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So, a couple of weeks ago, Canon announced a 1/3rd" 12 MPX, 100M-400mm (FF equivalent) PowerShot Zoom. So far, it's selling in Japan only for about $300. And the funny thing is that Canon went onto the Kickstarter to fund it.
https://petapixel.com/2020/09/14/canon-unveils-the-powershot-zoom-a-strange-monocular-camera/
Now, sub a 12 MPX sensor for something in the 40 MPX neighborhood, which have long been available on smartphones and don't cost much more (camera modules of that quality are sold for around $20), and Canon might have a hit on its hands.
Catching up on Nikon.
They're planning to lay off 2,000 globally, which amounts to 40% of their worldwide labor force.
They're also moving their camera/lens production from Japan to Thailand. LiDAR stays in Japan.
The corporate argument is that cameras are going to be the exclusive domain of the enthusiasts and the professionals, with presumably everyone else switching to smartphones. They gots some smart executives over at Nikon.
Wow, how did they ever figure that out?