The Problem With Announcing Alone

All the feedback I’ve gotten from readers about recent camera launches, particularly Nikon’s Z5IIC one, made me realize that the camera makers haven’t figured something out yet. Basically, it’s this: there have been so few new camera launches this year that each one stands out in isolation. All the various brand loyalists have nothing to do until their maker finally announces something, so they pile on to announcements of products that they have no interest in. What this produces is viral negativity. Yet even when a brand does launch something for its brand loyalists, the problem persists, because the likelihood that the one product announced is for someone already using the brand is low to start with, and even lower if the new product enters below what they’re already using (e.g. Canon R8II, Nikon Z5IIC). A similar thing happens with products that are far outside the target range of the brand loyalist (e.g. Sony FX5). The negativity that’s spreading across the Internet right now…