Nikon have clearly engaged a new marketing strategist for their latest (impending) release. As the third in the series of teaser films goes public the internet (well, that part of it that has nothing better to do than speculate about things that haven’t happened yet) is awash with rumour, claim and counterclaim about what the new offering will or will not do.
Everyone is claiming as fact that it will be called the Nikon DF, and it is being said that this stands for “digital fusion” (so, not a reference to Nikon’s single greatest achievement, the F mount then?). But the most interesting chatter revolves around the fact that it will, apparently, be a retro-styled camera. The reason this is interesting is because so much weight is being placed on its importance, but I have yet to hear a reasonable explanation as to why this matters.
I am all for cameras which make it easier to concentrate on the moment and not get bogged down in buttons and menus, so if the proposed retro-styling will deliver that, then good. But in my experience there is more than a grain of truth to the adage that form should follow function, and style for it’s own sake is pointless and expensive in what is for me a working tool. Perhaps the most persuasive argument against making cameras pretty can be taken from my early experience with the Fuji X100 – a lovely little camera that was also given retro styling. In my experience that styling became a hindrance because I want to be invisible with my camera, but in the case of the X100 I have often had to fend off potential subjects who were attracted to me not because of what I was doing, but because of how pretty the camera was.
I just hope this does not apply to the DF or whatever it ends up being called.
For those of you who prefer Nikon cameras (note to self, need to talk about pictures on this blog not cameras, otherwise no one will believe me when I say cameras do not really interest me), and who have a long enough memory and experience that they used film-based SLRs, the following teaser from Nikon seems to suggest a possible new direction for Nikon and its stable of digital cameras.
The question is, to what will it make a difference: how your pictures look, or how you look?
Those of you who have the patience to follow my posts will know that I use the X100 from Fuji, amongst other things. While not perfect, it was and is to my mind the first digital compact to be of practical use to the serious photographer.
Today Fuji demonstrated unequivocally that their support of customers is sincere and long lasting. Why? Well given that the X100 was superseded by the X100S quite some months ago, they could be forgiven for turning their attention away from what is in effect a discontinued model. But they did not. Today they launched a firmware upgrade from version 1.30 to version 2.0. It is an upgrade which is significant not only because it massively improves the performance of the camera, but also because I cannot think of another occasion when a manufacturer has chosen to support an end of life model when there is no clear short term material benefit for them to do so.
Fuji X100 – which started the ball rolling.
I am not the only one to have said this. But I am the only one to point out that Fuji went out on a limb and took what seemed at the time to be a considerable risk in launching the X100 in the first place. It was a camera which answered all my requests, despite people telling me at the time that no one would make a camera like it. Its success spawned a whole series of X cameras which are highly sought after and seem obvious in retrospect. As a result I think that this firmware update is in keeping with the ethos of a company which appears to be saying “we are serious about supporting photography and photographers”. It is the kind of action which will win them a lot of good will and loyalty, and if they continue to launch cameras like this, and the XE2 also launched today, they will swiftly cement a place as one of the serious photographers’ manufacturers of choice. These are proper tools made for photographers, not simply pieces of short-life consumer electronics.
Thank you Fuji, but to be honest, in the words of Renee Zellweger in Jerry Maguire, you had me at hello.