 
1) Alpa SWA w/Phase One Back
2) Alpa SWA w/Sinar Back Shown above is the ALPA 12 SWA (Natural Rosewood), ~$3,000 |
| New Lenses Announced For Alpa 12 |
| October 6, 2004 |
Alpa announced new lens additions to their Alpa 12 series cameras during Photokina 2004. Before we begin the introduction of the new lenses, some background on the Alpa cameras... The Alpa 12 is a modular format film camera (meaning several different formats are possible), capable of producing some stunning images if you're lucky enough to own one. Alpa is based in Switzerland, and if you're somewhat keen on the shapes and curves of the Alpa 12, you can see hints of the Swiss styling and craftsmanship. While Switzerland is famous for their handcrafted timepieces, Alpa has made the country famous for cameras, too. There are two main versions of the Alpa 12: SWA ("Shift Wide-Angle") and WA ("wide-Angle"). The Alpa 12 SWA (pictured above), allows for +/- 25mm of shift (a total of 50mm possible movement).
Modular Format
You probably won't see this term used, and if you do, it will be very rare. The Alpa 12 series is capable of accepting several film and digital formats:
Not only is the Alpa 12 capable of commanding several different formats, but being as versatile as it is, there are several accessories to customize the camera to your specific needs. One of the most interesting and necessary of any camera I've seen, is the viewfinder (shown later on in this preview). It is especially made so that what you see through it, is what the lens sees. You can even have special markings on the veiwfinder for your own particular type of shooting.
The Fundamentals
The Alpa 12 series has been reduced to only the essentials, says Alpa, and they are certainly correct. This is not the usual routine or behavior of a company, because camera companies are more interested in selling you features, rather than performance. In the end, the professional photographer suffers by having more buttons and hyped features which interfere with the mechanisms of the camera. Direct communication is essential, thereby reducing any amount of uncontrollable errors. Alpa has made sure photographers and their Alpa equipment, have a symbiotic relationship.
When taking a lens off, the Alpa 12 reveals its solid frame and simplcity:
 
Alpa's philosophy is reducing photography down to its basic elements. In this way, you are closer to the essence of photography, and the results will be much more satisfying, as well as correct. The Alpa 12 bodies are made from solid CNC-machined aerospace alloy, allowing it to hold large lenses and accessories without a whimper, and also allowing for a considerably lightweight body given its size. The grips are made to conform to the hands firmly, but comfortably.
   3 spirit levels (one on each grip and one towards the center of the camera), are positioned on the Alpa 12 for precise leveling control
As mentioned earlier, one of the unique masterpieces of the Alpa system is the viewfinder. Every aspect of the Alpa 12 has been considered for true maximum efficiency, and the viewfinder does not escape this scrutiny. The 120º AOV viewfinder is made to be extra bright, is quite adjustable, and has a spirit level and rotating masks for different formats and focal lengths.
There are several digital backs available for the Alpa 12 in case you foresee yourself basking in the wonders of digital in the near future. Prices of digital backs are decreasing so this is a very viable and possible option for you. Alpa has also made it easy to switch to digital, because they support a wide variety of digital backs, and not just the two which are illustrated above. Imacon, Jenoptik, Leaf, Phase One, and Sinar are supported backs for the Alpa 12 (some scan backs are also supported) with the respective adapter. Direct-fit Linhof Super-Rollex modified backs, Polaroid, Mamiya RB67, Horseman, and ArcaSwiss are among others which can be fitted with their respective adapters as well.
The Lenses
Alpa announced a several new additions of lenses to the Alpa 12 series, and let's take a look at them. The following lenses are made by Linhof/Rodenstock and Schneider-Kreuznach. Suffice it to say, they are crafted by the finest lensmakers in the world. Several new accessories were also announced, and we will take a look at them after the lenses.
Super-Wide: 24mm / 35mm
  Shown above: Schneider-Kreuznach Apo-Digitar f/5.6 24mm & f/5.6 35mm lenses
1) Linhof/Rodenstock ALPA f/3.5 95 mm Technikar
 Alpa offers a set of Macro adapters: 52mm, 34mm, and 16mm
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