If you had to guess, you probably would have guessed $1200 for the upcoming and highly anticipated Sigma 50mm f/1.4. It's the most common guess I've heard. It's a good guess, and one that takes into consideration the quality that Sigma has been putting out recently and the pricing of competitors. But it would be a wrong guess. That's right, Sigma has decided to keep the lens in the sub-$1000 price range at only $949.
"The much anticipated 50mm F1.4 DG HSM Art is a pro-level performer for full-frame DSLRs and is ideal for many types of videography and photography, including portraits, landscapes, studio work and still-life. It has been redesigned and re-engineered with SLD glass and has been optimized for rich peripheral brightness, with improved large aperture performance by positioning wide elements into the front groups.
"Other updates to this new lens include an optimized autofocus algorithm for smoother focusing and a floating focusing system to reduce lens movement while focusing. Under the Global Vision line, it features a new matte finish, an updated AF algorithm and every lens undergoes Sigma’s proprietary modulation transfer function (MTF) “A1” testing before being shipped. It has 13 elements in eight groups, compared to the previous eight elements in six groups, and it also has improved close focusing at 15.7 inches and a maximum magnification ratio of 1:5.6."
The Sigma 50mm f/1.4 DG will be available in Sigma, Sony, Nikon, and Canon mounts.
At this price point and our early testing showing exceptional quality of the glass, there is no doubt these are going to sell like hotcakes. The lens is expected to hit shelves in late April. Pre order yours now!
![[Gear] New Favorites: Zeiss, Leica, Hasselblad, and More!](https://cdn.fstoppers.com/styles/small-16-9/s3/wp-content/uploads/2012/04/hasselblad-xpan.jpg)
This lens will sell well. No question.
Bro, you gotta look at what lens it's competing with. Just because it's a 1.4 just like the Canon, and priced $300 more than the Canon, does not meet it competes with the Canon. This lens is made to surpass the Canon 1.2L, which it does in every aspect seen so far (besides the fact that it is half a stop slower, which in real world use, isn't a big deal). It is also made to compete with the Otus, which it pretty much does at a quarter of the price.
My Jaguar XJL Ultimate has four wheels, four doors, and room for 4-5 adults, just like a Dodge Charger. The Charger sells way more, and the Jag is so much more expensive, so does that mean Jaguar should stop selling it and making budget cars? Hell no, bro. The XJ competes with completely different cars than the Charger. Hopefully you understand the real world example.
Oh no, options!
AAAAAHHHH *runs away*
Is this really so hard to believe?? They've had some pretty amazing bang for your buck with these new lenses they've been rolling out, this just follows their current trend.
Should do a write up on the HUGE percentage of people who had to return the 35mm 1.4 due to focus issues
Yes, you should, considering you know.
I have the 50mm EX DG HSM and I love it and this one going to be even better :D
I cant wait to see the DXO Score
This is going to be awesome for more than just the lens. Sigma is embarrassing the likes of Canon, Nikon, Zeiss, etc., showing them all up with hardware priced to be truly affordable yet matching or outperforming their competition. This may very well be the breaking point in truly affordable high quality optics. Even if the likes of Canon and Nikon remain complacent, Tamron, Tokina, Samyang, et al just got their marching orders. They too will have to start making comparable lenses at comparable prices to remain competitive. If they follow suit, it's only a matter of time before that manufacturer combination levels the playing field.
Wow what a bargain. Wish I could afford it.