LonelyBoy said:
What if they use that 50 f/1.3 formula that was on this site a couple of weeks ago and make it an L that isn't as expensive as the current one, which would replace BOTH the L and the f/1.4? That would get around the issue of replacing the 1.4 before the L and rendering the latter obsolete. Hopefully it would include IS, as well.
Fair question, but I think that in this very popular focal length, Canon can offer more price points because I think they are aimed at different users with different needs.
50 f/1.8 (with no 'named' AF motor technology) --> will become this thread's new 50 f/1.8 STM
(peg this around $150-200)
- This is a budget FF prime for those growing out of kit zooms, a young student who wants to properly learn photography and delve into manual settings, etc. This also serves nicely as an equiv 80mm first portrait lens for crop users. Finally, it's also a "gateway drug" of a lens, as it offers a much smaller DOF and slightly sharper performance than a kit zoom -- people use this lens, get hooked on primes, and buy more expensive ones later in their 'photographic journey'.
50 f/1.4 USM (note it's micro-USM) --> will be replaced with my future best friend 50 f/nooneknows IS USM
(peg between $350 and $700 depending on features)
- This is your classic 50mm workhorse. Sure, Canon has an even wider aperture tool for bokeh fanatics, but the f/1.4 is the lens that gives you a little bit of everything. It's sharp, it usually focuses quickly and doesn't let you down. Some copies have had focusing problems and the design is a somewhat ancient one. But imagine a 50 prime just like the 24/28/35 non-L IS refreshes -- IS, sharpness on par with the L prime of the same FL, modern/reliable/fast USM, internal focusing, improved build quality, etc. -- and you can see why people would really really really want this lens.
50 f/1.0L --> 50 f/1.2L USM --> will be replaced with a softball-sized globe of shiny silicon that magically transports colors to your sensor
(peg this around the cost of buying Lithuania)
- This is your high-art tool and prestige piece. You get a red ring, weather sealing gasket, a fraction of a stop quicker, and some pretty sweet bokeh. You also (historically) have gotten questionable/finnicky AF in certain copies, but the 50 f/1.4 is guilty there too. And if you are stopping down past f/2.8, you really don't need this lens -- the 50 f/1.4 has shown to be sharper for general use. So many photographers do the math and say either "I don't shoot ultrawide apertures enough to warrant the added spend" or "I occasionally don't want magical glowy blur everywhere other than the center
" / "I might shoot landscapes with this" and opt for cheaper and/or sharper options elsewhere.
Canon
could make the one 50 to rule them all and eliminate the two higher price points --
but it would be the fancier 50 that costs a ton. Let's assume for a moment they did this, and they made an Otus/Sigma Art killer with IS. It would be comically expensive, long and massive. 100% of existing 50L users would be interested in it, but only 10-20% of the 50 f/1.4 crowd would have the coin and desire to go for such an overpowered tool. In short, I think Canon would be leaving a lot of money on the table with the middle group, who want a solid, reliable prime they can count on.
(And yes, I've left off the 50 macro. There's always one person that brings that up.

)
- A