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TLDR; Canon is Doomed.
Okay, since you are still reading, let's discuss. Canon is in an “odd place” right now with several cameras. We know that one ILC camera (EOS RV) is forthcoming, and the new PowerShot V1 has already been released in Asia. This, combined with the fact that Canon's latest releases in the later part of 2024 were high-priced, low-volume items (the EOS R1 and R5 Mark II), means that Canon is in a bit of a down cycle right now.
So, no, Canon is not doomed.
That said, the “product mix” that Canon and other manufacturers have been mentioning each quarter for the last 5+ years is making it so that they aren't selling volume but trying to extract as much profit as possible from each camera they sell. This always makes me feel a bit uncomfortable, but I'm not paid to worry about those corporate-level decisions.
Hopefully, this year will be the year of selling as many units as possible with the upcoming EOS RV, EOS RE-1, and possibly an EOS R7 replacement.
MAP Camera's Top 10 List for February 2025
I'm not really writing this to discuss Canon, but about the crazy eclectic top 10 list February turned out to be. We have everything from compact cameras from Fujifilm, Ricoh, and even Panasonic in the top 10 list for February.
| No.1 | FUJIFILM | X100VI | Compact digital camera |
| No.2 | Nikon | Z50II | Mirrorless interchangeable-lens camera |
| No.3 | RICOH | GR IIIx | Compact digital camera |
| No.4 | RICOH | GR III | Compact digital camera |
| No.5 | SONY | α7C II | Mirrorless interchangeable-lens camera |
| No.6 | FUJIFILM | X-T50 | Mirrorless interchangeable-lens camera |
| No.7 | Panasonic | LUMIX DC-TZ99 | Compact digital camera |
| No.8 | Nikon | Z f | Mirrorless interchangeable-lens camera |
| No.9 | Leica | D-LUX8 | Compact digital camera |
| No.10 | SONY | α7IV | Mirrorless interchangeable-lens camera |
The split between compact (cameras with integrated lenses), APS-C, and full-frame cameras is interesting. Cameras with integrated lenses take 5 out of the top 10, with three full-frame cameras and only two APS-C cameras.
Fujifilm X100VI
To be honest, the Fujifilm X100VI's taking the #1 spot isn't much of a surprise; it's an incredibly popular camera in Asia. It's out of stock everywhere. Fujifilm can't make enough of them.
Panasonic LUMIX DC-TZ99
The Panasonic LUMIX DC-TZ99 caught me by surprise because it was a half-hearted update that added a type-C USB jack and removed the viewfinder. Oddly, it seems to be selling well, with this being the first month of camera availability. I guess the Canon cripple hammer was officially licensed over to Panasonic for this latest release.
Why are we talking about this anyway?
The top 10 list is usually pretty boring with the usual suspects in the top 10 (Sony, Canon, Nikon and Fuji), but this year clearly shows that something weird and wonderful is still happening in Japan.
As we previously mentioned, the camera companies care deeply about the domestic market.
Photography trends typically flow out of Japan and around Asia first and then to the rest of the world. So, watching what happens in Japan can help tell us something about what the future may hold for the rest of the industry.
We were the first to discuss compact cameras and the lack of new cameras from Sony, Canon, and others, especially with the trends from Japan. Now, around a year later, here we are with a new PowerShot V1 to talk about. Please take a moment to read our preview of the PowerShot V1.
MAP Camera in one store in one country. It’s big (think B&H or Adorama) but it’s one store. Basing any sort of conclusion about the camera market on sales from one store in one country for a one-month period is just asinine.
For the same month (February 2025), BCN has the EOS R10 + RF-S 18-150 kit at #2. Still just Japan, but BCN aggregates around 50% of the camera sales in that country.
Bigger picture, Canon sold over 2 million mirrorless cameras last year. The average unit price for MILCs was $800, consistent with ~75% of sales being APS-C. Sony’s unit revenue from MILCs is significantly higher than Canon’s.
I’ll explain what that means in simple terms, since that would seem warranted here. Canon’s APS-C RF mount cameras are selling very well. Their transition from M to APS-C R was successful.
You are certainly welcome to hold the opinion that Canon’s APS-C RF cameras are ‘crappy’ but as far as the market is concerned, they are working. Very well.
But if it's also your opinion that the absence of Canon APS-C cameras from MAP Camera's top 10 list for one month means Canon APS-C cameras 'aren't working' then your opinion on that matter is worth less than what you think of Canon's RF APS-C lineup. Have a nice day.
Don’t crush my hopes and dreams!
In their most recent financial documents, Canon forecasts that they will have a (3.00/6.6) 45% worldwide interchangeable lens camera market share for 2025.