Image: Apple

After months of swirling rumors, Apple CEO Tim Cook has announced that he'll be stepping down from the position later this year. He's been in the role since 2011, after being named as successor to co-founder Steve Jobs.

Replacing him will be John Ternus, who is currently senior vice president of Hardware Engineering, responsible for leading the teams that make the hardware for the iPhone, iPad, Mac and more. In his letter, Cook describes Ternus as "a brilliant engineer and thinker who has spent the past 25 years building the Apple products our users love so much, obsessed with every detail, focused on every possible way we can make something better, bolder, more beautiful, and more meaningful."

Of course, a transition this big isn't happening in a day; Cook will remain as head of the company until September 1st, 2026, and will continue on as executive chairman. (That does mean there's a chance Ternus is the one to announce the next iPhone, as those typically debut in September; a monumental task in your first few weeks as CEO.)

Apple is a massive player in the camera industry

While Apple is, at its core, a computer and phone company, it's also a massive player in the camera industry thanks to the iPhone. When Tim Cook became CEO, the company's flagship product was the iPhone 4, a phone with a single camera taking single-shot exposures that was nevertheless just beginning to have an impact on the sales of compact cameras. Since then, smartphones have largely taken over that market, now sporting much larger sensors, advanced multi-shot stacking and several camera modules to provide a selection of focal lengths.

We'll have to wait and see if Ternus' background in hardware leads him to make different decisions than Cook, who came from the operations and logistics side of the company. And any high-level changes in the iPhone as a camera, or the Mac as an editing platform, won't be immediately obvious starting with their next versions. But over a few years, we'll start to see the impact of having a new person in charge of what is one of the world's largest camera companies.

The previously reported Viltrox 35mm f/1.8 and 55mm f/1.8 EVO APO full-frame lenses (Z/E) are now officially announed and available for order:

• B&H Photo
• Viltrox store (5% intro discount)
• Foto Erhardt
• WEX Photo (coming soon)

Full details on the new. lenses, including technical specifications, can be found here:

Full details leaked on the upcoming Viltrox AF 35mm f/1.8 & 55mm f/1.8 EVO APO full-frame lenses (Z/E):

The new Viltrox AF 35mm & 55mm f/1.8 EVO full-frame lenses now listed for pre-order (E/Z)

The upcoming Viltrox Evo lenses surpass the performance of existing APO lenses, Viltrox calls them “Hyper APO”

Here is the list of new Viltrox products

The post Now available: Viltrox 35mm f/1.8 and 55mm f/1.8 EVO APO full-frame lenses (Z/E) appeared first on Photo Rumors.

Image: Viltrox

Viltrox has announced two new full-frame lenses, a 35mm F1.8 and a 55mm F1.8. The lenses are part of its Evo lineup, which it pitches as providing essential focal lengths that are sharp edge-to-edge.

The company says the lenses have apochromatic optical designs to control the color fringing that comes from chromatic aberration. The 35mm has 13 elements in 10 groups with 2 ED elements, 3 HR lenses and 1 UA element and can focus as close as 0.34m (13.4"). The 55mm, meanwhile, is made up of 13 elements in 9 groups with a similar mix of special glass as the 35mm, minus one HR lens. It can focus as close as 0.43m (16.9"). The company says the UA element used in the lenses is the same one that's found in its flagship Lab series of lenses. Both lenses have 9-bladed apertures.

The lenses have all the controls we expect from mid-range primes. We plan to produce a sample gallery with the 55mm F1.8 soon. Photo: Mitchell Clark

Both lenses use an STM motor for autofocus. They also share a similar list of physical features: a customizable FN button, a switch to change the aperture ring from clicked to declicked, and an AF/MF switch. They also have a rubber seal on the lens mount for weather resistance, and a coating on the front lens to repel water and smudges.

The 35mm lens weighs 355g (12.5oz) for E-mount – around 20g more for Z mount – and the Sony version of the 55mm lens weighs 370g (13oz), with the same delta for Nikon. Both are relatively compact at around 76mm long and have 58mm filters.

While Viltrox has long offered both F1.8 35mm and 50mm options that were similarly lightweight and compact, it's nice to see the company build out its Evo line, especially given that it's aiming to offer quite impressive optical designs. The one somewhat disappointing aspect of the launch is mount availability: both modes will be available for Sony E and, somewhat surprisingly, given recent patent litigation, Nikon Z. It would've been nice to see it also launch for L-mount, or to at least get some hint on whether it'll be available on it in the future.

The AF 35mm F1.8 Evo (also known as the AF 35mm F1.8 II) retails for $395, and the AF 55m F1.8 Evo costs $370. They're available now.

Viltrox AF 35mm F1.8 II Evo

Viltrox AF 55mm F1.8 Evo

Viltrox 35mm F1.8 Evo specifications:

Viltrox 55mm F1.8 Evo specifications:

Image: GoPro

Last week, GoPro announced the Mission 1 series, a lineup of what the company says are "compact cinema cameras" with Type 1 sensors, the ability to shoot 4K/120 open gate and, on one of them, a Micro Four Thirds mount. But a key part of the story was missing: the price.

Thankfully, GoPro has just announced it, earlier than expected. The standard Mission 1 will retail for $599, while the Mission 1 Pro and Mission 1 Pro ILS will both sell for $699 (though, of course, it's bring your own lens with the latter). If you pay for the company's subscription service, which includes the ability to automatically upload footage from your camera to the cloud, you can get $100 off the MSRP of one of the cameras, or up to $150 off one of the accessory bundles.

If you want to get the full story on the cameras, you can read our coverage here. The prices, added to the fact that the cameras were announced at the National Association of Broadcasters (NAB) Show, and that the camera's maximum bitrate was designed to meet Netflix's requirements, suggest that the Mission 1 series is less consumer-oriented than the Hero series; the Hero 13 Black retails for around $430. They also put the Mission 1 Pro ILS in competition with some other video-focused, APS-C interchangeable lens cameras, such as the Canon EOS R50V and Nikon Z30.

The company has started accepting preorders on its site for the Mission 1 and Mission 1 Pro, which will be available starting May 28th. The version with the lens mount is still set to arrive in "Q3 2026."

Here is the list of new Viltrox lenses and adapters that will be announced at the 2026 NAB show (previously reported here, check the official website for details):

• Viltrox AF 75mm f/1.8 EVO APS-C lens
• Viltrox AF 90mm f/2.2 EVO APS-C lens (already listed on Amazon)
• Viltrox AF 28mm f/4.5 pancake full-frame for L-mount
• Viltrox AF 26mm f/2.8 EVO pancake full-frame lens
• Viltrox PL cine lens autofocus adapter for L-mount

The post Here is the list of new Viltrox products appeared first on Photo Rumors.

Here is the US pricing of the new GoPro Mission 1 camera line:

• GoPro Mission 1: $599.99
• GoPro Mission 1 PRO: $699.99
• GoPro Mission 1 PRO ILS: $699.99

Pre-orders will open in the week of May 21-28, 2026. Additional information on the new GoPro Mission 1 camera line can be found here:

New GoPro Mission 1 Pro camera unveiled with 50MP 1″ sensor and a model with MFT mount

The post Here is the US pricing of the new GoPro Mission 1 camera line appeared first on Photo Rumors.

The National Association of Broadcasters (NAB) Show is in full swing, and Nikon has joined in, releasing a YouTube video teasing new Z Cinema glass. The video, which is also co-branded with Red, also heralds "a new Nikkor chapter."

The lens(es?) is only shown in shadow, but behind it, videos of older Nikon lenses are projected. Notably, it seems like the footage largely depicts wide-angle lenses, including a fisheye model and a 12-24mm; whether that's a hint or a coincidence, we'll have to wait and see. The video also shows cinema-styled controls, an autofocus/manual focus switch, and a line of lenses, which could hint that what's being announced is a series, rather than a single option.

Whatever Nikon ends up announcing – currently, the video and its description contain no mention of a date – it's interesting to see that the company is working on expanding its options for pro video. It already teased late last year that it was working on cinema-focused lenses, and has released a very video-focused lens in the Z 28-135mm F4 PZ power zoom.

Photos: Mitchell Clark

Thypoch is showing off a groundbreaking lens at the NAB (National Association of Broadcasters) Show this weekend: the Voyager 24-50mm F2.8, a full-frame autofocus zoom. It's not just a first for the brand; it's the first full-frame autofocus zoom lens we've seen from a Chinese manufacturer.

While this kind of lens has seemed like an inevitability for a while, as we've seen increasingly ambitious primes from the likes of Viltrox, Laowa and Sirui, it's a bit surprising that it's come from Thypoch. The company is mainly known for manual focus primes, though its sister brand, DZOFilm, does make a range of manual focus zooms focused on cinema users.

The company isn't releasing full details for the lens yet – though stay tuned – but you can tell just by looking at it that the goal was to make it relatively compact. It's around the same size as Sony's 24-50mm F2.8 G lens, though Thypoch's lens features an internally-zooming design: this is no clone. It also has a clicking aperture ring, a customizable function button and an AF/MF switch.

The Voyager 24-50mm F2.8 is relatively compact for a fast, full-frame zoom.

The brand teased this lens on Instagram a few weeks ago, but its public unveiling is exciting, as it means it's one step closer to launching. We've seen Chinese manufacturers offer very decent budget prime lenses, and even come into their own with more advanced optics, becoming a competitive force driving the traditional players to come up with interesting offerings. If the same happens for zoom lenses, 2025 may not hold the title of the most interesting year for lenses for that much longer.

We've been able to spend some time with the lens and get some sample images with it, which you can check out below. We'll go more in-depth into image quality in a future article. For now, the high-level overview is that we found it to be relatively impressive, though we noticed some softness at the edges (especially when shooting wide open) and a propensity to flare under bright lighting.

We were impressed by its build quality; the aperture ring is satisfying to turn, and the rubber coating on the zoom and focus rings makes it very easy to handle.

Sample Gallery

Please do not reproduce any of these images on a website or any newsletter/magazine without prior permission (see our copyright page). We make the originals available for private users to download to their own machines for personal examination or printing; we do so in good faith, so please don't abuse it.

Thank you to Sony for the loan of a Sony a7R V to capture this gallery. All images were processed using our standard lens workflow in Capture One, with no vignetting correction applied.

Nextorage today announced the start of its NAB Special Deals at B&H Photo and Amazon. The promotion includes significant discounts on CFexpress memory cards and card readers.

• Period: April 19 – 26, 2026
• Maximum Savings: up to $354

At the 2026 NAB show, Nextorage will showcase a wide range of professional memory storage solutions, including the upcoming next-generation CFexpress Type B memory card NX-B2PRO+. The Nextorage NX-B2PRO+ Series is the newest addition to Nextorage’s CFexpress Type B lineup. It is the world’s first CFexpress Type B memory card (as of the November 2025 announcement) to officially support both VPG1600 and VPG400 standards simultaneously. (additional informtion):

Nextorage developed the world’s first memory card supporting both VPG1600 and VPG400 standards

The post Nextorage launched NAB show specials: up to $354 off on memory cards and card readers appeared first on Photo Rumors.

Topaz Labs started a new 30% off sale through May 14th on their most popular products, including Topaz Studio, Topaz Photo, and Topaz Video:

New customers: Annual plans only, 30% off the first year

Returning customers: Annual plans only

The latest Topaz Labs updates

The post Topaz Labs started a new 30% off sale on their most popular products, including Topaz Studio, Topaz Photo, and Topaz Video appeared first on Photo Rumors.

Here are the new lenses Sony is rumored to announce this year:

• Sony 16-28mm f/2 GM ultra-wide zoom lens: world’s fastest wide-angle zoom in its class
• Sony 100-400mm f/4 GM telephoto zoom lens: premium successor to the 2017 100-400mm f/4.5-5.6 GM OSS, expected to offer better optics and pro-level performance for sports/wildlife
• Sony 100-400mm G variable aperture lens: budget-friendly companion to the GM model – lighter and less expensive than the G-series
• Sony 200mm f/2 GM lens: lower probability

Sony is rumored to announce a new a7R VI camera in May

Sony is rumored to announce a new 16-28mm f/2 lens

Sony is rumored to announce three new lenses, boring cameras expected in the next 2-3 years

The post Here are the new lenses Sony is rumored to announce this year appeared first on Photo Rumors.

Sony is expected to announce the long-rumored a7R VI camera in May. Here are the latest rumored specifications:

• Sensor resolution: approx. 67 megapixels
• Body design: All-new body design
• Processor and core performance: BIONZ XR2 processor + High-Bandwidth LSI; up to 8.5 stops of IBIS compensation; 30 fps continuous shooting in 14-bit RAW (electronic shutter); very fast readout (~60 fps full sensor in 14-bit ES with AE/AF).
• Autofocus and dynamic range: New professional-grade AI autofocus model with significantly improved accuracy; 16 stops of dynamic range in mechanical shutter mode via Dual Conversion Gain HDR (DCG-HDR).
• Video capabilities: High-end options including 10K oversampled 8K 30p (full-frame), various 4K/6.4K oversampled modes, and 4K 120p options.
• Other rumored features: 9.44M-dot OLED EVF with grayscale correction and high brightness; triple-band Wi-Fi (6/5/2.4 GHz); support for importing custom stylized looks from the Creators’ App.

Previously reported Sony a7R VI camera specifications:

Sony a7R VI camera first rumored specifications

New Sony a7R VI camera rumored specifications

Sony registered a new WW847606 camera overseas (Sony a7R VI?)

The post Sony is rumored to announce a new a7R VI camera in May appeared first on Photo Rumors.

Panasonic is rumored to announce a new Lumix 40mm f/2 S full-frame lens and a special-edition Lumix S9 camera (previously reported here) on April 21st for the 2026 NAB show.

What could Panasonic announce for the 25th anniversary of LUMIX?

Panasonic registered two new cameras overseas

The post Panasonic is rumored to announce a new 40mm f/2 S lens and a special edition Lumix S9 camera on April 21st appeared first on Photo Rumors.

Canon has registered a new camera in Asia under the code name DS126947, which is expected to be part of the EOS product line:

Canon has several newly registered cameras that are yet to be officially announced:

Here is a recap of the latest Canon camera rumors and what to expect next:

• EOS R8 Mark II (retro model?)
• EOS R8 V
• EOS R7 Mark II
• EOS R10 Mark II
• PowerShot compact revival

Via E8M_8888

The post Canon has registered a new DS126947 camera – here is what to expect appeared first on Photo Rumors.

While video is becoming increasingly popular, and cameras' video features continue to become more sophisticated, there are still plenty of photographers who simply aren't interested in it.

And, in a time where cameras are already so good that the improvements on the photo side tend to be incremental, rather than groundbreaking, it can look like manufacturers are only interested in expanding their video capabilities.

This has, perhaps understandably, led to frustration among sections of the photography community. But it can also lead to the belief that a photo-only camera would be cheaper, which is not generally the case.

Generally, manufacturers only develop separate models if they believe there is a distinct audience to target, which is why, for instance, Nikon's ZR cinema/vlogging crossover camera is intentionally missing some features that would make it more appealing to someone that might otherwise buy a Z6III. Wheras, conversely, a stills-only version of the Z6III would compete for the same audience, leaving people to choose between a full-featured hybrid and a camera with the same components but artificially restricted.

Click here to read a fuller explanation of why taking video out of your camera wouldn't make it less expensive.

This weekend, the National Association of Broadcasters show (NAB) is in full swing. While announcements stemming from it typically focus on professional video, there were a surprising number of announcements this year that may appeal to photographers and camera enthusiasts, including Canon's use of an emerging sensor technology, GoPro releasing a camera with a Micro Four Thirds mount and BlackMagic adding photo editing to Davinci Resolve.

Richard, Dale and Mitchell sat down to discuss these announcements and what impact they may have on the future of photography.

TIPA announced the 2026 photo and imaging gear awards – here are the winners:

Cameras

• Best APS-C Camera: Fujifilm X-E5
• Best Full Frame Advanced Camera: Nikon Z5II
• Best Full Frame Expert Camera: Sony Alpha 7V
• Best Advanced Compact Cinema Camera: Nikon ZR
• Best Hybrid Full Frame Camera: Canon EOS R6 Mark III
• Best Professional Cinema Camera: Fujifilm GFX Eterna 55
• Best Content Creator Camera: Canon PowerShot V1
• Best APS-C Compact Camera: Ricoh GR IV
• Best Rangefinder-Style Camera: Leica M EV1
• Best Professional Fixed Lens Camera: Sony DSC-RX1R III
• Best Medium Format Camera: Hasselblad X2D II 100C

Lenses

• Best Full Frame Wide-Angle Prime Lens: Sigma 35mm F1.2 DG II | Art
• Best Full Frame Telephoto: Sigma 200mm F2.0 DG OS | Sports
• Best Full Frame Wide Zoom: Tamron 16-30mm F/2.8 Di III VXD G2
• Best Full Frame Zoom: Sigma 20-200mm f/3.5-6.3 DG Contemporary
• Best Full Frame Standard Zoom Lens: Nikkor Z 24-70mm f/2.8 S II
• Best Full Frame Travel Lens: Tamron 35-100mm F/2.8 Di III VXD
• Best Full Frame Telephoto Zoom Lens: Sony FE 50-150mm f/2 G Master
• Best Macro Lens: Sony FE 100mm F2.8 Macro GM OSS
• Best Ultra Macro Lens: Laowa Axon 1-5X & 5-10X Ultra Macro APO
• Best Tilt/Shift Lens: TTArtisan TS 17mm f/4.0 ASPH
• Best Specialty Lens: Canon RF 7-14mm f/2.8-3.5L Fisheye STM

Accessories

• Best ActionCam: Insta360 Go Ultra
• Best Photo Smartphone: Samsung Galaxy S26 Ultra
• Best Tripod: Manfrotto ONE
• Best Professional Portable Flash: Godox AD800 Pro
• Best Professional Photo/Video Monitor: BenQ PD2770U
• Best Large Format Printer: Epson SureColor P7300/P9300

Additional information:

The Technical Image Press Association (TIPA) is pleased to announce the winners of the 2026 TIPA World Awards, recognizing the best photo and imaging products of the year. These internationally respected awards honor outstanding achievements in imaging technology, product design, and user experience across professional, enthusiast, and consumer markets.

The winners were selected during the annual General Assembly of TIPA members, which took place this year in Berlin (Germany). Editors and representatives from TIPA’s global network of print and online publications, spanning Europe, Asia, Australia, and North America, along with a delegate from the Japan Camera Journal Press Club, voted across 40 product categories. These categories cover a comprehensive range of imaging solutions, including cameras, lenses, software, accessories, monitors, and output systems.

The 2026 selections reflect an industry characterized by focused innovation and continuous refinement. Manufacturers are advancing their product lines through more powerful imaging pipelines, enhanced hybrid capabilities, and workflow-oriented solutions that address the evolving needs of today’s content creators. Significant progress has also been made in sensor technology, image processing, and autofocus performance. At the same time, there is a growing emphasis on design, portability, and overall user experience, appealing to a new generation of image-makers who value both functionality and lifestyle integration.

In addition to product excellence, the TIPA World Awards highlight key developments across the broader imaging ecosystem. These include advancements in media storage, optical engineering, and lighting technologies, underscoring the depth and diversity of the industry.

The Photographers’ Choice Awards will once again invite the public to participate in the selection process. Readers of TIPA member publications and online platforms will be able to vote for their preferred products in categories such as cameras, lenses, accessories, services, and technology and design. Starting May 1, voting will take place on www.tipa.com, and the results will be revealed during the official TIPA World Awards Ceremony at Imaging World, Nuernberg (Germany).

Thomas Gerwers, Chairman of TIPA, commented: “The TIPA World Awards reflect not only excellence in imaging tools, but also the dynamics and direction of an evolving market. The 2026 winners demonstrate how innovation, user-focused design, and technological performance continue to shape the future of imaging. We extend our sincere congratulations to all award recipients.”

The post Here are the 2026 TIPA photo and imaging awards appeared first on Photo Rumors.

The previously reported Viltrox AF 35mm f/1.2 LAB full-frame lens without a TFT/LCD screen was officially announced in China today (check the official website for pre-orders). Here are the details – the specs appear to be identical to the version with a TFT/LCD screen:

• Available for Sony E and Nikon Z-mount
• Focal length: 35mm (full-frame coverage; ~52.5mm equivalent on APS-C).
• Aperture: F1.2 – F16 with an 11-blade circular diaphragm for smooth bokeh.
• Optical construction: 15 elements in 10 groups (5 ED ultra-low dispersion + 3 HR high-refractive index + 2 large aspherical elements) for sharp results, reduced aberrations, and high contrast.
• Minimum focus distance: 0.34 m (13.4 in) with 0.17x maximum magnification.
• Filter size: 77 mm.
• Dimensions & weight: ≈89.2 mm diameter × 121.8–123.5 mm length (slightly longer on Z-mount); ≈920 g (Sony) / ≈970 g (Nikon) — hefty but typical for an f/1.2 prime.
• Powered by Viltrox’s Hyper VCM (Voice Coil Motor) system (multiple motors in some descriptions) for fast, quiet, and precise AF with minimal breathing. Supports advanced tracking and video use.
• All-metal construction with weather sealing (dust/moisture resistant) and multi-layer nano coatings to suppress flare/ghosting.
• De-clickable aperture ring (with click/de-click switch for photo/video).
• Two customizable Fn buttons, AF/MF switch.
• Internal focusing with dual floating elements for better close-up performance.
• Includes lens hood.

Confirmed: a new Viltrox LAB 35mm f/1.2 lens without LCD screen to be announced on April 17th

New lens teasers from Viltrox, TTartisan, and 7artisans for the 2026 NAB show

The post Viltrox AF 35mm f/1.2 LAB lens without TFT/LCD screen officially announced in China appeared first on Photo Rumors.

Photo: Getty Images

AI has been a hot topic on the forums for a while now. Recently, members have asked us to develop clear guidelines for the fair, well-defined use of AI tools in the forums, especially when they involve the community's photography.

We're at the early draft stage of this process. Our goal is to craft a simple policy that defines best practices and clear boundaries. As with many major community policy updates around new technologies and tools, rather than just announcing a set of guidelines out of the blue, we want to create them with our community's input and ensure your voices are heard.

If you are part of our forum community or would like an excuse to join one of the many discussions there, please visit our AI thread and tell us what you think.

Thanks for your thoughts!

Share your opinion on AI use in our forums

Freefly, a Seattle-based company known for its high-end cameras, joined the L-Mount Alliance today as its 11th member. This also means they will announce new L-mount products at the 2026 NAB show, which starts next week. Here are the details:

Wetzlar, 17th April 2026. Freefly is the newest member of the L-Mount Alliant, making it the 11th company to join since the public announcement of the L-Mount standard in 2018. The alliance consists of founding members Leica Camera AG, SIGMA, and Panasonic, as well as Ernst Leitz Wetzlar GmbH, DJI, ASTRODESIGN, SAMYANG Optics, Blackmagic Design, SIRUI and VILTROX. This collaboration enables Freefly to develop products with the L-Mount which will present great benefits for a wide range of photo and video applications.

The L-Mount was developed by Leica Camera AG with the aim of providing customers with a future-proof, flexible, robust and precise bayonet mount that would fulfil even the most demanding photographic needs. Since its initial appearance, development of the L-Mount was continued by Leica as well as by its strategic partners. This led to significant improvements and an effectively new and more sophisticated L-Mount technology, resulting in a constantly growing portfolio of cameras and lenses from all existing and new alliance partners, currently comprising over 20 cameras and more than 134 lenses. All lenses made for the different systems within the L-Mount Alliance can be used on all cameras without adapters and without any functional limitations – illustrating one of the numerous benefits of the common bayonet.

Valentino Di Leonardo, Managing Expert Technology & Licensing at Leica Camera AG: “The L-Mount Alliance has been a central element of Leica Camera AG’s strategy from the very beginning, standing for openness, innovation, and the highest standards in imaging. With Freefly joining the alliance, we are welcoming a partner with a strong reputation in camera movement systems and aerial cinematography. Their expertise opens up new creative possibilities within the L-Mount ecosystem, particularly for professional film and high-end production workflows. Together, we continue to develop a versatile and future-proof system that meets the evolving demands of photographers and filmmakers alike.”

Tabb Firchau, CEO at Freefly Systems Inc.: “Freefly is obsessed with building the world’s fastest cameras and toughest drones, and joining the L-Mount Alliance enable us to go faster than ever. TheL-Mount allows us to interface with a wide range of beautiful lenses that are small, light, and feature advanced electronics that enable exciting electronic control options from the camera. We look forward to contributing to the Alliance and hope to put L-Mount lenses in places the world has not seen them before – from rocket launches to fighting forest fires.”

About the L-Mount Alliance
The members of the L-Mount Alliance all utilise the L-Mount Standard developed by Leica Camera AG for mirrorless camera systems. Currently, the members of the Alliance are Leica Camera AG, SIGMA, Panasonic, Ernst Leitz Wetzlar GmbH, DJI, ASTRODESIGN, SAMYANG Optics, Blackmagic Design, SIRUI, VILTROX and Freefly. The partners in the alliance utilise the L-Mount Standard for cameras and lenses that are offered under their own brand names. They market their respective products as competitors, and each with their own product and marketing strategies. The alliance works together on advancing the technology of the L-Mount Standard.

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