Originally posted by Clavius You really think Pentax can do FF at Sony's price?
Yes of course - they already have the body and all other specs sorted with the K3 at USD$1,300. So the extra is the additional amount for the Sony FF chip, some additional buffer capacity, and some firmware development.
Let us guess that the chip is no more than USD$300 per unit. Maybe USD$100 buffer hardware enhancements (for much larger file sizes). If we allow (generously) USD $300 per unit for changes to firmware, processor chip and optimisation...then that pulls you up at USD$2000.
So if Ricoh put the K3F out at the same price as the new Sony $2,300 then I reckon they would be pretty happy with the margins and profitability per unit.
I am sure they can do the math...
With a K3F with a 36MP FF sensor they would be completely back in the DSLR game with a very compelling product lineup covering all segments