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Sigma CEO talks market trends, the challenge of innovation and the future for APS-C

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Sigma CEO talks market trends, the challenge of innovation and the future for APS-C


Sigma CEO Kazuto Yamaki

Photo: Richard Butler

“All camera and lens manufacturers have to be innovative,” says Sigma CEO Kazuto Yamaki, but “technology competition among manufacturers may not always be beneficial to customers… Easier to use interfaces, compact and lightweight bodies for enhanced portability, or some other specifications might be more important.”

In the second part of a wide-ranging interview conducted at the CP+ show in Yokohama in late February, Yamaki talked about current state of the market, the need for innovation and the challenges of delivering that innovation.

State of the market

“Last year was not so bad,” he says, when asked about the state of the market: “It looks like the trend of the shrinking market has hit the bottom.” But he suggests this may not continue: “For the time being, many photographers are now switching from DSLR to mirrorless, which will sustain the market. However, after they switch to mirrorless cameras, I worry that the market could shrink in the coming years.”

“One reason for my concern is the increasing average price of cameras and lenses. I truly appreciate the passion of the customers who are still spending so much money on cameras and lenses. However, I’m afraid that not so many customers can afford such high-priced cameras and lenses, so we’re still trying hard to keep the retail price reasonable.”

“I’m afraid that not so many customers can afford such high-priced cameras and lenses”

“Especially these days, the younger generation takes huge amounts of photos with smartphones. While we can expect some of them to switch from a smartphone to a camera, many may find the price gap too wide, and challenging to make the switch.”

Yamaki also expresses concern about some of the tech trends he’s seeing: “Investing in the development of more advanced technology is crucial. However, it’s equally important to focus on our customers.”

“We’ve seen some cameras with very technically impressive specifications, but I worry that they’re not always capabilities that many photographers really need. Moving forward, I speculate that more user-friendly specifications might mean more to customers. Easier to use interfaces, a compact and lightweight body for enhanced portability, or some other specifications might be more important.”

The challenges of innovation

Sigma has launched some ambitious and unusual lenses in recent years, including the 14mm F1.4 DG DN. Yamaki describes astrophotography, for which it’s designed, as the most challenging subject.

Image: Sigma

He uses the recently announced 500mm F5.6 as an example of customer-focused innovation. “Canon and Nikon had similar lenses for DSLRs. They achieved it by using diffractive lens elements,” he explains: “Instead of using one powerful diffractive element, we used multiple special low-dispersion [SLD] glass. We used one SLD and three FLD elements. By using multiple special lenses, we could achieve a similar effect. That’s how we can make it so compact and lightweight.”

But this approach isn’t simple, he says: “It requires lots of very high manufacturing technology and skill, but because we have a very good factory and our optical designers trust the capability of our factory, we were able to go for this design.”

“In most cases, we are the first to use new types of glass, and once they see Sigma use that lens element, they start using it.”

“This trust is really, really important,” he explains: “Lens polishing is still a unique process that has a lower yield. Normally, in something like electronics, the yield ratio is something like 99.99996 percent, or something like that. But when it comes to lenses, for example, in our case, because our yield is so high, our yield ratio from the start of the process to the end is close to 90%. So if we plan to build 1,000 units of a specific lens, we have to start polishing 1,100 pieces, and during the process, about 10% of the lens elements will fail and have to be scrapped.”

A question of trust

“That’s the reason why other companies hesitate to use new glass elements. They are uncertain about the yield ratio. In most cases, we are the first to use a new type of element, and once they see Sigma use that lens element, they start using it. I’m very happy to play such a role. Sigma is kind of the guinea pig in the lens industry: they use Sigma as an experiment, and if we prove it, they use it.”

This commitment to pushing the use of new glass types reflects Yamaki’s wider vision of the company’s role. This can be seen in the ambitious lenses it’s recently introduced aimed at astrophotography, he says.

“First of all, I believe it’s one of Sigma’s missions to create niche products. If we only concentrate on standard products and release lower-priced versions, it’s not good: we would not be able to contribute to the development of the photography culture. As a lens manufacturer it’s our mission to develop such niche lenses that satisfy a specific target group.”

“Secondly, most lenses are so good, maybe much better than people’s expectations. But only astrophotographers are never satisfied: they’re so keen for quality! They’re looking at the shape of stars in the corners. Star images are the toughest, most challenging subject, or let’s say, the most nasty lens chart. You can see all kinds of aberrations in star images. That’s why we want to show what we can do with our capability. So lenses for astrophotography is my personal strong passion to show the capability of Sigma’s technology.”

The future of APS-C

Yamaki says the audience for its I-series of full-frame lenses, such as the 17mm F4 DG DN pictured, is similar to that for the DC DN range of APS-C primes. However, it doesn’t sound like there are plans for I-series-style versions of the DC lenses.

Image: Sigma

With all this talk of niches, we steered the conversation towards the DC DN primes. We wanted to know whether he sees the users of these lenses as distinct from those of the mid-priced i-Series full-frame primes, which feature metal bodies and aperture rings.

“I see they are very similar customers: those who value compactness and image quality. These customers often live in big cities and use public transportation a lot. So they cannot carry around big, heavy equipment in the car. They have to carry it around in their bags.”

Despite this, it doesn’t sound like there are any plans to refresh the DC DNs with more i-Series-like designs: “Those who want full-frame can use the I series lenses, while those who are happy with APS-C cameras can use the many lightweight DC DN lenses,” he says.

But, while we won’t expect APS-C primes with aperture rings for X-mount or the Nikon Z fc any time soon, Yamaki’s comments about his commitment to APS-C bode well, given the announcement that it’ll make lenses for both Nikon’s Z mount and Canon’s RF system:

“Our plan is to have a relatively complete range of lenses for APS-C sized sensors.”


This article was based on an interview conducted by Dale Baskin and Richard Butler at the CP+ show in Yokohama, Japan.



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Canon's latest feature costs $120 and is meant for school photographers

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Canon's latest feature costs 0 and is meant for school photographers


Image: Canon

Canon has announced a new ‘Cropping Guide’ firmware update, which aims to make framing portraits easy and consistent. The feature costs $120 per camera and is available on the EOS R50, R10 and R7.

According to Canon’s website, the function includes four guides with built-in borders for standard print sizes. The guides are designed to work whether you’re shooting in landscape or portrait and to let you frame both headshots and full-body portraits.

The framing guides are clearly meant for professionals shooting high-throughput portraits; think school photos, sports events, or corporate events where everyone in the company has their picture taken. Driving this point home, Canon’s press release mentions that it’ll show the feature off at the School Photographers Association of California trade show early next year.

canon-four-crop-guidelines
The feature lets you choose between four guidelines, with some offering lines for different-sized heads like you’d find in a school, and others leaving room for pieces of equipments like balls and rackets.

Image: Canon

There is one caveat for anyone looking to add the function to their camera: you have to send your camera to a service center to activate it. That could be a problem if you only have a single camera body, though that’s likely not the case for most working photographers. Also, a lot of mass portraiture work happens in cycles; schools and sports leagues all tend to have pictures taken at the same time of year. Canon also sells versions of the EOS R50, R10 and R7 with the feature pre-installed at a $120 markup from the normal models’ MSRPs.

Still, it’s hard to ignore that Panasonic and Sony sell similar features delivered via an immediate firmware download. There are some other differences, too: Canon’s framing guide is only available on its APS-C cameras, while Panasonic and Sony limit their versions to more expensive full-frame cameras like the Lumix S5 II, a7 IV and a9 III.

Panasonic’s solution, called Lumix Volume Photography, also goes further than just including frame guides; it also integrates with Opticon scanners, letting you bake a student’s information into the photo file for easier sorting. However, it also costs $199, versus Canon’s $120 and Sony’s $150.

Lumix-volume-photography-scanner
Panasonic’s firmware upgrade for volume photographers includes a suite of features meant to make their jobs easier.

Image: Panasonic

There will be people who balk at any mention of paying for new features, and you could argue that it’s a slippery slope leading to cameras riddled with microtransactions or subscriptions. Ricoh started selling an $80 software graduated ND filter feature for some of its cameras earlier this year, but surely we don’t want that to become the new normal.

On the other hand, this specific function is something that most people buying these cameras will never want or use, so why should they pay for the development work that went into it or have to navigate around it in their menu system? Let the professionals who will almost immediately make the money back in time saved fund it instead of baking it into the price of the camera.

However Canon’s regular customers feel about paid functions, the company will likely only pay attention to how the pros respond. As we saw with Sony’s a1 II, pricing for professional products is based on how much the market will bear rather than the types of value calculations hobbyists make. If you’re a professional who shoots portraits, we’d love to hear from you in the comments. Would you or your company pay for this feature, and would its availability be a big factor in you choosing which camera to buy?

Press Release:

Canon Launches New Cropping Guide for Select EOS Cameras, Empowering Customers to Capture Beautifully Optimized Photos

MELVILLE, NY, December 9, 2024 – Canon Inc., the parent company of Canon U.S.A., Inc., a leader in digital imaging solutions, announced today a new Cropping Guide feature that will be available via a firmware update for the Canon EOS R50, EOS R10 and EOS R7 camera models that allows users to more easily frame their subjects through the use of four tailored on-screen guides. The new feature will be available December 9th from Canon USA for the price of $120 USD. For customers who have previously purchased one of the camera models compatible with the feature, they can send their device to a Canon Service Center and it will be returned with the Cropping Guide feature installed. For those new customers interested in the above mentioned models, the option to purchase them pre-loaded with the feature (for an additional cost) will be available via Canon Direct and other dealers starting December 9th.

The new Cropping Guide feature provides on-screen guidelines that help shooters position subjects with precision, helping to ensure consistent and professional results while saving time on editing. It allows for Canon users to position the frame at the time of capture so that post-production and editing can be kept at a minimum. Lastly, the Cropping Guides can be applied to horizontal or vertical framing scenarios, allowing for a wide range of shooting situations.

Canon will showcase its new offering to visitors to the School Photographers Association of California (SPAC) trade show from January 21-25 in Las Vegas, NV at the South Point Hotel and Casino at Booth #715. This new feature is specifically designed for school photography, sports events, or any scenario in which subjects need to maintain a consistent position.

Availability

Cropping Guide will be available December 9th. For additional information about the software, a list of compatible cameras and how to access the Cropping Guide, please visit here.



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Gear of the Year – Richard's choice: Leica D-Lux8

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Gear of the Year – Richard's choice: Leica D-Lux8


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There’s a lot of gloom surrounding cameras and photography, in the past year or so. The devastating impact of smartphones on mass-market cameras seems to be being followed by a wave of AI-generated images that threaten to wash photography away as a creative form, if you believe those prognosticators with half-empty glasses. And yet it’s hard to think of a year in which I’ve found it so difficult to choose a piece of gear to call out, because so many of them have been so good.

Having chosen Nikon’s Z8 last year, the obvious decision this time round would be Canon’s EOS R5 II: a camera that’s almost unbelievably good at almost anything you might ask of it. The Nikon’s Z6III’s performance comes with a small footnote, but overall it’s also sensationally capable and costs over 40% less.

On the lens side of things, Sony has made a usefully small full-frame F2.8 zoom and Sigma has developed what is essentially a full-frame version of its 18-35mm F1.8, creating the world’s first AF F1.8 zoom for full-frame in the process. Then there’s Fujifilm: not content with updating probably the best kit lens on the market (albeit with a loss of speed and reach at the long end counteracting the gain of width at the other), it’s also replaced its premium standard zoom with a much smaller, lighter optic.

The Fujifilm 16-50mm F2.8 R LM WR II would probably be my choice in any other year. Its lightweight re-imagining meant it was small enough for me to take on a five-day hike across North Wales, and helped me assemble one of the best galleries I think I’ve ever shot.

“It’s just exciting to see anyone introduce an enthusiast compact”

And yet instead of any of these worthy winners, I’m going to choose a camera whose merits come with some appreciable caveats and that I’ll spend much of this article appearing to criticize.

Let’s get this straight out of the gate: in many respects the Leica D-Lux8 is refresh of a seven year old camera. And its price tag of $1599 lands somewhere between fanciful and absurd.

And yet, in an age when second-hand Panasonic LX3s often attract 40% of their original price on eBay, despite their wonky skin tones, outdated performance and 2008-vintage batteries, it’s just exciting to see anyone introduce an enthusiast compact.

Leica D-Lux8 top controls
The D-Lux8 has a pleasantly photo-focused interface, with shutter speed, aperture and exposure comp dominating the controls. Yet it doesn’t quite manage to feel like a zoomable X100.

Photo: Richard Butler

And while the D-Lux8 shares the bulk of its hardware with the LX100 II, it gains one of the most photo-focused user interfaces I’ve had the good fortune to use in the seventeen years I’ve been writing about cameras.

It also gains a much less distracting viewfinder, which I also appreciate, and its AF tracking, while not coming close to the standards of modern mirrorless cameras, is also improved.

There’s a nagging doubt whenever I’ve used a recent D-Lux or LX100 of why it doesn’t feel even more special, given its dial layout and aperture ring suggests it should feel like a smaller X100, but with a zoom. Personally I think the added lag of waiting for the motor-driven zoom to respond helps to distance your input from the camera’s reaction. Or it could just be that the photos don’t look as good, thanks to its less sharp lens, deeper minimum depth-of-field and absence of Film Simulation fairy dust.

L1020074
Leica D-Lux8 @ 26mm (58mm equiv) | F2.8 | 1/60 | ISO 800

The D-Lux8’s image quality isn’t always up to the standard of, say, the Fujifilm X100 series, but its portability means you get photos in situations in which you might not have otherwise brought a camera. But, unlike a phone, makes you feel that you played a part in getting the photo.

Photo: Richard Butler

But the 8’s new interface is delightfully shutter speed and aperture focused. There aren’t many custom buttons and you don’t need a great many: it’s a good-looking little camera that focuses your attention on taking photos. And that’s something I’ve really missed.

Maybe there’s still time for another blossoming of enthusiast compacts, now they’re starting to find an audience, retrospectively. Or maybe I just need to accept that my own preferences don’t match those of the wider market.

But even if the D-Lux8 doesn’t herald a new Spring for the serious compact, it’s not a bad note for the category to go out on. Price aside, it’s a lovely little camera.

Leica D-Lux8 sample gallery

Sample gallery
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Canon makes Super35 global shutter sensor available to third parties

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Canon makes Super35 global shutter sensor available to third parties


Canon’s LI5070SA sensor delivers 4K at up to 60p with no rolling shutter, with Canon suggesting ‘Cinema’ as one of its potential applications.

Image: Canon

Canon has made a 4K/60-capable Super35 (∼APS-C) video sensor with global shutter available to third-party buyers.

The 10.3MP sensor added to the product page of its industrial equipment and semiconductor business unit is 27.4 x 15.3mm, making it a 1.34x crop, relative to a full-frame stills camera, but in a roughly 16:9 aspect ratio.

Its 4288 x 2398 pixel count is clearly designed for delivering 4K footage. We’d usually expect Canon to have already offered it in a camera, if it planned to, before offering it to external users.

Canon sold a 4K/60 Super35 ‘GS’ global shutter version of its EOS C700 camera, back in 2017, though available specs suggest its sensor was slightly smaller, so presumably wasn’t the same as the one now being offered to external companies. Notably, Canon claimed its dynamic range was one stop lower than the progressive scan Super35 chip in the regular C700 model. There’s still a chance this new chip will underpin a successor to the C700 GS.

Canon LI7080SA progressive scan super35 sensor
An image of Canon semiconductor’s LI7080SA sensor: a progressive scan Super35 sensor that closely resembles its global shutter cousin.

Image: Canon

At present, we’re not aware of any other consumer camera maker using Canon sensors. Specialist industrial / security camera makers such as Illunis have used its sensors to make high-speed and high-resolution cameras for applications such as aerial photography and machine vision applications, but we’ve not seen its 120MP or 250MP APS-H chips in consumer cameras, including those from Canon itself.

Canon said it was developing a DSLR based on its 120MP sensor, back in 2015. Prototypes based on EOS 5DS bodies appeared at trade shows, but no final product ever emerged.

Canon’s semiconductor business also offers a “full-frame” global shutter sensor. Again this has a roughly 16:9 aspect ratio and proposed uses include microscopy, factory automation and traffic surveillance. This sensor has been available since early 2023.



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