My wife showed me the following meme over breakfast. I enjoy the blog and the subjects we cover. I am also grateful for all the comments and emails. My blog views averaged record highs in 2023, and this year is a surprising WOW. Thank you all. I have no reason to complain. So why the notion to walk away from this blog? My wife and I received news about a healthy young mother having a sudden stroke. We saw what was coming in 2021/22 and said no, while many accepted everything without questions. I have a good feel for marketing and the power of repetition. I also studied various papers about mass formation (hypnosis) and how people are tricked into absurdity. The urge to walk away surges each time I see YouTube presenters repeating the same digital camera lines...
Paper straws or bags are part of an ongoing market survey. Why, many would say? How much does it take to survey large samples of the population? A short documentary is enough to highlight the plastic crisis in the ocean. Marketers know the population trusts their social media or TV talking heads when they accept absurdity. Self-appointed enforcers are also critical when measuring these surveys..?
Accuse me of overreacting at a difficult time for the DPReview staff, but I simply cannot support the technical views of DPReview. They announced their "In-Depth" review of the Fuji X-H2 hybrid camera. Ignoring the typical DPR irritations like "capturing less light" or "having more noise," I stopped reading the review at the part about Dynamic Range (DR).
I decided to focus on the highlighted phrases, even though it's possible to pull everything apart in the following example. The "size and capture" theory claims bigger sensors capture more light with less noise, more IQ, and more DR.ISO invariance is like the "size and capture" theory, designed to distract photographers from the fact that Pixels capture photons. The "read noise" Richard Butler is referring to is, per definition, the sensor's native noise floor with no shot noise present.
The paragraph on Dynamic Range
Source: www.dpreview.com
The "size and capture" theory
Source: www.dpreview.com
Let's study what Fuji published about the new 40MP BSI sensor.
Please read the dedicated Fuji web pages for the X-H2 and the new 40MP BSI CMOS sensor. Nowhere does Fuji say the X-H2 has a Dual Gain sensor or almost no read noise.The challenge with more megapixels is the individual pixel areas decrease. This negatively impacts the sensor's sensitivity or ability to capture shadow details. More megapixels also means control wiring for each of the 14 million new pixels. Each electronic component adds more noise to the sensor's noise floor. Each digital photographer should be able to discuss what Fuji did to manage this challenge?
Fuji says the following about the new 40MP sensor:
They have a new Enhanced Image-Processing algorithm + new Image Processor
They managed to keep the "Signal to Noise" Ratio the same. (Same as the XT4?)
An updated pixel structure (40MP sensor) improved the sensitivity of the pixels
The new Image-Processing Algorithm replaced some of the wired control functions. This means the total number of control circuits (components) in the X-H2 sensor is similar to the X-T4. Fuji also confirmed the SNR of the new 40MP sensor is the same as the Fuji X-T4. They designed a new 40MP sensor without the disadvantages associated with having more pixels.
The Photons to Electrons graph (below) should be identical for the 26MP and 40MP sensors.
Study this illustration for more on dynamic range and the sensor's noise floor.
The new standard ISO of 125 means the new pixel structure improved the 40MP sensor's optical and quantum efficiency (sensitivity). Every sensor's native ISO is set at max sensor saturation and the Average Efficiency Curve's highest point. This is why we have a lower DR at extended and higher ISOs. My X-T5 constantly surprises me with its ability to record excellent low-light details.
Conclusion
Study my article with 7 points explaining digital cameras. Each photographer should have this kind of knowledge. Digital photographers should be able to summarise any camera's characteristics from the information on manufacturers' websites and press releases.
I decided not to discuss the parts reviewing the X-H2's autofocus. If Butler felt it was important enough to say things like "Fuji is playing catch-up," give us examples. Dropping wild fact statements, like we saw with the OM-1, is NOT good enough. Reviewers, unfortunately, like to generalize and will apply the focusing requirements of one or two examples to all applications.
Here is a better example of discussing one application of the camera's autofocus.
Readers say we shouldn't criticize while Amazon is closing DPReview. Should we also ignore the "size and capture" theory and dumbing down of photographers? In a segment filled with half-truths and false information, Butler says "ISO Invariance" measures the flexibility of RAW files. He also says the X-H2 has almost no read noise. No explanations, mostly unsupported claims.What if image quality (tonal data) is a function of the exposure (SNR to ISO ratio) and the focus points we select? What if photographers determine the final Saturation and SNR of the sensor? What do YOU think?
Do you believe these unsupported claims by DPR...?
Fuji did a great job of presenting the theoretically correct info for its cameras. For example, dismiss reviewers discussing the Fuji X-H2 for high-speed (sports) or bird-in-flight (BIF) applications. Stacked BSI sensors are specifically designed for speed. The high readout speed of the X-H2S is perfect for these applications. Any photographer with a theoretical interest in digital cameras will find enough information from Fuji's website to make informed decisions. Did you know the OM-1 has a stacked sensor with a readout speed of 8ms and competes with some of the most expensive cameras?
Closing DPR could have marked the start of more accurate information.
See this informative video discussing the readout speed of different cameras.
Any comments...
Siegfried
The new Fuji 40MP BSI Sensor
Fuji X-T5 with 27mm f2.8 lens - ISO400, f5.6, 1/19000 - Out of the camera JPEG file.
This is one of my first images with the X-T5. You will see the DOF is not optimum at f5.6. I am used to selecting f5.6 for my Olympus cameras. I get good results with the correct focus points and apertures from f5.6 to f7.1. My Fuji X-T5 achieves similar results between f7.1 and f8.
What do I think of the X-T5 after 3 months? I really enjoy this camera. It's an excellent upgrade for the EM1 MKIII. Do I need an upgrade at this stage? It will work if I sell most of my Olympus gear and expand a little on the X-T5. I would keep my Pen F with 3 or 4 of my favorite compact lenses. If I consider the computational features of Olympus and the basic concept of, what is enough, I could also sell my Fuji gear and continue enjoying my EM1 III and the Pen F.
I am planning an article to discuss the X-T5 and my EM1 III...
Fuji X-T5 with 35mm f1_4 lens - Raw file edited with PhotoLab 6. High-quality option for Noise Reduction.
Is the image quality the same for the Sony A7R IV/V in Full Frame or APC mode? We are reviewing the replies one will receive from most photographers and sensor manufacturers.
I also added 2 parts from a previous article I never completed:-
How to determine and match your photography needs to a new camera
Basic description of what and how to test or evaluate different cameras
These are the typical replies from camera reviewers or manufacturers:
1. Why should my image quality stay the same? The pixel area and sensor sensitivity of the Sony A7R IV/V do not change from Full-Frame to APC mode. The sensor's Absolute Sensitivity Threshold stays the same. The resolution will reduce because the APC crop has fewer pixels. The sensor's total area and luminance perspective also change in APC mode. In fact, the sensor's noise floor might be smaller with fewer "active" pixels in the image signal pathway. Study this article.
2. Why should my image quality change? APC sensors are smaller than full-frame sensors and capture less light (See DPReview Fuji/M43 camera reviews). Crop sensors have less image quality, less dynamic range, and more image noise. (The "size and capture" theory became the norm for camera reviews, editorial articles, and forum discussions from 2012 onwards)
Is this the same image sensor as in the G9? Will the LX100 II have less IQ with only 17MP?
Test your knowledge and related experience. Photographers who read my articles are comfortable with the terms used in technical papers discussing digital cameras or image sensors. Those relying on camera reviewers for information refuse to discuss theoretically based information...
Have you ever wondered why the increase in autofocus and quality complaints if Olympus, Fuji, or Panasonic launched a new camera? Forum and YouTube "crisis" reports rapidly increase each time one of these manufacturers launches a new product? Is this normal or counter-marketing..?
The marketing community offers only one perspective of fill capacity, the one that supports their narrative...
Is the "size and capture" theory more detailed in 2023 than in 2012? M43 mirrorless camera sales did well from 2008 and when Olympus launched the first OMD in 2012. The "size and capture" counter-marketing program successfully established many marketing filters to negatively influence M43 sales. Like similar marketing campaigns, the "size and capture" theory stayed the same.
Camera reviewers did use basic engineering principles before 2012. The "size and capture" theory was introduced in 2012. Follow camera reviews on DPRewiew for more information. An example of changing statements is Sony cameras and BSI sensors. The introduction and excitement with the Sony A7R II and the following claims saying BSI sensors make no difference. Technical claims and statements changed when marketers disregarded basic engineering principles and started pushing the "size and capture" theory with phrases like large sensors have better IQ or "BSI sensors do nothing for IQ."
Why would a "respected" reviewer claim image sensors do not improve? Why would they refuse to discuss IQ improvements from one generation sensor to the next? For example, they write the Sony A7 III has the "same" IQ as the A7 IV. Does that mean 37% more and improved A7 IV pixels did nothing? As one studies some of the statements reviewers make, you realize...
Another example is Image Processors. Camera reviewers won't discuss the benefits of having better and faster image processors. For instance, older camera reviews were more informative when comparing this recent review promoting the idea that the Canon R5 is the "perfect" camera. No reasons why and no supporting information as to why the R5 was labeled the perfect camera. And then we see feedback from what seems like real examples and something that really happened...
The Olympus E-P3 with the original 17mm f2.8 lens. A great camera with a good IQ, but failing all reviews in 2022.
What is happening, and what is the link to Corporate Marketing?
We are discussing two marketing models. I guess readers ask why is this important? Because it's one of the most important trends in modern marketing. Modern marketers moved away from the traditional 4 Ps and replaced it with a more aggressive marketing model. This new marketing model does not only change each camera purchase we make but potentially influences every decision we make...
Reviewers will never discuss the full potential of new cameras. For example, they focus on the negatives and ignore any benefits of having features like High-Resolution Mode. Why is this happening? Let's assume I am promoting a customer relationship (CRM) solution to a corporate client. I need to give accurate estimates of the improvements my customers can expect. The marketing concepts used in modern marketing are highly effective and efficient in controlling information.
See the example of gatekeepers and moderators prohibiting discussions outside the promoted "size and capture" statements or the narrative. The video and forum discussion.
What is the reality (set of filters) you accepted as truth?
The two programs we see from this new marketing method are the "size and capture" theory and a new type of counter-marketing in the photography segment. Both support the new "science" with strict controls on messaging and communications. We discussed the "size and capture" theory in previous articles. The next subject is counter-marketing and modern Marketing Communications.
Why is repetition so critical? People value familiarity, consistency, and trusted advisors. People are more inclined to trust marketing lines from trusted advisors. The informed eye recognizes "paid" repetitions or phrases like "smaller sensors have more noise" recurring in almost every crop sensor review. That's why we always see the same reporting on public News Channels...
If you are new to the Decision-Making Process, study this link.
People don't expect to find undisclosed promotions because companies are regulated for our protection. We are "safe" and do not need to worry about subliminal and undisclosed promotions programming us subconsciously. How does this protection work for you?
For example, it's an open secret that photography websites list keywords and phrases to promote the "size and capture" theory. We see this in camera reviews, forum posts, and editorials about photography. In fact, many photography sites partner with marketing companies to create and promote new keywords and "fact" statements. In contrast, independent sites like this blog apply the same technical principles and language as used among sensor manufacturers.
Governments and large corporations found ways to distance themselves from any legal, regulatory, or ethical obligations of advertising on social media. They transferred their day-to-day marketing to 3rd parties. Most NGOs and 3rd parties specialize in "astroturfing" and undisclosed promotions.
Is astroturfing a form of deception? Wikipedia explains "deception" as:
Falsehood is a statement that misleads, hides the truth, or promotes a belief, concept, or idea that's not true. It's often done for personal gain or advantage. Deception can involve dissimulation, propaganda or sleight of hand, distraction, camouflage, or concealment.
Olympus Pen F with 60mm f2.8 Macro lens - 80MP high-resolution image - Color Creator - Edited with WS.
Many OM-1 reviews look like counter-marketing promoters posing as friendly and trusted advisors. The success or failure of a new product or service is no longer the sole responsibility of corporate marketing teams. For example, the new OM-1 became an instant hit. I never saw any camera with this high level of success in the initial launch period. OM-System couldn't forecast or deliver the first weeks following the official launch.
Here are a few "trusted advisor" inputs from your friendly OM-1 camera reviewers:-
Expect to see inaccurate info on the sensor and technology (I talked about this)
The viewfinder - similar to the EM1X, seems like the EVF will be targeted...
Repeatedly referring to only 20MP, small M43 sensor size, lower DR plus, plus
The trend is reviewers isolate the M43 format as the lesser format with less IQ
See how this forum reacts to views they do not support. Gatekeepers reacting...
Gatekeepers repeating "facts" they "established" during the launch
"Grassroots" operators posting their complaints on photography forums:-
Repeating the same "fact" statements again and again and again...
You always see the same old gatekeepers and promoters at work...
Marketers created new "facts" from the 1st day following the OM-1 launch...
The EM1X stirred up an instant reaction when it was launched in 2019. Competitive marketers used every counter-marketing argument they could find. The phrases and repetitions in forums and reviews were outrageous. In contrast to the overly negative EM1X image, we have a review from an actual EM1X owner or Olympus Pro Photographer. The same was happening to the OM-1.
For more on counter-marketing and undisclosed promoters, watch this video.
Are you familiar with Astroturfing? It's something that happens every day?
How do countermarketers create and establish "fact" statements?
The above video is an introduction to modern marketing tactics. It's all about messaging, repetition, and consistency. Creating and introducing new keywords and fact statements are ongoing activities. The focus is counter-marketing and "fact" statements in this part of the article.
For example, forum posters, reviewers, and talking heads will repeat "fact statements" like:-
The EM1 III is not much different from the EM1 II or the EM5 III
The new OM-1 randomly loses its AF, and it cannot be explained
All OM-1 problems will be fixed with the next firmware update
The EM1 III has good video features, but the recordings are soft
OMDS lied about the 2EV noise reduction, and they cannot be trusted
The menus on M43 Olympus cameras are not logical or user-friendly
Composite and computational features - "With no movement in the scene."
The GH6 is good, but it continues to suffer from an underperforming AF
Another example is the same OM-1 counter-marketers running the counter-marketing campaign on the Fuji XT-5. Follow the X-T5 discussion on social media (forums & reviews).
Olympus Pen F with 17mm f1.8 (All the camera images in this article were taken with the EM1 III and focus bracketing)
Not all repetitive comments are part of an ongoing marketing program. Often, it's simply fanboys parroting any "popular" narrative. This can be an advantage or a real problem for marketers. This is how people discover patterns or question the message.
What is a new fact statement or marketing filter? It's something like "the OM-1 loses AF". "Fact statements" are repeated until consumers accept it as fact. It's used on social media and camera reviews to discuss and discredit competitor products. How do we know a new fact statement is ready for use? When it's applied in forum posts and reviews as "normal" fact statements.
A typically established fact is that "M43 lenses suffer from lens diffraction."
For example:- (See the final comments in my conclusion)
This respected bird photographer repeats a "fact" with no explanation or examples - link
The same bird photographer finally selected the OM-1 by giving interesting reasons - link
This bird photographer thoroughly discusses his Olympus cameras with examples - link
The 150 - 400mm Pro lens. Track the dynamics with gatekeepers and promoters - link.
EM10 II with 12-45mm f4 lens - ISO200, f4.0, 1/125, Exp-shift +1/3 EV, Enhanced Raw converted in WS and edited in PS
What would you say if I told you the above 150-400mm pro lens question is an example of discrediting products? Shouldn't people ask questions like, did you talk to the manufacturer, or reject the question if no RAW data is available? Will photographers accept that the highly acclaimed Pro wildlife lens has quality problems? You need to think like a marketer. Did they establish a new fact statement? This complete discussion was probably generated by one person in a marketing office...
Another example is the 9-18mm f4.0 Zuiko wide-angle lens. This is an exciting M-Zuiko lens from Olympus, especially considering the lens glass elements, image quality, and size. This lens is discredited because the original EM5 MKI had a shutter shock problem. The 9-18mm went from most popular to "be aware" in those days. Olympus fixed the shutter shock problem but the...
Here is an example of a photographer opening a new discussion. I studied this forum and followed the marketers (undisclosed promoters) posting as grassroots or everyday photographers. Gatekeepers distract any argument that challenges the narrative. The dynamics on these forums are interesting as they demonstrate the general distrust towards the "size and capture" theory...
Folks, "established facts" (filters) are never explained when challenged. Expect replies like, we discussed this in length, and I do not see any good reason to repeat the discussion...
Real photographers like this camera, and I see why... Why are counter-marketing programs discrediting the X-T4?
Conclusion
Why do many "photographers" discuss a forum question without supporting details or information? Are these staged discussions or counter-marketing actions? Why not present the data they tested while trying to solve the problem? I hope this article increased your awareness or ability to spot undisclosed promotions. Always ask for more information and ignore those forum questions without images or supporting data about the problem. See this example and this one of a typical counter-marketing promotion on forums. Also, see this example. How many people do they need to stage forum discussions like these? One or two marketers?
An alternative way of navigating information is to target specific topics with your search criteria. For example, if you need information about focus bracketing and the EM1 III, search for "EM1 III Focus Bracketing". Use general search criteria if you are OK with undisclosed and paid promotions.
Some folks are more interested in technical specifications, while others rely on the features and the user experience of using a new camera. We see a mix of this from the bird photographers Mike Lane and Roger Hance. Mike said something interesting when he suggested image quality is no longer an issue as all modern cameras have good Image Quality. I fully agree with him.
Andrew Goodall explains another aspect of photography that marketers distort.
If correct, what are the differences we should look for between cameras? Many factors influence the purchasing decisions photographers make. Some are more perceptual, like what's in my camera bag, and others are features and functions like the two bird photographers.
Do you think Mike Lane just said, "The OM-1 loses AF," or did he subconsciously spend more time on the "facts" presented as potential OM-1 problems?How would someone with less experience than Mike react to these counter-marketing statements?
Why not simply tell the truth? Why not present the correct information? Why not train photographers so that everyone has a good understanding of digital cameras and digital photography? People invest more time in preparation for the truth. Think of a few everyday examples...
F-Stoppers posted an example of how the Sony A7R IV user (grassroots) rating dropped from 4.8 to only 2.5 after they removed all the fake and promotional reviews.
Here you see a quick example of a "supervisor" asking why there are no current complaints about the new Panasonic S5II PDAF. He is basically saying, come on, get the discussion rolling...!
Take care & God's Bless
Siegfried
Matching your needs to a new camera
I am discussing two parts in this section:-
How to technically evaluate and compare different cameras
How to plan and search for a new camera (matching your needs with the camera)
1. What tests can we do to compare two or more digital cameras?
Many photographers need help to do basic tests on digital cameras. It is possible because we understand the importance of sensor sensitivity, and the ISO setting does not create noise. For example, typical ISO tests in camera reviews or "Photons to Photos" graphs are nothing more than commercial tools. These tests are meaningless in learning something new about an image sensor or digital camera.
See the list below for more information on what we like to evaluate on cameras:-
Study the history of the camera and the type of sensor used in the camera
Does the camera have a new Image Processor or one from a previous model
In terms of the image sensor, the following is good to know:
The type of sensor - Live MOS and BSI sensors are optically more efficient
Quantum Efficiency, or the ability of the sensor to convert photons (shadows)
Effective noise control or size of the noise floor in the sensor (sensor design)
We like to see an image sensor with a reasonable (+10EV) dynamic range
Finally, speed is essential for both photography and video applications
Sensor resolution plays a role in terms of the following:
More pixels mean a smaller pixel area and possibly less efficient
Resolution is a personal requirement (20MP offers a good balance)
Higher resolutions are essential for image quality & applications
We basically want to check the DR, SNR, Saturation Capacity, and Sensitivity
The X-T4 jpeg is out of the camera. No editing. I only used the Keystone function in PS. The crop was brightened in PS.
The best way to evaluate digital cameras is to study their images. A real-life image has all you need to learn more about the camera. Get a loan camera or ask someone to take a few photos (jpeg and raw). Why do camera reviewers use mono-color backgrounds when they do ISO tests? Mono-color images can be tweaked, like under-exposing and brightening them in Photoshop (upping the visible noise). Normal photos give us a chance to review the highs, the mids, and the shadows. This will tell us more about the image sensor and how the sensor performs at different SNR ratios.
For example, you shouldn't see any noise at the base ISO with the fully exposed (saturated) sensor. If not, check the histogram because it could happen that the image was underexposed. It is good to thoroughly saturate the sensor because it will affect the mids and the lows. Next, study the mid-tones and the shadows and evaluate the following:-
How big is the noise floor in the sensor (Benchmark is the OM-1, X-T4, and Panny S5)
Sensor efficiency when converting photons (Test the sensor in Low light & high ISOs)
How much of the read noise is present (Look for the type of sensor in the camera - MOV)
Temporal noise in the sensor (Do a search on " temporal noise" for more information)
Why do we want to evaluate the shadows at higher ISOs? Because it happens that very little reflected light reaches the sensor in the shadows. We want to see the sensor's ability (sensor sensitivity) to record clean data from very l little reflected light reaching the image sensor.
Temporal & Dark Noise is part of the sensor noise floor.
The above image was taken with an older E-30 and the 14-54mm f2.8-3.5 lens. I activated some of the Enhanced Raw settings in Workspace but left the noise reduction OFF. That means you see the image without noise reduction. I was pleasantly surprised by this older Live MOS sensor. How does it compare to older FF and APC cameras with standard (old-school) CMOS sensors?
Cleaner shadows mean a smaller noise floor and/or a more efficient (QE) image sensor. Increasing the ISO with one-stop (1EV) and repeating the same test will push the sensor more. The goal is not to operate the image sensor at its limits but to study its sensitivity and ability to capture detail. This will tell us a lot about the shadows and low-light performance of the image sensor.
Another challenge sensor manufacturers face is temperature. As little as +1 degree Celcius is enough to have more visible image noise. If you like to see how two cameras perform at higher temperatures, place them in the sun for a few minutes. This will teach us how the camera performs after being in a hot backpack or during video recordings. This also applies to low-light conditions and long exposures. It also tells us how much time the camera needs to cool down.
The Olympus EM5 II Special Edition with the 12mm f2.0 lens - This is a super exciting camera.
How does one test for a +2EV noise and +1EV dynamic range improvement? It can be done with the right know-how and a little common sense. There are 4 things to study about each new camera or sensor. The noise floor, the optical and quantum efficiencies (sensitivity), and the firmware:-
Noise Floor - A smaller noise floor will improve the SNR & DR (< 1EV) of the sensor
Quantum Efficiency - QE tells us more about the conversion from photons to electrons
Optical Efficiency - OM-1 pixel area stayed the same - the sensor QE & OE improved
Sensor Sensitivity - To learn more about Image Sensor Sensitivity, study this link.
The saturation capacity and the size of the sensor noise floor teach us more about the dynamic range of the sensor. Saturation capacity is linked to the sensitivity of the sensor. Sensitivity is determined by the Quantum and Optical Efficiency improvements of the sensor.
It helps to have a good understanding of the digital camera. It enables us to better read launch documents and specifications. For example, the OM-1 launch documents showed that the new sensor has a smaller noise floor than the EM1 III. This is big and can help us when we evaluate these two cameras. The same is true for the Fuji X-T4. In other words, knowing more than "bigger captures more light" enables us to make more informed purchasing decisions.
One of the most practical ways to test your camera is mixed-lighting conditions. For example, take an image of a motorcar. We often find correctly exposed motorcars when looking from the top and underexposed on the side. This means the sensor received different reflected light intensities from the car. Some parts of the sensor will be fully saturated, while others will be less saturated with a smaller SNR. These examples help us to learn more about the sensor in the camera.
See this article that I did for the EM-1 III, E-P7, X-T4, and X-T5.
EM1 III with 12-45mm f4 - Handheld High Res Shot - Enhanced Raw edited in WS - Why would this image have nearly no noise?
Always try and isolate the function you like to test. If you want to test the effect of the ISO amplifier and the sensor noise floor, keep the shutter and aperture the same, or keep the ISO the same if you like to study the noise floor. It sometimes takes me days to think about something or more reading before I am ready to create a new illustration or do my own tests. For example, isolating something like A/D converters helps to see why it cannot be compared on different cameras.
For example, how will one compare the Quantum Efficiency of two cameras? Quantum efficiency is the ability of the sensor to convert photons to electrons. As you have seen from this article, very little ambient light reaches the image sensor at ISO6400 with a starting ISO amplification of ISO200. This should be a great place to start when comparing the QE of 2 cameras. Keep in mind that the different tests I discuss are only ideas. Never allow others to intimidate you, and never STOP THINKING...
Olympus E-P7 with 14-42mm Kit lens - One of the best TOP image quality cameras to always keep with you...
2. Some basics to define your needs and select the right camera
The first step is honesty with yourself. Start with a list of what you like to photograph and what skills you need with a new camera. Looking at my own situation, I like my Olympus Pen-F. That said, we recently added a little Shih Tzu dog to the family, and he started a whole new experience for us. Not only do we enjoy our little dog, we like to have more pictures of him. The challenge is the little dog is just too quick for us. That means I need a camera that could help me...
He is so quick that we do not get the right moment for sharp "action" shots. We don't need a new Sony because there are great examples of people doing action photos with the EM1 MKI. It seems more like a case of practice and knowing your camera. Below is one of my first Pro-Capture images. In fact, let Workspace analyze your Pro Capture sequence...
Pro Capture is a computational feature that places a lot of photography in our hands. Does it all happen with the push of a button? We can select the Pro Capture feature, push the shutter, and wait for the results. You could also end up on a forum complaining about the image sharpness of Olympus cameras. Even though features like Pro Capture or Live Composite can be classified as computational, you still need to use the correct parameters and autofocus settings for your EM1 III or the OM-1. In other words, use your camera and practice...
Olympus EM1 III with 12-45mm f4 Lens - ISO500, f4, 1/2500 - Pro Capture Raw file edited in WS and PS (study the dog?)
A good balance between traditional and digital photography skills helps. You can add any computational features you like to use with your camera.
The best way is to start with a list of what you typically photograph and spend time with your loved ones to page through your older images. The one thing I value most is the older images I have in my database from 2001 onwards. For example, I love going back in time and re-editing my raw files...
Let's take a look at what most people photograph:
Landscape photography and spending time in nature are high on the list
Most love doing casual wildlife photography when they are visiting parks
Some love doing product photography projects in the comfort of their homes
Many like street photography, city scenes, and people shots when traveling
You can call it event photography, but it really is family portraits & events
Others like to record concerts or significant events and need a good camera
You will be surprised at how many people edit images on mobile phones
Many people want to up their editing skills and are OK with learning WS or PS
Most prefer the combination of good Image Quality and smaller cameras
Many hobby photographers like to try the newest cameras and sell them
Some want to add 4x4 off-roading, motorcycle tours, or motorcar racing
We recently added a small dog to the family, and we love to photograph it
Some enjoy experimenting with their cameras and any unique features
Some like to do something new and photograph the birds in their garden
People remember the days of making home movies and want to do videos
You could be more specific and mark your must-haves and nice-to-have items.
Yes, it's an older camera but a good camera for stepping back into photography with a smaller budget.
Most people will agree the above list describes their photography or videos, and they don't need the best-performing camera. From the above list, the Olympus EM5 III is a good option for most photographers. Let's make the EM5 III our "reference" camera and build a solution for the above needs. The next step is to make an application list and then find the right lenses.
Let's list typical applications:-
Landscape Photography
Portrait, family, events
Anything linked to motor vehicles
Parks, hiking, wildlife, and birding
Concerts or low-light photography
Image editing, social media, print
Action photography, dogs, cars, sport
Folks like family and travel videos
The table below is a simple method of matching your needs to a specific camera solution. This will help you to select the right camera body, lenses, and options for your camera.
Have a look at the examples that might need computational functions. Those are the ones you need to spend more time with. Study the details because that would influence you to take an EM1 III or the OM-1. Always consider the lesser camera body and master it...
It's good to understand the image quality differences between cameras like the EM1 MKII, the MKIII, and the OM-1 are specific. The more time you spend defining your needs, the better you will be able to match your needs to something like an OM-1, EM1X, E-P7, or EM1 III.
Those marketers and promoters who mess with photographers have become so bad that I do not trust a word I see on large photography sites. For instance, the Olympus 12-200mm zoom lens is not a highly regarded lens on social media. I received my secondhand copy this week, and what a pleasant surprise. I need to learn much about this lens and plan to write an article about it.
Some will have a different opinion than me, but my advice is to ignore those who say this lens or that camera is not good enough. I mainly buy secondhand and tried most Olympus lenses. I never came across a lens with serious image quality issues. Some like the older 17mm f2.8 with its AF noise and 3D image effects, while others prefer the 17mm f1.8 for video recording.
Those who generalize and say this one is soft or that one has "sudden" manufacturing issues are just not honest. If you like to know more, ask for more detailed or real-life examples and images from a particular lens. Walk away from those dropping fact statements or one-liners...
Fuji X-T4 with XF16mm f2.8WR Lens - ISO160, f8.0, 1/40Seconds - Edited with PhotoLab 5 and PS.
What is the difference between the M43 Zuiko lenses and the Pro Series? Both are excellent. The main differences are weather sealing, autofocus performance, size, weight, speed, and the final 1-2% image quality, contrast, sharpness, and color. That said, my personal go-to lenses are the f1.8 Zuiko primes. They are small, lightweight, and deliver excellent image quality.
As you know, my 17mm f1.2 was part of an EM1 III special offer. I tried the 17mm f1.2, and it's good, but interestingly I continued to use my 17mm f1.8 because it's so small and comfortable. I have the 12-45mm f4 Pro, and it's quickly becoming one of my all-time favorite M43 lenses. Something I noticed with Olympus Pro lenses is the ability of these lenses to pass on more detailed data to the sensor. Pro lenses can record more shadow details than premium lenses.
Many photographers are going away from the so-called perfect lenses. Another trend is having a lens with "attitude," especially when doing video work...
I updated these 4 paragraphs in February 2024. It's a mistake to ignore the critical role of the Olympus Imaging Business in the technical and functional evolution of digital cameras. The long list of leading functional achievements, like IBIS, became an industry standard for other manufacturers. The E1, EM5 II, EM1 I/II/III/X, Pen-F, and OM-1 are 8 of the most impressive digital cameras from Olympus. It explained the anticipation amongst M43 photographers for the new Olympus EM5 III. This article reviews the highlights of the EM5 III launch and the future of Olympus cameras.
This article also reviews the 2012 financial scandal at Olympus and the Corporate Governance reform following this crisis. You will learn more about the strategy and programs of the newly appointed Olympus Management Team and how they turned the company around after the 2012 crisis.
One had to live under a rock to miss the coordinated actions destroying the Olympus Imaging Business after the 2012 crisis. The subsequent marketing actions read like a classical case study in corporate counter-marketing, social media promotions, and astroturfing. The "scandal" was literally abused for competitive positioning. Olympus stayed focused and demonstrated tremendous strength in turning around the company and preparing the Imaging Business to break even in 2021.
It's difficult to speculate why the Olympus management team gave up on reaching its cost targets in 2021 and ended up selling the imaging business. What's becoming clear is how OM-System rejected the new product strategy/vision from Olympus. The OM-System product vision appears to brand label any product that fits their "vision" for the future. The next OMS camera could be a Panasonic.
Have fun studying this short report...
Olympus EM5 III Press Release Statement: 17 October 2019
Olympus Corporation President Yasuo Takeuchi announced a new M43 interchangeable lens camera in 2019. The new Olympus OMD EM5 III was scheduled for Nov 2019.
As expected, Olympus launched the EM5 III via a modern social media event. Weaved into the launch event was a mix of traditional launch and web-based activities like grassroots forum threads, YouTube videos, blog articles, and Instagram. The EM5 III quickly became popular amongst M43 consumers.
Social media enables manufacturers to reach more consumers in virtual events showcasing their new products. Launch videos on YouTube, blog articles, and live Q&A sessions went live in hours, and virtual events allowed photographers to experience the new EM5 III in action in a matter of days.
Olympus rolled out the new EM5 III in one global event and a stocked supply chain. They quickly received the OK from M43 photographers and reviewers appreciating the look & feel plus the functional performance of the EM5 III. It was an impressive global event, especially for those following marketing trends. Will the Olympus OMD EM5 III be as successful as the previous model?
We also witnessed an increase in inaccurate and aggressive social media actions targeting Olympus during the OMD EM5 III launch. To the untrained eye, the forum Astroturfing attacks looked like another day of product complaints and TROLLS promoting rumors and full-frame cameras.
Parallel events distracting consumers from events like product launches are one of the oldest counter-marketing techniques in the book. Compare this to being caught with your hand in the cookie bin while politely saying your partner should look there, not here. The expected increase in TROLL activities always amuses me during critical product launches like the EM5 III and the EM1X.
We often see how Olympus is openly attacked on forums. Some posters appear to have a personal interest in spreading rumors and smearing Olympus. The near-hostile level of forum attacks and the ongoing promotion of FF sensors motivated me to review the Olympus history in this report.
We are repeatedly challenged with the worst kind of forum gossip. I am often stunned by the irresponsible nature of forum posts, especially as one learns most of the claims are inaccurate or not in context. One cannot help asking, why do forums tolerate this behavior? To illustrate, digging deeper into the 2012 Olympus financial crisis, we learn that what happened was, in fact, part of an under-reported corporate culture in Japan. The image below is an excerpt from a report about the crisis and an entertaining description of the Japanese corporate culture at that time.
This "management model" was not limited to one company (Olympus) but a general management style amongst Japanese corporates. Senior managers were almost powerless while receiving how-to and what-next orders from the various Boards of Directors. One cannot help concluding that counter-marketing played a significant role in what happened to the imaging business at Olympus. Were the Olympus engineering department and its mirrorless achievements that dangerous..?
It all started in the 90s when Olympus was caught up in reporting irregularities that went from bad to worse. Dangerous parties became involved, and as the situation worsened, it all broke out in a big scandal. In fact, the Japanese corporate history reads like a crime novel. Olympus was only the tip of the iceberg that exposed everything. Fortunately, this also led to better financial governance.
One would think Olympus was the only criminal enterprise when reading social media reports. The US was also challenged by Enron and a similar financial scandal. Manufacturers like Nissan, Philips, and Toyota were also under public scrutiny during this period. A general change was required to ensure long-term financial corporate reform. All said, never underestimate the magnitude of this Olympus scandal. This is what broke the camel's back for Olympus. They never recovered from the aggressive counter-marketing and the organized astroturfing attacks on every new product...
The good news is not all was lost. Reviewing this story, one learns it was a top UK executive at the Olympus Japan headquarters who "uncovered" the irregularities. Readers are welcome to assume his role in publicizing the crisis at Olympus. The fact that it became a global news event is no accident. He also played a significant role in the subsequent Japanese financial governance reform.
Like political whistleblowers, the UK Executive Michael Woodford received a book deal that revealed how he "discovered" the scandal and how it started financial governance reform. One cannot help thinking the crisis happened to pressure Japanese leaders for corporate governance policies...
2011 - Olympus was almost taken out of business...
Closing the factory in China to manufacture in Vietnam
Study the slide on the right. It's part of a presentation Olympus did in Jan 2019. The "Reconstruction" phase happened from 2012 to 2016 and impacted all 4 of the Olympus business divisions. See the post-2020 vision statement by Olympus in January 2019...
The imaging division was hit especially hard as they were coping with multiple challenges. On the one hand, it was the cost restructuring, R&D reform, and closing & relocating of their China facility.
On the other hand, the compact camera market slowed down. Some publications estimated the global compact camera market was just below 100M units in 2012 and dropped to 11M in 2016. Further down, you will find more about the different trends in the digital camera market.
Olympus Pen F using a Color Profile.
Studying the above slide, it's clear how 2016 became a pivotal year for Olympus. With the steps following the scandal, Olympus started by replacing its top management team as the share price started dropping. The new management team reacted with a "Reconstruction" phase in 2012, which practically saved Olympus. The share price quickly recovered, and the new management team launched more programs to protect the Olympus value proposition as a Trusted and valued Technology Partner. These steps became an interesting case study.
The main goal of the reconstruction plan was to re-establish Olympus' corporate value and to recover lost client trust. It also included worldwide company savings and streamlining programs, building a new R&D methodology, and a future manufacturing concept for Olympus. The EM5 III became the first window into this new R&D and manufacturing strategy of Olympus.
Olympus introduced its new 5-year Corporate Strategic Plan (16CSP) in April 2016. It was designed to strengthen the different business divisions, expand its global profitability, and achieve sustainable growth beyond its 100th anniversary. Olympus was firing on all its cylinders again in 2016...
The new 16CSP corporate program further streamlined the corporate overhead costs and prioritized future product segmentation and portfolios. It also included relocating critical parts of the old Chinese plant to their Vietnam factory with new R&D and high-tech manufacturing capabilities. Olympus re-evaluated its imaging business and the complete camera portfolio during this phase.
Olympus decided to focus on the so-called "high profit" camera segment in support of steps to better manage the imaging business cost and improve profitability. It is clear from the different corporate reports and statements that Olympus views the mirrorless segment as potentially profitable. In addition, one also sees how Olympus places a high priority on its PRO range of products.
Most forum "experts" smearing the Olympus imaging division like to present the camera business as just a bad dream for Olympus. Digging a little deeper, one clearly finds this was not the case. I like to invite readers to go and study this Olympus presentation. See slides 6 to 8.
The Olympus imaging business was operating at a loss in 2019. The 2019/2020 losses mirrored the declining camera market and accrued costs from the past and relocating their manufacturing from China to Vietnam. Slide 8 in the above presentation explains the goal was to reach an operating profit of 4% in 2021. Olympus introduced several programs in support of this goal. They were the Reconstruction Plan, CSP16, and the global transformation of the Imaging Business.
Extract from the 2020 2nd half financial report.
The 2020 mid-year report confirmed that "curbing SG&A expenses" was crucial. Investors knew what Olympus was talking about when they saw the SG&A expenses were on target. If you study slides 24 to 29, you will see how Olympus started preparing the Imaging Division for the future and the positive outlook these SG&A savings had for the imaging business. They regularly updated their SG&A goals. The details can be found in the annual reports following 2020.
Study page 10 in the 2020 mid-year presentation, and you will see the profitability of the imaging business is moving in the right direction. Olympus also implemented various management programs to support the imaging business. Investors viewed this positively as it showed Olympus was planning ahead with clear KPIs. As we review the Olympus product range towards the end of this article, you will learn more about their future product segmentation strategy.
The Imaging Division's new product strategy was started in 2016. The OMD EM1 II was the first camera in this product strategy. The EM1 II was a strategic launch supporting more growth and profitability. The EM1 II was also a strategic product, signaling the importance of the Imaging Division.
Olympus Announcing the Shenzen Closure May 2018
"The Japanese camera manufacturer Olympus has announced they will shut down a factory in Shenzhen City, south China's Guangdong Province, due to the changing market landscape. The National Business Daily wrote the factory is in the Hi-tech Industrial Zone of the Nanshan District. Shenzhen disclosed details of the factory closure to its employees but said a compensation plan was not finalized.
Founded in December 1991, Shenzhen Industrial Ltd in China was a fully-owned subsidiary of the Japan-based camera maker Olympus, specializing in the R&D of analog and digital cameras. Factory sources said to the Shanghai-based "The Paper" that the growth of smartphones caused the declining digital compact segment and the sharp decline in the manufacturing rate at the factory.
The equipment and tooling at the factory were also worn. The factory was unable to be competitive, the report said. Data from the factory showed that it continued making a profit over the past 3 years, but the operating costs at the Shenzhen site had slipped to only 20 percent of its peak. Olympus will concentrate on the new Vietnam plant to boost production and margins.
"Olympus will move its entire digital camera business to its plant in Vietnam Dong Naiver to improve its "production efficiency, profitability," and "global competitiveness" according to the statement."
2019 and 2020 were 2 critical years for the Olympus imaging business. The outcome and success of the 16CSP program were reaching its end, and the results were showing. Our window into the Olympus imaging business is product releases. From the 2020 mid-year report, the 16CSP program was transformed into the new "Transform Olympus Management" program.
They monitored, evaluated, and improved their management processes from 2020 onwards. There is no reason to let astroturfers distract Olympus customers. Olympus is a healthy global manufacturer that manages its imaging business competitively in the global marketplace. Study the 3 links below for more information about the new "Transform Olympus Management" program:
In an interview with Kenny Suzuki, he said: Last year, we closed one of our plants and the reason for not launching new products. But today, it's over, and the E-M1X is the start of new products.
In summary, the new products in 2019 were critical for the imaging division, especially the high-profit OMD products. That basically explains the new EM1X launched in January 2019. As said, Olympus had a strategic focus on Pro cameras. We saw the following product launches in 2019:-
In one of the Olympus interviews, they confirmed the OMD and PEN cameras will continue. Some rumors suggested the Pen F was discontinued. I could not find any information or official statement by Olympus to support this. In fact, I found Olympus interviews that stated the Pen F will continue.
May 2018 Interview:-Mr. Shigemi Sugimoto, the Head of the Imaging Business, said: "They are such important products (Pen range) for us, the recent line-up of the PEN, PL series, and PEN-F. We are in line with our initial project plan. Capability is important, you know, but we think that how the product feels is also valuable. In that situation, we think that people can distinguish OM-D and PEN, and they won't compete with each other, even though there might be a small likeness in some areas. From the user's point of view, there is no cannibalization because the PEN-F itself is unique, I think. Once they used the Pen-F, there's no need to consider an OM-D. We separated the target users."
In this briefing, we saw Olympus planned to launch 2 more products in 2019. Olympus said they will focus on profitable product lines like the OMD series. The question is, which one of the Pen F or the EPL-9 sells in higher volumes and is more profitable? When Olympus launched the new Tough TG6 program, they promoted it as a profitable line. Olympus also launched the E-PL10 in the Japanese market. It was important for Olympus to launch these new products from 2019 to 2020. The reasons are basic economics because "higher margins" improved its 2021 profitability forecasts.
Based on what we know, we can only wonder when a new Pen-F II will be available? What other products should we expect for the remainder of 2019? Why did we receive enough leads suggesting a new Pen F II? The biggest giveaway was when they discontinued the current Pen F. This is a typical step in preparing for a new product launch? (The unexpected sale of the imaging business coincided with the cancelation of the Pen F II. We can only speculate what happened at Olympus...)
Strategic planning and new products
The following are a few replies from Kenny Suzuki from Olympus...
Kenny Suzuki: "In 2019, Olympus celebrates a double anniversary: the company's 100th anniversary and the 10th anniversary of its first hybrid camera. This year, Olympus has emerged from its slumber (reconstruction phase) and announced the release of the OM-D E-M1X, a rugged enclosure dedicated to professionals looking for reliability."
Reporter: "The OM-D E-M1X is an M43 mirrorless camera for professional photographers. What is Olympus' vision for mirrorless cameras in 2019?"
Kenny Suzuki: "We will focus on M43 mirrorless cameras. Many full-format mirrorless brands are coming on the market, but we will continue to launch new M43 cameras. We don't plan to go to full-frame. We want to stay focused on what we do well because we like to offer compact and lightweight solutions. So we are planning no change at this point."
Kenny Suzuki: "...the market is in a difficult situation today (2019). Overall, the digital camera market for two product lines (DSLR + Mirrorless?) is decreasing. This trend will continue, but for Olympus, the Mirrorless market will continue its growth. In Germany, mirrorless cameras are at 60%. This was already the case in Japan. This is becoming a general trend at the global level."
What did Kenny Suzuki mean by hybrids? I assumed hybrids are both DSLR and mirrorless cameras. This is interesting because it confirms what we see happening in the market. DSLR cameras are decreasing and are basically being replaced by mirrorless cameras. This explains why Kenny Suzuki said Olympus is on the right track and expects to continue its growth in the mirrorless market.
The following graphic confirms how the mirrorless camera sales increased slightly while the DSLR unit sales steadily decreased. This is something DSLR manufacturers didn't want to see. Could that mean full-frame manufacturers hoped these cameras would keep the DSLR segment going?
Sony, Fuji, Olympus, and Panasonic benefitted from the growing mirrorless segment in 2019 and were experienced in this segment. Canon and Nikon did not believe the DSLR market would die. They were really late entering this segment in 2018. For example, Sony entered the mirrorless market in 2010 and Fuji in 2012. The Fuji XT-1 was launched in 2014, and the first Sony A7 in 2013. Canon and Nikon happily continued to sell their DSLRs in 2019...
The graph data is CIPA - The purpose is to show/explain trends. (Mobile phones not included)
From the inserted graph, we see the camera market peaked around 2010. Several reasons are given for this peak. The main graph shows the "market" was returning to its pre-2010 volumes. Do you think the first iPhone in 2008 affected the camera market's forecasted high growth? Olympus introduced the MFT format in 2008 and immediately had good sales. Did Olympus anticipate these dual trends, and were mirrorless cameras also a reaction to the future of mobile telephones? Did anybody expect this rapid market growth to disappear as mobile phones replaced compact cameras?
Interestingly, mirrorless cameras continued to successfully compete with traditional DSLR cameras. Will we see only dedicated and specialized DSLRs in the future? The decision from Olympus and Panasonic to position themselves for this emerging market was brilliant. When Olympus introduced its first mirrorless camera, the "Nokia" camera segment thought they were done. 2018/19 presented a window for Canon and Nikon to enter the mirrorless segment and replace their DSLRs.
Olympus and Panasonic are well-positioned with mirrorless cameras, mature technologies, leading IBIS performance, and an extensive range of mirrorless lenses. Sony and Fuji established themselves while growing their lens offer in the mirrorless segment. Who would be the next market leader?
Another interesting comment from Ray Okubo was when he said Olympus regards IBIS as a KPI. He also said they will invest more in IBIS as one of the best industry technologies.
If you think about it, M43 cameras enjoy a significant mechanical advantage with its low-weight M43 sensor. When M43 cameras instruct the sensor to do quick counter (IBIS) movements, the M43 sensor reacts fast because its lower inertia is more efficient. The M43 sensor's IBIS "cage" also needs less energy than a full-frame "IBIS" system. The static inertia of FF sensors must be huge...
One should also remember that Olympus has 10 years of experience developing and refining IBIS. One cannot compare any other manufacturer to Olympus. It does not imply the same IBIS technology, high performance, and reliability as Olympus when other manufacturers place an "IBIS" logo on their cameras. We are, unfortunately, at a place where truth is taking the backseat in marketing...
By simply adding an IBIS "logo" on cameras, other manufacturers "profit" from the hard work and good reputation Olympus and Panasonic created with these excellent IBIS technologies.
In another interview, Toshiyuki Terada from Olympus said: "I would like to add something. Since we announced that we will focus on the M43 market, our OM-D E-M1 Mark II sales increased in many countries. It was a positive sign that the market was interested in compact, lightweight cameras. As I said, FF cameras have higher image quality than M43, but this improved IQ is only valuable for a small portion of applications.
In most cases, M43 cameras offer sufficient image quality. For those professionals or enthusiastic photographers who like better image quality in a compact and light system, we recommend the E-M1 Mark II and EM5 III. But if photographers need to use a camera in more extreme conditions with reliability, fast ergonomics, and a vertical grip, we can recommend the E-M1X."
Ray Okubo also said:- "Before I finish, I wanted to add something. Internally, we defined our "core competencies," which set us apart from the competition. First is a compact and lightweight system mentioned several times. Secondly is our range of optics. It's a combination of the housing and the optics that counts. Thirdly, image stabilization is also a subject we like to be ahead of the industry. We like to continue shaping the mirrorless market and outperform the competition."
Conclusion
Much has been said and written about the M43 format. "Experts" of all kinds are roaming M43 forums to argue with M43 photographers. Like in 2008, Olympus and Panasonic were visionaries, having a good understanding of the future Micro Four Thirds format. Those three M43 values, IBIS, comfort & size, and a comprehensive lens offer, are as relevant as yesterday. These M43 values will improve with future generations of sensor technologies, IBIS, and new M43 lenses. M43 will continue to enter new segments like BIF and wildlife photography.
We saw the M43 format does not support those specializing in niche applications. Those photographers will probably pivot to medium-format cameras? Olympus also said ultimate image quality applications represent a small specialized segment. In other words, the current 20MP and previous 16MP Olympus and Panasonic sensors are more than most will ever need. We see proof of that in our daily image results and published images of talented M43 photographers. Will Olympus benefit from a new and updated sensor? Absolutely, also when it is an exercise in optics only.
A good perspective is critical. We sometimes forget it was only yesterday that many did professional work with 10MP DSLR cameras. Olympus 12MP mirrorless cameras were followed by 16MP cameras like the first EM1, which became a reference for many professionals changing to the M43 cameras.
What should we expect from the future? Olympus said they started a new R&D concept and adapted their manufacturing/product strategy. Managing manufacturing costs and controlling what materials they use in manufacturing process costs are critical indicators for the future. They will also focus on external technologies and expertise inputs from industry experts. This is nothing new because large companies know that small high-tech companies are more innovative and agile.
An interesting new trend in 2019 is Olympus re-using technologies across its cameras. For example, the EM1X, the EM1 II, and now the EM5 III all share the same sensor and AF algorithm. Would Olympus use the same sensor in its complete range of mirrorless cameras?
Does this look like a company closing its operations in 8 months?
Perspective is critical when evaluating different scenarios. Up to 2018, Canon and Nikon believed DSLRs were the future...
We also saw the new EM5 III has a plastic body. It stayed water and dust-resistant like the previous EM5 II and continued the same EM5 II high-quality tradition. The new EM5 III is a wow product with new features from the EM1 II. The wow factor is now shifting to the EM1X and the EM1 III.
Olympus also focussed on the best solution for its target markets with the EM5 III. Is the new plastic body a bad thing? The EM10 II and the EM10 III have proven to be excellent cameras.
The video below suggests that Olympus launched a great product with the EM5 III. There is no reason to doubt what we can expect from Olympus in the future. That said, was it necessary to use plastic for the new camera? Would it make a difference if Fuji continues with metal camera bodies?
Cameras like the EM1X and the EM1 III should always have magnesium bodies? The professional demands on these bodies are higher because they are exposed to more extreme external conditions. The environments these cameras are exposed to are often extreme. Professional photographers use their camera equipment in more adverse conditions than casual and hobby photographers.
I did the original report in 2019 and updated it in 2024. I kept the original info as is. The article is a fascinating read as one step back in time. So much happened from 2019 to 2024. Looking back, I cannot help asking if the takeover was orchestrated by external and dishonest interest groups. Only the future will reveal what happened at Olympus from 2016 to 2020...
Best
Siegfried
Did you think used Olympus cameras would become this popular in 2023...
