![]() ![]() It’s proof - much like Apple when they were at the top of their game and coming out with new and innovative products all the time - that design, beauty and form mattered, sometimes a bit more than function. The PEN-F is arguably one of the prettiest camera designs … ever. Steve Job’s taught us a long time ago the form, design and beauty matter. That’s just an example of the kind of feedback I get from people when I dare step outside with the PEN-F. I recognize it’s anecdotal, but this doesn’t happen with any other camera I own. People stop me and ask me things like, “what is that?” “Where did you get THAT beautiful thing?” “OMG! What a cool camera!” “Does that shoot film?” “Where do I get one?” However, whenever I go out in public with the PEN-F, something strange happens. You’ve been there, you know what I’m talking about. Then they might ask what am I shooting or mundane stuff like a knowing comment about the lens’s bokeh or the camera body. The overwhelming majority of the time no one ever notices, nor comments, much less even cares about the cameras I’m lugging around - unless they’re photographers themselves. I go out in public with a camera on me all the time. I own a LOT of cameras - 17 of them to be exact: Three Sonys, six Nikons, two Canons, one Panasonic, two Olympus, two Canon Cinema Cameras and one Fuji. Olympus’s single biggest missed opportunity was the original PEN-F. Which put the camera between a rock and a hard place. At $1299, it was a bit to serious and expensive for enthusiasts while simultaneously a bit too consumer-ish for professionals. The Olympus PEN-F debuted in 2016, and it was positioned in a rather strange place strategically. Why am I bringing up a conversation about a 4-year-old camera from Olympus? Well, in my opinion, the single biggest missed opportunity in the digital history of Olympus is the PEN-F. At a minimum, it should boost sales for micro four-thirds cameras and lenses in general. But I have an idea that just might save Olympus in particular. The rumor mill has been predicting the certain death of Olympus and micro four-thirds in general for the last three years.
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