Originally posted by Rondec The problem that I have is that there are so few APS-C specific lenses in the Nikon/Canon world, other than a handful of zooms. What, Nikon has a 35mm f1.8? I can't think of another one. There certainly aren't "top level" APS-C lenses available from other brands.
Comparing apples to apples, Pentax certainly won't even have a 70-200 f4 zoom available for a full frame camera they would release and they will charge between 2000 and 2500 for a 70-200 f2.8. There is going to be a significant mark up for full frame stuff -- there already is, if you compare the FA limiteds and the DA limiteds.
Pentax might like to have a mark-up for FF - who would not - but will folks be prepared to pay it?
There's a risk here: once an FF camera is released, if one is released, a magic spell will be broken. All those fully priced APS-C-only lenses might easily not look such good value any longer, so either sales or profits on the APS-C lines would suffer or both. At the same time, it's not going to look good if Pentax price FF-capable lenses at a premium to their existing APS-C ones, unless the APS-C ones are considerably reduced in price. After all, these will now only work in crop mode on that new Pentax FF flagship camera, so folks will ask themselves why a Pentax crop-mode lens costs as much as or more than a full-frame lens from other makers. Consider some examples: the DA Limited lenses are around £400-500 here. Are Pentax really going to make it, say, £800 for an FF-capable prime lens? Or that DA* 16-50mm for £819 or maybe the new DA 20-40mm for £739. Might that mean that an FF 24-70mm F4 would be well north of £1000? It's hard to see anyone paying those prices. Just look at the competition for a start. Nikon's 24-70mm f2.8 lens, a fully pro offering, is about £1250 but a few weeks ago it was on special offer for nearer £1000. That's an f2.8 lens.
Nikon and Canon both had to negotiate this Rubicon, I guess, and they both seem to have concluded that it was better to put the R&D funds into FF-capable lenses and let the APS-C-only ones more or less tick over for not too much money. Some might say wither on the vine.
Either way, once FF is put into the mix, APS-C starts to look a little less attractive, a little less deserving of premium pricing. That's a very risky place for Pentax to be, at a guess. They don't have the market share and comparatively huge volumes of Canonikon to bolster them.
Somehow, I guess Pentax need to come up with a very powerful reason for people to choose a Pentax FF camera - and one that won't devalue their core APS-C lines. Otherwise, it's hard to see how the comparisons will look all that favourable when looking over the market and deciding which brand to go for.
This is all a very tricky business. We can't be at all sure it's even doable. There are alternatives, of course, even if they are widely derided. For example, a 36mpx FF Ricoh GR with a fixed 35mm lens but two high-quality slip-over adapters for say 24mm and 50mm. Plenty of mpx to crop on what would probably be the world's smallest FF camera. Just another move in the theoretical chess game.