Toshiyuki Tsumura, Executive Vice President and Director of Panasonic Imaging Solution Business Division. Photo: Abby Ferguson

Consumers' priorities have changed significantly in recent years, a Panasonic executive told us at this year’s CP+ show in Yokohama, Japan. Meeting those new priorities is part of the challenge, and Panasonic sees new energy not exclusively in full-frame flagships, but also in the small, portable cameras that smartphones never fully replaced.

At CP+ in Yokohama, Japan, we sat down with Toshiyuki Tsumura, Executive Vice President and Director of Panasonic's Imaging Solution Business Division, Takayuki Takabayashi from the Imaging Solution Business Division and Takashi Yamahara, head of the Global Marketing Division and Master of Project Design at Panasonic. In a wide‑ranging conversation, the team shared their candid thoughts on where the camera market is headed, how Lumix plans to serve a new generation of creatives and the role of AI in imaging.

The changing camera market and why compact cameras are booming again

Panasonic's LX100 II was a well‑liked enthusiast compact, but it dates back to 2018. Photo: Jeff Keller

"In general, the camera market is growing," says Tsumura. "For several years after COVID, the camera market shrank, but since then, it has been growing gradually every year. Last year it was up seven percent compared to the previous year." That's certainly good news for photographers, as a healthy camera industry means more support moving forward.

However, Tsumura is quick to point out that it's not the same market that peaked a decade ago, and consumers now have different priorities. "Previously, the driving force was high-end full-frame cameras. But recently, the value-zone cameras are driving the market, such as entry-level mirrorless cameras or compact cameras," Tsumura explains.

"The trend is shifting toward compact cameras," Tsumura goes on to say. "The reason is that a lot of people enjoy making and sharing photos and videos, and they want better image quality as much as possible. Many people feel that smartphones cannot fully satisfy their desire for good image quality."

"The trend is shifting toward compact cameras."

In Tsumura's view, compact cameras offer three distinct advantages over phones: better low-light performance, longer (and higher-quality) zoom, and options like genuine waterproofing. He points out that younger generations see images and videos constantly, and their analysis of those users found that they can distinguish the quality difference between smartphone images and those made with dedicated cameras.

For Panasonic, that shift could create a new kind of opportunity. Whether that means we should expect a new Lumix compact camera remains to be seen, but it is clear that Panasonic recognizes the shift in priorities and isn't ignoring it.

The future of Micro Four Thirds

The GH7 was Panasonic's last truly new Micro Four Thirds camera, though it was closer in size to full-frame hybrid cameras, rather than leaning into the compactness of the format. Photo Dale Baskin

Given the interest in smaller camera systems, we also asked the Panasonic team about Micro Four Thirds cameras. "Every year, we strengthen the Micro Four Thirds lineup, and we would like to continue this kind of development," Tsumura says.

The reason comes back to the same shift that's reshaping the broader market. Micro Four Thirds' core strengths are still compactness and low weight, and when you factor in lenses, the overall package can be significantly smaller than an equivalent full‑frame kit. That matters for the entry‑level and step‑up users Panasonic is increasingly targeting. "That's what entry users are requiring right now – portability and compactness so they can bring the camera everywhere," Tsumura explains. "So we are studying what kind of value we can propose to those users now and in the future with Micro Four Thirds."

"In the past, the 'battlefield' of cameras was resolution and sensor size. Now it's a little bit different"

At the same time, the company's expectations for the system have evolved. "In the past, the 'battlefield' of cameras was resolution and sensor size. Now it's a little bit different," Tsumura says. Panasonic now sees new customers who are more focused on the experience of using a camera and how it fits a specific purpose.

There's still room for more pro‑oriented full‑frame body

The S1H is the only S-series camera that hasn't seen an update. Photo: Dan Bracaglia

On the other end of the spectrum, the S1II is one of the most capable hybrid mirrorless cameras for video, but Panasonic thinks there's room to take it even further. While the original S1H remains the only first‑generation S‑series body without a direct successor, Tsumura avoids promising an exact S1H II. Instead, he frames the project more broadly: "Video production for the 'prosumers' is getting more and more important," Tsumura explains. "We are now investigating what kind of professional features we need to incorporate into new professional-type video cameras."

For what's next, the team is studying real applications, usage patterns and system requirements for higher‑end production, rather than just stacking on specs. As Tsumura puts it, they are looking beyond the current S1 II, "which already incorporates a lot of good video features, we are studying what we need to improve and what we need to add. That's what we're working on now," he says.

AI and computational imaging as core pillars

Computational photography has been a focus for Panasonic for some time, and AI is now an additional area of consideration. Inside Panasonic, AI isn't treated as a side project but as a central pillar of future camera development. "We put a high priority on computational imaging," Tsumura says. "This is very important for us. In order to evolve this area, we utilize AI technology."

"We can't say which companies, but we are talking with many partners and getting advanced technologies from them."

Panasonic isn't tackling AI integration alone, though. "To incorporate concrete AI technologies, we are now contacting lots of AI technology partner companies," Tsumura tells us. "We can't say which companies, but we are talking with many partners and getting advanced technologies from them. We then select and incorporate these technologies into specific features."

Twenty‑five years of Lumix

Finally, this year marks the 25th anniversary of Lumix, though internally, it seems Panasonic frames the milestone less as a victory lap and more as an obligation. "We were almost the last player to enter this camera market, so we feel we have a duty to continue this journey because of the customers who have supported us," says Yamahara. "The 25th anniversary is a kind of milestone, but we also need to continue beyond it."

In a nod to the anniversary, we ask Tsumura which single product he sees as the most important in Lumix history. Without any hesitation, he responds: "the G1, one of the first mirrorless cameras. That product created the mirrorless market and changed camera culture."

This article is based on an interview by Dale Baskin and Abby Ferguson at CP+ 2026. It has been edited for clarity and flow.

Some of the Camera Intelligence team, all holding Cairas. Left: Vik Kumar, COO. Middle: Vishal Kumar, CEO. Right: Liam Donovan, CTO. Photo: Mitchell Clark

"I think a lot of people mistake our product as a gadget," says Vishal Kumar, CEO of Camera Intelligence, the company behind the Caira, a Micro Four Thirds camera that attaches to the back of an iPhone. "That's the wrong way to think about it," he says. "We're building the full technology stack, we believe, for the future of cameras."

While the company is currently wrapping up its Kickstarter campaign for the Caira, it has much bigger ambitions than selling an accessory that makes your phone a better camera, or even than selling dedicated cameras. Ultimately, it says, it's trying to change how cameras are made, and trying to convince the established camera companies that its tech is the way to photography's next step forward.

What is Caira?

The Caira has a Micro Four Thirds mount and an 11MP sensor. It doesn't work standalone – it requires an iPhone and has a corresponding app. Product photos: Mitchell Clark

While Camera Intelligence's ambitions clearly go beyond its first product, it's worth looking at where they're taking root. If you didn't catch the announcement in October, the Caira mounts to the back of an iPhone using MagSafe and connects to it via Wi-Fi. From there, you get your image preview and can control it using an on-screen interface or via voice.

Its big trick, though, is that it's not just a lens mount and an 11MP Four Thirds quad-Bayer sensor from Sony Semiconductor (think Panasonic GH5S). It also has a Snapdragon processor, which it uses to power its AI autofocus and to make decisions about white balance and exposure. It also handles the processing for the camera's computational multi-shot modes.

"At the moment, it's mainly designed for denoising," says Liam Donovan, Camera Intelligence's CTO. "It's optimized for reducing noise in low light and giving you more dynamic range." He explains that the algorithm, which the company is still working on but is shipping on production cameras, takes up to 17 shots: eight before you press the shutter, one when you press the shutter, and eight after. "There's an algorithm that runs on all of those shots to align them all. It moves the frames about so that they match the central frame, and then blends them together. And one of the hardest bits of the algorithm is making sure that there are no artifacts."

This Photo from the Caira was created by stacking eight frames together. Click here to see the original in HDR. Caira | OM System 20mm F1.4 | F2.8 | 1/710s | ISO 951

While the multi-shot capabilities are currently implemented as a separate low-light mode, the company is working on expanding what it can do with them. "We're working very hard on making it do super resolution, where you can actually increase the resolution of the images that it produces quite significantly," Donovan says. "Low-light mode is kind of a stepping stone on the way to that, because super resolution is much more difficult than denoising on its own."

The intensity of those algorithms is part of why the camera needs its own processor, despite being attached to a very powerful phone. "It takes quite a lot of time to transfer Raw photos off the camera, and it has to be the full Raws that go into the stacking algorithm," says Donovan. "So that all happens on the camera, and it's enabled by the fact that we have a very powerful smartphone-style processor from Qualcomm in the camera itself, which is pretty novel." He says it's much more powerful than the processors you'd typically find in more traditional cameras.

Influencing

While Camera Intelligence has obviously put a lot of work into the Caira and its predecessor, the Alice Camera, it has its eyes on a bigger prize: convincing other camera companies that this architecture is the way forward. "We're not just in Yokohama for CP+," says Kumar, who spoke to us at the Camera Intelligence booth, where the company is showing off Caira to attendees at the show.

"We're having deeper conversations with some of the camera brands to see if that resonates"

"We have more than a couple of meetings. We believe that the way in which we have gone about building our camera is more akin to how cameras in the future should be built. Because we use the image sensors from traditional mirrorless cameras, but we're using the processor from a smartphone. And that smartphone processor unlocks a whole bunch of things," he says. "So we're having deeper conversations with some of the camera brands to see if that resonates."

It's not just the features like AI-powered voice control, focusing, or exposure, he suggests. The company also wants to be able to implement other AI features, such as large language or image generation models; the current Caira app lets you edit images using Google's Nano Banana model, but it currently has to run in the cloud, rather than locally, and requires a subscription.

It's not all AI, though. "I think it's the full stack," Kumar says. "It's everything from the decisions we made on the electronics, the operating system layer that we've built, which is called Camera Intelligence OS, the image signal processing pipeline that we've built, which is entirely software-based, and can be updated over the air. And then it's also the user interface with the app and the large language model. It's that entire stack that we think is interesting."

In that respect, the Caira is almost a means to an end. "That's the product that we sell at the moment to prove that architecture and infrastructure can actually be robust. And we need to ship these units because it allows us to stress-test the architecture and the units. And it allows us to do those software and hardware improvements. But it's more to it than just a camera that attaches to your phone."

In that vein, Kumar tells us that the Caira is on schedule to start shipping to the 611 people who backed it on Kickstarter last year by the end of March. He also says they triple-tested a batch of 25 from the production line in their office in London to make sure they were ready to go. We have our hands on a pre-production model and have been doing some testing with it, so keep your eyes peeled for further coverage.

Tied to Apple

To start, Kumar says the Caira's target audience is smartphone shooters who want better image quality. "Smartphones, for better or for worse, have automated large parts of the three A's and everything else for almost a decade. And we always tell our users, 'You need to learn basic photographic theory because it will help you take better photos, take better videos, et cetera.' But we're approaching it from the point of view of: 'OK, how can we automate a lot of this complexity so that the UX matches up with the UX that our target customer base is familiar with?' Not something that's like a minefield for them to navigate."

The app lets you get at a level of manual control, letting you manually set aperture, shutter speed, and ISO (though there's currently no affordance for exposure compensation). "We're starting from a point of view of: 'let's automate as much as possible and then give you control,' rather than 'let's give you full control and then automate after.' Because our customers don't really want that."

There's also a hardware benefit; instead of having to build everything themselves at great expense, Camera Intelligence gets to benefit from the phone's display and connectivity. "I think the main reason was just a lack of resources," says Kumar. "So we were building the electronics. We're building the OS layer. We're building the Image Signal Processor. We're also building the actual physical body. So we thought, okay, why don't we just use the iPhone as the interface, as the screen?"

Donovon also points out that the displays on iPhones, which are up to 6.9" and can reach up to 3000 nits of brightness, far outclass those found on traditional camera models. That brightness, along with readily available software libraries, allowed them to easily add gain-map HDR to the camera, with results you can see as soon as you've taken the picture. The feature is similar to what we've seen with the Hasselblad X2D II; while the Sigma BF also pulls a similar trick with its files, you can't actually appreciate the effect with the screen built into the camera.

Kumar notes that Apple has put a lot of resources into ecosystem features like the App Store, APIs and AirDrop. "So it made sense for us to attach to the phone for our V1 and V2."

For us, our entire product relies on the UX being good.

Of course, that implies that there's a chance the company will try to produce a fully-featured standalone camera in the future, but Kumar says it'd take more than just money to make it happen. "I think we can only promise bringing a product like that to fruition when we have more resources. Not just in terms of money in the bank, but team and the right skill sets. Because if you get that wrong... We've seen a few camera brands release Android-based cameras with standalone screens in the last five years. And they didn't quite execute the concept as well as it could have been done, but those camera companies can absorb that because for them it's just experimenting. For us, our entire product relies on the UX being good."

This article is based on an interview by Mitchell Clark at CP+ 2026. It has been edited for clarity and flow.

Toshiyuki Tsumura, Executive Vice President and Director of Panasonic Imaging Solution Business Division. Photo: Abby Ferguson

Consumers' priorities have changed significantly in recent years, a Panasonic executive told us at this year’s CP+ show in Yokohama, Japan. Meeting those new priorities is part of the challenge, and Panasonic sees new energy not exclusively in full-frame flagships, but also in the small, portable cameras that smartphones never fully replaced.

At CP+ in Yokohama, Japan, we sat down with Toshiyuki Tsumura, Executive Vice President and Director of Panasonic's Imaging Solution Business Division, Takayuki Takabayashi from the Imaging Solution Business Division and Takashi Yamahara, head of the Global Marketing Division and Master of Project Design at Panasonic. In a wide‑ranging conversation, the team shared their candid thoughts on where the camera market is headed, how Lumix plans to serve a new generation of creatives and the role of AI in imaging.

The changing camera market and why compact cameras are booming again

Panasonic's LX100 II was a well‑liked enthusiast compact, but it dates back to 2018. Photo: Jeff Keller

"In general, the camera market is growing," says Tsumura. "For several years after COVID, the camera market shrank, but since then, it has been growing gradually every year. Last year it was up seven percent compared to the previous year." That's certainly good news for photographers, as a healthy camera industry means more support moving forward.

However, Tsumura is quick to point out that it's not the same market that peaked a decade ago, and consumers now have different priorities. "Previously, the driving force was high-end full-frame cameras. But recently, the value-zone cameras are driving the market, such as entry-level mirrorless cameras or compact cameras," Tsumura explains.

"The trend is shifting toward compact cameras," Tsumura goes on to say. "The reason is that a lot of people enjoy making and sharing photos and videos, and they want better image quality as much as possible. Many people feel that smartphones cannot fully satisfy their desire for good image quality."

"The trend is shifting toward compact cameras."

In Tsumura's view, compact cameras offer three distinct advantages over phones: better low-light performance, longer (and higher-quality) zoom, and options like genuine waterproofing. He points out that younger generations see images and videos constantly, and their analysis of those users found that they can distinguish the quality difference between smartphone images and those made with dedicated cameras.

For Panasonic, that shift could create a new kind of opportunity. Whether that means we should expect a new Lumix compact camera remains to be seen, but it is clear that Panasonic recognizes the shift in priorities and isn't ignoring it.

The future of Micro Four Thirds

The GH7 was Panasonic's last truly new Micro Four Thirds camera, though it was closer in size to full-frame hybrid cameras, rather than leaning into the compactness of the format. Photo Dale Baskin

Given the interest in smaller camera systems, we also asked the Panasonic team about Micro Four Thirds cameras. "Every year, we strengthen the Micro Four Thirds lineup, and we would like to continue this kind of development," Tsumura says.

The reason comes back to the same shift that's reshaping the broader market. Micro Four Thirds' core strengths are still compactness and low weight, and when you factor in lenses, the overall package can be significantly smaller than an equivalent full‑frame kit. That matters for the entry‑level and step‑up users Panasonic is increasingly targeting. "That's what entry users are requiring right now – portability and compactness so they can bring the camera everywhere," Tsumura explains. "So we are studying what kind of value we can propose to those users now and in the future with Micro Four Thirds."

"In the past, the 'battlefield' of cameras was resolution and sensor size. Now it's a little bit different"

At the same time, the company's expectations for the system have evolved. "In the past, the 'battlefield' of cameras was resolution and sensor size. Now it's a little bit different," Tsumura says. Panasonic now sees new customers who are more focused on the experience of using a camera and how it fits a specific purpose.

There's still room for more pro‑oriented full‑frame body

The S1H is the only S-series camera that hasn't seen an update. Photo: Dan Bracaglia

On the other end of the spectrum, the S1II is one of the most capable hybrid mirrorless cameras for video, but Panasonic thinks there's room to take it even further. While the original S1H remains the only first‑generation S‑series body without a direct successor, Tsumura avoids promising an exact S1H II. Instead, he frames the project more broadly: "Video production for the 'prosumers' is getting more and more important," Tsumura explains. "We are now investigating what kind of professional features we need to incorporate into new professional-type video cameras."

For what's next, the team is studying real applications, usage patterns and system requirements for higher‑end production, rather than just stacking on specs. As Tsumura puts it, they are looking beyond the current S1 II, "which already incorporates a lot of good video features, we are studying what we need to improve and what we need to add. That's what we're working on now," he says.

AI and computational imaging as core pillars

Computational photography has been a focus for Panasonic for some time, and AI is now an additional area of consideration. Inside Panasonic, AI isn't treated as a side project but as a central pillar of future camera development. "We put a high priority on computational imaging," Tsumura says. "This is very important for us. In order to evolve this area, we utilize AI technology."

"We can't say which companies, but we are talking with many partners and getting advanced technologies from them."

Panasonic isn't tackling AI integration alone, though. "To incorporate concrete AI technologies, we are now contacting lots of AI technology partner companies," Tsumura tells us. "We can't say which companies, but we are talking with many partners and getting advanced technologies from them. We then select and incorporate these technologies into specific features."

Twenty‑five years of Lumix

Finally, this year marks the 25th anniversary of Lumix, though internally, it seems Panasonic frames the milestone less as a victory lap and more as an obligation. "We were almost the last player to enter this camera market, so we feel we have a duty to continue this journey because of the customers who have supported us," says Yamahara. "The 25th anniversary is a kind of milestone, but we also need to continue beyond it."

In a nod to the anniversary, we ask Tsumura which single product he sees as the most important in Lumix history. Without any hesitation, he responds: "the G1, one of the first mirrorless cameras. That product created the mirrorless market and changed camera culture."

Parc de la tete d'or centaurs – The Centauress and a Faun (Lyon, France). Sony Cyber-shot DSC-RX10M3 @ 40mm (equiv) | F7.1 | 1/320 sec | ISO 100 Photo: Saint 112

For last week's Question of the week, we asked DPReview readers what 'image quality' meant to them. We knew that talking about the subject was going to lead to a wide range of results, but we were still impressed by how image quality is both emotionally perceived and scientifically analyzed in the same breadth. In describing their own meanings of image quality, we also got an important glimpse into why photographers do what they do.

Early on in our conversation, LakeSuperior 1 summarized it in a great way:

"I think there are two types of image quality. The technical type (sharpness, contrast, noise, etc.), and then there is the story within the photo. Some of the most famous photos ever taken didn't have good technical quality, but the image and story told made the whole photo great. I'm happy with either depending on the shot."

And Leonp put it nicely when talking about the point of a photo at the end of the day:

"For me, the summary of what image quality means is that the viewer sees what the photographer wanted to show."

Many of our readers felt there are two aspects to image quality. Keep reading to see which camp was chosen most, and why.

The Technicals

Nikon Z50 Photo: Howard V

jhwalker: I like my photographs to be an exact capture of what I see; i.e., accurate colors, clean and crisp details, balanced shadows and highlights, etc. The biggest concern I have is accurate colors. I'm so sick of hypersaturated greens and blown-out or too orange reds.

Impulses: Color rendition is the only thing on camera bodies that seems up for debate. As much as some swear you can't reproduce certain manufacturer combinations, with enough work (and a RAW file), I think you can. Don't quote me on it, though.

Klaus dk: I'm more in the camp for IQ, meaning measurables like resolution, sharpness, color, dynamic range, noise, bokeh, (lack of) geometric distortion, etc. This is different from the qualities that impact us and make us say, "This is a good photograph" when we see what the photographer wants us to see. Sometimes we can also recognize how they used the tools at their disposal, and learn from it. My personal opinion is that if genius should suddenly strike when I'm shooting, I'd hate to have gear fail me on what would have been the shot of a lifetime, but instead it was ruined with mediocre or even bad IQ.

The Feeling

Photo: Martinhb

AJF1934: For me, image quality means an image that I want to do something with. Perhaps that's by sharing it, printing it for display or putting it in an album. It has little to do with technical attributes and much more to do with the context, content and composition.

Satyaa: When it comes to color photos, the color accuracy, within a reasonable margin, fits the bill. I don't need to measure colors with charts. A white lily should look white, and a crow should look black. If the colors of a tiger (not a white one), a lion, a golden retriever, etc., look reasonably life-like, I am happy. I believe small differences are due to white balance algorithms (or the color filters used) by brand or model. They can simply be adjusted in post-processing.

Krummj: The longer I photograph, the more I'm interested in the story, composition and general impact of the photo, and the less I care about what we call "image quality". I also care about the memory. When I go through old files, I'm way more concerned about why the photo is interesting and what is in it than I am about its actual image quality.

Gloomy1: For me, a quality image is one where the image conveys what I was feeling at the time of capturing it. It is all about emotional impact. The technical aspects only come in if they are so poor that they get in the way of “enjoying” the image.

The Mix

Photo: Bruce Trailer Hiker

Schrammel: Generally, I’m more than satisfied with what modern cameras and lenses can deliver in terms of image quality. Sometimes, though, I take photos simply to capture spontaneous moments. In those situations, I’m often not really happy with the image quality – not because it’s too poor, but because it’s too good. Photos often don’t quite work because they feel too perfect: too neutral, clean and sharp. This includes too little noise and colors that are too accurate.

As much as I appreciate the technical image quality of modern cameras, I sometimes feel that something has been lost along the way – something you might call character, or maybe even soul.

gpwitteveen: Like so much else in life, the answer depends on your frame of reference. Image quality can have quantifiable gradations for the purpose of reviews or benchmarking, but for client work, it could be something else entirely, perhaps based on satisfying that audience of one.

Like so much else in life, the answer depends on your frame of reference.

For example, something crisp versus something with a "lo-fi" look, say. For color, there is the degree of immersiveness produced in a combination of viewing size, viewing (ambient) lighting, and the image elements themselves to lead the viewer in the frame and into the frozen moment. Meanwhile, for black-and-white, there is an inherent abstraction that separates a viewer from the source. Once the viewer acclimates to monochrome emotional responses, then some immersiveness is possible as well; but always different to the color.

Things like resolution and light values similar to unaided human vision can be a good standard of comparison for any image. But to express something beyond human vision, there is more than lines per millimeter or dynamic range to consider.

Photo: Gloomy1

There were many other great responses shared in the forums. Thanks to everyone who took the time to explain what image quality means to you.

Keep watch for the next Question of the week every other Wednesday to participate in this series. New questions are posted here on the homepage and in the forums. We can't wait to read and share your stories!

Share what 'image quality' means to you!

Image via u/Radeon26

UPDATE MARCH 24: Panasonic has now officially released the TZ300. For more information, you can read our coverage here.

It seems like Panasonic may be working on a new compact camera: the TZ300. Reddit user Radeon26 posted a photo that appears to show the upcoming camera, alongside a specs card that says it has a 20MP Type-1 sensor, a 24-360mm equiv. F3.3-6.4 lens and a macro mode for taking pictures of subjects as close as 3cm (1.2") away.

The image came from a now-private video from a Polish creator, which we were able to watch before it was pulled. It appeared to show an official Panasonic event where the rest of the company's Lumix lineup, as well as other electronics, were being shown off.

While we weren't able to get more information from the video than what's visible in the screenshot, we can probably do some informed speculation, given that the camera's name and design imply that it's a follow-up to the Lumix DC-ZS200/TZ200 from 2018. That camera has the same sensor and lens specs, though is equipped with a microUSB port. It could be that, as with the Lumix DC-ZS99 from last year, the company is releasing a mild update of the camera to add USB-C.

One thing we wouldn't like to see repeated from the DC-ZS99 refresh is the loss of an EVF, though the video being taken down makes it hard to scrub through frame by frame for any hint of one on the TZ300. But, given the sticker next to the camera that says "Embargo Date 24 March 2026," it seems like we won't have to wait that long before there's an official announcement.

Image: Viltrox

Viltrox has announced the Vintage Z2 TTL on-camera flash, the third entry in its series of retro-styled accessories. Unlike the Z1 and Z3, this one folds down when not in use, allowing it to be higher off the camera body, avoiding shadows, while not adding much height to your overall setup.

The Z2 is compact and only weighs 52g (1.8oz), despite its built-in battery, which is rechargeable via USB-C. The company says that the battery is good for 700 full-power shots per charge, and at its max setting, the flash puts out 10Ws. It has a guide number of 6, though Viltrox doesn't specify an ISO; we've reached out to Viltrox to ask for clarification.

The flash can fold down to keep a low profile. Image: Viltrox

Viltrox is making versions of the Z2 for Sony, Fujifilm, Nikon and Canon, with each version being compatible with its respective brand's TTL system. The flash also has a manual mode, controlled by two top-mounted buttons which let you choose from five power levels.

The flash won't be the best pick for rapid-fire shoots, with a recycle time of two seconds, but for those just looking to play around with adding light to their scene, it could be a good option.

The Z2 costs $36, and is available from the company's website.