Image: Canon

Canon has announced the RF 35mm F1.4 L VCM lens, the first release in what the company says will become a full series of fixed-focal-length RF lenses with a hybrid design for stills and video, which are intended to work with both EOS photo and Cinema EOS cameras.

The RF 35mm F1.4 L VCM becomes the widest prime lens in Canon's L-series. Its optical formula consists of 14 elements in 11 groups, including two specialized aspherical lens elements and two ultra-low Dispersion glass elements.

The lens also benefits from Canon's Super Spectra Coating, Air Sphere Coating, and fluorine coating. It has 11 aperture blades. Autofocus is driven by a voice coil motor (VCM), a type of linear motor, for quick, precise focusing.

Size-wise, the lens is 99.3mm (3.9") long and has a diameter of 76.5mm (3.0"), making it both shorter and skinnier than Canon's EF 35mm F1.4L II USM, and it weighs in much lighter at 555g (20 oz) compared to 760g (27 oz) for the EF version.

Image: Canon

Like the RF 24-105mm F2.8 L IS USM Z announced last fall, Canon says it specifically designed the RF 35mm F1.4 L VCM to be a true hybrid stills/video lens in acknowledgment of the new multimedia production demands many professional creatives face today.

As such, the new 35mm prime also features a manual aperture ring, similar to the F 24-105mm F2.8 L, which allows for stepless control of the aperture/iris. Additionally, the lens is designed to minimize focus breathing. It's also compatible with Canon's newly announced, native RF-mouth EOS C400 cinema camera.

Pricing and availability

The Canon RF 35mm F1.4 L VCM is expected to be available in June at an estimated retail price of $1,499. It includes a case, lens cap, dust cap and lens hood.

Press release:

The Pentax WG-8 "Adventure Proof" compact Image: Ricoh

Ricoh has announced two new Pentax WG waterproof compacts: the range-topping WG-8 and the entry-level WG-1000.

The WG-8 replaces the Pentax WG-6 (and the Ricoh-branded WG-6 that came before it) at the top of the lineup. It's a 20MP camera with a Type 1/2.3 sensor (6.2x4.6mm) that's waterproof to a depth of 20m (65.6ft) for two hours: the deepest yet offered by the range. Ricoh says this is equivalent to an IPX8 or JIS Class 8 rating.

It's also shockproof from 2.1m (6.5ft), able to withstand 100kg force (220lb of force) and can withstand temperatures as low as -10°C (14°F). It has a 3.0" 1.04M dot (720 x 480px) rear LCD.

The WG-8 has a 28-140mm equivalent zoom lens with an F3.5-5.5 maximum aperture and a six LED ringlight around the lens. It can shoot up to 4K/30 video and can act as a webcam. It includes GPS and compass.

Pentax WG-1000 Image: Ricoh

The less expensive WG-1000 has a 16MP sensor and a 27-108mm equiv zoom. This has a maximum aperture of F3.0-6.6. It makes do with a 2.7" 230k dot (320 x 240px) rear display. It can only shoot video up to 1080/30.

Its durability specs are also lower, with waterproofing rated to 15m (49.2ft), shockproof from 2m (6.5ft). It also lacks its more expensive sibling's GPS and compass features. Neither model can cature Raw data.

The WG-8 will be available in late July at a recommended price of $399.95. The WG-1000 will arrive in mid July, costing around $229.95.

The Panasonic Lumix DC-GH7 is the latest in Panasonic's line of high-end cameras historically aimed at video shooters. We say 'historically' because the GH7 makes a strong case for being a true photo-video hybrid. It includes flagship video features like internal ProRes RAW recording, 32-bit float audio, and 4K/120p capture, along with all the photography features found on Panasonic's more recent G9 II model.

Key specifications

• 25.2MP BSI CMOS sensor with parallel readouts
• Phase hybrid autofocus
• ProRes RAW and ProRes RAW HQ internal recording
• 32-bit Float audio capture
• UHD or DCI 4K in 10-bit 4:2:2 at up to 60p
• Slow-mo UHD or DCI 4K in 10-bit 4:2:0 at up to 120 fps
• 5.7K full-width capture at up to 60p
• 5.8K Full-sensor 'open gate'/anamorphic capture at up to 30p
• 60 fps burst shooting with AF and pre-capture
• External SSD recording
• Real-time LUT support for photos and video
• Lumix Lab app integration
• 1 x CFexpress Type B, 1 x UHS-II SD slot
• Tilting/fully-articulating rear screen
• Built-in fan for unlimited recording

The Panasonic Lumix DC-GH7 has a suggested retail price of $2199, the same as the GH6 at launch in 2022. It is expected to ship in July 2024.

Index:

• What's new?
• How it compares
• Body and controls
• How it compares
• Initial impressions
• Specifications

What's new:

Sensor

The GH7 is built around a different sensor than the GH6. Although the two cameras share the same resolution, the GH7 uses the same 25.2MP BSI CMOS sensor found in the more recent Lumix G9 II, which gives it the updated capabilities of that camera.

The most notable is support for Panasonic's 'Phase Hybrid' phase-detection autofocus system. This promises to be a boon for video shooters as it enables the camera to interpret distance and depth in a scene and can acquire focus on a desired subject without overshooting or creating a pulsing effect while trying to hold focus on a relatively static subject.

The sensor is also pretty fast, and our readout speed tests show that its performance is almost identical to the GH6. We don't expect the rolling shutter to be a problem in most situations.

The other benefit of the new sensor is the improved version of the camera's dual output gain system. In a nutshell, the sensor employs two parallel readout paths with different gain levels: a low-gain path to capture highlights and a high-gain path to capture cleaner shadows. The data from both paths is combined as a 16-bit Raw file, allowing enough room to encode the wider dynamic range.

On the GH6, the high gain (shadow) path was only used at ISO settings three stops above base ISO (ISO 800 in standard color modes / ISO 2000 in V-Log) when using Dynamic Range Boost mode. On the GH7, however, Panasonic has reduced the lowest step used by the high-gain path, and it now works beginning at base ISO.

Find out more about dual conversion gain, dual output gain and how they work

However, it's worth noting that the GH6's base ISOs were 100 for standard color modes and 250 for V-Log. On the GH7, they're 100 and 500, respectively. The one-stop jump in base ISO in V-Log mode suggests the high-gain path is applying one stop more gain than the low path in its base state (rather than the 3-stop difference required for DR Boost on the GH6). This doesn't explain how Panasonic can offer a mode that includes a high-gain component while maintaining the same ISO 100 rating for standard gamma. It's interesting to note that when you exceed 60fps (where the Dual Output mode can't operate), the minimum ISO in V-Log drops to 250, suggesting this might still be the true 'base' state.

32-bit float audio

The optional DMW-XLR2 adapter has two XLR and one 3.5mm mic input, and three dials to control the gain of each input. It can power mics that accept 48V phantom power.

While it's become common for rivals to offer 4-channel audio if you attach a module to connect XLR mics, the GH7 becomes the first camera to cross our desks that offers 32-bit Float audio capture.

32-bit Float audio doesn't encode its data directly as numerical values but instead captures them as scientific notation, with most of the bits encoding the value but the last few describing the magnitude (i.e: how many zeros there should be after the value). This enables a much wider range of values to be encoded than just using all 32 bits to record the number directly.

To make use of this extra capacity, you'll need the new DMW-XLR2 microphone adapter ($499). It features two analog-to-digital converters (ADCs), one with amplification applied to boost the quiet sounds and the other with no gain to protect much louder sounds. It's still possible to clip loud sounds if you exceed the capacity of your microphones, but the system should accurately capture everything that's fed into it.

This means you don't need to worry nearly as much about capture levels and can fit it down into a narrower dynamic range for playback, during the edit.

When recording 4-channel audio, this display allows you to view all four channels' input levels at once, though only two can be monitored live. When recording 32-bit float audio, the meters will always be green.

With the DMW-XLR2 you can record up to four channels of 32-bit Float audio so long as all your audio is routed through the adapter: if you use the camera's mic input, everything drops down to conventional 24-bit capture.

There's a display for setting all four channels' input levels, but only two can be monitored live during recording. If you're in 32-bit Float capture, the VU meters will always appear green, no matter how high they peak.

Video

The GH7's headline video feature is support for internal ProRes RAW recording, including both ProRes RAW and ProRes RAW HQ, using the camera's CFexpress card (or a USB-C SSD). ProRes RAW provides extra flexibility in post-processing, including the ability to adjust white balance and exposure offsets.

ProRes RAW can be captured at either 5.7K resolution in a 17:9 aspect ratio using the entire width of the sensor or at the standard DCI 4K resolution (4096 x 2160) up to 60p, which results in a 1.41x crop.

The GH7 also gains the ability to record proxy files, which are lower resolution, lower bit rate versions of each video clip captured by the camera. You can optionally apply a LUT to proxy files as they're recorded for a more finished look while saving your full-resolution footage in ungraded V-Log. This can be handy for projects requiring a rapid turnaround.

The GH7 retains all of the video modes present on the GH6, including 4K/120p, 5.7K up to 60p, 1080 at up to 240p in 10-bit mode, 1080 up to 300p in Variable Frame Rate mode (without AF or audio), open gate recording and anamorphic lens support. Except for the most basic MP4 modes, the GH7's video modes are all 10-bit, and it can shoot 4K 4:2:2 at up to 60p and 4K 4:2:0 at up to 120p.

In an improvement we've been requesting for years, it's now possible to magnify the on-screen image while recording video to check focus. In a nod to social media shooters, the camera's gyro will also detect when a video is shot in vertical format.

Subject recognition AF

In addition to gaining phase-detect autofocus, the GH7 inherits the subject recognition modes found on the G9 II and S5II (with firmware 3.0) and adds some new bells and whistles of its own. Like those cameras, it can detect humans, animals, cars and motorcycles, but it adds two new subject types to the menu: trains and airplanes.

Yes, the GH7 has a true 'trains, planes and automobiles' subject recognition system.

Human detection can identify eyes, face and body (prioritized in that order) or just eyes and face; similarly, animal detection can identify eyes and body, or just bodies. For other subject types, the GH7 lets you specify your preferred target: when shooting trains, planes, and motor vehicles, you can specify whether you want to prioritize focus on the front of the vehicle or the entire vehicle; when using front-of-vehicle priority for cars and motorcycles, the camera will prioritize focus on a driver/rider's helmet if it can identify one.

Subject recognition works in both still and video modes.

Photography features

While initial attention on the GH7 will likely focus on video, Panasonic has ensured that the camera is also a photography powerhouse. In fact, the GH7 includes all the photography features found on its sibling, the G9 II, and matches its performance to boot. This includes 10 fps burst shooting with mechanical shutter, 60 fps with continuous autofocus with electronic shutter, or 75 fps with single AF. You can also pre-capture up to 1.5 seconds at those same frame rates.

Other features that carry over from the G9 II include Panasonic's handheld high-res mode, which captures 50.5MP or 100MP images in either Raw or JPEG format, and Live Composite mode, a multi-exposure mode that only captures areas of the frame that change in brightness with each exposure.

The GH7 also gets Panasonic's real-time LUT system and integration with the new Lumix Lab smartphone app. Real-time LUTs allow you to instantly apply a LUT to a photo (or video) as it's captured, providing a finished look straight out of the camera. The Lumix Lab app has numerous LUTs available for download and also makes it easy to create your own; you can transfer your favorite LUTs to the camera so they are available at any time. The GH7 includes 39 memory banks for custom LUTs.

This image, captured on the Lumix S9, illustrates how Panasonic's real-time LUT system allows you to generate your own custom looks straight out of camera. Photo by Dale Baskin

We explored real-time LUTs and the Lumix Lab app in detail as part of our Panasonic S9 initial review, so we recommend giving those sections a read if you want to learn more.

Other improvements

Image stabilization on the GH7 is rated at 7.5 stops per CIPA standard, both for in-body stabilization and when using Dual I.S. 2, which helps maintain this performance with longer lenses. It also includes Boost I.S., which tries to cancel all movement for a tripod-like look, and E.I.S., which is meant to correct distortion that occurs during video shooting. New to the camera is Panasonic's Active I.S., a more aggressive stabilization mode that's intended to provide stabilization for situations like running with the camera.

Like other recent Lumix cameras, the GH7 incorporates Frame.io camera-to-cloud functionality, which automatically uploads video proxy files or images to Adobe's Frame.io service.

How it compares

The GH7 sits at the high end of the Micro Four Thirds market, though in the video space, it's highly competitive with the best video-oriented APS-C cameras. The GH series has enjoyed a well-deserved reputation for excellence in video. Still, the competition in this category has become fierce, with rivals now offering compelling video-oriented of their own.

Can the GH7 stand out among the crowd? We compare it to other video-centric models, including the Sony FX30, Fujifilm X-H2S, and another member of the Lumix family, the G9 II.

From a specs standpoint, the GH7's main advantages are ProRes RAW and 32-bit Float audio, both significant features. However, the X-H2S pulls ahead in the rolling shutter race, thanks to its stacked sensor. Fortunately, all of these cameras have relatively fast sensors, so you're unlikely to see much rolling shutter except in extreme situations.

Other than those callouts, the cameras are well-matched on paper, but we don't use them on paper; we use them in the real world, where other design considerations can be as critical as specs. The Sony FX30 stands out in that respect, designed with multiple 1/4"-20 mounting points so you can build the exact rig you want. On the flip side, it's the one camera in the cohort that's primarily focused on video and might not be a good choice as a hybrid camera.

The G9 II is an interesting comparison as it shares most of the GH7's video features. If you like Panasonic cameras and don't need the GH7's most advanced video features, it could be a viable choice, particularly if you plan to use it mainly for photos or prefer its body style.

Body and controls

The GH7's body is essentially unchanged from the GH6. It's built on the same chassis, has the same dimensions, and all buttons and ports are in the same locations. Actually, there is one very minor change, but it isn't visible when looking at the camera. We'll get to that in a moment.

There's a certain logic to this approach. Serious video shooters tend to use a lot of accessories, including camera cages, off-camera recorders, microphones, and maybe even rails, matte boxes, or a follow focus. Keeping the same body from one generation to the next makes it easier for users to upgrade, knowing their existing accessories will continue to work.

EVF and rear screen

Remember that one minor change we mentioned? This is where you'll find it. The GH7's electronic viewfinder (EVF) receives a very minor update: it still uses the same 3.68M-dot OLED (1280 x960px) screen, but the viewfinder's magnification has increased from 0.76x to 0.8x (in equivalent terms). This doesn't impact the size or shape of the body, but it makes the EVF just a bit nicer to use.

The GH7 features the same 1.84M-dot (960 x 640px), 3" rear touchscreen mounted on a hybrid tilt/articulated hinge. This allows you to extend the screen out from the back of the camera and tilt it up about 45 degrees, flip it out to the side, or both. The latter has the advantage of keeping the screen clear of the camera's ports so that it doesn't interfere with any cables.

Audio button and 32-bit Float audio

The GH7 includes a dedicated button that provides direct access to the camera's audio settings, which frequent video shooters will appreciate. Out of the box, the camera captures 48kHz, 24-bit audio using its internal mics and up to 96kHz, 24-bit audio from an external mic connected to the camera.

As mentioned above, the GH7 can also capture 4-channel 32-bit Float audio. This requires the optional DMW-XLR2 adapter, which includes two XLR inputs and one 3.5mm input. You must run all audio sources through the XLR2 adapter to use 32-bit float recording.

All four audio channels are output over HDMI.

Fan

The GH7 includes the same built-in fan as the GH6 to keep the camera cool while shooting video, with the fan located outside the camera's sealing. With its standard settings, the fan allows for unlimited recording at resolutions and frame rates up to DCI 4K/60p.

Panasonic tells us the GH7 can provide unlimited recording at all resolutions and frame rates. However, in some of the more demanding modes, opening the Thermal Management menu and changing the setting from standard to high may be necessary.

"The GH7 can provide unlimited recording at all resolutions and frame rates"

The fan can be configured to run continuously at a set speed or in one of two auto modes: one that prioritizes keeping the body cool and the other that only engages when absolutely necessary.

Battery

The GH7 uses the same DMW-BLK22 battery found on other recent Lumix models. When used with SD cards and the Panasonic 12-60mm F2.8-4 lens, it can power the camera to a CIPA rating of 380 shots or 100 minutes of continuous video; using CFexpress cards reduces this by about 10%. This is essentially the same performance as the GH6.

The battery does have one notable limitation: When recording files to an external SSD, it's only possible to record at frame rates up to 60p, no matter what codec or resolution you're using. This is due to the extra power required to operate the SSD. Since the SSD occupies the camera's USB-C port, connecting the camera directly to an external power source simultaneously isn't an option.

To circumvent this, Panasonic has introduced the DMW-DCC18, a dummy battery with a USB-C port that can be connected to external power or a battery pack. When used, it will allow you to record to SSDs using any frame rate as long as you have a PD-rated power source that can deliver 9V, 3A.

Initial impressions

By Dale Baskin

As someone who has used GH cameras since the GH1, I'm always excited to see a new model released – not just because I work at DPReview, but because I'm genuinely curious to see how Panasonic continues to evolve the product line.

And it's been a rather interesting evolution over the years. If you're curious, check out this article Richard and I wrote a few years back that looks back at every model from the GH1 through the GH6 and the new features that arrived with each. (Quiz: How many GH models have there been, including the GH7? If you guessed seven, you would be wrong. Better read that article!)

To me, the real innovation on the GH7 is the addition of 32-bit Float audio, not only because it's the first mirrorless camera to include it but because it's so helpful for the type of shooters who often use a camera like the GH7: small teams or individuals working on a budget.

Much of my own video work falls into that category, and I know from experience how easy it is to screw up audio. When you're shooting solo, you're wearing a lot of hats. It's easy to miss a detail here or there, but when that detail is related to audio, the impact can be disastrous.

32-bit Float audio could be a very helpful tool for individual or small teams who do a lot of multitasking while shooting.

Of course, 32-bit Float audio only solves some audio problems: it won't eliminate the sound of a jacket rubbing against a poorly positioned mic or the rumble of a plane flying overhead. But it does give you one less thing to worry about and one less mistake to make.

The addition of internal ProRes RAW recording is a logical one, though it's not the first mirrorless camera to get internal ProRes RAW (The Nikon Z8 and Z9 already support it). There was a time when you could count on the GH series to be first across the line with new features like this, but the rest of the market is catching up.

And that's OK. I don't think the GH series needs to be first to market with every new video feature to be successful. There was a time when that mattered more, but mirrorless cameras have become so good at video in recent years that new features often count more as refinements than game changers. It's a sign of a maturing market and a maturing GH line.

I'm also glad to see the GH7 receive expanded access to Panasonic's real-time LUT system and integration with the Lumix Lab app. As a camera reviewer, I don't think I fully appreciated the value of real-time LUTs until I started using them on the Lumix S9, where they're a core part of the camera's experience.

"I don't think the GH series needs to be first to market with every new video feature to be successful."

Once I started using them for photography, I really enjoyed the experience. It's a bit like using film simulations on a Fujifilm camera, except that I can create my own simulations, and the Lumix Lab app makes it ridiculously easy to do so. While I've mostly focused on using LUTs for photos, there's a lot of value in them for videography, too, especially the ability to apply LUTs to proxy files as they're generated.

As I alluded to a moment ago, the GH series has matured a lot over the years, with improvements counting as refinements rather than revolutionary updates, and that may be the most important thing to recognize. To me, the real sign that the GH series has reached a new level of maturity is that, in many ways, the GH7 is relatively unchanged from its predecessor. Sure, there's some meaningful new technology under the hood, but at this point, it's a matter of making a really good product even better and creating a consistent platform for users to work from, and that consistency of form factor and user experience makes the move from the GH6 to the GH7 about as seamless as possible.

The Sigma 28-45mm F1.8 DG DN is a wide-to-medium zoom lens for E-mount and L-mount cameras. According to Sigma, it's the spiritual successor to its popular 18-35mm F1.8 DC HSM lens for APS-C DSLRs and the first constant aperture F1.8 lens for full-frame mirrorless cameras.

Sigma is making big claims about the quality of this lens, stating that the image quality is comparable to prime lenses and that it exceeds the performance of its own 24mm F1.4 and 50mm F1.4 DG DN primes. We took the lens to the UK as a travel companion and captured images from the bustle of downtown London to the serene countryside. Check out our gallery, and let us know if you think this lens lives up to expectations.

Click here to see our Sigma 28-45mm F1.8 sample gallery

Image: Sigma

Sigma has announced its newest optic, the 28-45mm F1.8 DG DN Art lens for E-mount and L-mount cameras. The lens covers a wide-to-standard focal range, and Sigma claims it's the first constant aperture F1.8 zoom lens for full-frame mirrorless cameras.

Sigma is setting high expectations for this lens, claiming that it achieves image quality comparable to prime lenses and that it exceeds the performance of its own 24mm F1.4 DG DN and 50mm F1.4 DG DN Art lenses.

To do this, the 28-45mm F1.8 has an optical formula that includes three aspherical and five SLD (super-low dispersion) elements in front of an 11-bladed aperture. Sigma says the lens will deliver excellent performance wide open and is specifically designed to suppress longitudinal chromatic aberration.

The tradeoff for the fast aperture is size and weight: The lens is 151mm (6") long with a diameter of 88mm (3.5") and weighs 960g (33.9 oz).

Image: Sigma

Sigma is targeting video users in addition to still photographers. The lens's autofocus is driven by an HLA (high-response linear actuator) motor to provide quick and fast AF, and Sigma says the optics are designed to minimize breathing when focusing. An internal zoom design should make it easier to use on gimbals.

Other features include a lockable aperture ring, a click/de-click switch allowing for clickless aperture changes and two customizable buttons. The minimum focus distance is 30cm (11.8") across the entire zoom range, and the lens has a maximum magnification of 1:4. It uses an 82mm filter thread, and Sigma says the lens is dust and splash-resistant.

Pricing and availability

The Sigma 28-45mm F1.8 DG DN Art lens has a suggested retail price of $1349, which includes a case and lens hood. It's expected to be available for purchase on June 20.

Click to see our 28-45mm F1.8 DN DG Art sample gallery

Press release:

Sigma 28-45mm F1.8 DG DN Art specifications

Now that we've had some more time with the Panasonic S9, we've updated our sample gallery to include examples of Panasonic's Real Time LUTs as well as some Raw conversions, including one image designed to push the camera's dynamic range.

View the updated Panasonic S9 sample gallery

Note: Please do not reproduce any of these images on a website or any newsletter/magazine without prior permission (see our copyright page). We make the originals available for private users to download to their own machines for personal examination or printing (in conjunction with this review); we do so in good faith, so please don't abuse it.

Image: Leica

I found it interesting to see Leica launch a new D-Lux camera last week, as I'd been thinking about a previous model (or, at least, about its Panasonic sister model) just recently.

Panasonic's LX series taught me two important lessons about cameras and how to review them. The first, which I've written about before, was how much difference a larger sensor and a brighter lens can make. The other was that the value of a feature can be greatly enhanced by making it easy to access. And there's no easier way to change a setting than with a dedicated, marked control point.

The main line of LX cameras and their Leica variants have dedicated switches on the top of their lenses, which not only make it easy to switch between the different framing modes but also serve as a constant reminder that the feature is available.

This makes sense: from the LX3 onwards, the cameras have had multi-aspect sensors, i.e. sensors that are larger than the lens' coverage. This means the different crops push all the way out to the limit of the imaging circle projected by the lens so that they maintain the same diagonal angle of view. This is a big difference from most cameras, which simply crop in further and further from their sensor's native shape, meaning 16:9 isn't really as wide as you might hope.

The Panasonic LX3 was the first Panasonic model to include an aspect ratio switch on top of the lens. It not only made it easy to switch between modes, but served as a constant reminder that this feature was available.

It's a stand-out feature (albeit one where you never get to use the full sensor size you've paid for), and it makes sense to literally put it front and center on the camera. That prominent, dedicated switch reminds you to play with image format every time you look down at the camera, meaning you're more likely to take advantage of the multi-aspect design.

This experience was front-of-mind when I unpacked the Fujifilm X-T50 and saw its dedicated Film Simulation dial. I think it's a very smart move on Fujifilm's part. Film Simulations, along with a broad selection of lenses designed for APS-C, are one of the distinctive benefits of its X-series cameras. It makes sense to draw attention to it and encourage its use.

"That prominent, dedicated switch reminds you to play with image format every time you look down at the camera"

It also sends out a strong signal about who the camera is for. The double-digit X-T models have always been aimed at people getting into photography, not existing enthusiasts. These are often people who buy a camera for an event or because they want to try their hand at photography and are perhaps most at risk of falling back to the ease of use and sharability of smartphone images, leaving their cameras to accumulate dust. Providing a constant reminder and easy access to one of the key features that sets the camera apart could be a really powerful way to maintain their engagement.

The Fujifilm X-T50 includes a dedicated dial for switching between film simulations.

On such a small camera, each control comes at the expense of another, and to me, it makes a lot of sense to privilege Film Sims over the drive mode dial. Which control will the target user want to change most often? To me, it seems self-evident that Film Simulation is a setting you might wish to change literally every other shot, whereas drive mode is something to change each time you go out to shoot a different subject type. And every camera has drive modes: it makes sense for Fujifilm to pull its differentiating feature to the fore.

I agree with the commenters who point out that it would be better if the custom positions on the dial could be modified to have parameters such as highlights, shadows and color chrome effect baked in as recipes, and I'd love to see this in future firmware.

"On such a small camera, each control comes at the expense of another, and to me, it makes a lot of sense to privilege Film Sims over the drive mode dial."

But to those people objecting to the change, saying, "Without the mode dial, I'd be better off buying an X-T5," I'd suggest this isn't the criticism they might think it is. The X-T50 isn't supposed to be a smaller, less expensive X-T5; it's meant to be tailored to a different type of user, not enthusiasts on a tighter budget.

So, to my eye, the Film Simulation dial isn't a dumbing-down but an astute move to encourage the target user to discover and use one of its most compelling features. Other than the Film Sim dial, a lot else has changed between the X-T30 II and X-T50, including the addition of image stabilization, a higher resolution sensor and an eye-watering 55% price hike. But in terms of the Film Simulation control, I think the series has taken a turn for the better.

June is packed with multiple days celebrating Mother Nature. Get out there and touch grass; we want to see your best nature photos. Image credit: Shaminder Dulai

June is packed with multiple days devoted to celebrating nature. We kick it off on June 5 with World Environment Day, continue on June 8 with World Oceans Day and June 22 brings us World Rainforest Day. So let's get outside. We want to see your best nature images! Take part in the official DPReview Editor's Challenges for your chance to have your work featured on our homepage, in articles and galleries. We may even reach out to interview you about your work!

You don't need to take your pictures on the world recognition days. Anytime starting today is okay. Just be sure to submit your best work by June 13.

DPReview editors will review every photo you upload to an Editors' Challenge. We'll publish our favorites in a gallery and celebrate your work with our peers.

If you miss participating in this one, please look out for our next editors' challenge.

How to submit your photos

Enter your photos and read all the rules

Processing rules:

Image: Leica

I found it interesting to see Leica launch a new D-Lux camera last week, as I'd been thinking about a previous model (or, at least, about its Panasonic sister model) just recently.

Panasonic's LX series taught me two important lessons about cameras and how to review them. The first, which I've written about before, was how much difference a larger sensor and a brighter lens can make. The other was that the value of a feature can be greatly enhanced by making it easy to access. And there's no easier way to change a setting than with a dedicated, marked control point.

The main line of LX cameras and their Leica variants have dedicated switches on the top of their lenses, which not only make it easy to switch between the different framing modes but also serve as a constant reminder that the feature is available.

This makes sense: from the LX3 onwards, the cameras have had multi-aspect sensors, i.e. sensors that are larger than the lens' coverage. This means the different crops push all the way out to the limit of the imaging circle projected by the lens so that they maintain the same diagonal angle of view. This is a big difference from most cameras, which simply crop in further and further from their sensor's native shape, meaning 16:9 isn't really as wide as you might hope.

The Panasonic LX3 was the first Panasonic model to include a multi aspect sensor and the dedicated switch made the most of this. It not only made it easy to switch between modes, but served as a constant reminder that this feature was available.

It's a stand-out feature (albeit one where you never get to use the full sensor size you've paid for), and it makes sense to literally put it front and center on the camera. That prominent, dedicated switch reminds you to play with image format every time you look down at the camera, meaning you're more likely to take advantage of the multi-aspect design.

This experience was front-of-mind when I unpacked the Fujifilm X-T50 and saw its dedicated Film Simulation dial. I think it's a very smart move on Fujifilm's part. Film Simulations, along with a broad selection of lenses designed for APS-C, are one of the distinctive benefits of its X-series cameras. It makes sense to draw attention to it and encourage its use.

"That prominent, dedicated switch reminds you to play with image format every time you look down at the camera"

It also sends out a strong signal about who the camera is for. The double-digit X-T models have always been aimed at people getting into photography, not existing enthusiasts. These are often people who buy a camera for an event or because they want to try their hand at photography and are perhaps most at risk of falling back to the ease of use and sharability of smartphone images, leaving their cameras to accumulate dust. Providing a constant reminder and easy access to one of the key features that sets the camera apart could be a really powerful way to maintain their engagement.

The Fujifilm X-T50 includes a dedicated dial for switching between film simulations.

On such a small camera, each control comes at the expense of another, and to me, it makes a lot of sense to privilege Film Sims over the drive mode dial. Which control will the target user want to change most often? To me, it seems self-evident that Film Simulation is a setting you might wish to change literally every other shot, whereas drive mode is something to change each time you go out to shoot a different subject type. And every camera has drive modes: it makes sense for Fujifilm to pull its differentiating feature to the fore.

I agree with the commenters who point out that it would be better if the custom positions on the dial could be modified to have parameters such as highlights, shadows and color chrome effect baked in as recipes, and I'd love to see this in future firmware.

"On such a small camera, each control comes at the expense of another, and to me, it makes a lot of sense to privilege Film Sims over the drive mode dial."

But to those people objecting to the change, saying, "Without the mode dial, I'd be better off buying an X-T5," I'd suggest this isn't the criticism they might think it is. The X-T50 isn't supposed to be a smaller, less expensive X-T5; it's meant to be tailored to a different type of user, not enthusiasts on a tighter budget.

So, to my eye, the Film Simulation dial isn't a dumbing-down but an astute move to encourage the target user to discover and use one of its most compelling features. Other than the Film Sim dial, a lot else has changed between the X-T30 II and X-T50, including the addition of image stabilization, a higher resolution sensor and an eye-watering 55% price hike. But in terms of the Film Simulation control, I think the series has taken a turn for the better.

June is packed with multiple days celebrating Mother Nature. Get out there and touch grass; we want to see your best nature photos. Image credit: Shaminder Dulai

June is packed with multiple days devoted to celebrating nature. We kick it off on June 5 with World Environment Day, continue on June 8 with World Oceans Day and June 22 brings us World Rainforest Day. So let's get outside. We want to see your best nature images! Take part in the official DPReview Editor's Challenges for your chance to have your work featured on our homepage, in articles and galleries. We may even reach out to interview you about your work!

You don't need to take your pictures on the world recognition days. Anytime starting today is okay. Just be sure to submit your best work by June 13.

DPReview editors will review every photo you upload to an Editors' Challenge. We'll publish our favorites in a gallery and celebrate your work with our peers.

If you miss participating in this one, please look out for our next editors' challenge.

How to submit your photos

Enter your photos and read all the rules

Processing rules:

Lux, the team behind the Apple Design Award-winning photography app Halide, has announced Kino, an app that it claims will bring pro-level video tools to iPhone users.

The developers state that Kino is intended to give users complete control in both automatic and manual shooting modes based on some clever built-in logic. The app includes a feature called AutoMotion, which automatically sets a 180º shutter angle in order to create cinematic motion blur. An 'Auto' label turns green when the settings are just right, letting you know you're good to go. If the camera can't achieve a 180º shutter, such as when shooting outdoors in bright light, you may need to add an ND filter to allow the shutter to lock onto the correct angle.

Another headline feature is Instant Grade, which takes advantage of Apple Log, available on the newest iPhone 15 Pro models. Apple's camera app records Log footage in ProRes format, which creates large files and requires editing to finalize color; Instant Grade will allow users to apply color presets directly to Apple Log footage as it's being captured and saves the recordings in the more efficient HEVC format, allowing for cinematic video straight out of camera. The app includes color presets from pro colorists, but users can import their own LUTs into the app as well.

The app also includes advanced features, such as the ability to save files into either Apple's Photos app or to a specific file location, composition guides, audio levels, USB-C storage compatibility, RGB waveform, manual focus with peaking, WB/AE lock, exposure compensation and a lockable user interface.

For beginners who may not be as familiar with a video-first workflow, the app will include free lessons on the basics of shooting video.

Kino is available beginning today at a promotional price of $9.99, though the company indicated that the price will increase to $19.99 "a few days after launch."

Buy now:

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.

Every week, we ask newsletter subscribers a question about gear, creativity or life. We recently asked readers: If you could go back to your 20-year-old self, what camera-related advice would you give yourself?

Subsequently, the DPReview editors also got in on the act:

1. Shaminder Dulai

Start organizing your photo and video archive and making it searchable. Make sure to save local versions of client work; websites will disappear and take your work with them. A good archival system makes it possible to earn a passive income from these photos and videos in the future and curate your work for grant applications and shows.

Don't get caught up in the gear; there will always be something better that comes along. Make things. Whatever you can get your hands on, just use it and make stuff. The more you practice and embrace the failures, the more you'll learn and improve.

There will be people who will try to discourage you; they'll tell you you don't have the right gear, the right skills, or the right name, and some will even steal your ideas and pass them off as their own. These will be hard lessons, and you'll need to learn to put yourself before others. It won't be easy.

Also, buy as much Apple stock as you can afford and spend more time with your parents. Ask them the questions you always were too afraid to ask.

2. Dale Baskin

I'd probably give the same advice I would give a 20-year-old today: Don’t obsess about having fancy gear or the newest camera. Buy something used in good condition and save some money, then spend the money you save on fun experiences that allow you to focus on learning the art of photography.

3. Richard Butler

I'd tell myself to think more carefully about lenses. To try to work out which are the focal lengths I'd actually use. I'd recommend going back through the photos I'd taken to see what you're trying to capture (and would have found I was typically trying to shoot wider, not longer than my kit zoom would go). I'd advise myself to consider whether the discipline (and compactness) of a prime would be better in the long-run than the seemingly obvious F2.8 zoom. With this advice I'd have avoided a fair few dead-ends, avoided the cost of some under-use lenses and probably have learned more about how to shoot, sooner.

What's your take? Let us know in the comments.

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We had a chance to shoot with the Fujifilm X-T50 for quite a while, so we put together a first-look video, outlining what it can offer, as well as shooting a sample gallery using a variety of Film Simulations.

As always, all the Raw files are available to download if you wish to see how your preferred software handles them.

Please do not reproduce any of these images on a website or any newsletter/magazine without prior permission (see our copyright page). We make the originals available for private users to download to their own machines for personal examination or printing (in conjunction with this review); we do so in good faith, so please don't abuse it.

There's nothing like unwrapping a new camera for the first time.

Having a brand new camera is an exciting time for a photographer. But before you head for the hills, the studio or a far-flung destination, it’s a smart idea to adjust a few important camera settings first. A few tweaks and adjustments up front can mean the difference between fluid work and frustration.

How you set up your menu and customize your buttons and dials is a very personal matter. It depends on what you shoot, which features you use and how you like to work. No matter what you’re focused on, there are a few common settings that all photographers need to get set right straight out of the box.

The Great Menu Expansion

Perhaps the most consistent change in cameras in the digital era is the size and complexity of the menu system. As an example of this growth consider Canon’s first mainstream DSLR, the Canon D30 from the year 2000, whose menu featured a total of 31 items on one long scrolling list. Canon’s recent pro-level R3, on the other hand, offers 433 menu items organized into 8 categories or tabs.

Canon and other manufacturers have done a reasonable job (some better than others) at organizing all these features into relatively logical categories like: Image quality, Playback, AF, and Wireless. However, they give you no clue as to which items you should adjust straight out of the box – which ones are better to turn off or keep on most of the time.

Perhaps the most consistent change in cameras in the digital era is the size and complexity of the menu system.

For this reason, many photographers tweak a few items as they need them and leave the rest of the menu for a time when they have nothing better to do than read a camera instruction manual – which is likely never. They then wind up living with discomfort in their shooting experience that would be easy to fix.

This article provides a short list of must-change items for all photographers. The out-of-the-box factory settings (or worse, the previous owner’s settings) may not have these settings adjusted for your needs. While I could go on all day about this, let’s start with a few hot items you’ll want to adjust on your new camera.

Diopter

Yes, the topic of this article is on menu settings and the first item isn’t in the menu. Point noted, now let's move on. The diopter is the focus adjustment for your camera's viewfinder. Somewhere near the eyepiece is a small knurled knob, possibly with plus and minus labels. Turning this knob will adjust lens elements in the viewfinder to adapt the clarity of the view for people with different vision needs.

You'll see clearly once your diopter is correctly adjusted.

When the diopter is adjusted properly, you'll have a way better time seeing both your subject and the information displayed in the electronic viewfinder of a mirrorless camera or the focusing screen of a DSLR. If the diopter is slightly off you’ll likely still see a sharp image but your eyes will need to strain to keep everything in focus. A properly adjusted diopter will make viewing comfortable and strain-free.

These little knobs can easily be adjusted by accident and it's not uncommon to look through your viewfinder and be suddenly shocked at how bad your eyesight has gotten. While some knobs have better locks than others, almost every camera I’ve used has needed this adjusted at the start, and again at various intervals. This is a rather unglamorous way to start the personalization of your camera, but without it the whole world could be a blur to you.

File Format

There is perhaps no setting as important as the file type. We’ll sidestep the whole Raw vs JPEG debate here, and we’ll simply state that whatever you decide is right for you is something you need to set up on your camera right away.

A Raw file, for the newbies out there, contains all the original capture information in an image, far more than the efficient subset contained in a JPEG. It allows you greater leeway in post-processing to recover details from shadows or highlights and to change fundamental aspects like white balance or color. The downside is that the file size is a bit on the big side (compared to JPEG) and requires special software to view and work on the image. While your camera manufacturer provides free software to do so, many people prefer to use popular photo-editing software from companies like Adobe or Capture One.

Whether you value the flexibility of Raw files, or the convenience of JPEG, make sure you've picked a file format before heading out the door.

The JPEG file is a small convenient file that can be opened and viewed by pretty much any computer or viewing device made in the last 25 years. The downside to the JPEG is that the file is processed and compressed. While convenient for sharing online and fine for printing unaltered, it lacks the information depth of color and tones that a skilled photo editor would appreciate when working in the digital darkroom.

Thankfully, most camera manufacturers know that file type is an important setting, and it’s usually located at or near the top of the menu. You'll also often find a shortcut to this feature in the Quick or Function menu or Control grid screen.

You can shoot Raw and JPEG at the same time, but this should only be done if you truly need it. If you have a Raw file you can make a JPEG anytime you want, in any quantity, with any adjustment you like, so long as you have a computer, the right software and the time to do it. The best time to simultaneously shoot both Raw and JPEG is when you have an immediate need for the JPEG and a long-term desire for the Raw.

Thankfully, most manufacturers know that file type is important and it’s usually located at or near the top of most menus.

Get this set right first, and if you change your photography workflow from time to time be sure to come back and revisit it. The current file type status is often displayed in the viewfinder or on the rear screen for easy monitoring.

Card Format

Photos from your camera will likely be stored on a removable memory card, and like any storage area (digital or real) it should be cleared of unnecessary clutter before use. Each camera manufacturer has a slightly different way of communicating with the card and storing images on it. To create a clean, reliable line of communication between camera and card it is highly recommended that you 'format' a new card inside the camera before heading out to capture photos.

Formatting your digital storage medium with a new camera ensures they'll become fast friends.

Be advised that formatting a card will delete all the photos on it, along with any folders, seen or unseen, and will set up a new storage structure and path. Formatting is also recommended when heading out on a new shoot, so long as the photos from the last shoot have been downloaded and backed up first. There’s nothing like starting with a clean slate.

Date and Time

Mundane and trivial to some, the capture date and time of every image is stored in its metadata (extra information that can be viewed by software) and having it correct may potentially save headaches in the future. Many cameras now have simple adjustments for traveling to different time zones and adjusting for daylight saving time so that you don’t need to fiddle with the actual time setting. I’ve found that cameras are not particularly accurate in their timekeeping over the long haul, so if you're fussy about having exactly the right time stamp on your photos you may need to revisit this feature every few months or so.

Having the correct date and time set on your camera can help you remember when you captured photos.

Copyright Info

Another item in the image metadata that may be beneficial at some point in the future is setting your name and any other pertinent personal info. Be advised that this data can be overwritten by anyone with access to your digital file. This setting is for information that may be helpful to you or others, but it is not in the realm of lock-tight security options.

Adding your name in the copyright field provides a very low level of security; think of it simply as a note that it is you who took the photo, or at the very least an image that came from your camera. This can be convenient if your images have been casually mixed with others and you need to identify the owner or creator.

Embedding copyright information can help identify your photos or even recover your camera.

You can also use this setting to put in specific copyright information like 'All Rights Reserved,' to let anyone else with access to the file know what your intentions are. Once again, though, be advised that this can easily be overwritten by the laziest of hackers. A potential use for this area is your contact information, usually in email form. Should your camera be lost or stolen it could provide a link back to you. True, the bad guy won’t care about this, but the honest one who does want to do the right thing will have information on how to contact you.

Set up and head out

None of these settings will help you create great photos, but they can make the experience of shooting with your new camera a bit easier. Paging through the labyrinth of the menu system isn’t the first choice of activity for a photographer, but trust me, there’s a lot of useful stuff in there. Getting your camera set up specifically for your needs is like getting a custom tailored suit – it will prepare you for whatever may come and give you confidence when you head out into the world.

What settings and adjustment do you make straight out of the box? Tell us in the comments.

John Greengo specializes in photographic education through online training, books and international photo tours. His photographic teachings have been viewed by millions around the globe.

His website offers a growing collection of highly visual photography courses. Classes cover a wide range of photographic topics including landscape, travel and gear-specific tutorials. His impressive collection of camera guides provides viewers with detailed instruction on every aspect of the camera's operation.

Lux, the team behind the Apple Design Award-winning photography app Halide, has announced Kino, an app that it claims will bring pro-level video tools to iPhone users.

The developers state that Kino is intended to give users complete control in both automatic and manual shooting modes based on some clever built-in logic. The app includes a feature called AutoMotion, which automatically sets a 180º shutter angle in order to create cinematic motion blur. An 'Auto' label turns green when the settings are just right, letting you know you're good to go. If the camera can't achieve a 180º shutter, such as when shooting outdoors in bright light, you may need to add an ND filter to allow the shutter to lock onto the correct angle.

Another headline feature is Instant Grade, which takes advantage of Apple Log, available on the newest iPhone 15 Pro models. Apple's camera app records Log footage in ProRes format, which creates large files and requires editing to finalize color; Instant Grade will allow users to apply color presets directly to Apple Log footage as it's being captured and saves the recordings in the more efficient HEVC format, allowing for cinematic video straight out of camera. The app includes color presets from pro colorists, but users can import their own LUTs into the app as well.

The app also includes advanced features, such as the ability to save files into either Apple's Photos app or to a specific file location, composition guides, audio levels, USB-C storage compatibility, RGB waveform, manual focus with peaking, WB/AE lock, exposure compensation and a lockable user interface.

For beginners who may not be as familiar with a video-first workflow, the app will include free lessons on the basics of shooting video.

Kino is available beginning today at a promotional price of $9.99, though the company indicated that the price will increase to $19.99 "a few days after launch."

Buy now:

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.

Every week, we ask newsletter subscribers a question about gear, creativity or life. We recently asked readers: If you could go back to your 20-year-old self, what camera-related advice would you give yourself?

Subsequently, the DPReview editors also got in on the act:

1. Shaminder Dulai

Start organizing your photo and video archive and making it searchable. Make sure to save local versions of client work; websites will disappear and take your work with them. A good archival system makes it possible to earn a passive income from these photos and videos in the future and curate your work for grant applications and shows.

Don't get caught up in the gear; there will always be something better that comes along. Make things. Whatever you can get your hands on, just use it and make stuff. The more you practice and embrace the failures, the more you'll learn and improve.

There will be people who will try to discourage you; they'll tell you you don't have the right gear, the right skills, or the right name, and some will even steal your ideas and pass them off as their own. These will be hard lessons, and you'll need to learn to put yourself before others. It won't be easy.

Also, buy as much Apple stock as you can afford and spend more time with your parents. Ask them the questions you always were too afraid to ask.

2. Dale Baskin

I'd probably give the same advice I would give a 20-year-old today: Don’t obsess about having fancy gear or the newest camera. Buy something used in good condition and save some money, then spend the money you save on fun experiences that allow you to focus on learning the art of photography.

3. Richard Butler

I'd tell myself to think more carefully about lenses. To try to work out which are the focal lengths I'd actually use. I'd recommend going back through the photos I'd taken to see what you're trying to capture (and would have found I was typically trying to shoot wider, not longer than my kit zoom would go). I'd advise myself to consider whether the discipline (and compactness) of a prime would be better in the long-run than the seemingly obvious F2.8 zoom. With this advice I'd have avoided a fair few dead-ends, avoided the cost of some under-use lenses and probably have learned more about how to shoot, sooner.

What's your take? Let us know in the comments.

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We had a chance to shoot with the Fujifilm X-T50 for quite a while, so we put together a first-look video, outlining what it can offer, as well as shooting a sample gallery using a variety of Film Simulations.

As always, all the Raw files are available to download if you wish to see how your preferred software handles them.

Please do not reproduce any of these images on a website or any newsletter/magazine without prior permission (see our copyright page). We make the originals available for private users to download to their own machines for personal examination or printing (in conjunction with this review); we do so in good faith, so please don't abuse it.