And challenge accepted. It’s a busy week for all things photography and videography. Sony has an event tomorrow morning, and DJI is set to announce the Ronin SC on July 17 at 9:00 am EST. Judging by the splash page and time, it feels like a soft release and not an event.

DJI has also been pushing discounts on the current Ronin-S to coincide with Amazon Prime Day. I mentioned it in an earlier piece, but unless you absolutely know your use case for the Ronin-S, waiting an extra day or two may pay off.

The tease of the new gimbal started on DJI’s twitter account and has made its way over to Instagram. 

A common complaint surrounding the current Ronin-S is weight. DJI is answering that by making the upcoming Ronin SC lighter, and by its own slick marketing video, smarter. You’ll still have to read the instructions. It’s a fun read when you find bad reviews from people who didn’t read the manual. 

Outside of the splash page and blueprint style marketing piece, we don’t have a lot of information. Then again, it’s a gimbal. We should already know the purpose. One piece of information floating around is that it’s designed for mirrorless cameras. Considering the ergonomics of the Canon and Nikon mirrorless cameras, I’d ignore that statement and consider the Ronin SC as capable of handling both DSLRs and mirrorless systems.

DJI is having a solid July. The company has deftly sidestepped the madness earlier in the summer. It finally released the Osmo Pocket accessories. And now the Ronin SC is set to take the stage. 

Yeah, you’re wondering about drones. I know. We all want a brand new camera drone, but the company’s own safety roadmap essentially says nothing new until 2020. All new models after January 1, 2020, will come equipped with its AirSense technology to receive ADS-B signals. We are less than six months out from 2020. Releasing a flagship camera drone doesn’t make sense considering the company’s own statements. 

Until then, we get the new Ronin SC. What’s next? The Osmo line has been shown a lot of love this year, but not much for professionals. I’d still keep an eye out for a potential Osmo Cinema. It’s doubtful DJI bought a majority stake in Hasselblad just to put the name on the Mavic 2 Pro.

Gear. TV. Movies. Lifestyle. Photography. Yeah, I’m the type who sees a shiny object and is immediately captivated. Wait... There’s another. You can reach me at marcus@newsledge.com

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