Canon lays out their corporate strategy

[BBarn]

Canon launched ~7 RF lenses last year. How many did Sony and Nikon launch?

I only count 5, two of which were RF-s. With the expansion into APS-C, 6 lenses per year seems insufficient to achieve their desired market position.

I think Sony released a similar number of lenses, but they already have a more complete lens catalog. Not sure of Nikon's market goals, but at present their market share is fairly small.

 

[peters]

Many here complained about Canon's small RF lens lineup because of how few options there and how expensive it is. From 2020-2022 they've maintained a lens release clip of 7-8 lens/year. They have 32(?) RF lens so far & Sony has 72(?). As early as 2028 it is possible they will have a lineup at parity with those of Sony.

Going forward I expect consumer RF lenses to make up more of of Canon's releases. They prioritized the L lenses as the ILC market has become more non-consumer.

Also its worth noting that Canon EF lenses work just as good on RF cameras as on EF Cameras. Its basicaly native. This gives canon the biggest (basicaly native) lense selection at all. There is an incredible big market for used EF lenses and third party lenses.
Its a shame though, that they try to lock the RF mount for third party lense builders. This is a HUGE mistake in my opinion. The appeal of a mount is the lense selection and nothing else. Limiting this is stupid and greedy in my opinion.

 

[EOS 4 Life]

peer pressure from MILC users

I do not think peer pressure is that big of a thing or I would be shooting Sony.

 

[EOS 4 Life]

CR is mostly an enthusiast photo forum that caters to perennial upgraders. We will never represent the mainstream or professional who do not have user account here.

Do we even agree with one another here?

 

[neuroanatomist]

I only count 5, two of which were RF-s.

I suspect you’re omitting the 800/5.6 and 1200/8 that launched in 1Q22. Three more RF lenses and two RF-S.

Canon likely counts 6 lenses for 2022, because they base it on when a lens starts shipping and the 135/1.8 didn’t ship until this year. But that puts them at 3 lenses this year already.

 

[koenkooi]

I suspect you’re omitting the 800/5.6 and 1200/8 that launched in 1Q22. Three more RF lenses and two RF-S.

Canon likely counts 6 lenses for 2022, because they base it on when a lens starts shipping and the 135/1.8 didn’t ship until this year. But that puts them at 3 lenses this year already.

I wonder if that means we can expect more than 5 new lenses getting announced this year and shipping before 2024. If we take the '8 lenses each year' at face value, there is a 'backlog' of 2-3 lenses.

Brace for a flash announcement of an EVF-less crop R, RF11-22, RF22 and RF32, available before the summer vacation

 

[entoman]

I wonder if that means we can expect more than 5 new lenses getting announced this year and shipping before 2024. If we take the '8 lenses each year' at face value, there is a 'backlog' of 2-3 lenses.

Brace for a flash announcement of an EVF-less crop R, RF11-22, RF22 and RF32, available before the summer vacation

Yes, a vlogger's crop RF without an EVF is more or less a certainty, and at least a couple of crop lenses.

RF 300mm F2.8L is way way overdue and sure to appear this year, and could likely have a built-in extender. Way way out of my price range, unfortunately.

A RF 200-500mm L with built-in extender is also on the cards, again beyond my means.

In the, er, "budget" range, the RF100-400 has proven to be extremely popular, so I'd expect Canon to follow it with a couple of new affordable tele-zooms.

 

[entoman]

That's mainstream America. They are not chasing excellence but a toaster.

So long as there is demand Canon will produce it. Those buying that Rebel probably never heard of CR much less have a user account here.

On BHPhoto I've observed that the "Best Seller" changes when you click on it and reselect it again.

Before reselecting "Best Seller"

After resellecting "Best Seller"

"Best seller" is just designed to showcase a selection of popular models in rotation..

It should never be taken as a true guide to the best-selling model, although some folk think it helps their case to quote it as such.

 

[illadvisedhammer]

I wonder if that means we can expect more than 5 new lenses getting announced this year and shipping before 2024. If we take the '8 lenses each year' at face value, there is a 'backlog' of 2-3 lenses.

Brace for a flash announcement of an EVF-less crop R, RF11-22, RF22 and RF32, available before the summer vacation

I'm greatly hoping for this when my M6II stops working or more likely I really can't resist focus features that I don't really need. Right now, the M6II is the overkill replacement for the old powershot s90-110, plus a lot of the X0D, everything except birds, bugs and FF bokeh and low light, and the 1.4 lenses and newish sensors do a good fraction of bokeh and low light. The M6 was getting heavy for the M-series, but the controls and grip are great with small lenses. It's always surprising that the R50 is lighter than the M6ii, though the finder, grip, and available lenses make it heavier and bulkier for some walkaround all day combos (https://camerasize.com/compact/#904.790,829.791,ha,t), but not others (https://camerasize.com/compact/#904.1088,829.27.2,ha,t). I'm guessing that the R-fs will sooner or later do everything I'd want, except maybe combining multiple dial controls with true compactness. I need to get better at using control rings on lenses. Truly it's an overabundant world in photography at least.

 

[entoman]

...... or more likely I really can't resist focus features that I don't really need.

That's what manufacturers rely on - us all buying cameras with features that we don't really need!

But those extra features make the camera appeal to a wider target audience, and it's cheaper to manufacture one do-everything model, than to manufacture 2 different models that are more specialised and will each sell in lower numbers.

 

[roby17269]

Yes, a vlogger's crop RF without an EVF is more or less a certainty, and at least a couple of crop lenses.

RF 300mm F2.8L is way way overdue and sure to appear this year, and could likely have a built-in extender. Way way out of my price range, unfortunately.

A RF 200-500mm L with built-in extender is also on the cards, again beyond my means.

In the, er, "budget" range, the RF100-400 has proven to be extremely popular, so I'd expect Canon to follow it with a couple of new affordable tele-zooms.

Here's to hoping for a 35mm f/1.2L this year

 

[clearlyed]

Interesting there is no talk about the cine line. Canon really needs to push this area. They will make less and sell less he’ll in this area but people choose the system based on potential growth and aspersions. I’d thenoltions aren’t there at the top people want buy into the system at the bottom.

 

[BBarn]

I suspect you’re omitting the 800/5.6 and 1200/8 that launched in 1Q22. Three more RF lenses and two RF-S.

Canon likely counts 6 lenses for 2022, because they base it on when a lens starts shipping and the 135/1.8 didn’t ship until this year. But that puts them at 3 lenses this year already.

You're exactly right, I forgot about those two super-teles.

 

[entoman]

Interesting there is no talk about the cine line. Canon really needs to push this area.

Not directly relayed to your post, but on the subject of video, I'd like to think that when the R5ii and/or R5s are launched, that they would be more stills-orientated, now that the R5C, as well as the Cine line, exists for video specialists.

For example - video users like to use either a flippy screen, or to mount an external monitor on a rig. Stills users on the other hand tend to prefer a tilting screen, or a Panasonic-style screen that remains on-axis with the lens, but can also be flipped out or reversed when desired.

Of course, all cameras now will be hybrids, so it's impossible to have a pure video or pure stills camera any more, but I do believe that with the exception of events and media professionals, most folk fall into either the stills camp or the video camp, with little overlap.

 

[Sporgon]

For example - video users like to use either a flippy screen, or to mount an external monitor on a rig. Stills users on the other hand tend to prefer a tilting screen, or a Panasonic-style screen that remains on-axis with the lens, but can also be flipped out or reversed when desired.

I’m a stills only shooter really (apart from some casual video) and I prefer Canon’s approach with the flippy screen. I can use the screen as a ‘waist level finder’ when in portrait orientation, point it downwards when holding camera above my head to get more height, and also flip the screen in to protect it. I don’t have an issue with it being “off axis”. It’s very versatile, but I’d imagine that to do it well, with good build and longevity, as Canon seem to do, it’s more expensive to execute than a tilt only screen.

 

[entoman]

I’m a stills only shooter really (apart from some casual video) and I prefer Canon’s approach with the flippy screen. I can use the screen as a ‘waist level finder’ when in portrait orientation, point it downwards when holding camera above my head to get more height, and also flip the screen in to protect it. I don’t have an issue with it being “off axis”. It’s very versatile, but I’d imagine that to do it well, with good build and longevity, as Canon seem to do, it’s more expensive to execute than a tilt only screen.

The Panasonic-style screen solves everyone's needs as far as I can see - it can tilt (while remaining on-axis) in either horizontal or vertical modes; it can swing out just like the Canon screens, and it can reverse to face inwards to protect it. The Panasonic design is very sturdy and doesn't block any of the ports. It looks a lot sturdier than the screen on my R5. An infinitely better design IMO.

From the dpr review of the S1H:
"A large catch on the bottom of the S1H reveals that the rear screen's articulated hinge is itself mounted on a tilting platform, meaning it can be extended out from the back of the camera, ensuring no clash with the ports on the camera's left-hand side."



I just can't understand why Canon doesn't adopt the same method.

 

[dolina]

Do we even agree with one another here?

We all come from different data points so our opinions varies. When anyone of us introduces any supported new facts then our opinions gets more informed.

Like say how Canon prioritizes mostly (not all) RF L bodies and higher-end bodies and let languish consumer bodies & lenses. Compounding that is not allowing 3rd party lenses when Canon's lens catalogue is half that Sony.

From a business point of view it makes sense based on Canon's SWOT analysis.

 

[dolina]

"Best seller" is just designed to showcase a selection of popular models in rotation..

It should never be taken as a true guide to the best-selling model, although some folk think it helps their case to quote it as such.

It actually does help. It could be both at the same time.

Anything that cheap will sell more than anything that expensive.

That's why there are more $999 Macbook Airs laptops than $5999 Mac Pro desktops.

Or to keep to topic there are more $799 RF 600mm f/11 than $12999 RF 600mm f/4.0

 

[Ozarker]

I wonder if that means we can expect more than 5 new lenses getting announced this year and shipping before 2024. If we take the '8 lenses each year' at face value, there is a 'backlog' of 2-3 lenses.

Brace for a flash announcement of an EVF-less crop R, RF11-22, RF22 and RF32, available before the summer vacation

"We" ain't expecting nuthin. Unfortunately.

 

[entoman]

It actually does help. It could be both at the same time.

Anything that cheap will sell more than anything that expensive.

That's why there are more $999 Macbook Airs laptops than $5999 Mac Pro desktops.

Or to keep to topic there are more $799 RF 600mm f/11 than $12999 RF 600mm f/4.0

Rotating helps the retailer sell more types of camera - that is probably the only reason why different "best sellers" appear when you click on it and reselect it again.

I don't know how the BHPhoto algorithm works... or how much the advertising consultants understand about purchaser's psychology...

Does it always display the more expensive "best seller" first, and then follow it with the cheapest "best seller" when you reselect?

Or is it just as likely that the cheaper models display on the first click, and the more expensive ones when you reselect?