Nikkei Shimbun has interviewed big wigs from Canon, Sony, Fujifilm and Nikon, providing some very interesting insights into the industry’s collective views on AI. But as Digital Camera World’s resident Nikon nerd, it’s the Japanese business publication’s interview with the ‘Big N’ that really caught my attention. The conversation was summarized by Nikon Rumors, and although it sounds a little complicated, I think Nikon will essentially be doubling down on its current strategy.
The summary talks of a modular design where technology is essentially bolted onto the image processor, with Nikon Rumors stating: “This approach might allow them [Nikon] to manufacture a wider variety of digital cameras more efficiently and in a shorter timeframe.”
But this seems rather familiar to me. The second generation of Nikon’s mirrorless cameras started with the Nikon Z9 and, bar the odd innovation here and there, every camera since has essentially received hand-me-down Z9 tech. A trickle-down model, if you will.
It’s why I’ve not been overly surprised that Nikon hasn’t been prolific with its camera releases of late. If rumors of a Nikon Z9II delay are true, it makes sense to me that any plans for a third-gen lineup would grind to a halt, because the flagship needs to come first to set the technological precedent.
It’s why I’ve been a little surprised that we haven’t received a Nikon Zfc II yet, because if it were to follow in the Nikon Zfc’s footsteps, it would be a reskinned Nikon Z50 II. By applying that line of thinking, the Nikon Z5IIC suddenly makes a lot of sense.
I can only assume that, since it’s essentially a Nikon Z5II without a viewfinder, it required comparatively little development. It also brings very little new to the table, so it doesn’t rely on next-generation tech. It’s a safe camera release that doesn’t rock the technological boat, so to speak.
Another quote from Nikon Rumors states: “Nikon believes that state-of-the-art technology needs to be embedded in products because that is what customers expect.” I can certainly understand this; we’re seeing some very advanced tech such as open-gate video, subject-detection, fast burst speeds and more at the lower end of the market with cameras such as the Fujifilm X-M5, Panasonic Lumix L10 and OM System PEN.
My only concern is what I’ve talked about time and again, and that’s Nikon’s reluctance to release an entry-level camera. I still stand by my assessment that photographers are extremely brand loyal and that all brands need a viable entry point into their ecosystem to ensure that they attract future generations of customers.
With that in mind, I’m not sure if this modular, trickle-down model that’s being talked about is a help or a hindrance. Sticking an Expeed 7 or maybe a potential future Expeed 8 in an entry-level camera would definitely be overkill, and perhaps not even cost-effective, but I still think that a true entry-level camera in the form of a Nikon D3500 would fill a giant hole in Nikon’s lineup. And even if it's a loss leader, I still think it would be a huge boon for the imaging division's future.
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