Originally posted by Unsinkable II I would have thought it would work to their favour to announce it early.
Much like the 645D.
There is a ton of MF legacy glass lying around, and people want to know if a digital body can make use of it.
By announcing a FF body early, you'd get the attention of owners of Pentax 35mm glass, many of whom no doubt are currently using other brands.
I would conclude that Pentax isn't going to release a FF body this year.
If they do release one, they boobed by not saying so earlier (am not suggesting revealing full specs, just "there's going to be a FF body!").
All this makes much sense on many aspects.
However, the announcement of the 645D cannot be compared with the announcement of a future FF DSLR, simply because the 645D is a niche product, with little competition from Pentax's usual competitors (Canon, Nikon, Sony, Panasonic, Olympus).
Even Phase One, Mamiya, Leaf and Hasselblad don't that much to worry from Pentax, simply because this MF digital camera is not aimed at their customers, many of them the pro advertising photographers. (Well, at least they don't need to worry for now... in the future, it might be different.
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Sure, the announcement of the 645D did result in lots of pre-orders for that camera, but even though it was a huge success, we're talking about hundreds of units, here. Not tens or hundreds of thousands of units.
Now for more mainstream products (APS-C enthusiast DSLR, EVIL cameras, P&S cameras, lenses and accessories, and even FF enthusiast DSLR), announcing a new product too early isn't always a good idea. And there are many reasons for that.
First and most important, it could hurt APS-C sales if the FF camera was announced too early. People would not buy the K-x or K-7 replacements because they would be waiting for a FF DSLR. And they would stop buying most Pentax lenses, because most of the lenses are APS-C only. And with only a few FA (including the expensive Limited lenses), DFA and FF compatible DA lenses, some people would start buying Sigma lenses to prepare for the new Pentax FF.
Second, if they announced a FF camera, the competitors would know in advance and they could prepare to fight back with price drops, improved versions of already existing FF DSLRs at a lower price, etc. That would be giving the competitors the advantage to catch up with Pentax's new, potentially more affordable FF body with new features and lower price on their own FF bodies.
Third and most unlikely to happen, if the FF is announced and the release is delayed, the Pentax brand could lose the trust of future would-be buyers, who would turn to competitors who can be "trusted" with their announcements. Just remember how the DA*60-250 saga made some people angry... and depressed!
So for all these reasons, I think Hoya will wait 'til the last moment before releasing any new FF (or even APS-C body, for that matter).
- Protect your already existing products from the hype factor of your newest products by announcing the new products just before they're released.
- Protect your upcoming products from your competitors' products by announcing these new products just before they are released.
- Protect yourself by not making promises you can't keep, like for instance announcing a new product only to push back the release of this product again and again.
So even if Hoya has plans to release a FF Pentax DSLR within the next 12 months, I doubt they would announce such a camera within the next 8 to 10 months. They'd wait until 2 to 6 weeks before the release to announce such a new product.
I wish Hoya release a FF body... but I really doubt they will. Not until 2012 and, hey, it's the year when the world ends, right?