Where will Nikon stop?

Where will Nikon stop? With the 1 series and the Keymission discontinued will Nikon stop there or is a bigger repositioning coming?

No this isn’t about their new mirrorless camera and teaser campaign.

Nikon as well as other manufacturers have stated they want to sell more higher value items. It would appear the consensus is to sell fewer units at a higher price. Whether you agree or not there is a subtle shift in nudging prices higher.

Nikon have effectively discontinued their Keymission and 1 series cameras. DX hasn’t really seen a lot of love lately either. They seem to have an issue running three different lens ranges at the same time. CX, DX and FX fought against each other. People in the FX camp didn’t like resources being used on DX 18-xxx zooms. To be honest people in the DX camp would have liked some primes instead of those zooms as well. Same for the CX camp.

Now we have a potential new mount for the upcoming mirrorless cameras. That puts us back to three different ranges again. DX, FX and what everyone seems to be calling Z mount.

I cannot see how Nikon would be able to manage to satisfy the conflicting demands this will cause. They will want to put resources into a new release – fair enough. They will also want to maintain the FX range (for now) and keep those shooters happy.

That brings us to DX.

Has the APS-C format had its time as far as Nikon is concerned? Anything smaller and you have a comprehensive range of m43 gear to choose from with various body styles and lenses. Fuji provide a good APS-C alternative. Larger formats are also provided for. Do Nikon want or even need to compete in this market segment anymore? There is certainly volume but are the margins still there? Will they just neglect the DX range like they did with the 1 series?

Nikon D70
Nikon D70 – The camera that started my DX path.

If Nikon wanted to stop their presence in the APS-C arena, now would seem like a good time to do it. R & D effort and manufacturing could be assigned to the newer mount and mirrorless range. Production resources may also be freed up and diverted to a range that could have potentially greater rewards for Nikon. Time will tell if they are going to give up on DX, but I wouldn’t be surprised to see a shift in focus away from the smaller format. On a side note – did / has Sony done a similar thing with their A mount?

Prices are going up.

Gear prices are rising across the board. Some consumer bodies have gone up by £100 in a year. New releases appear to be asking higher and higher premiums. Lenses are seeing increases as well. We have enjoyed an era of low(ish) costs unfortunately that is now coming to an end.

Photography is getting more expensive at a time of falling sales in the industry. For pros  it could mean putting prices up to cover costs. For the other end of the market there could be a shift to secondhand rather than new. As pre owned values increase even more people could call it a day and just use their phone. Camera manufacturers still seem to be dragging their feet around the connectivity / workflow issues. Will the new Nikons address this?

I’m not convinced that the upcoming mirrorless offerings from Canon and Nikon (or the response from competitors) will be enough to reverse the downward trend on a sustained basis. Sure there is going to be some excitement for a while, but longer term who knows? Younger generations prefer a smartscreen to a focussing screen (or EVF).

Makes you wonder what we will be saying in a couple of years.

Whatever gear you have – or are about to get – enjoy your photography….