Alpha 7 IV Full-frame Interchangeable Lens Camera (Body) with Sony Lens

With groundbreaking performance in both still and movie recording, the Sony α7 IV is the ideal hybrid, providing breathtaking imagery along with on-the-spot delivery and distribution. The α7 IV is a camera designed to bring to life the artistic visions of today's creators.

Brilliance at Every MomentCrafted for those who seek brilliance, Hasselblad X2D II 100C delivers true-to-life color powered by the Hasselblad Natural color Solution with High Dynamic Range (HNCS HDR). The new AF-C mode, subject detection and 10-stop stabilization work together to deliver sharp images with speed and precision-even in challenging conditions. And with Phocus Mobile 2 streamlining your workflow, you can stay fully immersed in your creative process-letting inspiration flow and exceptional images follow naturally.Focus in an InstantThe new AF-C mode brings reliable continuous autofocus, accurately detecting and tracking moving subjects. In AF-S mode, 425 PDAF zones that spread over the 100-megapixel sensor work with the LiDAR for fast, accurate focusing. A new AF illuminator improves autofocus performance in low light and doubles as a self-timer indicator.AF-C Continuous AutofocusFor the first time on a Hasselblad, X2D II 100C features AF-C continuous autofocus. Powered by deep learning algorithms, it reliably detects and tracks human, vehicles, cats and dogs in various poses throughout the capture.New Focus Point ModesBeyond the existing "Spot" mode, X2D II 100C adds "Expand Spot", "Custom" and "Wide" modes. As inspiration flows, master every focal point with ease.True colors Shine in HighlightExperience the first medium format camera with true end-to-end HDR. Your richly detailed HDR images are captured and processed in-camera as HDR HEIF or Ultra HDR JPEG for stunning results, and can be instantly reviewed on the touchscreen with 1400-nit peak brightness, or edited directly on iPhone/iPad with Phocus Mobile 2.HNCS HDR Highlight ImagesBuilding on HNCS, X2D II 100C's HNCS HDR harnesses high dynamic range to elevate Hasselblad's signature natural colors to new heights of brilliance. Even in harsh light, it prevents overexposure more effectively whilst revealing more detail. HDR images captured with X2D II 100C can be viewed directly on the built-in 1400-nit touchscreen or on any HDR-capable iPhone, iPad, Mac, and Android device. When SDR photography is preferred, simply switch modes in camera settings.Discover HNCS HDRThe renowned Hasselblad Natural color Solution (HNCS) now evolves with high dynamic range technology in X2D II 100C, bringing end-to-end HNCS HDR for imagery that captures the world as your eyes truly see it.Refining Hasselblad Tones With HDRTraditional HDR solutions focus solely on dynamic optimization-brightening shadows and compressing highlights to retain detail. While this preserves details, it often reduces contrast and flattens the image, sacrificing the very tonal qualities that bring photographs to life.Hasselblad engineers recognized that mastering highlight rendition demanded an entirely different approach.To reveal HDR's full potential, Hasselblad expands from sRGB to the wider P3 color gamut. The new imaging system delivers a 3-stop increase in dynamic range for in-camera output, with up to 4 stops when processing RAW files in Phocus. Paired with 1400-nit peak brightness-75% brighter than its predecessor-it unlocks the medium format sensor's complete imaging capabilities, revealing nuanced details in highlights that would otherwise be lost.Through three years of intensive development, our engineers have created HNCS HDR-a breakthrough solution that enhances Hasselblad's signature natural colors and tones with the expanded possibilities of high dynamic range, whilst maintaining the authentic Hasselblad color science photographers trust-whether capturing in HDR or SDR.Highlights Throughout Your WorkflowWith X2D II 100C, HNCS HDR brilliance flows through every stage of your workflow-from initial capture to playback to post-processing. The camera generates HDR HEIF or Ultra HDR JPEG files directly, viewable instantly on the built-in 1400-nit touchscreen.Phocus Mobile 2 brings this capability further. Beyond viewing and editing X2D II 100C HDR images, the app can apply HNCS HDR processing to RAW files from X2D 100C, X1D II 50C, CFV 100C and CFV II 50C. When shared on HDR-capable platforms, these images showcase the full brilliance of HNCS HDR, revealing colors and tones with unprecedented fidelity.100-Megapixel CMOS SensorX2D II 100C's enhanced 100-megapixel medium format BSI CMOS sensor embodies Hasselblad's commitment to uncompromising image quality. With 16-bit color depth delivering around 281 trillion colors, it captures the subtle gradations that bring photographs to life.

Sony Alpha 7 IV Full-frame Mirrorless Interchangeable Lens Camera The full-frame 33MP Exmor R back-illuminated CMOS sensor delivers outstanding speed and superb image quality. The use of copper wiring contributes to higher transmission speeds and faster AD (analogue to digital) conversion, while fast sensor readout enables 10-bit 4:2:2 4K recording up to 60p.