With the introduction of the Sony FE 28-70mm f/2 GM, the company now boasts an impressive lineup of 56 full-frame and 77 E-mount lenses. This extensive collection surpasses all other full-frame camera systems, marking a turning point where Sony can begin experimenting with unique designs.
The 28-70mm f/2 is intriguing. Canon initially pioneered this concept with the RF 28-70mm f/2 L USM alongside the EOS R in 2018, using it as a showcase for the potential of its new mount. Nikon followed suit with the Nikkor Z 58mm f/0.95 Noct, demonstrating the advanced optical capabilities of its Z mount. In comparison, Sony’s approach to lens design has remained conservative—focused on excellence without venturing into uncommon focal lengths or apertures.
In the early days of its mirrorless lineup, Sony prioritized building trust with DSLR users. The strategy involved offering familiar lens options, including standard primes and zooms such as the 50mm f/1.4, 24-70mm f/4, and 70-200mm f/2.8. Once the foundation was solid, Sony expanded to more specialized lenses, including the 100-400mm telephoto zoom and others that supported the rapid evolution of its camera technology.
Over time, Sony revisited its key lenses, refining them with modern enhancements like superior image quality, faster autofocus, and compact designs. These improvements spanned much of its G Master series, demonstrating how far the company has come. Today, Sony’s lens catalog satisfies almost every need, from amateur photography to professional use. While niche segments like tilt-shift lenses remain underdeveloped, the core lineup is robust.
A New Chapter: Crafting Extraordinary Lenses
Having fulfilled most photographers’ practical requirements, Sony is positioned to take risks and innovate. At its recent Creative Space event, the company signaled this shift by showcasing the 28-70mm f/2 GM, a daring addition that sparked enthusiasm among attendees. Mark Bubolo, speaking at the event, emphasized the company’s readiness to explore new ideas. “We have something for everyone and every budget,” he noted. “Now it’s time for fun.”
The 28-70mm f/2 GM exemplifies Sony’s recent foray into unconventional designs. Other examples include compact f/2.8 zooms like the 20-70mm and 16-25mm lenses, as well as the groundbreaking 20-70mm f/4 G introduced last year. These releases reflect Sony’s evolving technical capabilities and a desire to redefine its legacy. No longer preoccupied with catching up to Canon and Nikon, Sony now forges its unique path.
Canon and Nikon have also embraced this freedom, developing striking lenses such as Canon’s RF 10-20mm f/4 L IS STM and Nikon’s Z 600mm f/6.3 VR S. These lenses illustrate how innovation in optics can drive camera sales. Photographers often switch systems for lenses that unlock creative possibilities, as seen with Nikon’s revolutionary 14-24mm f/2.8 during the D3 era.
Sony has reached a similar crossroads. Its expertise in optics and autofocus systems, coupled with significant financial resources, positions it to create lenses that defy convention. By shifting focus from filling gaps to crafting imaginative designs, Sony could push the boundaries of what’s possible in photography.
Inspiration from Industry Mavericks
Sony can draw inspiration from Sigma and Tamron, which consistently deliver imaginative and innovative lenses. For instance, Tamron’s 35-150mm f/2-2.8 and Sigma’s wide aperture prime and zoom lenses have redefined expectations. These companies showcase the potential of daring optical engineering without the constraints of in-house camera systems.
With its unparalleled expertise and resources, Sony is well-equipped to embark on a bold new chapter in lens design. As Bubolo stated, “It’s time to do fun things.” Photographers worldwide eagerly await Sony’s next steps into the realm of the extraordinary.