Why is Pentax's flagship digital SLR ad too little too late?

Why is Pentax's flagship digital SLR ad too little too late?
Pentax has returned from obscurity to reveal more details about its new flagship product, the APS-C DSLR, and while the news will no doubt appeal to Pentax fans, it sounded like an echo of an era that is increasingly irrelevant in the today's mirrorless world. Pentax still has a loyal fan base among those who have appreciated its DSLRs' maneuverability, modern features and excellent value for money. The Pentax K-70, for example, offers advanced features like IBIS and waterproofing at an entry-level price. But the icy pace of the launch of its new APS-C DSLR, which was first announced six months ago and still doesn't have a name, shows that it's struggling to keep up with its biggest rivals. Canon and Nikon are focusing on full-frame mirrorless, while excellent APS-C mirrorless cameras like the new Fujifilm X-T4 show that hybrid cameras are increasingly the future. It's not that the new Pentax camera doesn't look promising to those who bought the K-mount. In the video, Pentax said it would be the "best APS-C SLR model ever produced by Pentax" and notably highlighted its impressive optical viewfinder. This scope will apparently have 1.05x magnification, which would mean it has as wide an angle of view as the full-frame Pentax K-1. It's an awesome feature, but one that feels a little out of step with the latest advancements in mirrorless technology, like real-time autofocus and 8K video. Perhaps aware of its autofocus limitations for moving subjects, Pentax also promised in the video that its new DSLR, likely to be the successor to the Pentax KP, will have "better tracking of active subjects" and said it was " I'm sure you would." be pleased" with its AF performance. But with the global pandemic slowing down camera freezes, it seems these features are aimed at the dwindling number of photographers who want an APS-C DSLR focused on stills, rather than of a larger audience. and growing.

Pentax DSLR

(Image credit: Pentax)

Out of time

It's still possible that the new Pentax APS-C DSLR will outperform many of its competitors, both DSLR and mirrorless, in image quality outright, just like the Pentax KP did when it launched. . But there are broader issues that suggest it might be too little, too late. In the ever-declining world of DSLR camera sales, Ricoh has only a fraction of the market share of Canon and Nikon. And then there are the lens problems. To be fair, Ricoh (which owns Pentax) announced a new Pentax DA* 16-50mm F2.8ED PLM AW HD lens for its APS-C cameras. But in 2019, Sigma announced that it would drop support for K mount, leaving Pentax cameras with fewer lens options. In many ways, this means that it could make sense for Pentax to join the L-mount alliance with Panasonic, Leica, and Sigma, since this mount supports both full-frame and APS-C cameras. But there was no sign of this happening in Pentax's latest video ad, which took the place of the canceled CP+ show. And while we can't wait to learn more about its APS-C DSLR, it sounds like a slight anachronism in an increasingly mirrorless world that Pentax has helped pioneer with cameras like the Pentax Q.