Why Won’t Sony, Nikon or Canon Make This Camera?

Given that finding a Fuji X100VI is ultra rare and the Leica Q3 is reserved only for those with very deep pockets, surely there’s a gap in the market. None of the big three manufacturers seems interested, but why not?

If Fujifilm and Nikon have proved anything over the last couple of years, it’s that photography-oriented cameras with classic aesthetics have a definite appeal. Fujifilm has been pumping out X100s for years, and Nikon’s gamble with the Zfc and the Zf seems to have paid off. In an age when we’re constantly being told to diversify into video and become hybrid shooters in order to survive, there’s still a chunk of the market that has no interest in going beyond stills because, fundamentally, photographers want cameras for photography.

In addition, these are beautiful cameras. For passionate hobbyists or those who appreciate good design, ergonomics come second. If you’re not standing with the camera in your hand for hours at a time, it’s not that big of a deal, and for social situations, having something stylish and compact is less imposing than some lump that tends to feel like it’s compensating for something.

Furthermore, these cameras play into this sense of aesthetic—Fujifilm in particular. Drawing on its film history, Fuji packs its cameras with film simulations that, unlike those of most other manufacturers, people actually like to use. Instant results invested with character are part of the Fuji ethos; for other manufacturers, this remains an alien concept. If you need evidence, consider that Nikon has “Picture Controls” entitled “Dream,” “Morning,” “Pop,” and “Sunday.” Good grief.

Where are the beautifully designed fixed-lens cameras—particularly full frame? In terms of recently released gear, outside of Leica, possibly the closest you’ll get is a Nikon Zf with the 40mm f/2 lens or perhaps the Sony a7CR paired with something like the FE 40mm f/2.5 G.

Full Frame, Fixed Lens?

If Sony, Nikon, or Canon were to step up, who would be the most likely?

I would immediately rule out Canon. It’s demonstrated that it has little appreciation of style, never mind classic styling. The word “PowerShot” should tell you enough.

For Sony, rumors of an RX1R III circulate periodically, but it’s been almost ten years since the Mark II was released, and so far, nothing. Mark II owners love their cameras, and on the secondhand market, they hold a lot of their price. This might suggest that there’s a niche to be filled, but there’s scant indication as to whether this will happen anytime soon. Plus, Sony’s designers are a team of men in gray suits staring at spreadsheets; style is not really a consideration.

For me, the main contender is Nikon, as it has at least demonstrated two things: first, that it appreciates aesthetics, and second, that it understands there are a ton of photographers out there who don’t want a camera packed full of video features getting in the way of their photography. (And yes, of course, you can ignore those buttons and labyrinthine menu options, but for a certain demographic, minimalism and intentionality are part of what goes into creating photographs.) If the sales figures for the Zf and the Zfc are good, maybe we can cross our fingers.

Why It Won’t Happen

If this unicorn were to suddenly appear, it wouldn’t be cheap. Full frame cameras sell lenses, so bolting a lens permanently to the body is not a great way to make money. Plus, there’s an economy of scale to consider. Leicas aren’t expensive solely because they are luxury items; the small production runs push up the cost per unit. Fujifilm has proved that it makes sense for APS-C with the right marketing, but embracing that hipster vibe is not easy, especially for Japanese behemoths whose demographic is dominated by retired dentists. Whether such a camera is worth the risk for Sony, Nikon, or Canon in terms of full frame remains to be seen.

Will another full frame, fixed-lens camera emerge to take on the Leica Q3? Let us know your thoughts in the comments below.