[stoppingdown]

Maybe the plan is give the people who want a small and convenient a RX cameras and the GAS driven users a FF camera. I think this strategy can work. 

 

It can be interesting, and work, but depending on some details. Actually, FF doesn't necessarily mean A7. I can imagine an A6000-like body with a FF sensor. To me, the important thing is that the thing doesn't weigh and doesn't cost more than the current APS-C line. If they put a, say, 36MP sensor in, with the capability of cropping to APS-C (which means 16MP), it's fine. You can have the best of the two worlds. BTW: why cropping to a fixed size... the important thing in cropping is that I see in the EVF what I want to shoot, and that you don't put the cropped pixels in the raw file, to keep it smaller.

 

If FF means bodies such as the A7... well, it's another story.

 

I'd be curious to understand their rationale, anyway. Clearly, they have less competition in the FF. But how do they think to move people to FF? Hype? Real need? Actually, I think the only need for FF is shallow DoF (which is a key point for some styles) and better quality at higher ISO (a key point for only a niche, I think, a good feature for many, but not so important). Can this really move the market? And last but not least: is this a deliberate plan since the beginning, or things aren't going like they planned?