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Nikon Issues Apology for Not Being Able to Supply New Mirrorless Camera Fast Enough

Nikon has issued a statement saying sorry for the delays customers are inevitably to suffer. According to Nikon Rumors, the company is manufacturing 20,000 units of its new Z7 mirrorless camera per month, which is simply not enough to fill demand.

Despite some photographers taking issue with certain aspects of the Z7’s specifications, it seems the factory in Sendai, Japan, is struggling to keep up with the amount of orders placed. It appears increasingly likely that even those who have pre-ordered the camera may be faced with the arrival date being postponed.

A translation of the apology from Nikon’s Japanese site reads:

We deeply apologize for causing serious inconveniences to our concerned parties, including customers who are looking forward to products. We will make every effort to deliver it as soon as possible to meet your expectations, so we appreciate your kind understanding.

Nikon previously issued an apology for its D850, which experienced a similar issue after selling out before it had even been released. Likewise, the new Nikon 500mm f/5.6 PF ED VR lens is also facing delays due to an increasingly high number of orders.

The Z7 is scheduled for release late September - are you planning to purchase one?

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60 Comments

Previous comments
Motti Bembaron's picture

I hope so!

Penny Fan's picture

Feel like another business strategy to me, and a lot of people who ordered can return after use, so this does not reflect to the real sale number. Only Z7 is mentioned, then what happening to Z6?

Mick Ryan's picture

Sounds like a marketing ploy.

Studio 403's picture

Way to go Nikon. Just tell the truth. You create demand by scarcity. You guys (Nikon) know that game, Apple is a pro at this demand doctrine. Age old marketing. Don't tell me you don't know the demographics of your customers. A lot of us guys and gals, get nauseous with big corporations. I guess I better put my cynic little boy in its cage.

Dass Ala's picture

This brand is going to deliver the camera to the people that really use it more, as an NPS member Nikon always deliver on time.

Deleted Account's picture

What a great marketing strategy. Report that demand has outstripped production, get more press coverage. In a few weeks announce by ramping up production there will be enough stock soon. Get more orders and more importantly know you have sold your early production run and probably the second run as well.

vik .'s picture

The next apology will be "sorry we did not put controls on the grip" Dumb nikon!

Joe Healey's picture

20,000 units a month is not enough? but.. but.. all the bad reviews, disappointing protypes, Tony and Chelsea Northrup. How can this be? lol

Carlos Teixeira's picture

Nikon Humblebragging once more...