Why did the M-series fail in the Marketplace?

DISCLAIMER:- My Take as an ex owner of M cameras YMMV ..

Canon at the beginning didn`t seem to put their heart into it, they released the original M with a couple of lenses and added a couple more later and left it at that for way too long, even the original G1X was a more practical camera at the time IMO - I liked the M and 22mm combo a lot and loved that I could use the tiny bundled flash 90ex on my 1DS series work cameras as a small unobtrusive fill light but they took way too long to replace the M with a model with any kind of performance (the M6) .

the M2 was basically the same camera as the M and the M3 flopped because of dismal performance - it was when the M5 and M6 came out with DPAF that things got interesting but by then the 18-55 (which was very good if you got a hard to find top copy) was replaced with the (IMO) dreadful 15-45 (hard to get a good one and when you did wasn`t that good) , the cameras were too small to the EF adapter much fun or practical with all bar the smallest lenses, they still didn`t have any fast native zooms (and never did and still haven`t in RFS) and EVF option for the M6 was comically expensive ..

The next run - the M100 and 50 IMO moved things on a pace, superb cameras but I feel it was too late, there still weren`t any decent zooms bar the surprisingly excellent 11-22 and only a couple of really good primes (which were stellar) - by this stage, APS_C MILC was very much owned by Fuji and Sony

Then the M6-II was launched when many wanted an M5-II (built in EVF) , it was very expensive and was cripppled compared to the DSLR version (90D) in that they removed the EFCS option from the firmware so shutter shock abounded with any lenses with IS onboard -bad move Canon , a lovely camera apart from that and incredibly capable , could become a bargain prime cam in the future on the used market as it has the same RAW IQ as the new R7 in a pocket sized body..

I really liked the original M , the M6 and M50 with the 11-22 and 22mm prime - but M was and is very much a cult system because Canon simply didn`t care enough to plough resources into it . sad thing is that with the new RF APS_C cameras, lens wise , they`ve done the same thing (minus the superb M 11-22) , Nikon seem to have followed suit with the Z-DX line , though at least the kit lenses are fantastic there ..

The biggest mistake IMO was for canon to deliberately make the RF mount flange distance too close to M to allow adapters to be made in either direction (it`s that close it has to be deliberate) and as of yet they haven`t used the M 11-22, 32 and 22 optical units in RF-S lenses which they could with Zero R&D
Exactly! Deliberate is the operative word here. It's what I've been stressing (for years).

And mark my words, Canon is going to remain "Deliberate" with RF-S as well. ;-) It's all part of their protectionist long-term strategy.

Full Frame is what they want to sell most (and with good reason I might add).

R2
 
Exactly! Deliberate is the operative word here. It's what I've been stressing (for years).

And mark my words, Canon is going to remain "Deliberate" with RF-S as well. ;-) It's all part of their protectionist long-term strategy.

Full Frame is what they want to sell most (and with good reason I might add).

R2
Canon have always been more afraid of competition within their own product lines than from other makers - it`s been a constant pain for (potential) owners since the dawn of digital and has at various stages made them less/un competitive in the market place - So many cameras could have bee that much better if it had not been for the dreaded Canon Crippple Hammer
 
Exactly! Deliberate is the operative word here. It's what I've been stressing (for years).

And mark my words, Canon is going to remain "Deliberate" with RF-S as well. ;-) It's all part of their protectionist long-term strategy.

Full Frame is what they want to sell most (and with good reason I might add).

R2
Canon have always been more afraid of competition within their own product lines than from other makers - it`s been a constant pain for (potential) owners since the dawn of digital and has at various stages made them less/un competitive in the market place - So many cameras could have bee that much better if it had not been for the dreaded Canon Crippple Hammer
 
You also said "the M System (and the EF-M mount) also served as a placeholder until the R System (and RF mount) was ready for release."

You keep making these statements, but have yet to provide a single fact to support your repeated assertions. There is zero business case for what you keep suggesting.

Was the Nikon 1 system "designed to be replaced"? Was the Nikon 1 system a "placeholder" until the Z mount was ready?

The M system was most certainly not "DESIGNED TO BE REPLACED". The M system NEEDED to be replaced because Canon botched the initial design. I have done enough measuring and modeling of the EF-M mount to know that Canon literally missed by mere millimeters. I don't think you realize how ridiculously close the EF-M mount was to being able to fit a full frame sensor. There is nothing magical about the dimensions Canon chose for the EF-M mount. Fuji and Samsung, which both use(d) a slightly larger sensor, have smaller mounts than the M system. Nikon missed by more that a few millimeters, but the logic behind their errors were the same.

Canon did not need a "placeholder" until RF was ready. Canon had enough of the technological pieces in place that they could have launched full frame mirrorless even before the launch of the M system, but they were too concerned about maintaining DSLR sales. The same is also true for Nikon. Maybe more so as some of their early mirrorless cameras had some of the best AF of the time.

Canon and Nikon both made the exact same mistakes and both ended up with the exact same results.
Well you go ahead and read it your way, I’ll read it mine. You ask for proof, but the proof of the pudding is in the mix already. It’s history already for everyone here to see plain as day.
Ahh, so basically, you have nothing to back up your argument.
I’m not going to try to convince you (because I know your history here). You’ll just have to advance your knowledge on your own. I’ll continue my conversation with others.

Best of luck,

R2
We both agree that the M system was never meant to be a high-end pro system. Where we disagree is on the "how and why".

You are adamant that the M system was "designed to be replaced" and was only a "placeholder" until RF was ready. Basically, you believe that Canon was planning on full frame RF back in 2010, but needed to launch the M system to fill a gap until RF was ready nearly a decade later.

I am convinced that Canon originally only viewed mirrorless in terms of smallest possible size and did not see it as a tool that pros would use. It wasn't until the popularity of the a7 series that Canon realized they misjudged mirrorless and needed to pivot. To be fair, most manufacturers initially misjudged mirrorless (including Sony).

Your theory makes zero sense for multiple reasons. For starters, Canon had the technological pieces in place that they could have launched a full frame mirrorless camera way back in 2008. The original 2018 R was just a repackaged 2016 5D IV. Canon could have launched mirrorless full frame far earlier than they did, but deliberately chose not to. There is no magical technological breakthrough in the R system that wasn't ready until 2018.

Most importantly, why would Canon launch a brand new mount in 2012, only to replace it in 2018, when that first mount could have been adjusted by only a couple millimeters to serve both purposes? There is a mental disconnect in your argument... If Canon was planning decades in advance for RF to launch later, and the M system was only meant as a short term placeholder, why didn't Canon just adjust the mount by 2mm so it could serve both systems? Another disconnect... if Canon is planning everything decades in advance, why launch an entirely new system with a short 6 year lifespan? How can a company working on a long-term plan be shortsighted?

You think Canon was methodically following a grand master plan and I think Canon has simply been reactionary with changes in the market.
@nnowak Your arguments are incredibly sound, the history and Occam's razor make the case pretty clear, and I think you've pointed out numerous flaws with the alternative explanation proposed.

The "RF master plan, Canon intended to ditch EF-M all along" strikes me as so obviously baseless, implausible, and illogical that it simply can't be taken seriously.

I suppose I shall never cease to be surprised by the ... umm ... wide range of diverse beliefs out there people choose to hold onto, even in the face of strong arguments against them.
 
I just saw a nearly unused M6 Mark II kit sell for $610 on fleaBay, which seems quite low, which got me to wondering. The M-series should have appealed to a broad range of users.
In my opinion, Canon purposely limited the range of users the M series could appeal to. Both in terms of product choice and features.
Why didn’t it sell better? Was it a technical issue, such as lack of IBIS or AF performance? Or was it a “tweener” issue, where entry level buyers stuck with dSLRs and “prosumers” wanted so-called full frame? Or was it poor advertising and promotion by Canon?
Canon was protecting what they had on the market by artificially limiting the M series offerings and capabilities. They successfully soaked up sales from other vendors making mirrorless gear, so that goal was achieved. Now Canon have new mirrorless products to support, so resources are going there. Camera market is no longer growing like it was in the early 2000s.

sidentote: The amount of 'new' mounts that have died over the past 15 years has to be some kind of record.
 
I still have a m5 and m6 with add evf. I also had all the M lenses except the 35mm. I really liked the size, weight etc. If Canon would have produced a very good general use zoom lens without all bad copy nonsense and a similar telephoto plus faster AF for action and a few more AI type features, like a M5 mk2, M would still be my system. Moved on to M4/3. No interest in FF and another mount.

Greg
 
I just saw a nearly unused M6 Mark II kit sell for $610 on fleaBay, which seems quite low, which got me to wondering. The M-series should have appealed to a broad range of users.
In my opinion, Canon purposely limited the range of users the M series could appeal to. Both in terms of product choice and features.
Why didn’t it sell better? Was it a technical issue, such as lack of IBIS or AF performance? Or was it a “tweener” issue, where entry level buyers stuck with dSLRs and “prosumers” wanted so-called full frame? Or was it poor advertising and promotion by Canon?
Canon was protecting what they had on the market by artificially limiting the M series offerings and capabilities. They successfully soaked up sales from other vendors making mirrorless gear, so that goal was achieved. Now Canon have new mirrorless products to support, so resources are going there. Camera market is no longer growing like it was in the early 2000s.

sidentote: The amount of 'new' mounts that have died over the past 15 years has to be some kind of record.
I agree it was left in place to pick up some sales, but never developed fully into a system in the way it could have been.

With RF it does of course make sense to have a single mount, but Canon are dropping mounts all over the place since the 80s', 3 are gone if you include EF in the mix

IMO it was wrong to give users the silent treatment, that's a big red flag for any makers. Sony did the same too. Doesn't look good at all, and it's a sure fire way to irritate users.
 
The M50 sold well, both in Japan and the USA. I don't know about sales in other countries.
 
The M system was reasonably successful for Canon and for a time accounted for about 1/3 of their camera sales. The problem was Canon themselves.

Canon completely misjudged mirrorless initially and only saw it as a niche where all that mattered was smallest possible size. Canon did not see mirrorless as a "Pro" option. As a result, Canon picked dimensions for the EF-M mount that would later turn out to be too small for use with a full frame sensor. The second issue is the massive contraction of the dedicated camera market in the face of smartphones.

While it was no problem supporting multiple mounts a decade ago, it is a huge problem now with the drastically lower unit volumes. For long term efficiency, Canon needed to consolidate on a single mount, and the EF-M mount was not up to the task. Another new mount in the form of RF was a necessity. Had the EF-M mount been just a couple millimeters bigger, RF would not have been needed and EF-M could have expanded to full frame.

Basically, Canon misjudged the market and the EF-M mount became unsustainable.
Yep, it was a successful series and system. In Japan at one point, nearly every local I saw taking photos had an M50 and this was just before the pandemic.

Canon was complacent about mirrorless because they thought DSLRs will continue to be the preferred option / upgrade path. Canon was partly arrogant to ignore the Sony A7 when it was first launched, the A7R, the A7S.

The M6 Mark II is just slightly smaller than the A7C. All Canon needed to do was increase the size of the M6 Mark II to put a full frame sensor inside, with IBIS. It was however obvious they were not ready for serious competition with Sony when they launched the R and the RP, in a hurry, as a signal to their loyal following that they were now taking mirrorless FF seriously. DSLR users then were presented inferior choices for the mirrorless upgrade path, but they were not bad cameras.

The M series was to me the ideal intersection of portability and performance for a cropped sensor and was a good candidate for full frame body reference. Canon must have been led by boomers which is why they ignored the opportunity to shrink the size of full frame cameras when they decided to ditch the M series. There is a huge market for smaller bodies out there. One of the biggest roadblocks to upgrade from smartphone to a dedicated camera is the size and weight of cameras. My GenZ nephews and nieces - all born and raised in an environment where the iPhone is their picture-taking gadget of choice - are now praising what their iPhone 15 Pros can do. Over the weekend when we were having a family event, they saw my Sony A7Cii and R7 on the table and they decided to tinker with it. The first comment, "Whoa, this is HUGE! And oh boy, so HEAVY!" Note the lens on my A7Cii was a Samyang 35mm 1.8 which is small and on the R7 was the Rf28mm. They took a few photos with it, admired the images. I told them hey, you can bring one of those in your upcoming trip to Thailand. The collective reply? "I'm good with my iPhone." It could have been a different story if I handed them an M series camera with the 22mm.
 
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The eos m is a great system with great value, and a fairly attractive lens lineup.

however, before the rf system was launched, the ef system was losing users to Sony fe in droves. So to stem that flow, they needed rf, which then precipitated the demise of eos m.



the fundamental flaw was believing that people wanted crop systems, and probably was the reason the failure of the q, Nikon 1, Samsung nx, and vectis.
 

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