Camera
We asked the experts: How will the US tariffs affect photography gear prices?
| Photo: Natnan Srisuwan / Moment via Getty Images |
There’s no ignoring that the latest US tariffs are a hot-button topic right now. Since the tariffs are so far-reaching, questions are swirling about the impact on the pricing and availability of goods for each industry. That includes the photography and videography industries, since most equipment is made outside of the United States. Unfortunately, things aren’t looking great. There’s a lot of speculation, but we spoke with experts whose job is to analyze the potential impact.
Product pricing, in general, is a complicated endeavor, even with standard tariffs. It involves many calculations, ranging from tariffs to forecasting future changes in relative currency values. While new tariffs are broadly applied, the rates vary depending on the country. Given that many goods could have individual parts from multiple countries, the situation becomes complex quickly. Additionally, some companies might manufacture certain products in one country while other items in their lineup are made in another, resulting in inconsistent pricing changes across their catalog.
When we look at the three big brands – Canon, Sony and Nikon – all three are based in Japan, but Nikon and Sony have shifted much of their production to Thailand and China. Canon makes some of its more budget-focused equipment in Taiwan, Thailand and China, but it also manufactures some in Japan. Anjali V. Bhatt, the Communications Manager and Research Fellow at the Peterson Institute for International Economics (PIIE) explained that products from Japan have a tariff rate of 24%, while products manufactured in Thailand face a 36% tariff. “So Canon products made in Japan might actually become more affordable than Nikon or Sony for comparable/substitute products, depending on where the gear is shipped from,” she said.
Bhatt went so far as to suggest opting for a lens adapter that allows you to use Canon lenses on Nikon or Sony gear. That way, you could save money on new lenses since Canon lenses may become more affordable compared to Nikon and Sony as a result of where they are produced. Of course, that will only save you money if the Canon version of what you want is made in Japan and the alternatives are made elsewhere. Additionally, given that even Japan is subject to tariffs, Canon won’t be immune to pricing changes, either.
“All photography equipment not made in the US…will be more expensive.”
The tariffs could also push companies to adjust where they manufacture cameras and lenses. That doesn’t necessarily mean coming to the US, though. Since many of these companies have existing ties to Japan, it could simply mean moving production to Japan because of the lower tariffs. “Since Nikon and Sony have extensive production capabilities in Japan as well, it’s possible they reshore production back to Japan, away from Thailand,” Bhatt said. “But the bottom line is that all photography equipment not made in the US, which is a significant majority of it, will be more expensive,” she explained.
Outside of cameras and lenses, auxiliary equipment like tripods will likely also become more expensive. That’s because much of it is produced in countries like China or Vietnam, which “will see even higher tariffs (the estimate for the tariff rate on Chinese products is around 75%; Vietnam has been assigned a 46% tariff),” Bhatt said.
Because of the complexity of import tariffs and wholesale pricing, we likely won’t see a 1:1 correlation between tariff rates and price increases. In other words, Chinese products likely won’t cost 75% more, Japanese products won’t cost 36% more and Thai products won’t have a 36% increase. The system is a lot more complicated than that. However, economists agree that there will be price hikes of some amount across the board.
Another piece of fallout from the high tariffs could be availability. “If there’s equipment from highly-tariffed nations – like China – the tariffs may make them so uncompetitive that retailers drop the brand altogether rather than importing cameras they won’t sell,” explained Justin Wolfers, Professor of Economics and Public Policy at the University of Michigan. He went on to say that prices may not seem higher immediately. Initially, “it’ll just be that buyers find it harder to find a good deal,” he said.
“All of this is going to cause a lot of short-term change and turmoil, which will be painful and costly.”
Blackmagic Design was the first camera company to specifically announce pricing increases as a result of tariffs. Its prices have changed multiple times over the past two days, with the company explaining that “it’s a bit in flux as developments are happening with the tariffs.” Indeed, as we are already seeing, “All of this is going to cause a lot of short-term change and turmoil, which will be painful and costly,” Dr. Wolfers said.
| Photo: DPReview |
This week brought a wave of firmware updates from Sony and Nikon, targeting full-frame and APS-C models. Sony released new software for the a7C, a7 III and ZV-E10, delivering stability improvements and minor tweaks. Nikon released updates for its flagship mirrorless Z9 and the newer Z50II, aiming to refine performance and fix a few lingering bugs. Here’s a quick rundown of what’s new.
Sony
a7C updates for Version 2.01 (Mac) and (Windows)
a7 III updates for Version 4.02 (Mac) and (Windows)
ZV-E10 updates for Version 2.02 (Mac) and (Windows)
- Allows the camera to display a notification when new software is available
WPA and WEP functionalities are no longer supported. - You can no longer select WPA or WEP when connecting to Wi-Fi. Please use the more secure WPA2 moving forward.
- Improves the operational stability of the camera.
- Note: This update is only available for Windows and macOS. A memory card version is not provided.
Please note: the firmware updates are identical across these three camera models.
Nikon
Z9 updates for Version 5.20 (Mac) and (Windows)
- Added support for “NX Field,” a remote shooting system for corporate users. Note: “NX Field” app for smart devices may not be available in some countries and regions.
- Renamed d14 [Display on during burst] in [CUSTOM SETTINGS MENU].
- Fixed the following issues:
- Pressing the playback button after repeatedly shooting bursts would in rare cases corrupt the display of all images.
- In rare circumstances, optimal exposure could not be achieved during burst shooting after changing the exposure in mode M.
- In synchronized release, pressing the shutter-release button of the master camera halfway initiated autofocus on the remote camera with the following setting selected. ▸ [CUSTOM SETTINGS MENU] > a6 [AF activation] > [AF-ON only]
Z50II updates for Version 1.01 (Mac) and (Windows)
- Pre-Release Capture is now available using a SmallRig SR-RG2.
- Added “русский” (Russian) to [Language] in [SETUP MENU] for Z50II cameras sold in the Middle East region.
- Renamed d13 [Display on during burst] in [CUSTOM SETTINGS MENU].
- Fixed the following issues:
- In rare cases, the camera would stop responding when it was reconnected to SnapBridge after it was connected to Nikon Imaging Cloud while connecting to SnapBridge.
- In synchronized release, pressing the shutter-release button of the master camera halfway initiated autofocus on the remote camera with the following setting selected:
▸ [CUSTOM SETTINGS MENU] > a6 [AF activation] > [AF-ON only]
That’s it for this week. Make sure to check in every Friday, from here on out, for a round-up of firmware updates on all major camera models. Have a great weekend!
The photography industry has weathered economic uncertainty, technological disruption and rising operational costs. However, according to Zenfolio’s newly released 2025 State of the Photography Industry report, conducted in partnership with other creative businesses including Format, ShootProof and Professional Photographers of America (PPA), it’s also finding strength through adaptability, community and more thoughtful business strategies.
Now in its 6th consecutive year, the report draws on insights from more than 4,500 photographers in 70 countries. North Americans accounted for 79% of the participants, while photographers from Korea and Bolivia chimed in for the first time. The findings reveal an industry in transition but not in retreat.
One of the standout trends is the return to personalized service. Photographers who conduct viewing appointments after a shoot see as much as 20% more revenue than those who rely on online delivery alone. “Clients value the personal touch,” the report notes, adding that face-to-face sessions create opportunities to upsell prints and foster long-term relationships.
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A sign of the times? Full-time, self-employed work is on the rise compared to part-time.
Copyright: © Zenfolio |
As it turns out, adaptability pays off. Photographers who expanded their service offerings by pivoting to additional genres such as corporate headshots, drone photography, newborn portraits or sporting events were often rewarded with lucrative revenue streams. The report highlights that being open to last-minute gigs and unfamiliar styles that breach one’s comfort zone is now a competitive advantage instead of a compromise.
Nevertheless, the financial pressure is real. Between 65 and 70% of photographers reported increased business costs in 2024, including equipment and insurance. Zenfolio encourages professionals to revisit their pricing strategies and delivery models. Many new photographers still rely on selling digital files, but seasoned pros continue to profit from print sales. Print credits and tiered packages are recommended methods for boosting margins.
Technological change, particularly AI, is also reshaping the industry. Rather than replacing photographers, AI tools are helping them streamline their workflows. From culling and editing to delivering final images, that efficiency frees up more time to focus on the creative vision and client service that can’t be automated.
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AI tools help with workflow so photographers can focus on other aspects of the business, especially creative vision.
Copyright: © Zenfolio |
Drone photography was introduced to the survey for the first time this year. The findings include that it is not only gaining traction but outpacing smartphone use among professional photographers. While the adoption of mirrorless cameras saw a slight dip, traditional cameras remain dominant.
Finally, the report underscores a less tangible but perhaps more critical theme: the value of community. From online forums to local peer groups, photographers who engage with one another are more likely to grow in business, confidence and creativity. State of the Photography Industry 2025 is free to view and includes helpful advice and actionable tips.
Nikon’s been on a roll this week. Following firmware updates for the Z9 and Z50II, the company released version 2.3.0 of NX Tether, its free tethered shooting software. NX Tether allows photographers and videographers to connect their Nikon camera directly to a computer for real-time control over focus, exposure, white balance and more, all while using a larger screen for improved precision.
Users can download and enhance photos on their computers, as NX Tether is compatible with Nikon’s NX Studio and third-party tools, including Adobe Lightroom and Capture One. This latest update enhances compatibility and introduces new features that streamline studio and on-location workflows. Let’s take a look at some of the updates:
- Expanded Camera Support: NX Tether 2.3.0 makes tethered shooting available for Nikon Z5II users.
- Live View Accessibility: Live view functionality is now available when connected to a Nikon Zf.
- Framing Guide Display: The addition of a framing guide in the live view window helps with precise composition, which is especially beneficial for video shoots and detailed product photography.
- Power Zoom Position Memory: Users can save and load power zoom positions on compatible models like the Z9, Z8, and Zf, for consistent framing across sessions.
- Pixel Shift Photography: Enhanced support for pixel shift photography is available on the Z8 and Zf, enabling higher-resolution imagery.
- Slow-motion Video Recording: The Zf now supports slow-motion video recording.
- Birds Detection Feature: The Zf now supports the “Birds” detection feature, which improves autofocus performance when photographing avian subjects.
NX Tether’s interface mirrors the controls found on Nikon cameras. The application is compatible with macOS versions Sequoia 15, Sonoma 14, and Ventura 13, as well as Microsoft’s Windows 10 and 11 software. Full details on camera compatibility can be found on Nikon’s website.
Nikon’s NX Tether 2.3.0 offers updates that enhance the tethered shooting experience, especially for users of the Z5II and Zf models. It’s a valuable and free tool for photographers and videographers looking for efficient, real-time control over their cameras.
For a visual overview of NX Tether’s capabilities, you may find this demonstration from Nikon’s YouTube page, recorded last year, helpful:
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