Compact cameras have defied all camera trends when they saw a spectacular return last year. It was something no one really saw coming, especially since the trend quietly began right after the pandemic in the second-hand market. The next thing you know, what was once niche is now a mainstream choice for many photographers. Seeing this, Canon instantly introduced the Powershot V1, a compact camera designed for content creators. It now appears the company is keen to focus on this market, thanks to the revival of two devices: PowerShot G7 X Mark III and SX740 HS.
For a recap, Canon had announced that the two devices, launched in 2018 and 2019, would no longer be in production earlier this year, in March. While it was assumed then that it was the end of the line, the order suspension was nothing more than a mere halt. While the reasons for it had not been released, one assumed the end of the PowerShot G7 X Mark III and SX740 HS to be replaced with the PowerShot V1. However, Canon seems to have other plans, as they have revealed that the devices will resume orders starting August 1st. In addition to the apology, the company said:
We began accepting orders for the PowerShot G7 X Mark III and PowerShot SX740 HS today, but since we resumed accepting orders, we have received a large number of orders. As a result, it may take longer than usual for your product to be delivered. We apologize for any inconvenience this may cause, and thank you for your understanding.
While Canon Japan revealed the statement, Canon USA still shows the PowerShot G7 X Mark III and PowerShot SX740 HS as out of stock. However, it is safe to assume that the devices will soon be on the shelf in the United States, too.
So, what does this move mean for Canon or its users? For starters, it is safe to say that Canon believes in strengthening a market that wants smaller cameras. The G7X Mk II and the SX740 are relatively cheaper cameras, both costing under $900. Currently, the company does not have compacts in this lineup, and the PowerShot V1 costs around $979. As a result, people will look at options such as Fujifilm X-Half, which is for $849, and definitely has more features that will entice content creators. For Canon, rather than launching a new camera, it is far easier to resume the production of devices that have been popular before their production was suspended.
With the compact craze back, and the rising demand, Canon has found a solution that will not impact its R&D team. They can focus on building new designs (if that is on the table) while also ensuring they showcase to their customers that they are serious about small sensor cameras. That says a lot considering Canon has been highly focused on their full frame cameras. But with Fujifilm, and now Kodak, taking over small sensor devices, the company may have realised what is at stake. After all, Kodak and Fujifilm continue to have great offerings for casual shooters, with Kodak earning the crown of best-selling compact. Either way, Canon wants to be on the market, and they are finding way to achieve this. It remains to be seen whether they continue to add more to the portfolio soon.