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Sony has officially launched the Xperia 1 III, its latest attempt at trying to crack the premium smartphone market once again. With its market availability scheduled for the coming summer, the company has started its marketing campaign for the flagship device in earnest. Although Sony camera sensors are in leading devices like the Apple iPhone, it…

Sony has officially launched the Xperia 1 III, its latest attempt at trying to crack the premium smartphone market once again. With its market availability scheduled for the coming summer, the company has started its marketing campaign for the flagship device in earnest. Although Sony camera sensors are in leading devices like the Apple iPhone, it has often over-promised and under-delivered when it comes to the performance of the cameras in its own phones.

Although the company has claimed its Alpha camera team has helped with its Xperia smartphones, this only seems to be starting to really take shape now with notorious inter-divisional rivalries finally out of the way. To demonstrate this, the company has published a new promo video, embedded below, that features top engineers from its Alpha camera team explaining how they have transferred Alpha tech into the new Xperia 1 III.

Their aim, apparently, was to make the Xperia 1 III both feel like an Alpha camera when taking photos and produce Alpha-quality images. To do this, the company married its in-house sensor tech, with its image processing tech and its imager tech. To this, it combined Alpha AI algorithms and depth sensing to enhance auto focus across all the cameras, with a particular emphasis on getting sharp images from the maximum focal length of its world-first variable telephoto lens.

Like Apple and Google, Sony also explains that it was keen to stick with 12MP sensors for all three cameras, at least for the time being, as it would give users the feeling of using an interchangeable lens camera. There are also good arguments for sticking with 12MP sensors more generally in smartphones, despite the trend towards smartphone camera sensors with insane 100MP plus resolutions. For Sony’s sake, let’s hope they’ve made the right calls with the Xperia 1 III because if it fails to impress tech reviewers, it will kill any chances of it being a hit.

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