Crutchfield Customer Review (What's this?)
The 740 represents the low end of ATs high-end MM line, which includes the 740, 750 and 760. For reasons I do not understand, the cheaper 740 has the most advanced stylus shape of the three [Namiki Precision Jewel Company, Micro Ridge/Line], followed by the 750, which features a Shibata diamond, and lastly the 760 which sports a Fine Line. You'd think it would be the other way around. Neither the Shibata nor the Fine Line possess the scanning and contact radius of the Micro Line stylus. As far as I can tell, the 740 is similar (if not the same) electrically as the lower priced VM540ML, which replaces the discontinued 440ML. AT claims the 740 aluminum body suppresses resonances better than the VM540 plastic body. I have no idea if this is true, or just marketing. In any case, a recent on-line technical review of the lower priced VM540ML found that the 440ML's 6dB peak (from 12-15kHz) is missing, which is a good thing. The sound, IMO, is like a smooth 440ML, sans the aggressive highs. It tracks as well as anything I've encountered. If you want the "romantic" type sound of something like a Denon DL-103, this is probably not going to do it for you. If you would like an AT-440ML without the aggressive highs, I'd certainly recommend you look in to the AT540ML. If you want something a little more cosmetically presentable, and perhaps even sonically better than the 540, for just a little more money, then the 740ML is hard to beat.
Pros: Much better than the discontinued 440ML. Looks great. Microline Stylus Great tracking.
Cons: Not sure if it is sonically different than the lower priced VM540ML.