![]() ![]() And now, in the sweltering Tokyo heat, the company's leaders, engineers and marketing teams are preparing with nervous excitement to release a camera that they believe will put Nikon back in the game, put its competitors back in their place, and restore their company's reputation as a manufacturer of world-class professional cameras. ![]() ![]() Nikon – a company once synonymous in the camera world with the word 'professional' – is at risk of appearing out of date, and out of step with a new and more demanding generation of photographers, tempted by flashy new technologies on offer elsewhere.īut all that is about to change at least that's what Nikon executives hope. The company's traditional dominance of the high-end camera market has been steadily eroded, with the biggest threat coming from a hungry competitor with a reputation for technical innovation and rapid iteration. But what exactly does a 'D3 moment' mean? ![]() The company is hoping that the new Z9 will have the same impact on the mirrorless Z-mount lineup as the D3 did for its DSLRs. In our conversations with Nikon representatives, one phrase has come up again and again: 'A D3 moment'. ![]()
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