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Sony joining drone market in spring 2021 with Airpeak

Sony Airpeak
(Image credit: Sony)

Sony has announced that it will enter the drone market in 2021 with Sony Airpeak – a new drone business that the manufacturer will launch in spring next year.

The Sony Airpeak announcement was made via the Japanese Sony website, which stated that the manufacturer's approach to making the best camera drones will be based on "'3R technology' – reality, real time and remote." 

Clearly Sony will face a very uphill battle in this sector, which is dominated by the best DJI drones. In that sense, it could be a similar situation to the company's attempts in the smartphone sector; despite producing some of the best camera phones, Sony currently holds less than a 1% market share. 

Of course, drones and phones are two completely different markets – and despite its dominance, DJI has had far from an easy road in terms of its business. So could Sony make an effective challenge? 

The Sony Airpeak website boasts a mission statement, "To the top of creativity". It proclaims a dedication to: "Imaging and sensing that expand human potential, and AI robotics. Bringing together the technologies we have built up so far, we will transform the realm of the sky into an endless creative space from an unprecedented free perspective. Unleash the constraints and lead to an experience that is now unknown."

Below is the official video teaser, and following is the full press announcement from Sony Japan.  

Start drone project

Sony Corporation has started a new drone project in the field of AI robotics.
The spread of drones these days has greatly contributed to the delivery of images that could not be seen before, and to the efficiency and labor saving of operations in the industrial field. Sony has designated the brand as "Airpeak" with the intention of contributing to the further development of drones and the creation of the highest value by utilizing imaging & sensing technology and "3R technology" of reality, real time and remote. 

Airpeak aims to fully support the creativity of video creators, further develop entertainment, and contribute to further efficiency and labor saving in various industries. In addition, we will promote the project so that it can be used with peace of mind with the highest level of safety and reliability even in environments where it was difficult to use drones.

In the future, Sony will continue to disseminate information related to the project, and will continue co-creation activities to receive feedback from drone users through the opportunity to experience Airpeak, and will prepare for the start of business in the spring of 2021.

We are planning to start recruiting professional supporters who can participate in this activity in the near future.

Read more: 

The 10 best camera drones: these are the best drones for photography
The best drones for beginners: drones that keep it safe and simple
The best drones for kids
The best drone accessories: essentials add-ons for DJI drones & more

James Artaius

The editor of Digital Camera World, James has 21 years experience as a magazine and web journalist and started working in the photographic industry in 2014 (as an assistant to Damian McGillicuddy, who succeeded David Bailey as Principal Photographer for Olympus). In this time he shot for clients as diverse as Aston Martin Racing, Elinchrom and L'Oréal, in addition to shooting campaigns and product testing for Olympus, and providing training for professionals. This has led him to being a go-to expert for camera and lens reviews, photographic and lighting tutorials, as well as industry analysis, news and rumors for publications such as Digital Camera MagazinePhotoPlus: The Canon MagazineN-Phot0: The Nikon MagazineDigital Photographer and Professional Imagemaker, as well as hosting workshops and demonstrations at The Photography Show. An Olympus and Canon shooter, he has a wealth of knowledge on cameras of all makes – and a fondness for vintage lenses and instant cameras.