B&H cut the price of the Sony A7 IV to $1,998, knocking $500 off the full-frame mirrorless body when Digital Camera World reported the markdown on Wednesday afternoon. The camera regularly retails for $2,498 in the United States.
Discounts of this size do not land on Sony's core full-frame bodies every week. For photographers considering a shift from an older Sony mirrorless body or taking a step up to a full-frame sensor, the temporary price reduction puts one of the market's standard workhorse models below the $2,000 threshold.
Sony built the A7 IV around a 33-megapixel back-illuminated sensor, positioning it as an all-around option for both stills and video work. That resolution gives shooters enough room to crop tight on editorial portraits, landscapes, and commercial framing while maintaining dynamic range across varied lighting conditions.
Autofocus remains one of the system's central strengths. Sony equipped the camera with its Real-time Eye AF tracking technology, which locks focus onto human subjects, animals, and birds in motion. For hybrid shooters who split their shooting schedules between portrait assignments and documentary video capture, tracking reliability is often the feature that decides which system stays in the bag.
On the video front, the A7 IV supports oversampled 4K recording with 10-bit 4:2:2 color captured internally. It includes Sony's S-Cinetone color profile for quick turnarounds that match footage from the company's dedicated cinema line, alongside S-Log3 for editors who plan to color grade their footage in post-production.
The hardware design incorporates dual memory card slots, which provide redundant backups for weddings and live events where losing footage is not an option. Sony also retained familiar physical controls, revised ergonomics, and dependable battery stamina for long days in the field.
At the discounted $1,998 figure, the camera presents a practical alternative to newer, pricier entries in the Alpha lineup without sacrificing modern video specs or autofocus reliability. B&H has not specified an expiration date for the $500 reduction, meaning pricing could revert to the standard $2,498 level once allocated stock clears out.
DDFiled by The Deals Desk
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