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Sony at CES: Drones have taken flight, but what about Alpha cameras?

Watch video: What to expect from Sony at CES 2021

As one of the biggest consumer electronics companies in the world, Sony's focus at CES will be on its broader product ranges – like the PlayStation 5 (opens in new tab), Bravia TVs, audio devices and new remote technologies. 

However, while Sony doesn't traditionally announce new cameras at the event, CES 2021 (opens in new tab) has already seen the manufacturer drop a significant bombshells – and its official presentation of its new product announcements is still yet to come. 

So what can we expect Sony to show off at CES? 

Well, we've already had our first proper look at the new Sony Airpeak drone (opens in new tab) – the manufacturer's opening gambit in challenging the mighty DJI for the best camera drone (opens in new tab) throne.

While Sony has shown us two videos showcasing Airpeak, the full specifications and details haven't yet been revealed – so we could well be getting further information both on the first drone in specific, and Sony's strategy for the brand in general, ahead of the stated spring 2021 launch. 

What else could be revealed at CES? Again, Sony doesn't typically launch new Alpha cameras at the event, but there's no denying that 8K is one of the technologies du jour. And especially given that the Canon EOS R5 (opens in new tab) is already on the market, and the likes of the Sharp 8K Video Camera (opens in new tab) and perhaps even the Panasonic GH6 (opens in new tab) could soon be here, we can see Sony being keen to join the party. 

That being the case, we could see a tease or even a reveal of the so-called Sony A9S (opens in new tab), which is reportedly an 8K 30p (possibly even 60p) camera powered by a 50MP full-frame sensor. This would effectively go head to head with the R5 in what could be the hottest battle of the year… though hopefully not literally, as we expect that Sony will solve the overheating issue before it becomes a problem!

Make sure to stay tuned, as we'll be bringing you the fallout from Sony's official announcement presentation shortly.

Read more: 

Best Sony cameras
(opens in new tab)Sony Airpeak drone revealed
(opens in new tab)Best Sony lenses (opens in new tab)

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James Artaius
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 Magazine (opens in new tab)PhotoPlus: The Canon Magazine (opens in new tab)N-Photo: The Nikon Magazine (opens in new tab)Digital Photographer (opens in new tab) and Professional Imagemaker, as well as hosting workshops and demonstrations at The Photography Show (opens in new tab). 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.