Originally posted by maxfield_photo Sure Nikon probably pays Sony a bit less than Pentax for their sensors, but it's not as much as some folks seem to think, and there is a point of diminishing returns with volume buying. Sony would like to sell their sensors, but they aren't about to do it at a loss. It doesn't matter how many Nikon orders. At the same time if Sony doesn't offer Pentax a reasonable price, they risk losing that business to Kodak or Samsung.
We're talking FF sensors, not APS-C.
FF sensors are between 2.5 and 4x more expensive, in part because of stitching, but also the underlying electronics to flash more data.
Nikon buys 95% of Sony's FF sensors! They are co-designed.
So it does matter how many Nikon orders. They order so many Sony cannot afford to pixx Nikon off and shop around a co-designed sensor to anyone who comes knocking. The blunt reality is Pentax would have to buy something 60,000 sensors per year to get Nikon prices, and Pentax would maybe sell 1/4 that amount.
So Pentax gets the sensor at a much higher price, are Pentax cameras going to suddenly be more expensive than Nikon's? With a much smaller lens selection and underpowered flash system?
Would you pay 25% more than a D700 with less features? Pentax still has to make a profit.
Sony would much rather risk losing Pentax to someone who cannot make low-light CMOS sensors at volume than lose Nikon's 95%. Nikon is easily Sony Semi's best customer.
What Pentax needs is a FF price war between Canon and Nikon. It was hoped Sony would start that with the A850, but the withdrawal of that model signalled strongly that FF is going to remain a very high cost product.
The ability of FF to get within Pentax's reach depends utterly on FF sensor prices dropping substantially. For the outgoing generations, that ship has sailed. The next generation will be about a 3 year cycle to announcement so 4-5 years before Pentax could buy in. They'll need the time to work on a lens array in any case.
And FYI: the most awesome zooms ever made are the Nikon 14-24 and 24-70 for in FX. neither are VR, and likely never will be.
But those who want 1080p/24 video, in-body SR, PDAF as good as a D700, high FPS, screw drive, etc. FF, and then ask for a smaller body, are contradicting themselves. The 5D Mk. II has a video board that accommodates the necessary high data rates and it is about 1cm. x 1.25 cm including space to cool. This had to be shoehorned into the system and necessitated a larger body. All these feature requests take up space; and the consumer eats it up. They went nuts for the camera regardless of the larger body. The electronics, chipsets, RAM, and so on are all outsource supplied (and often designed). As with many consumer electronics they can only shrink so much before diminishing returns and uber-costs come calling. That's where DSLR design is right now. The mirror and shutter systems are sunk costs and have paid for themselves 5,000fold already. These new features come at the expense of form factor body size (don't forget power). If you want smaller, you're going to need to look at MILC or pellicle, and give up OVF's and perhaps K-mount.