Sony has once again raised the photography bar with the addition of two full-frame 35mm mirrorless cameras, the Alpha 7 and 7R.

These are both pro-level cameras, the smallest in their class, priced accordingly with the 7 starting at $1,999.99 with a 28-70mm/F3.5-F5.6 kit lens, and the 7R going for $2,299.99.

To ensure you get your money's worth, each camera is equipped with advanced imaging features including: a powerful new BIONZ X processor, fast AF capabilities, XGA OLED Tru-finder, full HD 60p video recording and WiFi/NFC connection.

Masayuki Yao, Director at Sony Canada adds: "With these new α7 camera systems, Sony has completely redefined the look and feel of a professional-grade digital camera. The α7 and α7R cameras are significantly smaller, lighter and more portable than any other full-frame interchange lens camera yet deliver image quality, power and performance that professionals and enthusiasts crave."

Advanced enthusiasts and professionals will make use of the 9 different customizable buttons and 46 assignable functions that can be adjusted based on shooting preferences, including fully customizable front and back dials, a rear control wheel and an exposure compensation dial. Also, shooters will be able to preview all changes to photographic settings in real-time on the high-contrast, 2.4 million dot XGA OLED Tru-Finder or the high-resolution tiltable 3-inch LCD screen.

If video production is what you're after, full HD video (AVCHD progressive, 1920x1080p @ 60p) with richly detailed colors and ultra-low noise is possible plus an enhanced Clear Image Zoom makes powerful close-up shots without sacrificing any pixel count.

The new cameras, available in late November at retailers, will withstand inclement weather thanks to a tough, magnesium alloy build for dust and moisture resistance.

Discuss the new Sony mirrorless cameras in Digital Home's Portable Electronics forum .