A couple of days back, Canon launched a 4k mirrorless camera – EOS M50 with Ultra HD 4K video. Now, Sony has announced the full-frame mirrorless camera A7 III priced at $2000. This powerhouse camera is fast and ticks every right feature in the checklist of photographers.

Last year, the Japanese electronics major focused on pricey cameras such as the A9, but the A7 III comes as a perfect machine for nearly half the price. Sony sees A7 III as a “basic full-frame model” of its mirrorless camera series.  The main feature of the camera is the 24.2-megapixel sensor with 5-axis optical image stabilization.

“With the new α7 III, we’ve taken many of our newest and most advanced imaging technologies from the acclaimed α9 and α7R III models and paired them with an all-new 24.2 MP back-illuminated sensor to deliver the ultimate full-frame camera for enthusiasts, hobbyists and professionals alike,” said Neal Manowitz, Vice President of Digital Imaging for Sony Electronics.

The sensor in the A7 III has a back illuminated design, offering quicker readout speed than the previous models. It is fitted with the latest BIONZ X image processor and can shoot at 10 fps using the silent shutter as well. Sony has also worked on the buffer, which can now shoot 177 consecutive JPEG images before the camera needs rest, compared to 52 on the A7 II. Raw performance is still impressive at 89 shots, notes TechRadar.

Further, Sony is offering the 693-point AF system in the camera, a feature that was applauded when it arrived in the Alpha A9. It is an improvement over the 117 point arrangement on the Alpha A7 II, while the coverage is similar to that of the A9 at 93%.

The Sony A7 III is capable of shooting 4K HDR video along with 120 frames per second high-speed footage at 1080p. It comes with the ability to shoot more cinematic S-Log 2 and 3 color profiles. The mirrorless camera has lagged behind the DSLR in terms of battery performance for quite some time. However, Sony seems to have succeeded in turning it around by offering 710 shots in the A7 III, a massive improvement over its predecessors.

Further, the Sony A7 III comes with 2.3 million dot OLED viewfinder, relatively smaller than the A9 or the A7R III. The camera supports USB Type-C and includes a weather resistant AF Joystick on the back of the body. Sony has put 11 custom buttons on the camera in addition to the customizable “My Menu,” which was there on the A9. The button allows users to create a page with all the options they regularly use.

Overall, some of the specifications included in the A7 III are typical to high-end cameras. This makes Sony worthy of applause as the company managed to squeeze these features into an entry-level camera. However, considering the pace at which Sony’s camera division has evolved over the last few years, it is not surprising to see the A7 III exists at this price point.

The Sony A7 III is expected to be available next month. It costs $1,999 / £2,000 / AU$3,099 for the body only, and £2,200 with the 28-70mm f/3.5-5.6 standard zoom lens. For the U.S. and Australia, the pricing of the lens kit is still to be revealed.