Shortages may be plaguing the high-end camera market, but that doesn't mean that manufacturers of such things are going to bat an eyelash, so Sony didn't shy away from launching a new one.
The device now making its first steps into the world has the benefit of a very carefully trodden road. As in the road has been prepared by multiple predecessors: A77, A65 and A57.
The newcomer is called A37 and boasts a 16.1 megapixel APS-C image sensor with 100-16,000 ISO capabilities.
The best video image quality is possible to record at 5.5 fps (60i/24p) and still photos can be shot in 1,920 x 1,080 pixel resolution, even in continuous mode (7 fps at 8 megapixel quality).
“Delivering lightning-fast shooting speeds and autofocus plus advanced full HD video capture, our innovative Translucent Mirror Technology continues to serve as the backbone of our A-mount line of cameras,” said Mike Kahn, director of the Alpha business at Sony.
“Featuring this unique technology plus a host of exciting new features and an attractive price tag, our new α37 camera brings a whole new meaning to the term ‘entry level DSLR’.”
Among DSLR cameras, the Sony Alpha A37, like its siblings, can brag about a higher-than-normal ability to keep things smooth while shooting video, owed to Sony's phase detection technology but, more importantly, the Translucent Mirror Technology.
The 15-point autofocus capability helps too, as does the Auto Portrait Framing technology in certain situations. Not only that, but Sony even tossed in the By Pixel Super Resolution Technology, which digitally doubles the effective magnification of any lens.
Speaking of which, buyers of the Sony Alpha A37 will get to select between 18-55mm kit zoom lens (model SEL1855) and the new SAL18135 telephoto zoom lens when shipments begin, in June and July, respectively (2012). The prices will be of $600 / 470.80 Euro and $500 / 392 Euro.