Thanks to Nikon Rumors, the internet has been getting info on a new retro-styled full-frame digital camera from Nikon, which Nikon has all but confirmed with a series of teaser ads. Said to be inspired by the classic FM series, the new camera will apparently be called Nikon DF for Digital Fusion and, surprisingly, will not be a mirrorless camera but will be an interchangeable-lens camera with a mirrorbox inside.
Rumors are that the camera might come with a 16MP D4 sensor, with the same AF system as the D610 with 39 points bunched in the middle, and the smaller battery from the D3000s and D5000s series. Nikon has all but confirmed that there will be a new camera, it's launched two teaser trailers (embedded below) for the new product so far, and Nikon Rumors says there will be a total of five teasers and a introduction video. The official announcement is likely to come in the next two weeks.
A brand new product line seems to tie in with Nikon President Makoto Kimura's remarks in July about its imaging business, where he says that:
To improve earnings, we must not only reduce costs, but also increase the appeal of our products, and the degree to which they are differentiated. We are less likely to succeed in developing differentiated products, if we only improve the functions and performance of existing equipment. I want Nikon to develop products based on new concepts that raise the bar considerably.
For the Imaging Company, it is crucial that we determine how best to adapt our strategies in response to market changes, particularly in terms of new products and product lineups. The rapid penetration of smartphones is causing the compact digital camera market to shrink. Previously, cameras and smart devices were not direct competitors. However, in the current market structure in which these products are competing, we must examine closely the concepts on which our compact digital camera offerings should be based. Thus, when it comes to interchangeable lens-type digital cameras, we need to question our ability to offer truly innovative functions and performance.
The Nikon DF might just be that "new concept". Stay tuned.