It was a quiet month for product launches in July 2025 - aside from one surprise that made some noise (we’ll get to that). Highlights include new lenses from Tamron and Samyang, plus some fresh kit from Atomos and DJI.
But the real surprise? A major out-of-the-blue launch from industry heavyweight, Sony. Let’s get that bombshell covered right away.
It was a sunny afternoon, a little after lunchtime, when Sony dropped the RX1R III - a full-frame compact that piqued a lot of interest - a camera that follows on from the beloved RX1R II, which is still considered one of Sony’s best 10 years on.
You’re getting a high-resolution 61MP sensor paired with the same but still great Zeiss 35mm f2 Sonnar T* lens. And to make up for the fixed lens argument, Sony added a handy Step Crop Mode to shoot at 50mm and 70mm without sacrificing image quality. Autofocus has a major update, now featuring a fast, reliable 693-point phase detection system that makes it feel every bit as modern as you'd want.
Here’s what one of our writers, Jon, had to say about it: The Sony RX1R III might just be a new cult classic
Or, have a listen to what our Technical Specialist, Ian, had to say when he had a short time with the camera in person.
Tamron’s goal for this lens launch was to complete the “G2 trinity” of fast zooms, comprising the 28-75mm f2.8 Di III VXD G2, the 70-180mm f2.8 Di III VXD G2 telephoto zoom, and now, the 16-30mm f2.8 Di III VXD G2 lens. Together, this trio covers everything you could need from 16mm to 180mm.
This new lens is a solid all-rounder for anyone after a fast, ultra-wide zoom. It’s sharp across the frame, even wide open at f2.8, and the autofocus is fast, quiet and reliable thanks to Tamron’s VXD motor. It’s also compact and lightweight for a lens in this category, making it a great choice for travel, events, interiors or handheld video work. It also features a 19cm close focusing distance, allowing you to get creative with close-up, wide-angle detail shots.
Samyang kicked off its Prima lens series in late 2024 with the AF 35mm f1.4, which earned impressive reviews for delivering exactly what the brand is known for - excellent value for money. Fast forward to July 2025, and the lineup has expanded with the AF 16mm f2.8 and AF 85mm f2.8 for Sony FE.
Both are impressively lightweight, particularly the 85mm, which weighs just 272g, making it the lightest lens in its class. This is made possible in part due to the use of Samyang’s proprietary custom-engineered, high-strength plastic body. That lightweight build also makes these lenses a great match for APS-C Sony bodies, where the 85mm gives you a 127.5mm equivalent, and the 16mm becomes a 24mm.
Then we come to pricing. Each lens comes in a £348 (at the time of writing), which is an incredible offer considering how these lenses perform, and why they’re considered such fantastic value for money. It’s kind of a no-brainer for anyone who wants to expand their kit on a budget while still getting great image quality.
The Atomos Ninja TX was another exciting kit announcement from July and a product that the brand is calling its most advanced Ninja yet. This version of the Ninja features a brand-new design and enhanced overall performance that will cater to a diverse group of creators. It features CFexpress card slots, 2G-SDI and HDMI 2.0 inputs and outputs, as well as Wi-Fi and AirGlu timecode technology. It’s smaller, lighter and thermally more efficient, with a 5-inch screen that hits 1,500 nits (which is 50% brighter than previous models).
The Ninja TX supports key codecs like Apple ProRes, ProRes RAW, Avid DNx and H.265/H.264, and handles a wide range of resolutions and frame rates, including 4K at 60p, 120p t FHD, and even 8K at 30p. It’s clear that Atomos are trying to cater to all with this release, and it will no doubt be a powerful tool for filmmakers and content creators.
And finally, we have the DJI Osmo 360 - a 360 camera that enters the fray up against some stiff competition. But DJI being DJI, they’ve knocked it out of the park with this one.
The Osmo 360 is competitively priced and packed with high-end specs, including dual 1-inch square sensors that deliver impressive detail, 13.5 stops of dynamic range, and excellent low-light performance. It also records native 8K/30fps 360° footage, with support for D-Log M and 10-bit colour for smoother tonal transitions and greater flexibility when colour grading in post.
What’s more is that the Osmo 360 has 105GB of internal storage, meaning you’ve always got a backup should you forget to pack a memory card. And for transferring your footage, it has USB 3.1 transfer speeds up to 600MB/s, which makes offloading data quick and easy.
