Canon replaces its best-seller
Canon expressed its confidence that its market leading position is under no threat at the launch of its latest DSLR in London.
Speaking to journalists at the launch of the EOS 400D, Alessandro Stanzani, the head of Canon Consumer Imaging UK, said he welcomed new players into the DSLR market but pointed to the loyalty of DSLR owners and the company's heritage.
Stanzani also added the company's hopes for the new 400D - the successor to the EOS 350D, which he claimed to be the 'best selling DSLR of all time', and was, at one point, the second best selling digital camera of any kind in the UK market. The EOS 400D, he concluded, is hoped to become the 'world's most popular camera'.
The new launch features a 10.1 million pixel CMOS sensor, as compared to eight million pixel resolution capture in the 350D, and a larger LCD screen than its predecessor at 2.5 inch. It is also built around a nine-point, as opposed to a seven-point, AF system, with a 'highly sensitive' f/2.8 centre point for better performance in low light conditions. This is a feature inherited from the higher-end EOS 30D and 5D models, as well as the DIGIC II processor, found across the EOS range, which supports a start-up of 0.2s in the 400D.
Canon has doubled the maximum frame burst capabilities of the camera from 14 to 27 JPEG files, and from five to 10 raw files at a rate of 3fps.
The 400D is also the first of the company's DSLRs to feature a new 'Integrated Cleaning System', which 'reduces, repels and removes dust'. Canon explains that the camera's body cap has been redesigned to prevent its wearing and thereby producing dust. In addition, the low-pass filter covering the front of the camera's sensor features new anti-static technologies.
Finally, a self-cleaning sensor unit has been incorporated, which uses 'hi-frequency vibrations to shake dust from the low pass filter for approximately one second after each start-up'. Canon adds that this feature is disabled immediately after the shutter release is activated to allow for instant shooting.
Lens launch
The 400D is compatible with more than 60 EF lenses including two new launches that were unveiled with the 400D camera. The first is the EF 50mm f/1.2L USM lens, which is the widest aperture lens in the Canon's current EF range. With a particular appeal for portrait and wedding photographers, the lens offers 'fine control over depth of field' and strong performance in low light conditions. It incorporates Canon's latest Ultrasonic Motor and full-time manual focus override, delivering a minimum focusing distance of 45cm.
Constructed from eight lenses in six groups, the 50mm optic has 'Super Spectra' coatings to suppress flare and ghosting, but also has seals to stop dust and moisture from entering. It also has a circular aperture diaphragm.
Canon adds that when the lens is used with any of the EOS DSLRs and a EX Speedlite flash gun, distance information is passed back via the E-TTL II flash algorithm.
The 50mm lens is accompanied by the EF 70-200mm f/4L IS USM lens - Canon's first optic with a four-stop image stabiliser (IS). This, says the manufacturer, 'allows hand held photography with no perceptible image blur at shutter speeds up to four steps slower than otherwise possible'. Photographers shooting at 1/250s can switch on the IS, for example, and shoot 'blur-free' with a shutter speed of 1/15s. The lens' gyro sensors detect any unwanted vibrations and 'trigger the corresponding movement of a correcting lens group perpendicular to the optical axis'. The IS can be activated in two modes: the first corrects for movement along both the horizontal and vertical axes, while the second turns off the vertical correction 'to prevent the effect of dragging the subject back through the frame'.
The lens is expected to be particularly popular with travel photographers because of this feature and the lens' resultant performance in low-light situations, even when used without a tripod or flash. It also weighs only 760g despite being 172mm in length.
The lens, which is constructed from one fluorite and two UD lens elements, is further claimed to be dust and moisture resistant. Like the 50mm lens, it has a circular aperture diaphragm and Super Spectra coatings.
Future plans
Stanzani added that, despite its current focus on flat-screen technology in partnership with Toshiba, Canon is increasing investment into camera and lens R&D, along with its other 'core businesses'; such as camcorders.
He pointed to the huge growth in lens sales this year. Last year, sales of lenses amounted to 0.5 units per DSLR camera sold. So far this year, the figure is 1.2.
He said that Canon can 'still grow its core (image capture) business', but admitted that it will be 'challenging' for cameras, given its current domination of the market and increased competition. He added that 'printers are a big opportunity' - about which there will be further news next week.
He also added that a new pro camera is 'in the pipeline', but refused to speculate when it might arrive. 'A new pro camera requires such a large investment that it can't happen every six months - which photographers are probably thankful about.'
Canon EOS 400D - Key features
- Successor to the EOS 350D
- 10.1 million pixel resolution capture
- Integrated Cleaning System
- Nine-point AF system
- 0.2s start up
- DIGIC II image processor
Pricing
The EOS 400D 18-55mm kit (available late September) for £720, while the body will cost £650. Visit www.canon.co.uk.
Canon EOS 400D
