Originally posted by biz-engineer We see more and more content about full frame. Ricoh currently, beside the Theta, main offering is the Pentax K1. Canon and Nikon and Sony also main offering and marketing appear to be for full frame cameras. Aren't we entering a new era of the standalone digital cameras with a come back of the 24x35 format?
It's an interesting point, but no - I don't think full frame is becoming the mainstream again. It's just that FF cameras are becoming more affordable and therefore accessible to a wider user base, so there is some swing towards that format as APS-C and m43 users dip their toes in the water. But APS-C and m43 cameras offer advantages for a lot of photographers, especially where more compact bodies and lenses are concerned. For general photography, I still tend to pick up one of my APS-C rigs because it's a nice compromise on size, weight, image quality and creative control.
Also, I'm not sure I'd agree that the K-1 is Ricoh's "main offering". It's the overall flagship, for sure, but for many the KP might be considered the main offering (indeed, there are more lens choices available in the APS-C format and that will be the case for some time). The K-1II is of course getting the most attention currently because it has just been announced, but what we've seen on these forums suggests there's just as much interest for a K-3II replacement. Not everyone wants full-frame, and not everyone that tries it will stay with it.
Canon and Nikon are pretty similar to Pentax (albeit with larger model ranges), with a continued mix of both APS-C and full-frame bodies and lenses. Marketing may be more heavily oriented towards full-frame, but other factors - pricing, especially - keeps many users focused on the APS-C model.
Sony is quite unique, with its older (but still current) A7 MkII offering a very low cost route into FF for those that want it (although lenses can soon cancel out that cost advantage). The mirrorless approach has allowed them to narrow the gap on APS-C in terms of size and weight... but not everyone likes EVFs. Still, I'd probably agree that Sony's focus is more weighted towards full-frame, even though the A6500 continues to be popular.
And then there's FujiFilm with a very APS-C focused range, with Olympus and Panasonic in the m43 space, and showing no obvious signs of moving into the full-frame arena...