11/6/2023 0 Comments Frame mirrorless camera 2016It also had the buzz of a covetable showcase lens, the Nikkor Z 58mm f/0.95 S Noct, set to follow. The Nikon Z6 and Z7 attempt to cater to the enthusiast and pro marketsīoasting a 45.7MP sensor, 5-axis IBIS and a pair of excellent native lenses, the Z7 promised Nikon D850 performance in a cutting-edge mirrorless body… albeit one with only a single card slot. With an enthusiast and pro-spec body to cater to both ends of the market, excitement was high for the cameras’ launches in September and November respectively. The Nikon Z7 and Nikon Z6 were unveiled in August to much fanfare, getting the jump on Canon and propelling Nikon – for a month, anyway – as the sole toe-to-toe competitor challenging Sony’s dominance. The marketing featured heavily shadowed pictures and videos of the new bodies, inviting plenty of sleuthing and speculation from the industry. Its sights set on bigger and better things, later that month it would start a teaser campaign to promote the full-frame Z series cameras. In July it officially discontinued its 1 series cameras, which had been dormant since 2015. While Canon kicked off its 2018 mirrorless manoeuvring by launching a hugely successful cropped-sensor camera, Nikon conceded defeat for its own cropped mirrorless format. Like the EOS M50, though, that didn’t stop the EOS R being hugely successful, outselling rival models from Nikon and Sony, and stemming the bleeding of the Canon users who had been selling all their kit to join to Sony’s mirrorless future. Essentially a 5D Mark IV without a mirror, it lacked the staples of a 2018 mirrorless body – namely IBIS and full-frame 4K video – despite boasting fantastic image quality and a stellar set of native lenses. The Canon EOS R, as has been oft-discussed, is a great camera but an underwhelming mirrorless camera. The Canon EOS R is Canon's opening salvo in the full-frame "mirrorless war" While Nikon started a heavy hype campaign over the summer, teasing its Z series with shadowy pictures and videos, Canon played its cards close to its chest, with an “oh by the way here’s that thing you asked for” announcement in September, ahead of releasing its full-frame offering in October. Though the M50/Kiss did gangbusters business, rumour and anticipation was still high for a full-frame body. However, it was perfectly positioned for the enthusiast market and became a body that was particularly beloved by vloggers. And in Japan, where it is known as the EOS Kiss M, it absolutely dominated the market (that includes DSLRs, too). While a capable camera, the APS-C Canon EOS M50 in many ways set the stage for what was to follow, with its cropped 4K video and lack of in-body image stabilisation. The industry’s biggest player started 2018 with a relatively modest mirrorless release, not yet ready to jump into the full-frame fray. Fujifilm did some serious homework and took self defense classes… Canon Canon With the big kids stealing everyone’s lunch money in the playground, the smaller kids reacted very differently. These companies might have strived to “be the change”, but Canon and Nikon are so big that they can take the industry’s steering wheel and “be the curve” – despite being theoretically way behind it, with their lack of innovation and previously half-hearted mirrorless efforts.
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