We haven’t seen anything like this from camera manufacturers in years; and it’s insane.
This piece is being written objectively from the point of view of a journalist embedded in the photo industry for over 10 years. At the helm of one of the largest photo blogs in the world, I can tell you with all certainty that it looks like every camera manufacturer is fighting to survive harder than they have in previous years. Not only are we seeing a lot of entries into the world of full-frame mirrorless, but we’re seeing partnerships, innovations, etc. to remind the general public that cameras are still relevant. You and I know better of course; but in a world where everyone is so incredibly satisfied with their phone’s convenience and an ILC camera that shoots in auto mode, I feel like camera manufacturers need to do even more to survive.