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Canon is in the midst of an internal debate over whether or not to bring an APS-C camera to its RF lineup, according to a new report. Since the switch to mirrorless, Canon has so far separated its APS-C line (the EOS M series) from its full frame offerings (R series).
Canon Rumors reports that it has been informed that Canon has conducted market research with “selected professionals and others” to see if there is a real demand for an APS-C RF mount camera. Additionally, the report alleges that Canon is already considering letting the EOS M cameras focus on the EOS R cameras, whether or not the APS-C comes on the mount.
Canon also apparently has “zero plans” for producing RF-S lenses.
According to a second Canon Rumors report, Canon is examining three possible APS-C camera models with the names R7, R8 and R9.
While historically its flagship models like the 5D series and now the R5 steal most of the projectors, most of Canon’s users have come from its low-end interchangeable cameras. Canon continued to manufacture and sell the Rebel SL series cameras – most recently the Canon SL3 released in 2019 – because the models were so affordable and, as a result, popular. But as DSLRs lost popularity and became less profitable for all camera brands, Canon began to focus on its high-end models as it admits the market has become saturated.
As reported by Petapixel’s David Crewe earlier this year, Canon was able to see some growth in its camera division mainly due to an increase in the average selling price per camera. These financial realities are behind the company’s choice to focus on full-frame mirrorless systems rather than entry-level DSLRs. It could also explain why the EOS M series hasn’t seen much innovation in recent years.
The Canon EOS M50 Mark II, its newest EOS M camera announced in late 2020, sells for exactly the same $ 600 as Canon’s entry-level SL3 DSLR. Since Canon has admitted that low-end cameras don’t contribute as much to its bottom line as high-end models, Canon has many reasons to abandon the platform. Meanwhile, Canon’s cheapest RF camera, the EOS RP, costs $ 1,000 without a lens.
Canon can see that unifying its APS-C and full frame mounts makes a lot of sense. Not only is this a decision the company has made in the past with its EF-mount DSLRs, but it would also encourage newcomers to the brand to try a high-end lens that could be treated as an investment and spend with it. them at more expensive camera bodies when they were ready to be upgraded.
Another factor that Canon may consider is the existing competition: Sony and Fujifilm have both done very well in the APS-C market, leaving little room for Canon to break through without significant additional investment – its EOS strategy. M lukewarm was not enough to seriously challenge Fujifilm or Sony. Nikon has dabbled in an APS-C Z-mount camera, but it’s unclear if the Z50 is selling well. That said, its retro-styled APS-C Z fc seems pretty popular ahead of its release. Canon may take a look at Nikon to see how it performs in the APS-C over the next year or so before determining its next move.
Canon’s general lack of attention to the EOS M line in recent years seems to indicate that the company is not ready to continue to maintain it, and the benefits of moving its full line of cameras to a single mount are numerous. . It remains to be seen whether Canon believes developing an APS-C RF camera and attempting to migrate its EOS M user base to it is worth the cost and associated risks, however.
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