Canon / Nikon Fight Sony For Full-Frame Mirrorless Top Spot

Just 3 months ago if you wanted a full-frame mirrorless camera, the choice was simple. Get a Sony. The Japanese mega-brand dominated with 99.5% market share with no competition from legacy rivals Canon and Nikon from the DSLR days. But as of October 2018 these two sleeping giants have not only woken up, but have delivered some wounding blows of their own in the full-frame mirrorless wars.


Canon was first to draw blood with the 30.3-megapixel EOS R that is positioned along side the highly acclaimed 5D Mark IV now taking 22.1% of the full-frame mirrorless market, and Nikon, a little later to the party with the Z6 and Z7 are already at 10.4% and are bullish about their “robust” sales that they claim haven’t cannibalised the market of their own dslr sister rig the D850.


Even Panasonic, for years the m43 king has thrown it’s hat in the ring announcing two full-frame versions of the G9 called the S1 and S1R. Although only a “development announcement” for now, it seems clear that consumers are going to be the net beneficiaries as this war heats up and competition drives technology forward and prices down.


Conspicuously absent from the party is Fujiflm, who’s flagship X-T3 is still sticking to an APS-C sensor, albeit with the company’s unique and very capable X-Trans sensor, something the company has no plans to abandon for the foreseeable future.

In an interview with DP Review at Photokina in Cologne, Germany, Fujifilm imaging general manager Toshihisa Iida was asked directly whether Fujifilm will ever enter the full-frame market.

No, never,” Iida replied. “Because we don’t have that legacy – luckily or unluckily. We don’t see any point in Fujifilm entering that market, particularly since we have good APS-C and medium format systems.

“If we entered full-frame [our systems] would just start cannibalising each other. We’re happy to stay with two completely independent systems.”

But for the Fujifilm users amongst us that absolutely must have big sensors, there are the GFX 50R and GFX 50S medium format cameras to keep us happy.

Let us know in the comments below if you are using one of the systems above or perhaps you’re holding out for the S1R?