While there’s been plenty of hoopla surrounding Canon’s full-frame mirrorless cameras, the EOS R7 is by far the most important RF-mount model so far. This is the camera tasked with coaxing the millions of current Canon APS-C DSLR users out of their reflexes and into the mirrorless fold. It’s fair to say that Canon’s cropped sensor DSLRs have dominated the interchangeable lens camera (ILC) market for a long time and helped cement the brand in the number one position.
Not surprisingly, Canon has been keen to hang on to this business for as long as it could deliver healthy profits, which is probably why the company’s previous APS-C mirrorless efforts have all been a bit half-hearted. The M-series models have probably done reasonably well at the lower end of the market, but there’s certainly been nothing to tempt enthusiast-level shooters… and the likes of the EOS 90D or 7D II have done the job very effectively here.
Now, though, as the mirrorless camera is evolving to deliver more and more benefits that are simply too hard to ignore, it’s time for Canon to get serious about its cropped sensor offerings. It’s certainly had the luxury of remarkable brand loyalty, which has mostly seen off the blandishments of Sony and Fujifilm with their APS-C mirrorless systems. Now Canon is rewarding that loyalty with both the EOS R7 and the lower-end EOS R10, both of which leverage the advantages of the mirrorless configuration in a way that makes the comparable DSLRs suddenly seem so yesterday.
Both cameras also have wider implications, starting with the sound of the final nail being hammered firmly into the DSLR’s coffin. We all knew the end would probably come sooner rather than later, but with the R7 and R10 confirming that there won’t be any more new entry-level or mid-range APS-C Canon DSLRs – which have been such a big part of this business – it’s going to happen a lot quicker now. Additionally, it’s now hard to see Canon continuing to develop the EF-M mount system alongside the new RF-S lens family. After all, there’s only been eight EF-M lenses from Canon in 10 years… compare that to the rate at which the full-frame RF mount lenses have been arriving, especially recently.
While there are initially only two RF-S lenses, obviously the RF lenses can be fitted and the 1.6x focal length magnification factor involved is going to be an advantage for applications such as sports and wildlife. The trio of EF to RF mount adapters are also fully compatible, including for the EF-S lenses, so anybody switching from a Canon APS-C DSLR can still use their existing kit which, incidentally, is also the case if you decide to take the opportunity to step up to a full-frame camera. For the record, the RF-S lenses can also be fitted to a full-frame EOS R body – which isn’t possible with EF-S to EF – and this obviously involves a crop on the bigger sensor, but at least you can still use these lenses if you choose to upgrade down the track.
MARKET FORCES
With the current owners of Canon APS-C DSLRs so numerous, does Canon have to target anybody else with the EOS R7 and its lower-spec sibling, the R10? Probably not, as this audience alone will no doubt generate the necessary sales numbers. But who else outside the Canon club might be attracted to the R7?
We ask this question because the answer isn’t all that obvious. If you’re already committed to the Fujifilm X mount or Sony E mount APS-C mirrorless systems, you’re unlikely to make a switch now no matter how good the R7 might be. And, if you’re currently using a Nikon APS-C DSLR, you’re probably going to wait to see what Nikon comes up with next given that the Z 50 (or the Z fc) likely isn’t enough for the really serious shooter. It’s possible Canon might pick up a few defectors from Pentax DSLRs – although these users are loyal beyond what the brand now has any right to deserve – and there could bring over some converts from older Micro Four Thirds cameras.
Interesting, isn’t it? The way the ILC market has evolved over recent times, it’s more brand-centric than ever before and, if anybody wants to increase sales, they’ll have to go after
