Sony proclaims that their goal is a world where more people are able to enjoy a full-frame mirrorless camera and to change the very concept of a full-frame mirrorless camera (much to the chagrin of their competitors).

They proved that at the recent Wedding and Portrait Photography conference when they announced the release of the all new a7iii.  The newest addition to Sony's "basic" line of full-frame mirrorless has taken the term "basic" to a whole new level.  It's older siblings, the a9 and the also newly released a7riii, shook the mirrorless market to the core with their impressive specs and capabilities.  The a7iii is no different.  Here's a quick look at it's specs:

• Full-Frame Back Side Illuminated Sensor
• 15-stop dynamic range
• 5-axis optical in body image stabilization
• 693 Phase Detection AF Point, 93% Coverage
• EyE AF with High Tracking Ability
• 10fps Continuous Shooting (mechanical and Silent)
• 4k HDR Movie Recording by Full Pixel Readout
• 710 Shots Longest Battery Life In the industry

Now that Sony has 3 different bodies in the full-frame mirrorless market, it leads one to wonder why should I buy one versus the other.  All 3 bodies are similar and different at the same time.  At a very basic and I do mean basic level, each body is aimed at a slightly different market.

The new a7iii is their base model and is a great choice for those that shoot portraits, product, pet and family photography with no need to produce large scale prints.  The a9 is geared more towards sports and wildlife photographer with its amazing fast speed and the a7riii is geared more towards the photographer that requires a very high resolution with its 42.6 megapixels, aka the landscape and travel photographer or those that intend to produce large images.  All 3 now have incredible video capabilities although the a9 tends to be the leading candidate for vloggers.

The release of the a7iii follows on the heals of the recent release of the a7riii which comes in with a $1,200 higher price tag.  The a9 is $2,500 more.  Of course this lends one to come to the question: why would I pay more of the a7riii or the a9?  Is the upcharge worth it?  Utimately, that is a personal decision but there are dozens of great reviews out there to help one answer this very question.  I included three of my favorite vloggers with their reviews of the a7iii.

Photographer and vlogger Manny Ortiz  has produced a nice comparison between the a7iii and a7riii giving you several reasons why one would want one model over another.  Like all of Manny's video, it is very informative and well produced.

Tony and Cheslea Northrup have produced another one of their extremely informative reviews comparing the a7iii with...well, everything!  

Kai W has whipped up another one of his great reviews on the a7iii.

Is the a7iii the right choice for you?  Frankly, only you can answer that question.  I love my a7riii for my landscape and travel photos but it's high resolution also gives me the ability to produce large poster-sized images of my portraits as well.  However you ultimately may decide at the end of the day, the fact remains that Sony continues to stretch the mirrorless market and provides just another reason why I have made the move over from full-frame full-body cameras to their mirrorless models.