{"product_id":"sony-alpha-7-iv-full-frame-mirrorless-camera-body","title":"Sony A7 IV Digital Camera Body","description":"\u003cp\u003e\u003ciframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/bUgOEDqhZVY?si=WftpljuCjk4z4pnN\"\u003e\u003c\/iframe\u003e\u003c\/p\u003e\n\u003ch2\u003eSony A7 IV Full-Frame Mirrorless Digital Camera Body\u003c\/h2\u003e\n\u003cp\u003e\u003cstrong\u003eBasic redefined — next-generation imaging for photographers and filmmakers\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003ePush your creativity further with the Sony α7 IV — a powerful full-frame mirrorless camera that blends high-resolution stills, professional video performance, and AI-driven autofocus into one remarkably versatile body. Designed by Sony, the α7 IV is built for modern creators who demand speed, precision, and flexibility across photography, filmmaking, and content creation.\u003c\/p\u003e\n\u003cp\u003eWhether you’re capturing detailed landscapes, fast-moving action, cinematic video, or live-streamed content, the A7 IV delivers a refined, future-ready shooting experience.\u003c\/p\u003e\n\u003cp\u003e\u003cimg src=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0554\/9657\/3025\/files\/Sony-A7-IV-Digital-Camera-Sample-Photo-4.webp?v=1770029647\" alt=\"\"\u003e\u003cbr\u003e\u003cmeta charset=\"utf-8\"\u003e\u003c\/p\u003e\n\u003ch3\u003e33MP Full-Frame Image Quality Without Compromise\u003c\/h3\u003e\n\u003cp\u003eAt its core is a newly developed \u003cstrong\u003e33.0MP back-illuminated Exmor R™ CMOS sensor\u003c\/strong\u003e, delivering outstanding detail, dynamic range, and colour fidelity.\u003c\/p\u003e\n\u003cp\u003ePaired with the \u003cstrong\u003eBIONZ XR™ processor\u003c\/strong\u003e (up to 8× faster than previous generations), you benefit from:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eCrisp, high-resolution stills with rich tonal gradation\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eExcellent low-light performance\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eNatural colour reproduction\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eFaster overall camera responsiveness\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eFrom portraits to landscapes and everything in between, the A7 IV produces beautifully balanced images straight out of camera.\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cimg src=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0554\/9657\/3025\/files\/Sony-A7-IV-Digital-Camera-Body-lifestyle-photo-2.webp?v=1725721888\" alt=\"Sony A7 IV Digital Camera Body lifestyle image\" style=\"margin-bottom: 16px; float: none;\"\u003e\u003c\/p\u003e\n\u003ch3\u003eAdvanced AI Autofocus for Every Subject\u003c\/h3\u003e\n\u003cp\u003eSony’s latest AI-powered AF system ensures confident focusing in almost any situation:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eReal-time Eye AF\u003c\/strong\u003e for humans, animals, and birds\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eIntelligent subject tracking for moving targets\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eReliable performance for both stills and video\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eWhether you’re shooting sports, wildlife, or people, the camera locks on quickly and stays with your subject — helping you concentrate on composition rather than focus.\u003c\/p\u003e\n\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cimg src=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0554\/9657\/3025\/files\/Sony-A7-IV-Digital-Camera-Body-lifestyle-photo-3.webp?v=1725721889\" alt=\"Sony A7 IV Digital Camera Body lifestyle image\" style=\"margin-bottom: 16px; float: none;\"\u003e\u003c\/p\u003e\n\u003ch3\u003eProfessional 4K Video for Serious Creators\u003c\/h3\u003e\n\u003cp\u003eThe A7 IV is a true hybrid camera, offering advanced video tools normally reserved for dedicated cinema systems:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003e4K up to 60p\u003c\/strong\u003e recording\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003e10-bit 4:2:2\u003c\/strong\u003e colour for greater grading flexibility\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eActive Mode image stabilisation for smoother handheld footage\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBreathing Compensation for consistent framing during focus pulls\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eAF Assist for manual focus transitions with autofocus support\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eThese features make the A7 IV ideal for YouTube, documentary work, commercial projects, and cinematic storytelling.\u003c\/p\u003e\n\u003cp\u003e\u003cimg src=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0554\/9657\/3025\/files\/Sony-A7-IV-Digital-Camera-Sample-Photo-7.webp?v=1770029647\" alt=\"\"\u003e\u003cbr\u003e\u003cmeta charset=\"utf-8\"\u003e\u003c\/p\u003e\n\u003ch3\u003eBuilt for Modern Content Creation\u003c\/h3\u003e\n\u003cp\u003eBeyond traditional photography and filmmaking, the α7 IV is designed for connected creators:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eOptimised for live streaming and remote workflows\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eFast data handling for efficient post-production\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eIntuitive controls and redesigned menu system for quicker operation\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eIt’s not just a camera — it’s a complete image communication tool.\u003c\/p\u003e\n\u003cp\u003e\u003cimg src=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0554\/9657\/3025\/files\/Sony-A7-IV-Digital-Camera-Sample-Photo-2.webp?v=1770029647\" alt=\"\"\u003e\u003cbr\u003e\u003cmeta charset=\"utf-8\"\u003e\u003c\/p\u003e\n\u003ch2\u003eKey Features at a Glance\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e33.0MP full-frame Exmor R™ CMOS sensor\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBIONZ XR™ processing engine (up to 8× faster performance)\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eAI-powered autofocus with Real-time Eye AF (human, animal, bird)\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e4K 60p video with 10-bit 4:2:2 colour\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eActive Mode image stabilisation\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBreathing Compensation for video\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eDesigned for photography, filmmaking, and live content creation\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cimg src=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0554\/9657\/3025\/files\/Sony-A7-IV-Digital-Camera-Sample-Photo-5.webp?v=1770029647\" alt=\"\"\u003e\u003c\/p\u003e\n\u003ch2\u003eWhy Choose the Sony A7 IV?\u003c\/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eHigh-resolution full-frame stills in a compact body\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eAdvanced AI autofocus for dependable subject tracking\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eProfessional-grade video features built in\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eExcellent hybrid performance for photo and film\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eStreamlined controls for fast, intuitive shooting\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eA true all-in-one solution for modern creators\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cimg src=\"https:\/\/cdn.shopify.com\/s\/files\/1\/0554\/9657\/3025\/files\/Sony-A7-IV-Digital-Camera-Sample-Photo-11.webp?v=1770029647\" alt=\"\"\u003e\u003c\/p\u003e\n\u003cp\u003eThe Sony A7 IV redefines what a “standard” full-frame camera can be — offering powerful imaging, intelligent autofocus, and advanced video in one highly capable body. If you’re looking for a camera that grows with your creative ambitions, this is a standout choice.\u003c\/p\u003e","brand":"Sony","offers":[{"title":"Default Title","offer_id":40066535587937,"sku":"4548736133754","price":1799.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0554\/9657\/3025\/files\/Sony-A7-IV-Digital-Camera-Body-product-photo-1.webp?v=1770029321","url":"https:\/\/carmarcameras.mom\/products\/sony-alpha-7-iv-full-frame-mirrorless-camera-body","provider":"Carmarthen Camera Centre","version":"1.0","type":"link"}