
Today is a big day for Sony. The company is launching three new Alpha DSLRs and four new lenses. The cameras are an incremental improvement on the older models (themselves pretty good bodies) and the lenses are entry-level plastic models which all have Sony’s new SAM (Smooth Autofocus Motor), an in-lens motor similar to Nikon’s Silent Wave or Canon’s USM.
First, the cameras: The models numbers are A230, A330 and A380 are swap-in replacements for the A200, A300 and A350. They’re also cheaper. Sony is pushing the smaller size as a major new feature, and it’s easy to see why. The actual internal changes to the cameras are minimal. The sensor sizes stay the same (10.2MP for the 230 and 330, 14.2 for the 380), exposure modes are unchanged and the top two models retain the flip-out LCD (which itself is the same size and resolution, 230,000 pixels, as before) although the angle of flip has increased slightly. The A330 and A380 also keep the quick-focus live view, which uses a seperate, dedicated sensor to speed up the usually slow auto focus when using the rear LCD to compose shots.
The other “major” changes are the addition of an HDMI-out socket, a poorer battery life of around 500 shots per charge against around 730 with the older range (and this drops to 230 images with live view). Even the maximum ISO of 3200 remains the same, which is arguably one of the main reasons to upgrade a DSLR.
The lenses are fourfold, and – as we said – all contain their own motor for faster, quieter operation. Here are their names which, as always, tell you everything you need to know, other than that they are cheap, plastic and lightweight. Fisrt, the fixed-length ƒ2.8 30mm Macro SAM, then a ƒ1.8 50mm SAM, and then a couple of zooms, the ƒ3.5-5.6 18-55mm SAM and the ƒ4.5-5.6 55-200mm SAM.
The important thing to remember here is that the lenses are all designed for crop sensors, in this case APS-C which is 28.4mm on the diagonal (compared to 43.3mm for full-frame sensors and 35mm film). This means that the 50mm will act like a 75mm on a full frame camera.
The prices are for kits, starting at $550 for the A230 with one lens, $650 for the A330 with one of the lenses and $850 for the A380 with a single lens kit. This compares to a launch price of $800 for the mid-range A300, which came with an 18-70mm lens. Full prices info is over at the product page, although the new macro lens has yet to be priced.
Smaller, lighter and cheaper. What’s not to like? If you already have a mid-range Sony DSLR, there is little point in upgrading. If you don’t (and you really want to buy Sony) then these look like a good deal. Just remember — a lot of the price drop likely comes from those cheap lenses, and lenses are the one thing you don’t want to go cheap on. Available for pre-order today.
Product page [Sony Style]


