[MatjazO]

It seems they took a new logic this time.

In the past it was like never-ending more megapixels with the same body.

This time, they kept the 42MP sensor and changed almost everything around it: 2x faster AF chip, 3x larger buffer, better EVF, UHS-II SD card, USB 3.1, 2x larger battery etc...

Not sure it it's a sign of sensor maturity or the urgency to react to the D850.

I would say it is both. 🙂 With huge R&D investment in new sensor tech and several new sensors launched in short time, Sony is bound to start getting money back, so sell in quantities. Same sensor tech and (relative) lower price for a7rIII makes sense. Together with refinement of other features and by drilling down a9 technology into the higher volume product, they aim to make a7r more competitive, even against Nikon’s 850.

For FF users thinking outside SLR box a7III could be very tempting.