Nikon Japan reports shortage of Df cameras

Nikon Japan reports short supply/strong demand for the retro-styled Nikon Df DSLR camera:

The "Df", announced after the date of November 5, 2013, state that received a reservation more than expected, production can not keep up with your order has continued. I am sorry to have to apologize for the inconvenience to our customers. Because we will work to continue intensive production, so thank you for your understanding.

That's not really the case in the US where the Df is currently in stock in all major retailers. In the US the Df is even part of the current Nikon instant rebate program that is set to expire in two days (December 14th).

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  • kartken

    ” I am sorry to have to apologize for the inconvenience to our customers.”

    • saywhatuwill

      That was Japanese speak for keeping the warm and fuzzys with its customers.

  • stormwatch

    But the real truth is that Nikon made about 5000 pieces and demand is 8523 worldwide….WOOOOOOW!

  • KT

    Well, I’m glad someone fell in love with the Df

  • Filip

    It’s the same when concert tickets go on sale – they are “sold out” within a week but you can still buy them on the day 😉
    However it is understandable that they had a shorter production run, but also to note is that, at least from what I see, this kind of camera looks would be very appealing to the Japanese market 🙂

    • Joop

      I think it’s appealing to everybody who started with Nikon back in the 80-ies or earlier. We, I’m one of them, like to be prepared and hate to go in to menu’s to reset basic things. Just a look at the top, make a usefull combi with A and S, focus in advance and wait for the perfect moment.

      • Marc

        Or with any other company such as Olympus, Pentax etc. The appeal is in the style of this camera, it’s usability and final output.

    • Marc

      Quite a generalization on your part. I am not Japanese and I like the DF. It appeals to a number of people from all over the world. To each his own!

  • knp

    “I am sorry…”

    well… at least is an honest ad line.

    • fred

      If demand was 100,000, make 70,000, if demand was 20,000, make 15,000, I think that supply will be deliberately restricted to keep/maintain the high price. Once Christmas buying rush is over, demand in January/February will temporarily drop off.

      I know a few people that would buy one, including myself, just not at that premium (D800) price.

      • Thom Hogan

        If my sources are correct, something else is being built in Sendai at the moment for early 2014 launch. Nikon may have difficulty juggling production, and may already have that problem and couldn’t have built more Df’s had they wanted to. If you recall, they staggered the D4/D800 introductions to try to deal with this, too.

        • Now Thom, this is some announcement you’re dropping.. forget the Df, What can you say (nothing, I’m afraid 🙁 ) about this “something else”?

          • Thom Hogan

            I’ve heard two conflicting things. Nothing to be afraid of. But Sendai is already making the D4, D800, Df, and Coolpix A. If they get the balances wrong we’re going to have camera shortages, I think.

        • I’m in Product Management too, and once the ball is rolling, we only have one brake pedal: price.

          Do you think the (relatively high, IMO) price is because of production limitations?

          And would you say that the Df is a success for Nikon, or is it too early to tell?

          I love my Dƒ.

          • Thom Hogan

            Nikon’s been trying to hit that pedal a lot lately: Nikon 1, Coolpix 1, all the FX bodies other than perhaps the D600/D610, most new lenses. But it’s not working all that great ;~). Sony, on the other hand, tends to be hitting the accelerator pedal instead (e.g. A7 pricing).

            But to your question, how else could Nikon have priced the Df? By product definition, it almost certainly has to be between the D610 and D800 in price. It’s made in the higher cost plant with parts (all those dials) that are unique and therefore must be relatively costly at the volumes they’re producing.

            Define success ;~). Also tell me whether Nikon considered this a short term product or long term. In the sense that Nikon only planned to make 15k a month, it’s a success: they’ll run out of the initial production, despite forcing the kits as the primary choice. The real questions are these:

            1. Does all that buying happen because of the sensor or the retro design? I don’t really think it’s the COMBO of those two that’s the success point. I’d argue it’s the sensor that drives sales of this camera (my review is coming shortly).

            2. Does Nikon see the success as being the style or the sensor? This is a place where you can make a really bad product management decision if you misunderstand why people are buying.

            3. Did the Df change the D610 or D800 sales? This is a pretty tight grouping of FX bodies. It’s either working as a group or its self cannibalizing.

            • Marc

              IMO the styling of this camera is driving sales. The sensor certainly has a lot to do with sales but the combination of the retro design with dials and the fact that the sensor will be more forgiving (than with a sensor with more megapixels) for older lenses, makes a big difference to me. This combination for me is a winner.

            • Thom Hogan

              I really hope not. There are so many things wrong with the way Nikon went retro it’s going to take up a huge part of my review. Essentially Nikon is unlearning all the things they learned from Giugiaro.

              Moreover, if you DO take the argument that there’s nothing wrong with a camera design that forces you to make deliberate and slow choices then Nikon got it wrong in terms of cameras where they deployed that: the D800 probably should be the slow, deliberate camera, while a camera with the high ISO ability of the 16mp sensor is much more likely to be used for events, sports, etc., and needs to be “fast.”

              People are reacting emotionally to the Df, not practically. Long term that has ramifications for those of us who use them am tools. I don’t want emotional decisions driving design, I want practical ones doing so.

            • Marc

              I think that Nikon made this camera specifically for amateur’s like me who enjoy making photographs, framing prints, etc, For the kind of photography that I enjoy doing (nature, macro, landscapes) I don’t mind using a tool that slows me down a bit and that allows me to properly use manual legacy lenses. For professional work (if I were) I would probably use a more rugged camera such as my Sony Alpha 850 which is extremely intuitive and can handle more abuse. I don’t think that this camera will be driving future designs in other Nikon cameras. The DF is a camera for someone who wants a nice looking camera (like a nice analog watch), but with excellent picture quality. It is really as they say a fusion between the old and the new. My only problem with the camera is it’s price and for the price, they should have made some parts of the camera just a bit more solid. For example, I find that the front sub-command dial, and AF/M switch cheaply made. They obviously wanted to make this camera as light as possible for portability, and take away some of the momentum with mirrorless cameras.There seems to be an obsession lately for small, light and very portable cameras. I think the DF is really a niche camera and will remain so. It has certainly generated lots of controversy. It’s either liked very much, or totally critisized.

            • kahiri

              point no. 2:

              Good argument. Nikon should study why so many people including pros like Zack Arias swears by his X100S/XPro 1. Its not just the design. Its the revolutionary sensor, viewfinder and many things that can make certain cameras stand out from the crowd and attract various types of photographers.

              This are what nikon fails to do. And yes emotional does play a part in my opinion because I have been a loyal nikon user since 15 years ago and im only 34!. I have the right to be dissapointed 🙂

            • Thom Hogan

              I’d much prefer the sensor in the Df than the X-Pro1’s sensor, frankly. If you look at Nikon’s current sensors in the DX/FX bodies there’s not a bad egg in the bunch. Even the Nikon 1 sensors tend to outperform expectations for size.

              Now if you had said LENS, I might have agreed with you ;~). I see D800 users putting Zeiss lenses on their camera and DX users putting Sigma lenses on theirs. The not redesigned 50mm f/1.8G on the Df isn’t pulling everything out that even the 16mp sensor can do.

              It’s definitely the mix of things in a camera that make it desirable. It’s a balance of style, usability, performance in all respects, and price.

      • Spy Black

        Considering Nikon’s financial woes, I don’t think they’re holding back on selling anything they can.

        • ronin

          It would depend if they are only focusing on making this quarter’s numbers, or are planning to be viable for a long long time.

  • ereshoping

    Bit meaningless without numbers…

    • CRB

      tehy sold all 20 that were on the shelves..

      • marc

        I can’t get over how many people would like this camera to be a failure. Use what you like and let other’s do the same.

        • El Aura

          And I can’t get over how many people think that a digital FM would be significantly smaller and much less complex and much easier to use camera than existing FF DSLRs. Dream about what you want to dream about but don’t chastise companies if in the real world they do not (cannot) deliver on that.

  • EJP

    Time to put some of the ones sitting on the shelves in NA on a plane headed for Japan 😉

  • Thom Hogan

    Talking with US dealers, it would appear that the current supply of Df cameras may dry up before the end of the month. NikonUSA seems to have told several of them that they can’t supply more inventory until the next batch arrives from Japan. And those dealers are reporting that they expect to sell out of what they’ve got soon.

    That said, the monthly production run on the Df doesn’t exceed 15,000 units, and it apparently wasn’t in production for very long before announcement and delivery.

    • Benno

      In Germany, it’s already sold out at most dealers. One of them states “Available end of January 2014”.

    • J. Dennis Thomas

      My local dealer is selling kits to people that want body only because that’s all they have. Doesn’t seem to be the flop everyone here was predicting.

      • Ronan

        Sold out in a lot of places in Canada. Just what Nikon predicted.

        Seems the trolls were wrong, once again… Heck some of them even went and bought a Df, at premium price. You can’t see it but i’m rolling my eyes and double face palming at them.

        • Mansgame

          I can get you 6 of them from amazon, right now. Pay me a fee and I’ll get them from the US.

        • foorider

          Um, both Henry’s and Vistek (Canada’s largest camera retailers) currently show the Df in stock. Even smaller outfits like Aden Camera have the Df in stock as well.

          • Marc

            Place an order and you will likely be placed on a waiting list. I had this happen to me when I purchased my fuji x100 from Henry’s. They never mentioned anywhere that they were out of stock.

            • Guest

              Don’t ever buy from Vistek. Avoid them like a plague. They ship defective products and the after sales service is brutal. If you want a stroke, go try and talk to them after you handed them money.

      • Pippo

        My dealer (or warehouse) have nothing. No one cant hold them. I’ll be get for US price immedeately 😉

      • Juhász Márton

        I can get only the body hopefully. 🙂 But it cost me a little bit more than kit minus 50 1.8 g price.

      • French Fries

        No shortage of the Df in Europe and not to be expected either. Not so strange at a pricepoint over 750 dollars higher then a D800E.

    • ronin

      The body only kits have been in very short supply. Haven’t been in stock at B&H ever. Adorama claimed to have some, but when I ordered it my confirmation email said it was backordered, so I cancelled. Amazon just got a handful in yesterday- about 10 black and 10 chrome body-onlies. Other online retailers are dry.

      • Thom Hogan

        Correct. Here in the US Nikon had far more kits available on day one than bodies. Also far more panda versions (silver on black) than black only. I’m hearing that dealers are being told they won’t receive any new inventory until sometime in January. So, the last thing likely to be on a shelf somewhere is a panda kit.

        • RBR

          Isn’t it always the case that Nikon ships more kits than bodies on initial release of a new body?

          • Thom Hogan

            Yes, except for the pro cameras, which should tell you something ;~).

  • Marc Beckerman

    I don’t know anyone who wants a Df or has bought one. Is this Nikon’s version of Apple’s “its in short supply, sold out” rantings every time they introduce a moderately (or barely) successful product?

    • Jon Ingram

      At only 15,000 production a month it’s not surprising that demand is exceeding supply at this point. My guess is that demand is not exceeding supply to the extent where it would be more profitable for Nikon to make changes to supply. What I mean is that Nikon will reap the rewards of high demand and continue to sell all 15,000 bodies every month for full price. It would cost money to make the changes necessary to drastically increase the # of production units. This money cannot be justified unless Nikon predicts a sustained increase in demand that would deliver profits high enough to warrant a change current levels of production. By keeping production at this level Nikon will sell many bodies at full price, and probably lose out on relatively few sales. Eventually demand will decrease, and at that point Nikon can either choose to limit production further in order to not exceed demand, or they can choose to increase demand by lowering the price. This probably won’t happen for a while…

    • Marc

      Hello my name is also Marc and I bought one. Now you know me and someone who has bought one.

    • nobody cares

      Excluding myself, I don’t know anyone that owns a D800. Most people don’t buy $3000 bodies. In fact, newbs don’t really like the price of a 3200.

    • Mansgame

      The emperor (Pardon the pun Neekon) has no clothes. I don’t know a single person who wants or owns this camera and I know a lot of photographers.

  • dgr

    Nikon is actually selling the Df despite the sentiment of most people who post here. Luckily for Nikon these sophomoric statements don’t actually reflect market demand.

    • Neopulse

      I don’t know man, I think Nikon is kind of listening a bit. People not too long ago were demanding a full-frame sensor in a D7000 body and it happened. And also there were posts about people wanting a retro-styled Nikon camera and it happened also.

      • Ronan

        Complete bullshit… If you think Nikon is listening to the senseless trolling and crap posted on internet forums/websites…

        • Neopulse

          Not everything that is posted here is senseless trolling or bullshit. There is good information on this website believe it or not.

          • Ronan

            Rarely, and once again, Nikon couldn’t care less. Just like most major manufacturer’s.

            If they want to learn something about their consumers, they have professional, reliable way’s to do it.

            • Arkasai

              In this day and age it’s economical suicide not listening to your customers on forums and social media. Sony is a great example of a company that’s pulled a complete 180 by listening to what “trolls” had been saying online for years. Two years ago I had zero interest in Sony’s products, now I’m routinely floored by them.

        • Chapulin, CO

          Nikon does listen to its customers. I asked for 0.5 more fps, continuous quiet mode, and better auto WB for my D600, and Nikon listened.

    • bob2


      Just baseless negativity spewing out of juvenile minds.

      • Jon Ingram

        Yes, and your comment is baseless or juvenile in the slightest…

    • Ronan

      +1 million.

  • frank

    What do you all think if Nikon was to create a mirrorless camera with the styling of the Df? A retro-styled mirrorless vs the current 1 v3 j2 or what ever the hell they’re called.

    • Kynikos

      F-mount and I’m likely in.

      Anything else, I’m totally out.

      • J. Dennis Thomas

        Not sure how many times this has to be repeated, but here it goes again. F-mount can’t be used for a small mirrorless design because the flange back distance is too long.

        So looks like you’re totally out.

        • Jon Ingram

          Body diameter would be the only limiting factor and smart engineers could find a way to make the ergonomics work. This is easy. Have you seen those Nikon adaptors for the Sony A7? Stretch your imagination a bit and pretend like the adapter is fused to the body. I’m not saying it is the perfect design, but it is not impossible to make a lightweight mirror less f-mount. Good grief, we sent man to the moon just for the hell of it, mirror-less f-mount should be easy.

          • Neopulse

            Even Pentax made a mirrorless APS-C (K-01) camera that uses their K-mount lenses and they have lenses up to f/1.4 without much difficulty (and probably funding either).

          • El Aura

            And all lenses with a focal length shorter than about 50 mm, would have to be retrofocus and thus significantly larger than lenses could be for a camera with a shorter flange distance.

            And even normal and short tele (< 150 mm) lenses could be made better or smaller as those lenses already have their last glass element flush with the mount, strongly indicating that the optimum position would be somewhat closer to the sensor.

            • Jon Ingram

              If Nikon does it right they will not have these problems you mention. If Nikon makes a full-frame mirror-less camera I strongly suspect it will be F-mount with the same lens-to-sensor distance ratios used in current cameras. This would preserve full autofocus compatibility and functionality with legacy lenses. Case in point: If you take your current DSLR and put it in live-view you are using a klunky version of Nikon mirrorless which is fully compatible with all lenses (including ultra-wide and telephoto). Believe it or not, you can preserve this distance ratio and still shave off several millimeters to make the camera narrower, but new technology would need to be used for the screen and some other components. It’s completely possible though. Will Nikon do it? Perhaps, but I bet not for at least another 1.5 years minimum, probably much longer.

            • El Aura

              Flange distance has zero influence on autofocus and other lens compatibility. What would be the advantage of a NEX with the A-mount adaptor welded to the camera? Any NEX is fully compatible with all Sony (D)SLR mount ultra-wide and telephoto lenses.

              But if you were to feel better to have a future Nikon DX or FX mirrorless with the same flange distance as the current F-mount, I’d be happy to superglue a lens adaptor to a short-flange-distance Nikon mirrorless camera for a modest fee.

              I don’t see how the Pentax K-01 was such a better and more successful mirrorless camera than the NEX cameras. Just omitting the mirror saves you only space and weight below and above the mirrorbox (PD-AF and prism).

              A shorter flange distance is only to a smaller extent about smaller cameras, it is more about smaller lens+camera packages (distance from sensor to front of lens):
              Sony Alpha + 18-55 mm = 44.5 + 69 = 113.5 mm
              NEX + 18-55 mm = 18 + 60 mm = 78 mm

              Sony Alpha + 11-18 mm = 44.5 + 81 = 125.5 mm
              NEX + 10-18 mm = 18 + 63.5 = 81.5 mm

          • J. Dennis Thomas

            I see that you missed my qualifier. I said “small” mirrorless. Let’s face it. If Nikon released a mirroless camera that was fat enough to accommodate the F mount people would be bitching about it being too big and clunky.

            It would be box-shaped and not very compact.

            • desmo

              if it has an FX sensor
              it won’t be to small for F mount
              that was what he asked for

            • Jon Ingram

              Well, I can’t argue with that. It may be a deal breaker for some, and certainly not a pocket camera to be sure. I would buy it because it would still be the lightest full-frame solution outside of Lieca. The Sony system is light but the lenses that are being developed for it are very heavy. On the other hand, Nikon has a lot of old and super-light lenses that would pair nicely with a mirror-less FX Nikon, even if the body is a bit awkward.

              That being said, Nikon could squeeze a few more millimeters off of the Df dimensions, perhaps down to 60mm if they redesigned the screen and some other elements, but that would be expensive and 60mm is still not a narrow camera, not that bad though.

            • J. Dennis Thomas

              I’ve been shooting a lot of events with the Dƒ lately and it’s been a joy. I thought I’d miss dragging the ol’ workhorse D700 around. I was worried about battery consumption and lack of grip, but those fears have been allayed.

              I think the Dƒ strikes the right balance between size and ergonomics. I wouldn’t really want anything smaller with F-mount lenses.

        • Deep_Lurker

          The F-mount flange distance only forces the camera to be thick. The height and width can still be small. Something like the “D-fm” mockup broxibear posted below might be 80mm high by 110mm wide by 67mm deep (the last being the same depth as the Df).

          By comparison, the Canon Rebel SL1 / 100D is 90.7mm high by 116.8mm wide by 69.4mm deep.

          A “D-fm” that’s smaller than the Canon SL1 might not be a “small” mirrorless design – but I’d bet that it would be small enough for a lot of buyers – even as a DX sensor model, to say nothing of FX.

          • Marc

            If you made the width any smaller it would be extremely hard to handle with full frame lenses. The width of my OM 2 is about the same as the DF. The difference is in the thickness and height.

            • Jon Ingram

              Agreed, making it narrow would effect handling, especially those big Nikon zooms we all love to use. However, there are so many tiny and lightweight Nikkor legacy lenses out there, one could easily by lenses to fit the smaller body profile (Af-d 20, 24, 28, 35; 50 1.8g, 85 1.8g)

    • broxibear

      Way too logical for Nikon, it’ll never work lol…will it ???

      • broxibear

        oops…what happened to my avatar ?

      • dgr

        It would definitely sell but throw it directly into a pool bodies that is highly saturated with choices. Nikon will go there sooner or later. I’m guessing they will wait for some of the smaller players to be gobbled up first by Sony.

        For me personally, way too small to ever be considered.

    • Jon Ingram

      Mirrorless full-frame Nikon camera with F-mount that weighs 16oz!!????? I would buy it in a heartbeat! I’m not the biggest fan of the Df styling…, but whatever. I would still buy it. In fact, I would buy it regardless of styling. Who cares about style? If I could mount my lightweight primes on a super-light Nikon full-frame body I would be in heaven for backpacking and mountaineering. Too bad it will probably never happen, lol. Fuji-x for now I guess, not full frame but very light and good IQ

      • Derek Smith

        They would probably make a new mount to take advantage of the lack of a mirror box and less flange distance. Obviously they would make an adapter and they would probably sell fairly well. I would like that more than the Df.

        I actually like consumption over the Df and that is saying something!

  • HonestAbe

    What am I missing? A Over Priced..Over Buttons…pile of mess..from 3 years ago Nikon Parts Bin. A sucker is born every minute. I don’t get it. But hang on kiddies..Nikon’s new D4x is around the corner with 54mp. And for you big babies of DX…D400 is also coming soon!

    • Radek

      … and they are available before Olympics … 2016 … 🙂 R>

    • Mike

      Are you talking about the Hassleblad Lunar? Because you are correct. But the Df has the D4 sensor at half the price, half the size, half the FPS. What’s there not to like?

      • Paul T.

        Name one finely-detailed distant ‘wow’ landscape shot with it so far without smudgy fine details like a D800. It’s a good close-up camera or for portraits, that’s it.

        • dgr

          Your skills will pigeon-hole the capabilities of the tools you use, not the tools themselves.

      • Whats there not to like? 39 pt DX AF module.

        • Mike

          Have you used it? I hear is actually pretty good. No one who has purchased a Df has complained about AF performance.

          • J. Dennis Thomas


            The AF isn’t exactly stellar.That was one of my big sticking points with the D600.

            I knew this going into the purchase however. So I can’t really complain. It should have the 51 point system in it though.

          • Marc

            He has obviously never used it. I would not take any of his comments very seriously. It’s called bashing. He probably also comments about other people’s motorcycles without having tried them.

          • stormwatch

            I can bet that those people think that it has no AF at all and focus everything 100% manually. It’s a retro box for true photography, not an action packed contemporary gadget.

        • Mike

          D1 had 5 pt. D2x had 11pt. And about the same breadth. People got by. D600/610 and Df are different beasts. The D610is the best value. But as the 39pt AF is a deal breaker for you on the DF, the D610 lacks a dedicated AF-ON button and one click zoom in play back mode. Those are deal breakers for me, personally, because I get far more use of those two features than the number of AF points. The DF has those two.

          Like the 70-200 VR I -> II or the D3s -> D4 there are enough little things that add up to make a significantly different product. Just like Df vs D600/610.

          People keep comparing the Df to the D6xx as a value proposition. The other way to look at it is that some people actually only want the D4 sensor. The D4 size or price makes it prohibitive for a lot of people. The Df gives people access to it for half price. Believe me, when you have been thinking “$6000” for 2 years and all of a sudden you hear “D4 sensor, $2700”, the Df cup is viewed as half full, not 3/4 empty as many here gripe about.

          For D800 users, 24mp is too close and “what’s the point?”. The Df is a nice compliment. Concerts and events or wedding receptions don need to be shot in 24 or 36mp RAW. 16 is just fine.

          • Thats why I’m hoping Nikon bites the bullet and puts out a D800s w/that D4 sensor and Df processing engine. I would be in Heaven and Nikon would have all my monies.

      • Derek Smith

        Why get this over the D600/D610. Same AF system, actually has video recording ability. Only difference is the sensor. Is the D4 sensor really worth 1k. The answer is No. I went with a Refurb D800 for 800 dollars less. I have no issues with IQ and low light performance.

        • dgr

          Not everyone will share the same preferences. There should be no surprises when it comes to the popularity of system you personally don’t find attractive.

      • stormwatch

        What there is not to like? Besides the old sensor and overpriced ugly box only a few more things…old AF, old battery, SD goes with the battery, no video, no true manual aperture change, those silly positioned knobs for “true photography” are really badly designed and randomly positioned, than no 1/3 steps changes on knobs but you must do it as with no true photography, bad looks, no wi-fi, no gps, no grip….it’s a ridiculous toy for people who have only money but no sense at all.

        • Mike

          You’re funny. You talk about a rediculous toy and then think a camera should have wifi and GPS. Because those contribute to making a still image? Right. Clearly the Df is not for you. But kicking and screaming like a child because it doesn’t suit your needs makes you look like a fool. Stop judging how people choose to spend their money or what floats their boat. The irony is that the forums are filled with converts…. People who sounded like you until they picked it up and the light bulb above their heads went off. Try it.

          • stormwatch

            Try it? It’s really funny :-). Does it have video? No? I use DSLR for video most of the times – ~90%, and not giving 3000 Euro for 10% of usage. And besides all, one who knows how to use a Camera, doesn’t need “pure photography” ugly boxes to use it correctly. So…I do not need a Doofoss!!!!!

      • kahiri

        I dont understand why people wanna buy DF because of that reasons. This is for the niche market. Why a photographer who shoots sports with D4 wanna useDF? Because its lighter?, half the fps? Doesnt make sense.

  • If Nikon is selling all the Df’s they can make, at least for the time being, and people are even buying the kit with the lens just to get a body … then would somebody please explain to me again why the DF’s introductory price was too high.

    • Neopulse

      Wish I knew… I actually like the camera. But damn, I’d rather get a D800 again at that price range :-/ How much do you think it should be at?

      • Sam Seite

        Maybe because its design? Maybe….
        like a luxury/limited edition bag,watch or something.

        • Neopulse

          It’s designed though is somewhat…. “recycled” from the film days. It isn’t that out of the ordinary the design.

          • nobody cares

            It is for most DSLR users. Maybe my parents Pentax SLR looked kinda like that. Certainly their NIKONUS underwater camera didn’t. As I recall, it was a solid black body, which reminds me of a modern DSLR (though the size was much smaller)

          • khairi

            Totally agree with that. Nikon doesn’t bring revolution to the camera like what FujiX100 or Xpro 1. What they did just shrink features from their flagship model and put inside an old school design body. Just that. At least thats what we can read from the specs.

            I have nothing against old school design on a digital age. I like it In fact, I made a big decision last month by buying XPro1 to accompany my D610. But the thing is for me, putting a modern sensor alone on a old school just not enough. the reason I purchased XPro ia because I got a superb color out of camera, a revolution Hybrid viewfinder, real time white balance adjuster and all the controls that remind me of the golden age rangefinder camera. I want something DIFFERENT. If I buy df, what would I get other than the same D4/D800?

    • dgr

      Always depends on perspective. “It only has the D6x0 AF system, it’s overpriced!” or “D4 sensor for under $3K, what a deal!”. Nikon does plenty of market research to determine what they can set the price at. So far demand shows it’s price correctly.

  • Jon Porter

    The Df isn’t just a retro-styled camera, it’s retro Nikon. Nikon has made countless high cost/low demand cameras over the last 40 years. Older readers of this site may remember the F2 High Speed, F3T, F3AF, F3P (yup, a “pro” version of a “pro” camera!), F3HS, FM2T, those rangefinder reissues, and a ton of others. I’m not surprised by the Df, just surprised it took Nikon so long to produce it.

    • Jon Ingram

      Jon, you make a solid point

    • Andrew

      Nikon’s engineers should be allowed to have fun from time to time. And photographers should also be allowed to use a retro camera with modern conveniences. Of all the cameras Nikon makes, the Df is the most eclectic. No longer would we have to envy Leica owners. Had this camera come from Leica, it would have cost $8,000 like the beloved Leica M9. This camera is much more than just about taking pictures, it defines the art of photography.

  • MB

    Nikon Df is readily available in most of the free world, so is Nikon 1 AW1 and so is even D3x.

    I wonder what nose is being pulled here?

  • Ross Mann

    What’s with all the negitive carry on about this camera? I’ve come from a cankn5d mkll and bought a df.
    The df is a absolutely stunning camera, I could not be happier with it, I’m kind of scratching my head thinking what’s not to like, perfect image quality, best low light camera, it’s light, super fun/easy to use, access to the entire nikon lens range, manual focus is super easy (is with my zeiss 50mm), super comfortable.
    Are the ppl complaining about this camera ppl who have used it? Or just ppl who are complaining about another great camera in the nikon range

    • No surprise you think that coming from the 5dMkii lol
      ikidikid 😀

    • Neopulse

      Have to ask you, with manual focus do you notice anything different (viewfinder for example) or better in comparison to past used bodies?

      • Ross Mann

        It’s a nice bright viewfinder and the green dot makes it very easy. I think that if there really are ppl having problems manual focusing it’s hard to blame the camera and it might be worth the photographer looking hard at what there doing, super hard to blame the camera as it really is easy to use.
        I’m not sure why but I do find the df, especially when manual focusing reminds me of my Leica m8, it really is just a fun camera to use with solid build quality IMO

        • Neopulse

          Thanks for the reply. I greatly appreciate your opinion.

        • Neopulse

          Also I ask since I might get an FF setup again (been saving up for a MF setup), but with few lenses. One of them I want it to be the Zeiss 85mm. I just love that lens and if it’s that comfortable with the Df using it then I will get it.

    • dgr

      Hard to come out with a new product these days without people on the internet giving their opinion. Each person that gives a negative comment either sees a camera that doesn’t meet their own needs all the way to those who are simply jealous for whatever reason. You can bet the people who post negatively over and over or start to resort to labeling people who may own one, fall in to the latter category.

      Happened with the D800 as well and that has to be one of the better high-end selling DSLRs in the digital era.

      • RBR

        There are differences in markets as well. Thom recently wrote about the differences in the mirrorless camera markets in Asia and U.S./Europe. Some of these differences can result in early evaluations/opinions which can give a product a less than stellar launch (EOS M comes to mind).

    • Yes, I also think it has got a surprisingly bad reputation and I’ve said this since the beginning. Yes, mirrorless cameras keep getting more appealing and Sony did a huge move forward with the A7/r, but sometimes one might prefer a DSLR body with everything that implies in handling, and then this is simply an incredible DSLR. Some have complained about the pricing, but it’s using the D4 sensor, so I think the pricing is absolutely in line with what you get.

      If you aren’t space constrained or care for video, I think this is perhaps the best full-frame camera on the market right now.

      • RBR

        More and more Nikon customers are fed up with the misguided management at Nikon. It is not that this some awful piece of trash (it is not), but there are more customers who have been waiting for long overdue product refreshes/replacements and see releases like this one as being a missal location of resources. The D4 sensor is wonderful and Nikon would have to work at it to make any camera with it a “bad camera”, but that is not the point.

        There are a number of things missing from this camera, most notably a second card slot, but that does not render it unusable. It simply does not meet the expected standard of a camera at its price point in this day and age.

        As pointed out above, Nikon have not produced many of these and probably won’t.

        Nikon increasingly presents the appearance of a company without a steady hand at the helm.

        All of this affects overall sales. I, for one, have noted an increase in “white lenses” at major sporting events. I have also noted an increase Canon purchases by serious amateurs and new (entering the business) professional photographers. This tracks with an article I saw about “the greying of Nikon”. The average age of a Nikon user is growing and the number is shrinking.

        So, no, it is not a bad camera, just a marketing blunder even if its sales exceed (modest) expectations. There are higher priorities which should have been addressed first.

  • Ali

    Well mine was shipped to me from Adorama last week. Given what some people are saying about the camera .. know that is is an awesome camera. Part of the reason the camera is expensive is the sensor .. the D4 sells for $5000 because of that and also because of the fast burst rate .. the DF doesn’t have a fast burst rate but it has the same sensor .. YES it’s worth $3,000!

    • ronin

      What is Nikon’s cost for the sensor? $50? $80? Serious question- I don’t know but I’m pretty sure that doesn’t account for the high price.

      • saywhatuwill

        I seriously doubt the sensor price is “$50” or “$80.” I’m sure it’s much higher than that. Then there’s the other hardware, electronics, skilled labor, lights, bathroom tissue, tools, rent, and the Nikon markup. Everything is factored into the cost and every little thing adds up. Not everything can be the price of an iPhone or iPad, especially since those don’t have many moving parts.

        • Andrew

          Here is a quote from Thom Hogan about the cost of sensors:

          “But some of you seem surprised that US$3000 is still the lowest price for an FX body. It’s the sensor that does that. Sensor cost goes up rapidly with size. It used to be that it was $5, $50, $500 (compact, DX, FX). While those prices have changed a bit in relationship to one another, FX sensor prices are still very high and ultimately dictate the price of the product. Manufacturing rule of thumb is you multiply parts cost by 3.5 to get retail price impact, so a US$400 sensor means that there is US$1400 worth of cost in the final product implied by the sensor alone. You still need to put electronics, viewfinder, shutter, battery, body, LCD, controls, and more into the product.”

        • ronin

          How much is it then?

          Development costs should have been amortized or capitalized by now, and likely some of the initial tooling, wouldn’t you think? It’s more run rate and maintenance now, since this is not a brand new sensor.

          Further, even with skilled labor, hardware, toilet paper rent, you still need all that to make the 600 sensor.

          What in all these numbers causes the Df to be so much more expensive than a D600? Again, I’m doubting it’s just the sensor.

          • El Aura

            It is built on a lower volume, higher production cost fabrication line in Japan (the D600 is made in Thailand). I also think you are underestimating the one-off costs. That’s the cost side, then there is the pricing power. Essentially the bloody mindedness of the target customer, ie, those who want it are attracted by largely emotional reasons (and if strong emotions are in play, price is a secondary factor) and/or they have waited a long time for a compact, affordable Nikon D4-sensored camera.

      • Andrei C

        At the curent selling price Nikon Df shoud have 2 sensors in digital fusion :P!

        This is what I found on the internet regarding sensor replacing prices:

        “I haven’t had the pleasure with a 5DIII yet, but 5DIIs were $480; 7D’s around $400. D700’s were about $550, but the last one we had was over $600. D7000’s are just under $500 now, they used to be just over $400.”

        • ronin

          That’s the price to the consumer. My question is what is Nikon’s internal fully loaded cost for a sensor? Much less than $480 I am betting, and therefore not a direct factor in the consumer pricing of the Df (other than perceived value of course).

          • Andrei C

            Yes you can be sure it si much less, this is why I consider Df to be way overpriced(it doesn’t even have a FF focus system).

      • Ali

        Well yeah sure it does not by itself .. but it’s a factor. To make a good sensor you’d be surprised how expensive it is .. there is the labor and product cost and the material and of course all the R&D before actually starting to make the sensor. Higher QC means a premium price as well.

        • J. Dennis Thomas

          One reason why sensors cost so much is that the reject rate is very high. It’s pretty difficult to get a consistent number of usable sensors from each wafer.

          • ronin

            Quite possibly, but even so the scrap cost, fab cost, everything is still factored in to the per unit cost of a sensor. And that’s why I ask… what is the per unit cost to Nikon? $50? $80?

            • dgr

              Nikon isn’t in the business to produce sensors. They been utilizing companies like Toshiba, Sony and Aptina.

              I know a sensor replacement for a D800 costs upward of $2000. I’m sure Sony isn’t charging Nikon close to that price but I’m guessing it’s still in the thousands.

            • J. Dennis Thomas

              I very highly doubt it’s that low.

        • RBR

          One of the things frequently overlooked in a camera which uses a “parts bin” sensor is that R&D costs have already been amortized. Actual marginal cost of producing the sensor is the relevant figure.

      • nobody cares

        search for it using google or (I think that’s his dslr site). He’s given rough estimates on sensor prices and the sensor, as I recall, it’s the most expensive part in a DSLR. Andrei’s figures seem similar to the prices Thom gave. Sensors don’t drop much in price, because the silicon used is fixed. CPUs and GPUs, for example, get smaller every few years.

      • stormwatch

        Somebody here said, that sensor in Df costs around 1500$, which is one of the most ridiculous things I have ever read, period.

      • RBR

        Thom can jump in here if he has more current cost data, but he and others have estimated the cost of an FX sensor to be in the neighborhood of $500. There are some indications that this may be less now with the release of the D600/610 and the corresponding Canon bodies based upon their price points. It has been observed that something has changed for them to be at these (lower) price points.

  • ronin

    I don’t foresee a price drop. If you look, Nikon is holding the price of the Coolpix A and of even the V2, high though they be. This is in line with their statement, that they will focus on higher margins and sacrifice quantity.

    They are restricting supply. i.e., they are doing a Rolex, keeping volume under demand to maintain price.

    • J. Dennis Thomas

      I doubt they are restricting volume to maintain price. Nikon knows they could sell as many as they make for MSRP right now. It’s Xmas.

      You think they’re gonna flood the market after Xmas?

  • Jon, thanks for articulating what those of us who aren’t Nikon fanboys are thinking.

  • TheInconvenientRuth

    A large percentage of Nikon DSLR’s (close to 30% IIRC – Thom would know the exact figures probably) is actually sold in Japan itself, Given that this is a new, different and possibly collectible DSLR, it would make sense that demand in their domestic market is higher than elsewhere.

    Predicting if a camera will sell based on the bravely anonymous rants that some disgruntled pimply cyberbullies make from the safety of their mothers’ basements about a camera they’ll never own and have no intention of buying because they spend all their money on pokedecks and sexy animé statues of big-busted 12 year old schoolgirls is about as realistic as asking little old me who will win the 2014 World Cup. (I’d say Holland first, then Spain, then Germany. I know Brazil is playing a ‘home’ game but they have this famous creepy guy with the leery eyes and the weird haircut who spends 85% of the game rolling around like he’s doing a dramatic interpretive dance instead of playing soccer, so i don’t like Brazil. I don’t like Germany either, but I dislike Brazil more. So there.)

    • Neopulse

      Ummm… you went off subject a bit there.

      • TheInconvenientRuth

        I tend to do that now and then because buiscuits and tea.

        • FredBear

          Try crisps and wine.

          • TheInconvenientRuth

            Pancetta Pancakes.

            • FredBear

              Sardine milkshake and canapé.
              Secret of dunking biscuits is to Scotch Guard them first.

    • succer

      Brazil win hands down.

    • CRB

      Im brazilian, and im not a big fan of the brazilian squad right now too. But Holand? sure you dont know much about soccer huh? lol. BTW his name is Neymar. Messi still is the best player in the world….and all of this have nothing to do with the DF…..

  • Mansgame

    It seems like Nikon is in trouble and is trying to manufacture buzz. There is absolutely no excitement for this camera. The D800 (released at the same price point) had a waiting list of almost a month! There was major buzz for more than a year before its release and it was a big success.

    This hunk of crippled metal is barely getting a whimper. There is no shortage…at least not organically. Want to prove me wrong Nikon? Show all your numbers. While you’re at it, recall the D600.

    • Marc

      Are you kidding when you say that ‘there is absolutey no excitement for this camera.’ Give me a break! Just read what many who have bought the camera are saying. Are you implying that anyone who buys the DF knows nothing about cameras. I probably started using cameras while you were still wearing diapers. You are just spreading B.S. Grow up!

      • Mansgame

        Have you bought one? Does anybody you know in real life bought one? Almost every photographer I know either has a D700, D800, D3, D3s, or D600.

    • stormwatch

      Try to put this reality into the eyes of the deceived people around here. They think that Nikon is selling more Df’s than D800(e) models, it’s really funny how people think nowadays.

  • Roberto

    DF? The Nikon dropped the wedding photographers to themselves or canon?

  • whisky

    my local BestBuy has way too many Nikon AW1’s and Df’s in stock. maybe they should sell them in Asia?

    • Marc

      Have another glass of whisky.

  • One More Thought

    I think that Nikon will make sure to manufacture these in relatively small batches and that this was the plan all along.

    If anyone expected this to sell like the D800 or D600/D610, they were never being realistic.

    It is a niche product, but it will be a successful niche product that makes a handsome profit for Nikon. Nothing wrong with that.

    But what is amusing is all of those who predicted failure for this item. Right now on dpreview there is actually a thread titled “let’s face it…the Df is a bust…” Of course the irony is that the Df is a success.

  • gimar bazat

    Yeah they should probably stop making them! I think is stupid having a very good sensor in a camera that has ergonomics of the 19th century.

  • ronin

    As posters have pointed out, there is a precedent for Nikon making limited run, high-priced items.

    The FM3a was arguably ‘obsolete’ when it was released, smack in the face of the D100 and D80 digital surge. It was made in limited numbers and at a very high price- I think over $800 for the body (back in the day the FE2 bodies sold discounted for $300 something). Basically it enjoyed a single model cycle and then was discontinued, with used models retaining their high value.

    I guess on the other hand… when Nikon discontinued the still wildly popular FE2, used prices soared more than original new prices. I guess they perceived a ready market, to be actively managed by controlling market volume.

    The Nikon 35ti was introduced 20 years ago, a high class film fixed lens P&S retailing for about $1000. Sort of the same ground as the Nikon A today.

    Unlike the remaindered V1s, Nikon has held the price on the V2, at a point in the product cycle when they were giving away the V1.

    I believe we’ll see Nikon throttling production deliberately in an attempt to prop up prices. Let’s see how it works.


    All the production destined for Japan is away at the (gold) platers.

  • broxibear

    Another Df hands on review for those who can’t get enough.
    (I don’t think gravatar is working properly with disqus ?)

    • Just testing if my gravatar works.

    • Yes, the issue must be with Disquss, I have no control of the your gravatar.

      • broxibear

        Yeah, I just double checked my gravatar and it’s all ok, must be something weird with disqus…thanks.

        • Ajay Ramjatan

          Disqus had a security hole which allowed mapping of email addresses to disqus usernames, breaking privacy of anonymous commentators. This was a vulnerability due to gravatar support. Disqus patched the hole by disabling the feature that gave Gravatar support:

          Loosely translated reading material on:

          • broxibear

            Thank you Ajay…that explains it.

          • But my gravatar is still working.

            • Ajay Ramjatan

              You are most likely using an avatar which you loaded through the Disqus interface, in your profile settings and not using the a Gravatar profile picture.

            • broxibear

              That’s exactly what it is, disqus said they’re working on a solution, but mean time no gravatar avatars on disqus.

  • The Df is Nikon’s first attempt at a retro DSLR, their first full frame DSLR that one can comfortably carry all day long. Surely, future models will have tweaked feature sets and aesthetics but as a first go, the Df is largely successful. I see the Df slowly evolving and catering to a limited, but devoted fan base, much like the Ricoh GR.

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