B&H knocks a massive $500 off the Sony A7 IV in a camera deal that's too good to ignore

The Sony A7 IV remains one of my favourite all-round full-frame mirrorless cameras, offering an excellent balance between high-resolution photography and professional video performance.

Right now, it's even more tempting, with B&H dropping the price to just $1,998, down from $2,498, saving you a fantastic $500 on an incredibly capable camera.

At its heart is a 33MP full-frame back-illuminated sensor, delivering excellent image quality, impressive dynamic range and plenty of detail for everything from portraits and landscapes to commercial and editorial photography. Sony's outstanding autofocus system is another major selling point, with Real-time Eye AF for humans, animals and birds making it incredibly reliable when tracking moving subjects.

It's equally impressive when it comes to video, offering beautifully detailed 4K recording, 10-bit 4:2:2 internal recording and professional picture profiles including S-Log3 and S-Cinetone. Add in excellent ergonomics, dual card slots, and dependable battery life, and you have a camera that is just as comfortable shooting stills as it is producing professional video.

For $1,998, I think the Sony A7 IV represents excellent value for money, particularly for photographers looking to make the jump to full-frame or existing Sony users wanting a serious upgrade. With $500 off, this is a deal that's certainly worth giving very serious consideration to at a minimum.

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For nearly two decades Sebastian's work has been published internationally. Originally specializing in Equestrianism, his visuals have been used by the leading names in the equestrian industry such as The Fédération Equestre Internationale (FEI), The Jockey Club, Horse & Hound, and many more for various advertising campaigns, books, and pre/post-event highlights.

He is a Fellow of the Royal Society of Arts, holds a Foundation Degree in Equitation Science, and holds a Master of Arts in Publishing. He is a member of Nikon NPS and has been a Nikon user since his film days using a Nikon F5. He saw the digital transition with Nikon's D series cameras and is still, to this day, the youngest member to be elected into BEWA, the British Equestrian Writers' Association.

He is familiar with and shows great interest in 35mm, medium, and large-format photography, using products by Leica, Phase One, Hasselblad, Alpa, and Sinar. Sebastian has also used many cinema cameras from Sony, RED, ARRI, and everything in between. He now spends his spare time using his trusted Leica M-E or Leica M2, shooting Street/Documentary photography as he sees it, usually in Black and White.