David Kilpatrick wrote:Noone has so far suggested the obvious reason for the new lenses - Sony makes video cameras which accept Alpha mount. They also market G lenses to this sector. I'll bet they introduce SSMcompatible AF to a future HDVideo camcorder line which accepts A mount. The 30mm macro and 50mm f/1.8 would be incredible lenses on a camcorder - like a 200mm macro and a 350mm f/1.8 (or even longer depending on the formart). These lenses also look right for that job.
In general, I think it is a good move to go APS-Prime. As Don said, the main market for Sony DSRL department are APS sensors, ant it will be for many years. Many people thought the A900 will be the last try Sony gave to the DSRL department and I don't know if they are selling lots of cameras or what they decided, but bringing this lenses to the market is a way to say "we stay and our target still is been the second in the market".
If this lenses are SSM and/or electronic aperture, we will be seen a new buch of DSRLs and probably video capables by Photokina/end of the year. I'm happy about it. I'm not planning to buy any APS prime, nor an APS zoom, but a DSRL video capable and/or a less expensive FF camera -even if I can only use my lenses manually.
David is right: this lenses can be designed in a way they can be used on prosumer and proffesional HD cameras, as a way to expand the lens' market. This is one of the advantages for Sony: I'm bet they did re-utilize the technology they developed for the PS (that processor is nasty good) on the Exmor processor -the next time somebody say Sony is selling the PS at lost, better first think on this, on the format-battle they won with the Blu-ray and so on.