The lightest, most compact digital camera of its kind, the Sony Alpha 7R offered both true full-frame performance and unsurpassed portability. This powerful combination made it perfect for the field—agile enough for location scouting yet detailed enough for professional editorial work.
Prior to launch, the Sony Alpha 7R faced stiff competition from incumbents. At the brand level, Nikon and Canon had come to dominate the professional camera market through excellent customer service and sophisticated loyalty programs. Furthermore, each company had a line of interchangeable lenses compatible only with its own cameras. At the product level, Leica had built a strong reputation around its compact DSLRs.