My own highly insightful observations
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No surprise that Canon is projecting little to no overall growth in the market. The enthusiast market is aging out and the professional market has been shrinking for decades. Camera manufacturers will be lucky to find enough new customers to offset the losses, let alone see some growth. Canon's strategy for the past several years seems to be to capture more dollars per unit rather than rely on ever-increasing unit sales.
Agree that the line about broadening their base probably refers to more budget models. I don't think that is in conflict with what I just wrote. Canon has relied on the lower cost Rebel market for years. I see this as a market that has a lot of churn. People buy a "nice" camera in conjunction with certain life events (birth of a child, major vacations, kids starting sports, etc. etc.) Each year a certain number of this group moves on and another contingent moves in to replace them, so that overall demand remains fairly constant. These customers used to buy kitted DSLRs at Sam's or Costco. Canon wants to have mirrorless models available for that market. Again, it's not about growth, but about maintaining their dominant share of the market.