For Sony full-frame shooters, the 17-28mm f/2.8 Di III RXD been one of the most eagerly anticipated lens launches this year, and it seems that demand has caught Tamron by surprise.
The Japanese manufacturer recently issued a press release (Japanese) apologizing to customers in advance for the fact that many will have to wait a bit longer than expected for their orders to come through. As outlined by Tamron, the lens — due for release on July 25 — has seen a “reservation significantly exceeding our forecast,” with the company predicting that “the production number[s] will not catch up with the request.”
This could be an Apple-style tactic — under-supplying a market to make a product appear more desirable — but it seems more likely that the excitement about Tamron’s forthcoming wide angle zoom is even greater than anticipated. Tamron’s 28-75mm f/2.8 was so well received by Sony users that customers are queuing up to pre-order a lens that’s yet to see any serious reviews. Under the circumstances, you probably have to say fair play to Tamron for keeping the price under $1,000.