The Sony A7 IV has long been regarded as one of the most comprehensive mirrorless cameras on the market. It masterfully combines exceptional photo and video quality with lightning-fast performance. However, historically, it came with a higher price tag compared to its competitors. But now, that has changed with its most significant price cut ever. At Jessops, the Sony A7 IV body only is available for just £1,699 (was £2,399), a whopping £700 off. And if you need a lens to go with it, the Sony A7 IV with the FE 24-105mm F4 G OSS lens is priced at £2,299 (was £3,199), a savings of £900. This makes the three-year-old A7 IV more affordable than ever, even as it awaits an update. The new Nikon Z6 III has seen its first price cut, which you can find in our Black Friday camera deals 2024 roundup, but it still costs £500 more. For a wider range of deals, check out our Black Friday deals live hub where the best offers are constantly being updated.

Impressive Performance in Our In-Depth Review

During our in-depth review, the Sony A7 IV truly left a mark. (Image credit: Future) Its full-frame 33MP sensor, along with its ability to capture 4K video and its speedy autofocus, make it an excellent choice for both photography and video. For a long time, it held the top spot in our best mirrorless cameras buying guide. Although it has recently been dethroned by the Nikon Z6 III in terms of video performance, the Sony A7 IV still maintains its advantage in photography, producing higher-resolution images. It is the full-frame Alpha camera that makes the most sense for most people. It boasts Sony's renowned autofocus system, and even the more expensive A7R V with its latest AI processing chip offers even better subject recognition. As a capable video shooter, it may have some features that seem a bit dated, like its heavily cropped slow-motion 4K video at 60fps. Competitor models do offer faster shooting speeds for action photography. But even after three years, we still stand by our verdict that the A7 IV could be the only mirrorless camera you'll ever need. Considering its features and age, the price drop is a significant factor. With more than 25% off, it becomes an even more attractive option. And with a vast selection of lenses available, it could be the perfect camera system for your investment.

Photo and Video Capabilities

The Sony A7 IV's full-frame 33MP sensor is a key feature that allows for stunningly detailed photos. It captures every nuance and color with precision, making it a favorite among photographers. In video mode, the 4K recording quality is top-notch, providing smooth and clear footage. The speedy autofocus system ensures that you never miss a moment, whether it's a fast-moving subject or a static one. This camera truly excels in both stills and motion, offering a versatile shooting experience. It allows you to capture those precious moments with ease and quality.

Autofocus and Subject Recognition

Sony's autofocus system in the A7 IV is highly regarded. It quickly and accurately locks onto subjects, making it ideal for a variety of shooting situations. Even in challenging lighting conditions, it performs admirably. The latest AI processing chip in the more expensive A7R V takes subject recognition to the next level, but the A7 IV still holds its own. Its ability to focus quickly and accurately helps you capture the perfect shot every time. Whether you're shooting portraits, landscapes, or wildlife, the autofocus system in the A7 IV is up to the task.

Lens Selection and Compatibility

One of the great advantages of the Sony A7 IV is the wide range of lenses available. From wide-angle to telephoto, there is a lens to suit every shooting need. This allows you to customize your camera setup and get the exact look and feel you desire. Whether you're a professional photographer or a hobbyist, the lens options make the Sony A7 IV a versatile camera system. You can choose from a variety of brands and focal lengths, giving you the flexibility to explore different styles of photography.