There are rumors recently that Canon Inc. is working on a Medium Format camera. Just as quickly, another 'source' claims that is not true. Fact of the matter is, Canon is experimenting on Medium Format technology, just as they are experimenting on super mega pixel sensors. Like I said in my previous post, Canon has projects on their shelves that will make your head spin.
Having said that, Canon Inc. is an investor driven, blue chip company in Japan. They have stockholders to answer to and the company is facing a cloudy outlook in the foreseeable future, even with the depreciated Yen. Management is looking to go upmarket on their future sales in order to increase profits. This is the correct strategy in my book. I have argued in my previous posts that Canon has under priced their EOS-5D Mk III cameras in order to increase sales. They should be aiming for the premium segment of the market to compensate for the loss of sales and profits in the lower end due to the increased competition from smart phones. Their premium pricing of the EOS-1D C and the EF 200-400mm f/4L IS USM Extender 1.4x lens are good examples on how to sell high end, unique products and maximize profits.
Like any big company, they are also looking at other camera manufacturers (medium format included) for possible joint ventures and acquisitions as well. Everything can be on and off the table, depending on sales forecast and business opportunities, as they present themselves. This is how a huge, multi-trillion Yen, multi-national corporation is being run and Canon is no different. Only time will tell whether they have decided to go ahead with it or not. My own feeling is they will probably not come out with a Medium Format camera anytime soon but may go for some joint venture or partial ownership of an existing Medium Format manufacturer. All this will probably not happen until Canon has announced the replacement to their venerable EOS-1Ds Mk III with another EOS-1 mega pixel camera some time late this year or early next year.
MichaelDanielHo.com
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