Do you remember what happened to the ex-president of Leica, Steven Lee, when he let slip a year in advance that the Leica M9 would be a FullFrame camera? He was promptly sacked.
By announcing a FullFrame camera, Leica customers no longer wanted to purchase M8 (cropped format) cameras and accessories. This left Leica's dealer network calling for his head, killing sales and profits.
Further reading:
Steven Lee fired - Photo.net Leica and Rangefinders Forum Leica Drama: CEO Steven Lee fired! - 1001 Noisy Cameras Leica fires CEO after full-frame M speculation from Adorama Learning Center
There were some other reasons, Lee was a little rebate happy which can hurt sales of premium goods. Rebates do have a purpose and can help stimulate sales, but should be used sparingly at the end of a product's life cycle.
A Pentax Fullframe might be coming but it's not for sale yet and can't bring any money in the door. Pentax may also be sitting on a large amount of DA lens stock which might be harder to move once a FullFrame DSLR is announced. Pentax Canada let slip that a number of DA lenses were discontinued but the page was quickly changed.
Here's a link discussing it:
Discontinued Lens List [Page 1]: Pentax SLR Talk Forum: Digital Photography Review
The economy isn't the best right now. Nikon was supposed to release a D700 replacement by June of this year but hasn't. Instead, I noticed a lot of rebates. The same with the Canon 5D Mark II replacement (I've recently read possibly Photokina along with a new Canon 50mm 1.4 prime priced at $700.00). Canon has been rebating the 5D Mark II also. This tells me that Nikon and Canon are still sitting on a lot of stock on both cameras. The new cameras can't be released until the old inventory is cleared out.
Having a smaller market share than Nikon or Canon I see Pentax playing its cards very close to its chest.
I've already noticed some drastic price cuts from Panasonic/Olympus on the M4/3 system. This might be preparation for any new mirrorless announcements at Photokina, (Canon is rumored to be working on an APS-H EVIL). Olympus was already complaining in the past at the close margins and lack or profits in the M4/3 and 4/3 formats. Unfortunately it looks like Olympus put all of its eggs in the 4/3 and M4/3 basket. I did read a rumor (can't locate the link) that Olympus might introduce a larger format camera at Photokina (this may have been a loose threat from Olympus to help Panasonic reach deeper into its pockets to keep its only serious M4/3 partner.
Back to the original topic, I don't see Pentax announcing anything too early. It might hurt current sales. Especially with the K-X selling so well. Pentax should at least make a public commitment that DA lenses will be usable on future cameras (in a cropped mode) to alleviate any buyer anxiety. Nikon FullFrame DSLR's have compatibly with APS-C lenses in a cropped mode, Canon does not.
It's not just FullFrame, I see Pentax developing and bringing out an EVIL camera but am not sure which Pentax will announce or release sooner. Just as long as it's not 4/3 or M4/3 I'll be interested! APS-C is as small as I'm willing to go. Ideally I would love to have a FullFrame mirrorless camera someday to compliment my FullFrame DSLR.
Hurry up already with the FullFrame K mount DSLR Pentax (and some great new D-FA primes), that is what I want to purchase next!
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!").