Originally posted by HYS So how shell I understand this: no FF at all?
Well, but the new 20-40 red labeled zoom is noting so great and don't mark serious way for the future.
Expensive ant not so brilliant as I have expected from Pentax-Ricoh in this modern times.
Because the traditional camera market by the end of 2014 will be at some 40% of the size of the camera market of 2011.
FF did not make much sense in 2011, and was negligible part of the market. In 2014, when there is even 60% less buying power, it makes even less sense for any manufacturer to come with an FF, apart from those who already have
extensive FF lens lineups and don't want to bother investing further into the APS-C.
FF makes sense to Nikon and Canon alone, as they will stop developing APS-C lines further. To them the story goes on like this: (A) they may further split their lines by introducing pro level APS-C cameras and more crop lenses, or, (B) they may use same that money and further invest in FF cameras for which they have 5x more lenses already and need no new ones.
So what would they do? What would any sane business do in their place and in shrinking market? Further split their lineup or keep it more streamlined? To them it makes perfect sense to play the FF game and sell people story that size matters. And you will buy that story. As will Rice High. It is not because the story is true, but because they are forced into it but people fail to see why. Canon and Nikon have no other retreat or else they will succumb. Their power is where their lenses are.
Sony, on the other hand, just plays cluelessly in the sand because they make sensors others buy, but they realise the time for games are over. They need much more to sustain themselves in terms of sales of cameras and lenses than they do now, and will start introducing (they already have) crazier and crazier cameras that utilise different types and sizes of sensors only to keep the supply of sensors at some sustainable levels and others buying from them.
Sony is becoming a new Kodak.