Just back from a regional migratory bird festival which attracts tens of thousands of wildlife pro's and affluent photo enthusiasts. 5 years ago that event would have been 80% Canon. Now ( based on my observation) I would say Canon and Nikon are evenly splitting about 60% of the market with Sony, Olympus and other MILC brands splitting the rest. Canon big and little whites were no more than 10 or 15% of the lenses with the majority now being the Sigma and Tamron superzooms. I don't see how a 90D with a 32 MP sensor is going to turn that around.
I get that Canon is cautious and concerned about the overall market but they really need to come up with some compelling products or the wildlife market is going to pass them by. I'd say MILC are only a generation or so behind for sports/action and the next 12 months are going to be a big release period for Sony.
Yes. I'm sure the 1DX3 will be outstanding but that market is shrinking too. I might have seen half a dozen pro (1D/D4-5) bodies. Five years ago there would have been a hundred. People want what they want but Canon still thinks they can bend the market to what they choose to provide. I don't think that's going to be a winning strategy this time around.
You have pretty much hit the nail on the head in terms of Canon's current position!
After going through the video wars of the 1980's when it was Sony Betacam SP/DigiBeta/SX or nothing and then seeing Sony's sudden cliff-drop in the professional broadcast video market in favour of Mini-DV from JVC and Panasonic, I think that Sony has learned from past experience.
Canon? Not so much! Back in the day when I used all Nikon FILM cameras for my stills work, Canon was HUNGRY for marketshare so they spent the money on Research and Development and blew right past Nikon for pro stills film and digital cameras in the 1990's/early-to-mid 2000's.
NOW AGAIN, where I once saw nothing but Canon Whites and 1Dx's, I sure do see a LOT of Sony A9's and G-series lenses now! AND surprisingly at the last soccer (football!) game I was at working on the sidelines as a favour to a friend, I suddenly saw FIVE Olympus OM-D E-M1X supper-rugged micro-four-thirds cameras during that game!
A week later at a different game in a different city, MORE Olympus E-M1X cameras.
Call it crazy, but I think Olympus has a PRO-LEVEL HIT on their hands with basically the most-rugged, weather-proof, HUUUUUGEST PRO-LEVEL FEATURES sports camera I have seen at a price point that is HALF of a Canon 1Dx Mk2 !!!!
Right now SONY is winning the Full Frame features and lens quality awards now with the A9 and G-lenses!
Right behind is Olympus with their super-rugged E-M1X cameras. Canon right now is bested by the Nikon D-850 which offers HUGE bang-for-the-buck. The Canon R with those FAST f/1.2 lenses is a good start BUT the R-body has a CRIPPLED feature-set compared to almost ANY Sony, Nikon, Panasonic or Olympus camera. A case of great initial set of lenses attached to a completely crippled body!
Canon has less than a year. When Sony brings out those two big-battery 8k resolution 2/3rds inch and APS-C sensor xPeria smartphones they've been testing in the wild, THAT will kill off Canon's low end (M5, M50, 6D/7D/Rebel series) still cameras! And that upcoming Sony 50.3 megapixel and DCI 8k combined Stills/Video full-frame format sensor camera will completely KILL OFF Canon's High end C200/C300 business! And the new MF-75 56x42 mm super-low-light medium format DCI 8K 120 fps at 16 bits per RGBA colour channel sensor upgrade to the cinema-oriented Sony Venice is also GOING to kill off the C700 series and basically challenge Arri Alexa-65 to a one-on-one showdown!
Sony is winning the technology war PERIOD! Canon is just making do by only focusing on keeping steady LOW-LEVEL profits! Doing ONLY THAT without extra features being introduced on every product launch means eventual death for the consumer and pro broadcast imaging divisions. Only the printing, pro-lenses and industrial optics will remain if they don't put out something on the COMBINED Mirrorless Stills/Video camera market with a LOADED UNCRIPPLED FEATURE SET at a GOOD PRICE --- STARTING THIS FALL!
Soooooo, CANON IS DOOOOOOOOOOOOOMED !!!!!!! Dooomed I tell you! Utterly Doooooooomed!