Canon, Feeling the Smartphone-Heat, Asks “Why”

Can’t blame the big boys for slowly getting paranoid. Canon’s latest anti-cellphone shooter ad points into exactly this direction. Claiming that only a real camera is a real camera. The point-and-shoot market is in tailspin and Canon’s mirrorless M sells way below expectations, so all the hopes rest on the aging DSLR dominance.

Canon’s not happy that more and more people don’t care about crappy photos that look just fine on their small screens. So the message is blunt and clear. You have to get a DSLR.

Really? That’s what the ad below suggests. However, the message is incomplete. We’re neither shown the difference and aren’t told why people should move back to bulkier gear.

Fact is, most people’s photography only started shining after the invention of portability, filters and Instagram and the likes. They love what they see, so why sink much more money into a camera that’s less convenient, not connected and not interactive?

I think this Canon ad completely misses the point. They try to revive a dinosaur that remains legitimate, but tomorrow points into a different direction.

Too bad Canon’s not at the forefront of innovation. They wouldn’t have to spend money on such ads.

Sure thing a bigger camera can be a better camera and without any doubt is the preferred tool for serious work. But why do more and more photographers — whose business might even be photography! — leave the big gear on the shelf and use a mirrorless CSC or even an iPhone more often than not.

Because, Canon, they dare to ask, “Why.”




  • Harry Briels

    After I went from heavy Nikon equipment and switched to Leica which was a pleasure to use a.o. its small size and low weight, I then purchased the Sony RX1 which not only offers the best image quality ever generated by a digital camera, but again due to its small size and low weight, a fantastic portability.
    ‘Portability’ is the actual problem of Caniko and other camera manufacturers: people no longer are prepared to carry large bags with in it heavy large lenses and a kind of, again heavy’ computer with a lens attached’.
    Sony RX1 now shows the way and it could be that they are being followed by the upcoming “Mini” of Leica?
    I am very satisfied with my RX1, my best camera ever!

    • Whatever Leica announces on June 11, within the next 12 months we gonna see gear we thought is not possible not too long ago. Doubt that CaNikon will be among the names that will coin these months.

  • Bengt Nyman

    The sales of digital cameras has grown in excess of 35% a year for the last five years except for 2012 when growth was “only” 9%. The sales of camera phones has grown from 18 million units in 2002 to 1.3 billion units in 2012.
    Junk photography has grown tremendously while general photography has grown as well.

    It’s reasonable to expect that entry level point and shoot cameras will be victims of the rising sales of camera phones. However, to draw far reaching conclusions from this is likely to be misleading. Canon and Nikon are both likely to loose entry level camera sales to camera phones. But with some popular camera phones costing twice as much as a professional DSLR the shift in the market is likely to stabilize.

    I agree that the DSLR is doomed, and it should be. The flopping mirror was a necessity in days of film. Today it’s a big, heavy embarrassment.
    The holdup is fast image-sensor auto-focus. Whenever Sony, or somebody, solves this problem, plus offers an EVF with the image quality of a DSLR OVF, only
    a handful of collectors will be seen strutting around with their old mirror boxes.

    The future of photography is mirror-less. From full format, high
    resolution professional cameras down to small, micro everything
    camera phones. The innovators might well be Sony and others, but the big producers are likely to remain Canon and Nikon, with a spice of Leica and others thrown in for the Gucci crowd.