50% market share in 2021, Canon is dooomed. It will be hard to improve on 50% market share.
Don't say that. I jused to work for a company called Olicom*, which sold Token Ring** network adapters, hubs and switches. Their sales went UP, both in market share and in real volume, while the Token Ring market collapsed - simply because they were the last guys to run for the door (ie: switch to Ethernet LAN products).***
To put it into perspective of the camera business: As far as I understand (I don't read CIPA reports as goodnight literature) the PS market is tanking specifically due to the cellphones. DSLR and MILC holds out, but it's going to be shrinking as I see it. Personally, I either grab the cellphone (for 95+% of the time) or I grab the big bad white zoom and the 1DX for racing or wildlife. But I don't lug the DSLR around "for fun" as I already have a camera on me (read: smartphone). I'm going to go out on the limb that @neuroanatomist
beats everyone up over and claim that this is a likely scenarios for "most" people (with exactly zero evidence for the claim).
*) Nope, surely you've never heard of them. Just another victim
**) Again, you are going to be middle aged or older to even have heard about this technology
***) Olicom did try to switch to Ethernet, but too late. Eventually they were forced to sell off their entire R&D staff and related IP for a single USD (this was in 1999, during the dot-com bubble where the 'warm body theory' prevailed: more R&D employees = more stockprice value).