These are my notes on updating the firmware on the Sony A7 (this might also apply to subsequent generations) and in-camera apps (called Playmemories Applications by Sony). I speak from the perspective of being an Olympus PEN and OM-D owner, Panasonic Lumix G and GF owner.

Unlike Olympus (now called OM Digital Solutions), Sony has a finger in many pies, it is an electronics and appliances mammoth. This overshadows the task of simply keeping the firmware of a camera up to date or extending the camera with additional photo computing features.  How does this manifest itself? Sony wants you to register a Sony account. Not just for warranty purposes like the other brands, but also to shop and buy from their app store. Apple has a store of apps, Google has several, Microsoft has a store so Sony has a store for your Sony camera called the Playmemories Store. Sony also has a video gaming empire based on the Sony Playstation which has a store of Games. These Sony stores may have started separately but now, they could be integrated - that means you could have single sign on (SSO) login that has linked accounts to these stores.

While other camera companies may pack the intelligence of enhanced features into computer / tablet / phone apps as well as monolithic camera firmware, Sony also has apps that live in the camera itself - these provide enhance features, are modular so you can choose the Remote Control App separately from the Portrait enhancement App. And these may be free to download or based on a one time fee. Which leads us back to Sony needing the Playmemories storefront so they have a way to collect money from you and register your purchases.