The Sony Cyber-shot RX1R III is priced at $5,099. The body, including the battery and memory card, weighs 498 grams. It was released on July 15, 2025, and went on sale in late July.
As a full-frame flagship model, it features a 61-megapixel sensor and a Zeiss 35mm F2 lens. Compared with its predecessor, the RX1R II (priced at $3,300 and released in October 2015), the price has increased by 58%.
Comparison with Competitors
A Competitors in the same period, the Fujifilm GFX100RF, is priced at approximately $5,000 (which is $100 lower than the RX1R III), while the Leica Q3 43 is priced at more than $6,895. This shows that the RX1R III has an advantage in terms of cost performance.
Before releasing the full-frame fixed-lens camera RX1R III, Sony took unconventional confidentiality measures and did not provide product information to the media, internet celebrities, bloggers, and retailers in advance. The camera is priced at 33,999 yuan and started pre-orders on July 23, 2025. Immediately, due to the number of orders far exceeding expectations, Sony officially issued an announcement warning of potential delivery delays.
Sony's starting point was to prevent the leakage of new product information in advance, maintain the release rhythm, and preserve the sense of market surprise. Compared with the industry norm, most competitors allow a certain degree of pre-release information to leak out. They believe that this helps stimulate market expectations and discussion, accumulates publicity momentum for the release date, and ensures that the media and creators can produce experience content as soon as possible. Strict confidentiality measures may lead to a content vacuum on the release date. Consumers lack references to real experience reviews and emotional content on the first day of release. Relying solely on spec sheets is difficult to effectively drive consumer decisions and may miss the best marketing window.
As an update to Sony's high-end compact RX1 series after nearly a decade, it adopts a new 61-megapixel full-frame back-illuminated sensor, is equipped with a faster image processor, a more advanced AI-assisted autofocus system, and a larger-capacity battery. The body has been redesigned: the pop-up EVF is canceled, a fixed electronic viewfinder is adopted, and the tilt function of the touchscreen is removed. It continues to integrate the Zeiss Sonnar T* 35mm f/2 lens.
Sony's Japanese official website issued an announcement the day before yesterday, clearly stating that "the number of orders far exceeds expectations", which may lead to delivery delays. It apologized for the waiting time and pointed out that the company is making every effort to meet the demand. Some sources said that although the demand in a certain region did not "exceed expectations", it was "strong and continuous". The pre-order enthusiasm in the Japanese market is extremely high, quickly consuming the initial inventory quota.
Sony's extreme confidentiality measures have triggered discussions in the industry about marketing methods. However, the negative impact on the initial pre-orders has not been observed; on the contrary, the shortage has attracted attention. The success of the pre-orders for the RX1R III confirms that there is a clear market demand for compact full-frame cameras that combine top-notch craftsmanship, portability, and image quality, and users are willing to pay a premium for specific value propositions. Despite the controversy over confidentiality and doubts about the high price, substantial hardware upgrades are still the basis for supporting consumers' purchasing decisions.
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