the third technology was due someday in 2025. After having put my ideas collectively, one factor grew to become clear: nonetheless polarizing this digicam could be, there was a hardcore of fans prepared at hand over their money the moment that the factor hit the market. Regardless of the specs, they have been prepared to purchase.
Everybody appears to have given their two cents on the brand new model. Apparently, these shopping for it are idiots and Sony has gone mad as a result of, for the entire fanboy fanfare, this isn’t going to promote in huge numbers. Nevertheless, that was by no means the intention; this digicam is pricey exactly as a result of hardly anybody goes to purchase it. Manufacturing runs will likely be small, economies of scale will make manufacturing a number of occasions costlier than one thing like an a7CR, its closest equal, and whereas it would change into arduous to seek out, that received’t be as a result of the ready lists are on par with the Fujifilm X100VI.
In brief, 5 grand is each overpriced and precisely the proper value, and if that by some means makes you offended, then there are three issues that it’s essential to perceive: first, this isn’t a digicam; second, it’s not meant for you; lastly, regardless, we needs to be grateful that it exists.
It’s Not a Digital camera
Each digicam sits someplace alongside a spectrum of performance and luxurious. Maybe essentially the most useful is one thing like a Sony a7 III; it’s a soulless field with buttons and flaps designed by grey males in grey fits to tick packing containers and promote in huge portions. And it was sensible.
On the different finish of the spectrum is the Sigma bf, a vogue piece that’s uncomfortable to carry and awkward to make use of—a dialog starter that additionally takes good images. All these dismissing it as pointless neglect that the world of images is a broad church, and that producers don’t sit down making an attempt to design issues particularly to please offended Jeff from Arizona, who unloads within the feedback each time an organization does one thing that doesn’t match his finances or sensibilities. Cameras have lengthy doubled as vogue equipment, and folks with cash to spend will spend their cash.
It’s Not Meant for You
Sony is aware of what it is doing. They’ll have invested subsequent to nothing in R&D for the RX1R III, however they perceive that it is a area of interest product that may shift sufficient models to be worthwhile, concurrently creating one thing enjoyable and totally different alongside the best way. I used to be going to argue that Sony is courageous to convey such a digicam to market, however for those who suppose they’ve not executed the mathematics on this a thousand occasions over, you’re mistaken. That stated, that is nonetheless a brave transfer on their half, particularly given the backlash; they’re not obliged to make unicorns or white elephants or lemons, and but right here’s the RX1R III with its foolish horn, ineffective trunk, and bitter citrus tang.
We Ought to Be Grateful
To be clear, I’m a kind of annoying individuals who places black tape on their cameras to cowl up the model identify, so don’t suppose I’m completely in thrall to those producers and their advertising. So perhaps “grateful” just isn’t the proper phrase, however I’d hate for the digicam business to be a world the place each producer is like Canon, utterly void of creativeness, and enjoying it as protected as doable.
We’ve seen a raft of ridiculous cameras come to market in 2025 alone: the aforementioned Sigma bf, the lately launched Fujifilm X half, and now the Sony — and if we glance additional again, there’s the Nikon Zf and the Pentax 17. At a time when Chinese language corporations are wanting more and more more likely to put a severe dent in proprietary lens gross sales (Viltrox 85mm f/1.4, anybody?), and tariffs and flip-flops are creating chaos, I’m grateful that we now have so many producers who aren’t afraid to undermine expectations. Within the not-too-distant future, these types of gambles could be a quirk of historical past that we come to overlook.
Hey, Canon, Learn This
The exception that proves the rule is Canon. For the Japanese big, security first is the order of the day, and maybe the bravest challenge they’ve mustered in recent times was to attempt to crowdfund (sure, crowdfund) the IVY REC, a nonsensical absurdity that, to nobody’s nice shock, went nowhere.
I’d love for them to attract on their wealthy analog historical past, take some inspiration from the likes of the A1 and the Canonet, and present Sony how you can make a 35mm fixed-lens full body digicam that isn’t only a luxurious merchandise. You can go even crazier—package it out with a slimline 40mm f/1.4 harking back to a Bessa R3 and even ditch the autofocus. Little question that’s too far, however I’m amused by the considered a Canon exec studying this and hyperventilating on the prospect of taking such a daring step.
In Conclusion
I’ll by no means purchase the Sony RX1R III, however I’m delighted that in a world of spreadsheets, earnings calls, and twitchy shareholders, these daft cameras exist, and I hope you’re too. Be sure you let me know your ideas within the feedback.
