Nikon admits that first-time camera buyers are "underserved"

A woman picking up a camera, from a shelf of dozens of cameras, in a store
(Image credit: Getty Images)

Nikon has admitted that first-time camera buyers might be "underserved" by the company, conceding that it might not have "been able to offer the [right] options to them."

While the company has just celebrated the launch of the Nikon Z6 III, and before it the highly successful Z8 and Zf, these are all advanced and / or expensive cameras. Nikon's last entry-level models, the APS-C Z30 and full-frame Z5, came in 2022 and 2020 respectively – and didn't seem to particularly resonate with audiences.

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James Artaius
Editor

James has 22 years experience as a journalist, serving as editor of Digital Camera World for 6 of them. He started working in the photography industry in 2014, product testing and shooting ad campaigns for Olympus, as well as clients like Aston Martin Racing, Elinchrom and L'Oréal. An Olympus / OM System, Canon and Hasselblad shooter, he has a wealth of knowledge on cameras of all makes – and he loves instant cameras, too.