Alpha

Sony shooters have long been asking for a full-frame version of their translucent mirror cameras and now it's here in the form of the A99. The new flagship Alpha camera has a 24.3-megapixel full-frame sensor, which sounds very similar to the one found in the new RX1 super-advanced-compact. It also has the newest version of the BIONZ processing engine and a matching 100-25,600 native ISO range.

The NEX-F3 isn't the only new piece of kit in the Sony arsenal tonight. Following their familiar naming structure, Sony is following up the A35 with the new A37.

It has been a good night for Sony shooters. Well, at least the ones with a healthy gear budget. To compliment their new array of cameras (including the A77/A65, the NEX-5N and the NEX-7) they have also crafted a good bit of new glass. There's a little something for almost everyone, so here's the breakdown.Carl Zeiss Sonnar T* E 24mm F/1.8 ZA (Pictured Above)The most fancifully dressed at Sony's new glass party is a fast and wide prime that's set to demand $1,000 when it launches in December of this year.

There's a new member of the translucent mirror camera family at Sony in the form of the A35. It's a middle child of sorts, building off of the A33 and A55 that preceded it.