Canon will be launching a flagship mirrorless camera this fall, after the release of similar models for its rivals Sony and Nikon, as the company wants to retain professional customers and stave off the challenges from competitors as the top camera maker.
The EOS R1’s standout feature is the autofocus, which can capture the subject’s facial expressions even when the photograph is taken from a distance. The camera is capable of keeping its lock on a single target even when another person stands in front of the subject.
Behind the tech is an image sensor developed by Canon that converts light into electric signals and an image engine capable of analyzing large amounts of data, enhancing performance. "We focused on reliable performance," said Executive Vice President Go Tokura, head of the company's imaging group. He added that the camera works well even in harsh environments like rainy weather.
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When Will Canon EOS R1 Hit The Markets?
After a planned November launch in Japan, the company will produce 3,700 units per month. The 1,089,000 yen ($6,926) retail price is higher than the flagship models of Sony and Nikon, which cost 800,000 yen to 900,000 yen, but Canon will be targeting the professional sector to cultivate demand. The EOS R1 will be selling for $6,299 in the US market.
Canon uses “1” in a product name means it is a flagship product, which means it has the company’s best features and performance. Since entering the full-frame mirrorless market in 2018, the company has not had a flagship product in the segment. Nikon and Sony launched their flagship models in 2021, making Canon the last major camera company to do so.
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Canon Wants To Take On Sony
The launch of the R1 is also aimed at challenging Sony, which has become Canon’s “biggest rival” as per Tokura. Canon led the world in mirrorless camera shipments in 2023 with a 41% share, ahead of second-place Sony at 32%, as per Techno Systems Research.
However, as per the research firm BCN, Sony overtook Canon in Japan unit sales in 2023. One of Sony’s strengths is that it has the world’s leading image sensor business within its group.
The company is leveraging the latest sensor tech to improve camera performance, such as making the first consumer-level, interchangeable-lens digital camera to feature a global shutter mechanism that can capture images of something as fast as a golf club being swung with zero distortion.