NAB 2017 is a very video-centric tradeshow. Today, however, I walked away with a striking impression of the photo industry. As the digital camera market becomes more and more niche, the benefit for manufacturers is that consumers in the market become more and more specific to the features and tech they want in their cameras.
As I sat in the Blackmagic Design press conference this morning, I was impressed with the company’s advances with Da Vinca Resolve 14, its new ATEM Television Studio Pro HD and Bluetooth features for the Ursa Mini Pro. However, the thing that struck me the most during the press event was the sheer number of Sony mirrorless camera users in the room. Not only that, but also the ratio of Sony mirrorless users to DSLR users.
While this is a bit of an anecdotal observation, we know that Sony just stepped into the second place position ahead of Nikon for the full-frame interchangeable lense camera sales in the US. Now, there are couple qualifiers there worth noting: (1) full frame and (2) US market. As I am now reviewing the Sony A6500, I can fairly say that Sony is on the right tech trajectory to overtake the APS-C market as well. When that will happen, I don’t know, but having used the A6500 for a few weeks, I can’t give you a good reason to buy a comparable DSLR over this camera.
As I was talking to my wife the other night, I told her something I had been chewing on for awhile now. I’m leaning toward moving away from Canon and going all-in with Sony. I’ve had nothing but Canon SLR/DSLRs as my primary kit since 2002. I bought a Sony A6000 a year or two ago and have been pleased with it but was still a few steps behind for me. Seeing the A7 models grow up and using several of them has been encouraging, but the A6500 and now, the A9, shows me that Sony has arrived.
I sat in a room full of practitioners today that create content with their cameras everyday and I saw more Sony mirrorless cameras than I saw DSLRs (not just Canon or Nikon, DSLRs in general). Sony is at critical mass, while Canon and Nikon continue to miss the boat. At least Canon is making an effort with its EOS M series but it may be too little too late unless the Rebel marketing machine makes some big changes over the next half-decade.
And it’s not like Canon hasn’t heard from its customers on the issue. Canon faithful and potential customers have been very outspoken about Canon’s conservative features throughout its camera lineup. While Canon may well have the best lens lineup in the market, it is all for naught if the company refuses to make a camera that delivers the goods like Sony’s A7 models.
I hear excuses about Canon’s conservative approach being tied to its Japanese roots. However, Sony is also a Japanese company and has no problem responding to what has become a rabid fanbase in delivering new and exciting camera models. Sure, Canon just announced it’s adding C-Log to the 5D Mark IV but that’s the cheapest 4K DSLR that it offers – and it costs $3500. Sony’s 4K mirrorless cameras start under $1000. Panasonic gets you there for less than $800 with the G7.
Frankly, I think Canon loves its brand so much and so is romantic about the Rebel brand that it is afraid to mess with the magic. The Rebel brand is nearly 27 years old. It’s been around almost since the EOS system launched 30 years ago. The Rebel brand is everything to the EOS system and those regular refreshes of the Canon Rebel DSLRs keep the cash cow flowing. Everyone (EVERYONE) knows what a Canon Rebel is. It is THE entry-level DSLR.
But its days are numbered.
Maybe 5 years. Maybe 10 years. But Canon will either change the Rebel brand to mean something other than “entry-level DSLR” or someone else (like Sony) will create the next “Rebel” brand. The kicker to it is that the ball is in Canon’s court.
Canon has had the power to dominate the camera niche for the next 40 years but it has squandered the past decade by playing defense instead of offense. (Before you say “5D Mark II,” read up on the happy accident that it was. It became much more than anticipated because Canon didn’t quite know what it had before it launched.) And now, we’re seeing Sony play such aggressive offense that Canon can’t continue to out-market Sony and dominate over the next two or three decades.
Don’t get me wrong, Canon makes great products and I’ve loved every Canon camera I’ve owned for the past 15 years. The market has changed drastically since 2007-10 and consumers have voted in the marketplace with their wallets. And the market is the true equalizer.
Canon doesn’t act like it is worried about Sony. It should.
Ricky L. Jones says
Don’t count Canon and Nikon out too quickly, they have been around for a long time for a reason. I’m sticking with Canon for now, to see what happen, but only for now.
Eric Reagan says
I hear you Ricky. I want to believe Canon and Nikon will snap out of it but they’ve both let Sony grow from a sideshow to a major competitor. No doubt though, we’ll be watching closely.
brian says
Panasonic has been stepping up their game as well. They’re seeing Sony eat away at their piece of the market. The AF100 replacement later this year will likely steal some thunder back for video.
For photos, not sure I’d go with a GH4/GH5 as my “go to” anytime soon. Have enough of an issue with that rig for the bulk of video usage to deter me and a big reason why I haven’t invested in MFT to this point.
Peter says
Canon has made some great products and still continues to do so. Of late, technology has become so important to our day to day lifestyle and as such user requests need to be taken into account during product development. Sony has responded to these requests and added interesting features to their camera lineups.
The rivals need to know that Sony has the capability to conduct high level research in photography and out new gear at will. If the camera business brings the kind of revenue they anticipate, you can be sure they will continue to throw new tech into these shooters.
One of the reasons photographers have kept with Canon and Nikon was due to availability of large collection of lenses from these two brands. This is likely to change given Sony’s pace. In the long run however, the user stands to benefit, as new product innovations bring better features to their shooting experience.
Jared says
Couldn’t agree more. I just got the 5D Mk4, but wonder (after owning SEVEN previous Canon DSLR bodies), if it could be my last Canon body.
brian says
That firmware rumor really would have changed the game… LOG is a small step, but not enough for the critics. A better 4K codec is badly needed to make it really usable. Even if there was a way to “convert” 4K MJPEG from the CF to 4K codec on the SD card after shooting within the camera, it might be enough for many.
I’m in a situation where I’m likely going to need another camera body/lens set for video interviews. Would like to get another 5D4 to “match” but am considering other options, including selling the 5D4 while it still has value.
Vladimir says
Happened to Nokia and Motorola. Well, happened to Minolta and others. Canon ignoring the reality is a dangerous game.
Menachem Reiss says
I have Sony A7R2 a great camera working with metabone 4 and Canon lenses. Very pleased with the results in stills and videos. I heard that the problems might be in service for faults in the future, non firmware updates for better organized manu and better performance, playmemories that don’t work in all countries
Greg says
Hi, do you have heat issues with that cam? I have read about overheating when recording video at length.
Rich Watson says
And you can add to that list, Kodak, Polaroid and Xerox.
Jerome Taylor says
Nikon needs to market a full feature Nikon F to Sony FE adapter so it can keep selling lenses. That’s where the money is.
Scott Manthey says
I’m a nearly life long Canon user (first film camera was a Pentax super program but after that, Canon all the way). I never cared for Sony colors, the feel of the body in my hand and particularity menus. I teach photography and the Sony cameras are BY FAR the most difficult to help new students figure out.
That said, it pisses me off that Canon continues to ignore the simple fact that 4K is real and here and works on so many other cameras EXCEPT theirs.
Note: we have Canon 5D MKIII, MK4, MK2, M3, Nikon D750, D800 and now a GH5 in our kits so we use a lot of cameras. I can’t bring myself to add a Sony to it so far.
I truly hope Canon figures it out because we just bought a GH5 and it is very nice and I can see more of them in our kit soon.
I would love a M camera that competes with the A6500, my little M3 is a very nice camera but I won’t be buying the M5, M6 or M-anything else unless they figure out that Sony, Fuji, and Panasonic are kicking their but and deliver something they are fully capable of delivering.
Canon isn’t likely to go the way of Kodak anytime soon but they could be knocked off the mountain by the A9 which looks like a wonderful camera and I’m frustrated that I can’t buy anything close, at any price (spec wise), from my favored manufacturer. The fact that the Sony is almost $2K less than the 1Dx mkii makes it even more is ridiculous.
Scott Manthey says
This must be how Mercedes and BMW felt when Lexus showed up on the scene and kicked their collective asses. They totally ignored them for a while and now… well you know the story.
Robert Levin says
Or Blackberry ignoring the iPhone
Newsbob says
As others have said, Sony needs to improve its menu system. But even more importantly, they need to fix battery life. With my Canon 5D3, I can go all day with one battery. With the Sony A7r2, I’m lucky to get 200 shots. The A9 supposedly is much better. But I like my 42 MP and don’t want to go back to around 24.
Tim Driman says
I am a South African wildlife/sports/action photog and Canon user for the past 17 years….
My current kit consists of 1DXMKii/200mm-400mmf4.0 ; 5DMKiv +vertigrip / 70mm-200mmf2.8 MKii; 24mm-105mmf4.0 MKii etc.580 EX Flash 2x and 1.4x MKiii converters etc… Great kit and I have achieved great results over the years….
BUT, when you apply your mind to the future of mirrored SLR’s, as opposed to mirrorless even a blind person can see that mirrored technology has a hand brake and is “old technology” – The mirror mechanism!
Remove the mirror technology, let modern electronics take over, and you have a wide open horizon for unfettered, potential for improvement. It is the future of photography..
SONY clearly believes that the future of photography is in the mirrorless arena, and have more than proved it by beating all the best features of the Canon/NIKON flagship models…By a LOT! Does anyone have any doubt that this is just the beginning of what SONY have for the future?
SONY have specifically targeted all the best selling/performance features of the other two flagships and proved that it is indeed possible to be better and offer a much higher performance guarantee than the old mirrored technology.
And Canon keep plugging away at 4K and 8K technolgy blah, blah, blah… That’s wonderful but has anyone stopped to think if our TV’s, broadcasting and electronic equipment can handle that yet? Wonderful technolog, but sooooo impractical and headed into a market which is only set to be narrower with less appeal to the genral man-in-the-street…..Their future thinking seems to be flawed…Are they wanting to make money or massage their own ego’s with fancy, impractical and unaffordable technology?
Remember when Kodak refused to entertain digital technology? Their flawed thinking essentially caused their own suicide….
Being a Canon user in SA, I wrote to Canon with a sincere request for answers about their future thinking about mirrorless technology, especially as all that Canon has managed is the M6 in mirrorless technolgy… Which, in all honesty is like a “point-n-shoot” compared to oter brands….
I have yet to receive the courtesy of any form of a reply to my polite and justified request for assurance!
While I fully understand that they have a secrecy policy on new models, asking about the direction of their technological philosphy, should have at least received a polite answer providing me with re-assurance that Canon will certainly be competing in that arena, and to “watch this space” as it were…But that never happened!
Clearly Canon have been caught in a severely compramised position, and their silence is conspicuously deafening!….
As for me, Canon has treated me as “just another Canon user with too much invested in the brand to change…” ………Really? Ya think?
As soon as I get the A9/100mm-400mm in my hands, and test it, just to confirm that SONY have actually put their money where their mouths are, it will be good bye to Canon, and hello to modern technolgy that provides me with far more for my needs than my current brand…
As for back-up in SA and cost to me? One of the largest photo dealers in SA has quoted me enough trade-in for all my Canon gear, to enable me to switch completely, without costing me anything…..That too, should tell you a story about cost on Canon as opposed to SONY, even here in South Africa…
In my humble opinion, this has been an inflection point in the world of photography…If Canon / NIKON don’t have some amazing mirrorless models to compete and beat SONY, they have a major problem and I don’t want to be around when it is too late to switch over…..
Saulo Kutner says
Lenses, lenses, lenses! Sony it´s way behind Canon (and Nikon btw). I mean quality and diversity wise!
No way a pro will jump into Sony bandwagon without availability of high quality primes from wide angle to portrait to long teles. This means that Canon and Nikon have time enough to react. I hope they do!
Kevin H. says
Honestly one would think you don’t know what you are talking about. Go to any photography forum and see how many pros (hint: a lot) have already jumped ship … and that’s before the A9 announcement. Or do you think the fact Sony have overtaken Nikon is purely based on amateur numbers, despite the fact Sony lenses are generally more expensive than Canon/Nikon’s ?
To say nothing about the article above that has just referred to a PRESS conference full of Sonys : **However, the thing that struck me the most during the press event was the sheer number of Sony mirrorless camera users in the room. Not only that, but also the ratio of Sony mirrorless users to DSLR users.**
As far as the most common focal lengths and zooms are concerned Sony has plenty of options (though could do with just a few more UWA lenses, even though down to 10mm on FF is available) via their own offerings or those of 3rd parties (particularly Zeiss and Sigma) with FE, GM, Batis, Loxia and Art. And that’s before even considering the thousands of lenses that can be adapted via the use of Sigma’s (AF), Metabones’ (AF) or Voigtlander’s VME (MF reducing MFD) adapters, to name just a few. At the very least there are SIX options each at both 50mm & 85mm for example (not counting adapted, all native mounts).
Personally I now use Sonys for everything except sport and wildlife, although that could change with the A9 (and reviews of Canon/Nikon teles on the A9 suggest it’s a game changer there too). It can even be done with e A7rii as there is spectacular bird photography from Costa Rica from one guy on a popular forum, all shot with the A7rii and a Canon 400/2.8.
David says
I read these comments above and wonder what the IQ of the people is who make such idiotic comments about Canon. First of all, you don’t see pros using Sony cameras at any sporting event. National Geographic photographers don’t even think of Sony. There is a reason for that.
How can anyone say anything about the A9? It hasn’t come out yet and what’s on paper is as good as the paper it’s been written on. Same wonderful things had been said about other Sony cameras and….not nearly as good as what was written on paper. One of you up there is thinking about selling his Canon 5DMark4 soon before it is still worth something. What will your A9 be worth a few months after you buy it?
Shitty battery life for Sony. Sony has no lenses. You have to use adaptors to use Canon lenses. What is that telling you about the company that makes cameras but no lenses? Do you people are really following the hype and make your decisions on that? Use your heads. Forget the newest, the latest. Just shoot. If you need 4K video, buy a fucking video camera that was designed for that. DSLRs are designed to take still photos. Next thing………..Sony just released a camera that does everything, including a built in phone, live TV streaming, mp3 player, video game console……………..all in one small and compact body………..the new Sony A10………but no lenses. Enough of this. You should get the point.
Tim Driman says
@David: I assume that it was to me that you refered about the Canon 5DMKiv?
I am a wildlife/action sports ‘photog and my main go-to rig is my 1DXMKii/ 200mm-400m F4 and secondry is the 5DMKiv/70mm-200mm f2.8 MKii… *I traded in my 500 F4.0 as it was too restrictive for my purposes…
I don’t use any video functions, on a stills camera even though I have the facilities on both bodies…, although it appears that the A9 is perfectly capable of shooting 4K….
Just a question: Do you own a 4K computer monitor and a 4K TV? Does your service provider stream 4K to your monitors/ TV? ….. My point is that while 4K may be great at the movies, most of the public can’t receive or see a 4K signal….. Just saying…
These tools are are what I currently use, and I am more than happy for them to deliver my needs… Both are awesome tools…. But keep an open mind to new mirrorless technology….Technically and mechanically, mirrorless is more advanced and affords greater scope for advancement than the “old technology” of mirrors…..Just saying.
In my personal opinion, I sincerely believe that this A9 heralds an inflection point in the history of mirrored technology and the arrival of a faster and better technology, regardless of brand….I think it would be interesting to ask CANIKON if they have agreed and are they doing anything about getting with the plan? Or have they missed a trick which could count dearly against them?
May I respectfully suggest that you kindly read my earlier comments again… I said that once I have actually tested the new equipment, I will be in a position to see if the hype has been justified….If they can be proved to me, by my own personal testing, I will then make the call to switch or not….
I have a trade-in plan and will switch quickly if I think it will be better than the set up I am presently using… I will receive a good trade-in value from the largest photo dealership in South Africa,( Already discussed and confirmed) which will cover all the cost of my decision to switch….
I am not switching for any other reason, other than the improved ability of the tools which I need to accomplish what I do…It is purely subject and to my personal needs.
I am pretty sure if these SONY tools actually do the job, you will find the CANIKON equipment will lose their value a lot quicker than everyone thought….. “Too big to fail” is a cliche` which has bitten too many people in history….Remember Kodak?…. Just saying…
Who knocked NIKON off 2nd spot in the rankings ( Before the A9 was even announced..)? And SONY only had their 7 Series cameras with which to do this? Oh, yes, I forgot, and their cousin ZEISS’s lenses…. Just saying.
I respectfully think you may have also missed the important fact that both the lenses and bodies are image stabilised…..Why do people want IS? Because it gives them stability, low-light ability etc, but they still shoot action, stopped down from “full open” to achieve DOF… The point I make is that you can still get an excellent job done without buying a 400mm F2.8…. Just saying.
I respectfully also think that you may have overlooked a very important fact which is, “Mirrored technology” is now old fashioned… SONY have removed the mirror, and given CANIKON a very hard smack, and improving on their very claims to fame by using the later technology…
While I hear what you say about the minimalist glass on offer, I would argue that ZEISS are not exactly idiots, and their offerings ( While currently limited) are as good as CANIKON – Provided you measure apples with apples…Just saying.
The way I see things is that SONY have been very shrewd here, and hammered the core points which CANIKON have used to sell their flagships. They not only improved on, but they hammered them by large margins……. .Yes, we have to test first, to concur that they are correct, but I would NOT be betting against SONY at this stage.I personally think that this is just the beginning and we have only just seen a preview of things to come from SONY……
Competition is wonderful…For everyone… I can’t wait to see how CANIKON answer this A9…..
SONY/ZEISS Glass: Yes, they have offered a limited choice of lenses at this stage…. But do you think that a full range of long f2.8 / f4.0 glass would have helped this promotion or not?
Personally, I would have used exactly this strategy… Then once everyone had tried their new A9 gear out, and found it to deliver on all the claims, then come the long f2.8 / f4.0 glass range to suit the marklet which pays the bills,… And the photogs and their backers, will grab them without blinking…
The largest buyers of equipment in the Journo/action/wildlife/sports arena are not so much individuals, but the big media houses who listen to what their photogs want.
If it were left to professional photogs to pay for their own tools, my guess is that you would see SIGMA and TAMRON bouncing for joy!….Just saying
I think you should give SONY the opportunity to now prove their claims, and if they are correct, your assumptions about the old “mirrored technology” still being the best, may go the same way which Kodak went when they refused to acknowledge the digital age!…. Just saying.
I am not a gambling person, but I would be very happy to wager a slap-up, three course meal +wine if I am wrong about mirrorless… Are you up for the challenge?
Face Book: Tim Driman Photography
David says
Tim, yes I do own a 4K TV and have programs available in 4K.
What you are saying is that the A9 can shoot 4K which is great. A9 is a full frame camera. What you fail to say is that the A9 in capable of shooting 4K but only in cropped mode, NOT IN FULL FRAME. That’s one of the reasons you should not look at spec sheets but do what most professionals do, they actually shoot the camera and then do reviews. This youtube video might be of interest to you, one of many such reviews of the A9. Canon is not going anywhere and they are not worried about Sony. Canon has 50 years of experience in the manufacturing of lenses where as Sony has none.
Dave says
and who is this clown? someone respected in the photo/reviews community?
All he is showing is spec sheets. You must have heard by now that this new Sony A9 introduction photo shoots were all staged. You do know that, don’t you?
You also heard that this camera has chronic overheating issues and just shuts down. You have also heard that after actually shooting with this toy, it stops for a min or two to buffer. You also know that Sony doesn’t have its own repair facility, do you? And this is game over for who exactly?
Kevin H. says
I was going to write a full post on Sony’s lenses in response but I can see you simply have no idea what you’re talking in that regard about so it would be pretty pointless.
I suggest you go and check out exactly what lenses are available in native mount and maybe also Sony’s history of making lenses that generally considered to be AT LEAST the equal of Canon’s / Nikon’s before you embarrass yourself any further. Try Brian Smith’s site where he keeps a decent running log. As mentioned above there are at least 6 native mount lenses (AF & MF) in both 50mm and 85mm. 3 now at 135mm with another couple on the way. 4-5 at 35mm. Wider angles need more depth but there is absolute top quality available. Sony’s superb 70-200, plus 3 Sony and Zeiss 24-70mm and so on ….
Make a point of checking on Youtube, since it seems to be your reference point, for A9 testing too. There are many very good and very fair videos of A9 testing already available.
A little serious research will cure your ignorance.
David says
Exactly, Brian who? And who is he? I know, he is a prize winner and so are thousands of others. Doesn’t mean anything. Scott Kelby can afford and use any system on earth.
There is a damn good reason that he is shooting with Canon. If you did your research, you would know that it’s actually Fujinon who has made some of the world’s best glass.
They actually made glass for Hasselblad and most likely still do.
Sony’s history of making lenses? For what purpose? How long does that history go back, 10 years to their point and shoot cameras? What did they make lenses for? Cameras? Sony did not make cameras back in the 70’s or 80’s. Not even sure if they did in the 90’s. That’s some history in lens making. Oh, wait a minute, they did make lenses for camcorders. Well, in that case, you are right. Let’s compare apples and oranges then. Obviously you got sucked into the marketing of Sony’s cameras and you bought their system. Well, good for you. I hope you enjoy overspending.
Good luck when you need service, especially under warranty. Opps, you missed those youtube videos of frustrated photographers who bought sony camera and sony refuses to fix them under warranty. There are many. I can say it again, there is a reason, a very good reason why pros shoot with Canon and Nikon, more so with Canon. If you’re happy with your Sony, good for you. I’m happy for you. Hope you budget for some unexpected repairs and what a minute………..soon, it’s time to upgrade to Sony A9 II. Give it a few months. Do you not see how many Sony cameras are for sale on various sites, Craigs List and many others? Those are pretty recent models. Hmmm, I guess people don’t want to keep those superb cameras.
David says
Brian Smith…………….Sony Artisan. Wow, I wonder what that means. Do you think that he may be paid by Sony to spread the good news? I think that speaks volumes about his strong preference and favoritism for Sony cameras.
William says
Several years ago Sony clearly stated their intention to “dominate” the market. (Look that up) . Well on their way. Nikon down…Canon to go. As you said, I also see a predominance of Sony cameras at events. I am a professional photojournalist of 25 years. Canon user the whole time. Two years ago switched to Sony bodies. Now my collection of hard-earned L lenses are starting to go. I waited and waited for Canon to make a substantial camera with features and price to match…they haven’t. In regard to statements made previously pros and NG photographers not using Sony…check back in two years. There will still be a lot of white lenses on the sidelines I’ve been there often) but the name on the lens will have changed.
David says
Here is a good youtube review of the Sony A9. There are literally hundreds such reviews.
Those are done by people who are a lot more experienced and knowledgeable than any of us here.
As the Angry Photographer (look for him on youtube and actually listen to him) said:
You can’t take away 50 years of Canon’s experience with glass
Here is one of the many videos available on youtube:
Davdi says
Ok William, whatever you say. We’ll talk again in two years and our conversation will be very similar.
Maybe in the next two years, watch out for Sony, Sony has announced………..bla bla bla.
We’ve heard it all before. You will see more Canon cameras being used by pros and the white lenses will still say Canon on them.
ricohflex says
I have 3 Sony old model cameras. Not that good.
Passable, in my opinion.
I have owned (and still own some) other Sony other products – TV, transistor radio, MP3/video player, digital voice recorder, HIFI amplifier, cassette tape recorder, condenser microphones, MiniDisc recorders, digital tape video camera, HIFI CD player, headphones, earphones, etc…..
As you can see, Sony makes many electronic products.
In addition, Sony makes mobile phones (Xperia), notebook computers (Viao), etc….
It was only recently that Sony got into Cameras and lenses.
Canon & Nikon have been in the camera optics business for a much longer time.
Canon & Nikon have a big camera user base – don’t under-estimate that.
My personal experience with Sony is that it is heartless with its customers.
***Sony can suddenly to get out of a business and kill its product line. ***
I trusted Sony to buy Minidisc recorders and Sony played me out.
Likewise, Sony killed it Viao notebook computer business.
Sony has an obsession with copyright and I threw the lousy NW808 media player.
Because it became un-useable and impossible to copy songs to it for listening.
Same with MinisDisc recorders and copyright problems.
The Sony branded lenses that you can buy for A7 & A9 are made by OEM. They are lousy.
The Zeiss lenses and Sigma lenses made for A7 & A9 are quite good.
Sony A7 (&A9) is NOT a system camera.
If Canon or Nikon do produce a high quality mirrorless full frame camera that can use their respective lens mounts – then it is the end of Sony.
Remember what happened to Wordstar when Microsoft Word came out?
Remember what happened to Lotus 123 when Microsoft Excel came out?
Remember what happened to Netscape when Microsoft Internet Explorer came out?
Remember what happened to Nokia & Blackberry when iPhone & Android phones came out?
Sony Alpha series cameras may soon learn this lesson the hard way.