Canon’s big product launch at Photokina is the 7D Mark II, the long awaited successor to the 7D. Canon is hoping that thousands of DSLR users will want to upgrade their old 7Ds and that thousands more will forget that DSLRs are doomed..
2009 was an innocent time, a time before twerking, before Grumpy Cat, before the Harlem Shake. We had a black president. Olympus still made mirrored cameras. And “selfie” wasn’t in the OED. Launched that year (in Apple time, 3GS), the original 7D was a sports-shootin’, APS-Cin’, flip-floppy mirrorin’ beast that was the envy of the industry. But much has happened since those heady times. The unexpected* rise of the smartphone has cratered the point-and-shoot market, the decidedly unsexy but lucrative piece of the camera pie. And smaller, high quality mirrorless cameras continue to draw the attention of enthusiasts, some as an addition to their camera bags and, for an increasing number, as a complete replacement for their blobby and bulky DSLRs.
Never mind that though. Canon wants to party like it’s 2009, like the market hasn’t changed in those five years, like everyone and their mother-in-law still wants a Canon DSLR, and like the next five years aren’t likely to bring even more flux and change. Let’s give them their moment to bask in their fading glory.
* Unexpected, at least, by the camera makers like Canon who we thought had offices full of market researchers and crystal balls and are thus able to see trends far on the event horizon so that they don’t get caught flat-footed and with product lines that aren’t in line with the ever-changing times. Little did we know.