It is time for another reminder: there is still no reliable information about a new Nikon Z90 APS-C camera (or Z80, or whatever the latest flavor of the day is), and there will definitely be no Z90 announcement next month. Everything you see online is pure wishful thinking combined with clickbait titles by sources that have never correctly reported a single Nikon announcement in the past. Nikon Z90 camera rumors have been circulating for years, and I have yet to see anything to indicate that such a camera is on Nikon’s roadmap.
All of the latest Nikon APS-C rumors were probably triggered by the comments Nikon made at a recent Q&A session that was part of their latest financial reports:
Q: Please tell us about the future outlook and market conditions.
A: Looking at market trends, APS-C size cameras are becoming more popular than full-size cameras, partly due to improvements in the performance of APS-C products from various companies. In particular, in the Chinese market, sales of full-size cameras, which had been strong until now, appear to be slowing down somewhat across the industry. We aim to expand our market share in the mid- to high-end model segment by offering attractive cameras and lenses, such as the highly acclaimed “ZR” digital cinema camera.
Q: In the Q2 (July-September) results, both profit and profit margin appear to have deteriorated compared to the same period last year. What factors contributed to the decline?
A: Changes in product mix have had a major impact. Until the first half of the previous fiscal year, we focused on high-end models, but since the second half of the previous fiscal year, sales of mid-priced models such as the Z50 II have increased, and the proportion of volume zone models has increased this fiscal year. As a result, although sales volume increased, average selling prices fell, and operating profit decreased by approximately 5 billion yen compared to the previous fiscal year. In addition, the impact of foreign exchange rates of approximately 500 million yen and the impact of US tariffs of approximately 1 billion yen each acted as downward pressure factors. (recently reported by dclife)
