Nikon in 2010: “We plan to surprise the market”

From an interview with Hiroshi Takashima (General Manger of Imaging Division at Nikon) at Photofair:

Q: What can we expect from Nikon in 2010?

A: We plan to surprise the market. We will concentrate only on better quality and better line-up of cameras. So you can expect surprises.

Me thinks the surprise will be the rumored Nikon EVIL system. What could be considered a "surprise" in the DSLR world?

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  • Gordon

    What would be a real surprise is if Nikon was able remove the lag they have with keeping up with the market and releasing a body that is not an ‘S’ update this year. While the D3s and D3x are excellent cameras, the rest of the line-up is looking uncompetative when comparing core features and this is where a bulk of their sales are coming from. Nikon’s inability to still provide anything other then a 12MP sensor outside of the D3X makes them look rather antiquated and technology bound.

    As for the lens lineup, there are about 22 ‘current’ lenses that are 10 years old or older, some getting on to 18 years since release. We all know what lenses they are yet Nikon still appear to be doing nothing about them. Yes there are rumours but nothing of proof, Nikon would go a long way in restoring faith with their customers in updating these lenses instead of releasing another wide angle DX zoom lens.

    • I tend to agree with you Gord, although Nikon’s F-mount backwards capability is great and lens life is awesome, there are a lot of lenses Nikon currently sells that could do with an update.

      As for their bodies, again D3 series stuff is awesome but $$$. The rest of the line (and I think thats why so many people are waiting for the D700s/x/v/D900) just doesn’t cut it against modern (2008/2009) cameras from Sony & Canon, even the Pentax brand has a nice system which is spec wise excellent value for the $$$. So everyone is waiting for Nikon to wake-up and produce a camera that will knock our socks off and rejuvenate our faith in this brand.

      Now specs and what a camera is design to do is two different things, however I think Nikon is a company that can get side-lined by things like 3D and Video features in cameras. Other companies such as sony and canon have departments dedicated for years on these improvements and Nikon needs to step up or they will lose the marketing war (Like Film, I think single-function cameras will be a thing of the past).

      • Gordon

        For interests sake, here are all the available lenses that are 10 years and older, with many begging for updates.

        AF Fisheye-Nikkor 16mm f/2.8D 1993
        AF DC-Nikkor 105mm f/2D 1993
        AF Micro-Nikkor 60mm f/2.8D 1993
        AF Micro-Nikkor 200mm f/4D IF-ED 1993
        AF Nikkor 20mm f/2.8D 1994
        AF Nikkor 24mm f/2.8D 1994
        AF Nikkor 28mm f/2.8D 1994
        AF Nikkor 85mm f/1.8D 1994
        AF Nikkor 180mm f/2.8D IF-ED 1994
        AF Nikkor 35mm f/2D 1995
        AF Nikkor 50mm f/1.4D 1995
        AF Nikkor 85mm f/1.4D IF 1995
        AF DC-Nikkor 135mm f/2D 1995
        AF Zoom-Nikkor 80-200mm f/2.8D ED 1997
        AF-S Zoom-Nikkor 17-35mm f/2.8D IF-ED 1999
        PC Micro-Nikkor 85mm f/2.8D 1999
        AF Zoom-Nikkor 18-35mm f/3.5-4.5D IF-ED 2000
        AF Zoom-Nikkor 24-85mm f/2.8-4D IF 2000
        AF VR Zoom-Nikkor 80-400mm f/4.5-5.6D ED 2000
        AF Nikkor 14mm f/2.8D ED 2000
        AF-S Nikkor 300mm f/4D IF-ED 2000

        It’s a big list and many have been in a need of an update for a long time.

        • nts

          The “AF Micro-Nikkor 60mm f/2.8D 1993” had been updated to AF-S Micro NIKKOR 60mm f/2.8G ED Nano 2008

          • WoutK89

            “AF Nikkor 50mm f/1.4D 1995
            PC Micro-Nikkor 85mm f/2.8D 1999
            AF Zoom-Nikkor 80-200mm f/2.8D ED 1997”

            All three already have an update, so you list 4 lenses in total that have already been updated! You must really be sick of waiting, that you dont even know what is what anymore 😛

          • Gordon

            Sorry…yes looks like Nikon have now removed the AF Micro 60mm and the PC 85mm from their site now, which was the not the case not long ago. Same with the 80-200mm, which seems to be adandoned now in place of the 70-200mm VRII. So they have taken choices away and not added to them. Nikon should never of removed the AFS version of the 80-200mm, not everyone wants VR.

            Nikon still lists the AF 50mm f/1.4 as an available lens however. Regardless of those 4 lenses, there is still a lot needing updating.

          • Gordon

            Pfft…posted too soon. The AF 80-200mm is still available so it should remain on the above list.

  • Surprise meaning

    they are not making any new stuff this year

  • b

    the surprise. restarting the manufacturing of the af-28mm 1.4 and the mf-58mm 1.2.
    no changes to the lenses. great as they are. same price as when originally introduced.

    • WoutK89

      No changes, wasnt one of the28/1.4 rings very prone to breaking?

      • b

        i don’t know, tell me.

        • WoutK89

          I thought I heard that on Moose Peterson’s video on this lens…

  • eru

    we all have great expectations so that a d900 or else would not be a surprise, the real surprise would be “nothing new” announcement 😉

  • Anonymous

    or maybe they will come out with a digital rangefinder like leica M9 and olympus e-p2

  • frage

    I think: Nikon bought Canon

    • Jim

      i would be less surprised for the opposite

  • grumps

    Looks like Nikon US website updated the lens site only showing the following listed as NEW:
    AF-S 300mm f/2.8G
    AF-S DX 85mm f/3.5G
    TC-20E III
    They do this everytime they are about to update something else to come, and thus seems to be more lenses, thought just could be more teleconverters!

  • enesunkie


  • Right now the only big surprise from Japan it the Toyota recall !

    • WoutK89

      Wow, you really are so bored…, try staying on topic and add to the discussion with some sensible words!

  • Digitalux

    EVIL, 1.1′ diagonal sensor, 12MP, 1080 Progressive, Raw Codec, QV Mount, F-Mount adapter with reduction optics, optional EVF…

    Guess where the sensor is coming from 😀

    Just kidding …

    • Louis

      i think you meant 1.1″…. i doubt a 1.1 foot sensor would be buyable….

  • getanalogue

    hi folks, there is only one surprise: no new high MP DSLR body (focus on high quality?), but revolutionary Coolpix with interchangable lenses. Fortunately, my D90 (still the best APS sensor camera on earth) is only my layout camera, and my Contax 645 unbeatable as creative source of my important pics. whatever Nikon is going to announcce, no surprise.

  • Nikondreamer

    Surprise? The surprise is Nikon will be pulling out from lowend dslr and will concentrate only on PRO cams. And noone in this blog will afford it!


    • The surprise will be the price, you need to make $1.000.000 / year to be able to buy a Nikon lens or camera.

  • edward nafzger

    NR ADMIN please be a good spy and find out quickly the rumours to be come reality 100-550 mm vr 3 etc

    • WoutK89

      VR3? So close after releasing the 70-200 and 300/2.8 with VR2 in it? Don’t think so

  • TJ

    What about a D3 sensor 35 mm uber-compact?

    Use the 28 and/or 35 mm lenses from the 28/35Ti compacts in a full-frame compact with full manual control, and a hotshoe for an SB-400 or optical finder. If a manual focus ring and/or filter threads can be put on it, so much the better.

    Market it towards professionals needing a small, discrete second camera that does not need a flash or of course to the entire X1 market. I could see journalists and event photographers having one of these both for backup and situations where they have to travel light.

    • David

      I am not in the mkt for a new body or lens. I want Nikkor & EXPEED in a cellphone!

  • low

    wow over 300 comments and nothing is even featured in this rumor!!

    • WoutK89

      only 3 more nights to go 😀 it will become quiet quite soon 😛

  • Leica Man

    Leica Man does not care about oriental cameras and lenses.

    • Jabs

      @Leica Man:
      Then you should NOT buy Leica as it is not all ‘GERMAN’ or made in the Black Forest any more … LOL!
      I believe that Panasonic and others helped them out of the dark ages of the film M series and into the current electronic age.
      Grow up!
      Perhaps when Leica can make anything as excellent as a Nikon 200 F2, a 300 F2.8 VR2 or a 70-200 F2.8 VR2, then you can wake me up – LOL!
      And YES, I have seen lots of Leica stuff and even bought one but sold it to my brother the Leica aficionado and Canon F1 user, back in the film days.
      Me, I blew him away with an F3HP plus Md-4 motor drive, a cheap 75-150 F3.5 Series E Nikon zoom and a 105 F2.5 prime.
      Shot Fuji Neopan 100, 400 and 1600 with Red and Orange plus Green filters (from Nikon and B+W) and blew away the Leica images on his Leica. I hated the way that the Leica loaded film and the crappy rangefinder focusing, but that’s me – plus the limited lens selection.
      Everyone has their own tastes and choices pal!

      … back at ya pal -lol

      We won’t even discuss the current state of the art in digital as in Nikon D3s or D3x.

      • Leica Man

        dude, you just gave new meaning to the word ‘overreaction’! i loled so hard!
        I don’t even own Leica, lol

        • WoutK89

          you forgot to say lol 😀

          • Leica Man

            my bad, lol

  • Terry Allen

    Wouldn’t it be a big surprise if Nikon recalled all the 70-200mm lens purchased and fixed the problem so people would have more confidence in future releases of lenses and cameras! … or at least give a better explanation on the “reflective” particles in the lens!

    • If your zoom works well, I would not take a chance to return it, they may not do a great job puting it back together. Anyway you have a 5 years warranty, if things really get worse, you still have plenty time to use the warranty.

  • Terry Allen

    Regrettably, living in Australia we only get a 12 month warranty from Nikon. Have never figured why we are different to USA etc.!! I figure it would do more for Nikon’s reputation to give an explanation on the particles, and any potential reflection from them. If you’re aware of a statement or explanation from Nikon on this I’d like to have a read – if you have a link can you let me know.

    • I know that Adorama or B&H (Newyork) are selling “imported” and “USA” models for the same lens. I don’t know if buying a USA from them and have it shipped to Australia will give you the 5 years warranty, you may try to give them a call.

  • Gary

    The rumor mill is soooooo quiet now, before the big announcements on Feb 3…I wonder what the surprise will be…

    • BenS

      Yes , its awfully quiet now. Maybe there’s really nothing out there, just CoolPix cameras. I’m not going to expect anything so that I will be “SURPRISED” if Nikon announces a new dslr or lens.

      Nikon wants us to be SURPRISED, then i will take steps to get me SURRISED. But Nikon should also take steps to SURPRISE us. It takes two to tango !

    • Gordon

      The fact we are a couple of days away and not even an inkling of any real information probably means Nikon have no real surrises for us. Looks like we have another 4 months to wait at the least until we go through the whole agony and disappointment again.

  • It’s been so quiet for the past few days. Admin will surprise like us like how Nikon will, I’m sure :p

  • aetas

    Im dying here. I just need to know what is going on. Please Nikon, send us a great new camera that makes “everyone happy” even the mighty ken R. and his magical d40. I dont know if I can make it more months in a row. Tell us on the 3rd.

  • Sash

    Who said that surprise will come on February 3rd!? What if they will wait until July/August? 🙂

    • That might turn out to be the surprise too :p

      • Broken Gonad

        The surprise better involve wide angle FF primes or I vow to open a vein in front of Nikon UK HQ…a bit like the buddhist monk torching himself in protest at the Vietnam war. It’s definitely that serious.

        • Andrew

          The 14-24 is like a box of wide primes. How wide do you want?

          • WoutK89

            He needs at least F/0.8, that’s why he doesnt want the 14-24, its just too slow and small

          • Broken Gonad

            Yes, it’s a great lens and I have it. Unfortunately it stops at 2.8, but you knew that already.

  • ways

    Nikon in 2010: “We plan to surprise the market”

    Market is ”surprised” at this moment.
    When they plan to surprise the market…?
    December 2010…?

    Be serious please.

  • I need a surprise. Why? My D300 has an “s” at the end of it. “s” stands for obsolete. Though it took great pictures a few months ago, it has gone the way of the D3. Both are not fit for even a beginning amateur since they only have a wimpy 12 MP. Canon looks much more impressive when gazing at the specs sheet and that is far more important than any photograph I may take with it. On top of that, all of my lenses are f2.8. That is a major issue because they are unusable unless they are f4 or f1.4. f2.8 doesn’t cut it anymore. No real photographer can take a decent photo with an f2.8 lens. My brand spanking new wide angle lens sucks as well. It passes the test because it is only 1 year old but it has no VR so it is obsolete already. I can’t take any decent photos unless I have VR at 10mm. My problems don’t stop there unfortunately. I have an SB800 flash. It sucks because it is a few years old. I can’t buy the SB900 or the SB600 because they suck even more so I can’t use flash. Also, my battery grip is garbage because it has no built in GPS. I can’t be expected to take decent photos unless I know exactly where I took the photo. This is especially cumbersome for studio work. So after buying all this gear, I have decided to switch to Canon. I couldn’t sell off the Nikon stuff because it is way to obsolete for anyone to buy it so I threw it all in the dumpster last night. Everywhere I go I can wear the Canon spec sheet as a badge of honor and people will KNOW that I am a real photographer. Not only that, canon has the same ergonomics as the Canon copier I use at work so when the firmware update is released, I will be able to send faxes and make copies with my 5D mk 2. Try that Nikon!! This is a sad day because I ran into a longtime friend right here on Nikon Rumors. I’ll be on Canon rumors from now on. We send in our rumors via fax directly from our cameras. The only thing that can possibly save this is if Nikon releases the D900 next week. It has to be no less than 24 MP, 3D super HD video, GPS, 200 point AF, clean ISO to 900,000, and cost less than $1200. I also demand the long overdue 9-500mm f1.4 VR II and it better be small and built like a tank for under $800. If not then no more Nikon Rumors for me. That is sad because I was hoping to meet my future wife here. Make it happen Nikon!!

    • Jabs

      Perhaps YOU need an upgrade!
      More MEMORY and a life for sure – LOL!

      Nothing wrong with the older equipment.

      If you were skilled, you could use an old Yashicamat TLR and some Fuji Velvia slide film plus ‘guess’ the exposure.

      Quit whining!

      • enesunkie

        (I think he’s being sarcstic)

        • Jabs

          YES – and I have a ‘wickedly terse’ sense of humor and was laughing at the dolt.

          10-4 bud!


      • WoutK89

        Someone has a bad sense of humour/sarcasm…

      • hehe

    • enesunkie

      Ya had me going till a third of they way down! in 10 years from now, I wonder what photographers will be demanding from their camera. The grand kids will be playing with the old 24MP D4. D700’s and D3’s will sell on Craigslist for what a Pentium 4 computer with 19″ CRT monitor go for now.

      • The single thing that made me turn was the whole 70-200 fiasco. I own the 80-200 but I want faster autofocus and VR so I need to get the 70-200. I can’t buy the new one because even though it has superior image quality over the old one, it may have a small inconsistency when viewed with a bright light down the wrong end of the lens. If I had a customer that happened to be carrying a bright flashlight and happen to notice this inconsistency, I would be the joke of the town and would have to throw the lens away. I can’t buy the old one because it now sucks. It was nearly perfect a few months ago but now it is very blurry, and vignetting makes it look as though I’m using a Holga. Everyone would laugh if I tried to buy that lens. I’ll have to buy the Canon version. It is painted white so it must be perfect.

        I love my Nikon gear and plan on getting the 70-200 VR II in a couple weeks even though it is worth $0 and has metal boulders rolling around inside. …maybe that is the key to VR II?

        • WoutK89

          Yes, that is the Gyro system 😛

    • Bob

      9-500VR lens!! That made me laugh

  • It’s so quiet on NR
    Is it the calm before ther storm ?

    • Louis

      i was thinking just that.

      …….2 more days (hopefully only)……….

  • Dweeb

    So Hasselblad will make a major announcement on Feb. 10th and gets no net coverage but this guy says basically NOTHING and gets 350 comments. Slow days I guess.

    • This is Nikon forum, if you need Blad informations, creat a Blad forum :o)

  • The Nikon “SURPRISE” will come form a Japan press announcement on Febuary 29th at 10.30 US ET time don’t miss it, that will be a BIG surprise.

    • WoutK89

      Well, you know to find the Tips button I hope…, unless this is a hoax

      • Louis

        given the respective local time in japan that would be very amusing to watch….. imagine a group of little japanese people in suits and ties looking like insomniacs with cups of coffee in front of them…..

  • Bob

    Feb 29th?

    • WoutK89

      he didn’t say which year 😛

  • getanalogue

    the surprise will be that there is no surprise – nothing

  • Anonymous

    Nikon, bring the Coolscan back!

    Film is the RealRaw!

    • I have one, did not touch it for 5 years !

      • Del-Uks

        Wich one? For sale?

  • ich bins wieder

    369 comments! Why? It is for Nikon users an important theme I think. Most of the comments were disappointed, as I´m too.
    What did the guy say in the interview? Nebulous phrases, nothing else, same procedure as every year. If they want to surprise the market, they have to top Canons picture quality in the middle class as D5 Mk II and the price tags. I believe they won´t do that. Last Test in the Swiss/German pro “Photographie”: winner Canon D7, second D300s. So, is this one of the “surprises”? Probably.
    If I would start again with photography, it wouldn´t be Nikon gear again(I do that for 48 years). So, that´s it.

    • WoutK89

      was the 7D winner, because of normal standard features, or just because it has more MP? It sounds to me like marketing only. And that’s why I stopped buying photo magazines for the reviews.

  • george

    I’m hoping the surprise is integrated GPS on all new nikon DSLR’s.

  • Nikkorian

    Nice, I’m always in for surprises! Funny though that I still read a rumor site, ruining the surpise mostly :-p

  • zen-tao

    I’d rather be surprised with more megapixels low priced, hight sensitivity and dynamic range. I wonder I’d be more surprised with a new concept of CMOS pattern even with a improved raw processor. I won’t be surprised with Video features. Actually I’m a little fed up of that

  • Geoff

    The surprise is they are selling the business to Microsoft !
    their next gen camera will run windows mobile and will double as a PDA. ;-P

  • Marie


  • Nikon Tech

    Perhaps the surprise is this:

    Firstly, a mirrorless style camera, interchangeable lens system announced with new sensor format = MX (factor x2.5), followed by later in the year at Photokina a mirrorless style camera, interchangeable lens system announced with a sensor size DX (factor x1.5).

    The DX version uses the same component body as the MX, but improves on the Expeed and allows the use of DX and MX lenses on the same body

    Just a rumor!


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