Where are Nikon and Canon aiming?

Where are Nikon and Canon aiming? High end mirrorless, high price, low volume or will they go the other way and have a low price high volume offering?

Putting aside the lens mount argument (which is already decided we just don’t know what it is yet), another decision to make is which end of the market to aim for.

Most talk on the internet seems to favour something on the high end. I’m not sure that would be a good idea. Price it too high and you will take sales away from your similarly priced DSLRs. Your replacing one sale with another.

Aim for the mid price market and your aiming at the competition. Keep DSLRs high end and look to complement or replace your mid and consumer products.

Of course this is arguably harder now Fuji have released their X-T 100. It offers a low priced entry into their retro mirrorless system. But is it the old printer and ink situation? Virtually give away one and make it up on the other. In Fuji’s case offer a low(er) priced camera but you’ll have to spend money on the lenses. I think that is the Fuji weak spot. The lenses maybe good but they are not cheap and I doubt if Fuji will ever enjoy the volumes of the other two.

Talking of lenses will Canon and Nikon produce a new range of lenses with their mirrorless cameras? If they do it sort of resets the playing field a bit. Not to mention incurring the wrath of all the legacy lens owners.

How long?

Interestingly I was reading a website where the Fuji ambassador had been testing the X-T100 for two months. I wonder if Canon and Nikon do the same? The implication being that any new model would have been out for testing way before an announcement. Take into account production lead times and it makes you think how long is it between committing to a design and final release. A quick google search came up empty handed in respect of camera lead times. Although I did manage to find a non specific electronics lead time of 26 weeks. That’s 6 1/2 months. Having worked in an environment with lead times of 1-2 months (non electronic manufacturing), you start to get a feel for the time scales involved.

Hopefully we will see some juicy information soon. Then the rumor sites will really light up, sort of like an internet aurora 😀