If the one being introduced by Canon is just the consumer end then not having APS-C is perfectly fine as neither do any of the other entry level mirrorless cameras.
This is exactly why I think Canon should bring out a FF, APS-H, or at least APS-C. This is (at least in part) the mistake Nikon made... when entering a tangental market, you generally do not want to go in with 'hey, our offering is about as good as established player's midrange offerings. You generally want to introduce something that will counter the existing inertia, something people will pay attention to. As it stands (at least according to the rumor mill) it sounds like the primary differentiation for Canon's mirrorless is that it is made by Canon.
Granted branding is important, but I would wager the people who tend to really care about the brand are the ones going for the higher end (xxxxD and above) lines, not the lower ones. Hitting them first would build some reputation in the new domain.