neuroanatomist said:
<...>
As I've pointed out before, Canon has been behind in low ISO DR for ~6 years, meaning multiple product development cycles. If their market research showed that particular feature to be something likely to have a significant impact on sales (i.e., a positive ROI), why would they not have addressed it? I'd argue that's because the 'we' to which you refer, in the case of those wanting more low ISO DR, simply doesn't represent a big enough group. Obviously, the 'we' wanting more MP was sufficiently numerous for Canon to devote R&D resources to address their want, and thus they delivered the world's highest resolution FF dSLR.
Who knows, maybe they would be willing to address that as well to make 5Ds more competitive but they just cannot do that now. I do not think they are lagging behind in sensor technology (not only for DR but also for many other things) only because their market research team tells them that these improvements are required only for minority of their users and not for the rest of them.
I suspect there are some more fundamental reasons for this rather than only market research advice.
One of the Canon officials told in recent interview that they did not learn anything new from Sony recent developments. This possibly mean that they know how to do better sensors and could design such ones (as most things how to do that are well known) but they cannot produce them using their manufacturing facilities.
There were recently some discussions about sensor design process vs. fabrication process and which is more important for sensor quality. In fact both are equally important. Company might design some fantastic things but they just might not be able to manufacture them. There are many theoretical things well known for many decades but only now, with latest technologies, it is possible to implement them.
Canon was also making statements earlier that they could use the best sensors from other manufactures for their cameras (if those sensors would be better than Canon) but they do not do that for high-end cameras.
For some not known to us reason they do not want to design sensor to be produced on other semiconductor companies (e.g. Samsung, Aptina, Sony etc.) manufacturing facilities with better manufacturing/technological processes allowing for better and more complicated sensor design which are not possible to implement using Canon current manufacturing processes.
Canon just sticks to their own processes, which limit their designs to what they can do now.
In general, any design is done taking into account what actually could be manufactured and at which cost/budget. Moreover, changing/upgrading manufacturing processes in semiconductor industry requires huge investments.
So for 5DS Canon probably has some balanced tradeoff between all their limitations to maximize their profit and minimize required investments which actually could not be considered as bad thing in general.
There were also rumors/speculations about Canon negotiations with Sony for using Sony new sensor in 5DS. Who knows maybe that was something of this kind in reality but nothing came out as Sony possibly want to eat significant part of Canon share in high-end FF cameras market with upcoming 50mpx A9 and updated A7m2 line. Who knows if this true or not. We can only speculate about that. However, fact is that if Canon would put better sensor in 5DS then it would be much more competitive to the all-possible rivals (Pentax 645Z and coming Sony A9).
I suspect that many on this forum would not be considering Sony A7Rm2 or coming this year 50mpx A9 as a second body to existing Canon body or even as replacement if 5DS sensor tech would be up to date and up to performance to the rivals.
I am sure 5DS will have some success but competition is going to be very tight.
As for me, I have A7R as a complementary body to my 1DX for almost a year now.
I was tired to wait until Canon high res camera would come up and now 5DS is too late and sensor tech is outdated for me.
So I use A7R with Canon 17TSE and Canon EF 24-70 F/2.8L USM II and I am happy with that combos. These two Canon lenses work perfectly well on A7R and resolve to every pixel on 36mpx sensor even when shooting handheld. In addition, as I mentioned earlier 17TSE is much more convenient to use on A7 bodies than on Canon body and resulting image IQ is much better to my eyes. And this combo with 17TSE is very light as well.
In fact, I am glad that Canon was late with high-res body and forced me to try Sony A7R and see the difference.
Recently added A7S to my kit and since then I enjoy it very much. Tested recently EF85 f/1.2L USM II wide open on A7S for extremely low light conditions (almost full darkness) and this combo works together perfectly well. For A7R EF85 was not good enough wide open. Now waiting when I can get new Zeiss 35 f1.4 for Sony e-mount to use it with both A7S and A7R.
In general, I am indifferent to any brand and prefer to use what is better and more convenient for me for specific conditions.
For the time being, Sony does not have anything to compete with 1DX for sports/action/events, birds in flight etc. when instant and precise autofocus is required (especially combined with long telephoto lenses) but who knows what will be in some future from now.
Therefore, I possibly will be upgrading my 1DX to 1DXm2 when it comes if satisfied with improvements (just be half stop better high ISO performance than current A7S plus ability to focus like a7S almost in full darkness would be OK for me )