Originally posted by Pål Jensen That is because after a certain number developing cost is covered and cost per customer flattens out. Theres probably not much savings per body, say, if yoiu are making 400 000 units or 700 000 units. APS is there volume wise. For Pentax FF is not. Pentax could hope to sell about 10 000 FF bodies. They would have to charge much for it if they are going to have the profit margin of an FF Nikon or Canon. They also would have to take the expense of a number of FF lenses that it will take long to recover profitwise. The sensor in the 645D cost Pentax less than $2000 but the camera still cost $10 000 (at the cheapest) in spite of being a K-5 is a different body.....
Thats true, and there are other factors as well that allows a small company like Pentax to sometimes compete with the big guys.
a) There's an old rental car company ad: "When you're number 2, you have to try harder" or something like that. After changing hands twice, you can bet the Pentax staff knows their jobs are online every day. You can bet that those guys are working harder.
b) Big companies tend to get more and more bloated with overhead costs and people. They usually have many more levels of supervision which tends to inhibit innovation. These overhead costs and inhibitory levels of management tend to offset natural advantages of the larger companies. Look how startup companies like Apple and Microsoft supplanted old establishment IBM.
c) What Pentax is demonstrating is steady progress in its comback, with K10...K5...K30 and 645D all being major achievements. With Ricoh's background and experience added to Pentax - I expect to see major improvements in the K01 line as well.
K3 may well be an APS sensor, which i expect, but eventually, I would think Pentax would go FF. Hopefully we will see more solid information in Sept.