Watch Sony's announcement right here – see the "never seen" before camera!

Watch video: Sony's announcement is live at 10:00 EST / 15:00 GMT

UPDATE: Sony's new camera announcement is taking place today, and you can see the brand new product revealed LIVE right here by watching the video above.

Sony has been teasing the camera with the tagline, "the one never seen", leading to lots of speculation as to what it might be – including that it might be a brand new product line, the Sony A1 (literally 'the A1 never seen') rather than being a successor to the Sony A9 II as previously suggested.

The latest rumors also concerned the possibility of a curved full-frame image sensor, which would likewise be something 'never seen' before. And longstanding reports have suggested that the new camera will be an 8K 30p affair, potentially powered by a 50MP sensor.

We only have to wait a few hours to find out, so stay tuned at 10:00 EST / 15:00 GMT to see the big reveal!

ORIGINAL STORY (22 Jan): Sony has recently released a teaser for an upcoming Alpha announcement on 26 January with the intriguing tagline, 'The one never seen'. Could this be a sign that we'll finally be seeing the arrival of the Sony A9 III? We saw rumored specs for the latest Sony A9 camera leak at the end of 2020, which included the exciting revelation that it could include 8K video.

The latest rumors for the unofficially named Sony A9 III suggest that this new upcoming camera will have a newly developed sensor that will be around 50MP – although there isn't a specific figure as of yet. Previous rumors of this new pro full-frame mirrorless of models have speculated that it may be called the Sony A9S.

• Read more: Best Sony camera

As reported by Sony Alpha Rumors, the 8K video rumored to appear in the Sony A9 III will be an "infant 8K", as it will only be 8K30p video, rather than 8K60p. Apparently, there will also be limitations to the quality users will be able to record internally. This isn't overly surprising, considering there are recording limits for the Canon EOS R5 and its 8K video. 

Other potential specs for this high end Sony camera include a 9.44m dot EVF (electronic viewfinder). This pro camera is also rumored to include dual card slots and IBIS (in-body image stabilization) with Steady Shot active mode. 

Previous reports set the pricing for this camera at $5,999, but that has since been revised down to a slightly more affordable $4,999, with Sony Alpha Rumors stating that the Sony A9 III will be "at least $1,500 more expensive than the Canon EOS R5". 

It'll be interesting to see what Sony has to offer on its 26 January Alpha event. The event will begin at 10:00 EST, 15:00 GMT and 24:00 JST, live-streamed on the YouTube video above. If you're interested in watching along, we recommend saving the link and checking back on the 26th. In the meantime, we'll bring you any fresh rumors that appear about this intriguing new Sony camera…

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Louise Carey

With over a decade of photographic experience, Louise arms Digital Camera World with a wealth of knowledge on photographic technique and know-how – something at which she is so adept that she's delivered workshops for the likes of ITV and Sue Ryder. Louise also brings years of experience as both a web and print journalist, having served as features editor for Practical Photography magazine and contributing photography tutorials and camera analysis to titles including Digital Camera Magazine and  Digital Photographer. Louise currently shoots with the Fujifilm X-T200 and the Nikon D800, capturing self-portraits and still life images, and is DCW's ecommerce editor, meaning that she knows good camera, lens and laptop deals when she sees them.