Nikon is launching a full frame mirrorless

14 Jul

Nikon confirmed they are working on a mirrorless camera. While sometimes news have been blown out of proportion in the photo industry in the past, it seems likely in this case that they really mean they’re working on a new camera system. Nikon is not a company to throw up clickbait.

So how do I know the camera they’re working on is full frame? They said the camera would be Nikon-rashii, or Nikonish. Nikon has never made a medium format camera, so we can safely exclude that. Nikon is now best remembered for the F series, which dominated journalism for a decade or two.

But this is not about reliving the past. This is about competing in the current market. How many mirrorless systems are competing for the APS-C space? Mainly three – Fujifilm, Sony, and old rival Canon. How many are competing for full frame? Really only one – Sony. Nikon knows that there are things it can do better than Sony, ways to compete with Sony. When push comes to shove, maybe Sony won’t give them the sensors they want – maybe they’ll have to turn to Toshiba or Renesas. But for a company with Nikon’s heritage and customer relations, it would be way better to start in the full frame category and gain a following among professional photographers before Sony can fully convince them, than to try to mud-sling it out with Canon in the well-scoured APS-C swamp.

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