We've waited 15 years for the Sony FE 300mm f/2.8 and it's already delayed!

Sony A9 III with the Sony FE 300mm f/2.8 GM OSS lens
(Image credit: James Artaius)

Every time a new camera or lens is released it feels like camera manufacturers receive orders that “exceeded expectations”. Sony has just announced the 300mm f/2.8 GM which was expected to be released in February 2024, but the company has had so many preorders placed it is already having to reassess the expected delivery. 

When will camera manufacturers begin to anticipate much higher order volumes? I can’t remember the last time a mirrorless camera or exciting telephoto lens was announced, released and shipped on time. There always seem to be delays that leave customers waiting months (the Fujifilm X100V still has long wait times years after its release)  for their order to arrive because demand has been so high. From a keeping-customers-happy-perspective it would make more sense to accommodate a higher number of orders than expected and have a few extras sat on the shelf ready to ship surely?

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Hannah Rooke
Staff Writer

Having studied Journalism and Public Relations at the University of the West of England Hannah developed a love for photography through a module on photojournalism. She specializes in Portrait, Fashion and lifestyle photography but has more recently branched out in the world of stylized product photography. For the last 3 years Hannah has worked at Wex Photo Video as a Senior Sales Assistant using her experience and knowledge of cameras to help people buy the equipment that is right for them. With 5 years experience working with studio lighting, Hannah has run many successful workshops teaching people how to use different lighting setups.