CROPPED UP

CANON’S ANNOUNCEMENT OF an APS-C mirrorless camera system using the RF mount has a number of wider implications. This is usually the case when Canon makes any major move, such has been its dominance of the market for many decades.

At the press briefing for the EOS R7, EOS R10 and the first RF-S lenses, Canon noted that sales of its full-frame cameras are now dominated by its mirrorless models, which is quite a turnaround in a relatively short time… especially when the

EOS 5D IV, EOS-1D X III and EOS 6D II are still on the books.

By contrast, the APS-C DSLRs are still outselling M-series mirrorless cameras, and by a significant margin too. This is arguably as much about the lacklustre offerings in the EF-M system – compared to what’s available from Sony and Fujifilm in particular – but Canon contends that innovation has not been as rapid in the crop sensor mirrorless market as in the full-frame sector. It’s certainly true that full frame has been generating huge excitement since Canon, Nikon and Panasonic got on board, and Sony responded by taking it up a gear. However, Canon’s implication is that none of this has so far lured too many users away from their APS-C EF-S mount DSLRs, which are actually still selling in fairly decent numbers. Furthermore, look at any set of sales figures over the last decade (or even longer) and it’s Canon’s cropped sensor DSLRs that have represented a fair chunk of the total interchangeable lens camera (ILC) market, keeping the brand firmly cemented in the number one spot.

Canon launched the EF-M system in 2012 when it still wasn’t absolutely clear what was going to happen in mirrorless and it was doing such good business in entry-and mid-level DSLRs, it was reluctant to do anything that might damage it. To be fair, there have been a couple of decent Canon M cameras – most notably the two M50 models – but you always got the impression that Canon’s heart wasn’t really in it. Even when the EOS R full-frame system launched, there was still a hint that Canon wasn’t entirely convinced and was only doing what it felt it had to do, but that quickly changed and it’s been full-on ever since... seemingly converting its high-end and pro-level DSLR users in ever greater numbers.

Now this effort is to be focused on Canon’s crop sensor business and that, my friends, is the final nail in the DSLR’s coffin. It probably spells the end for the EF-M system as well because the new EOS R7 and R10 are far superior offerings. The R7 is the high-end camera – clearly intended to replace the EOS 7D II – but the R10 is going have more mainstream appeal and will no doubt attract anybody with an APS-C Canon DSLR that’s coming up for replacement. These models have been the last flickering flame in terms of any meaningful sales of DSLRs; now Canon wants these users with a RF-mount camera. It hasn’t said as much – yet – but, with the RF-S mirrorless system, Canon is effectively drawing a line under the DSLR. - Paul Burrows, Editor.