Sigma has a new lens for aps-c

[sleist]

The reason I think it might be lower priced is that it's competing against some very cheap and very decent f/1.8 primes. A new DX shooter may be deciding between this fixed 1.8 zoom and the 28, 35, 50, and 85mm f/1.8's. I could pick up 3 of the 4 primes on either the wide or the long end for $1100 give or take.

Then again, what do I know.

 

[sleist]

I think the sigma 135mm f1.8 DG art lens is looking even more tempting.

Sigma rumored to announce 135mm f/1.8 DG OS Art lens | Photo Rumors

The 35 f/1.4 on the D700 is really amazing. I could not be happier with a lens.

 

[gregtallica]

Since this thread is moving along better I will comment here.


I can't say I see the need to add this to my collection. I guess if I were given it I would use it but I feel like its more of a tech demo rather than filling a desperate need. Show me a 70-300mm that is a constant 1.8f, then I will get excited.

That's what I was thinking. 18-35 is really wide, it has it's usage. Huge for people shooting DX at concerts and similar events, but doesn't seem right for a lot of cases. Maybe what they're doing here, though, could be used to make longer ranges with lower constants like this.

 

[o hey tyler]

Whoever came up with this new Sigma "Art" marketing tactic was clearly smoking some pretty dense crack rocks. Now all I think of is RoseArt.

 

[Rafterman]

Whoever came up with this new Sigma "Art" marketing tactic was clearly smoking some pretty dense crack rocks. Now all I think of is RoseArt.

Then perhaps it is YOU who is on crack?

 

[o hey tyler]

Then perhaps it is YOU who is on crack?

Crack kills, and I didn't come up with that childish marketing ploy.

 

[Rafterman]

childish marketing ploy.

Yeah, instead of the "C" lenses standing for "Contemporary", it might as well stand for "Crummy" or at the very least "Consumer" because that's who they're marketed to.

 

[Derrel]

Then perhaps it is YOU who is on crack?

Crack kills, and I didn't come up with that childish marketing ploy.

The marketing strategy was probably arrived at by a committee of people with degrees in marketing, psychology,advertising, and branding and a collective 150 to 250 years' worth of experience in the photo industry (at minimum). A huge part of their "childish marketing ploy" is to differentiate their offerings in the minds of Sigma buyers, and also to put the whole problem era of the chip upgrade hassles behind them; instead of users sending lenses back to Sigma repair facilities to update/upgrade/retrofit the chips inside their lenses, NOW users can connect their own lenses to their own computers and flash-update the CPU's memory...plus Sigma gets to sell a computer connecting/interface module too!!

This childish marketing ploy is designed to move Sigma out of its past, and all the negative associations, and into an entirely new era, where there is new competition for for third-party lens sale dollars, like say, the Cosina/Zeiss partnership; the Zeiss ZE and ZF lenses for Canon and Nikon are highly thought of, and lower cost off-brand lenses, like those made in Korea and sold under a zillion names like Bower/Samyang/Vivitar Series 1 have now taken the place of Sigma in the low-priced third party lens pecking order. It is an unusual move on Sigma's part, to try and "classify" user or target market segment with labels...but it's also a time-honored, three-segment split, not quite akin to good-better-best, but pretty much in line with the idea that consumers respond well to guidance and the power of suggestion in selling. I mean...who would not want a nifty new Siggy "art" lens if one has aspirations of artistic achievement?

 

[Rafterman]

 

[ClickAddict]

Price is up on their website. $799. Great deal.