Take the Canon lineup as an example of a much better priced lineup (current rounded EU prices with VAT for simplicity):
- R100 – €500
- R50: €660
- R50V: €740
- R10: €850
- R7: €1,400.
With these models, you can start with a lower-level model and upgrade to a higher-level model at your own pace, without having to change your lens collection. If you then decide to switch to a full-frame model, you can start from the same price point (or even lower, considering the discontinued RP model, which is still available new for €700).
- R8: €1,400
- R6 II: €2,100
- R5: €3,200
- R5 II: €4,500
- ...
Having started out years ago as a penniless student with a humble Nikon D40 before slowly making my way up, I can certainly appreciate the path that Canon lays out for its customers. It's no wonder they have the largest market share.
I do not even know what to think about Nikon. There is no proper upgrade path after the Z50II. The Z5II and Z6III are both very nice cameras, of course, but how is Nikon going to nurture the users who will upgrade to them (and lenses)? Or do they hope that people will just jump into expensive full-frame photography without any prior experience? Do they only want to cater to existing (and inevitably declining) Nikon users?
It isn't a complete system. It's just a pretty good, albeit expensive, full-frame system. Perhaps Nikon should stop messing around and drop their frustrating APS-C line altogether?
Besides, it's the lens that forms the image recorded by the camera. Nikon sports, bird, and wildlife lenses are better than the competition's.
Even if that were true, why did you choose only sports, birds and wildlife? Are there no other equally important genres? I, for one, do not do much of action photography, but I would gladly buy a Z500 camera just for its other features.
At the price for a top performance 45mp FX camera, the Z8 is indeed excellent value with its Z9 stacked sensor and Professional design. IF you have the $3500, that is.
But why pay the $3500 price for a "D500 Replacement" against the $1500 Canon M7, or the $2500 Fuji XH2? With IBIS, high frame rate etc, RAW PreCapture both these APC cameras are distinctly superior for wildlife and sports photography. They leave the new Z50 II in the dust.
If a person wants to invest in those systems, they should. The X-H2 and H2S are solid systems and Fujifilm is deeply committed to the APS-C format. Nikon isn't as committed to APS-C and that's OK.
If Nikon wants to continue to exist as a mass-market camera manufacturer, that is categorically not OK. They must either provide a viable line-up of cheaper cameras with a clear path forward to more expensive models, or become a boutique manufacturer like Leica or Pentax.
In the late 20-teens, Nikon was on the brink of financial ruin because they tried to serve the needs of every photographer by offering a bloated product line with too many products that didn't sell.
Are you sure that was the reason? And not the Key Mission fiasco or Nikon 1 mismanagement?
Nikon has embraced a more targeted focus on a specific desirable customer. That focus had led them back from the brink. Nikon is much better positioned for longterm success in 2025 than they were in 2015.
I do not see any clear indication of long-term success. Their last financial report wasn't exactly rosy or promising. The Z8/9 pair was certainly very, very successfull, but how many expensive full-frame cameras can you sell once the market is saturated? The Z6III had to be heavily discounted to be moved from the shelves. The Z7II is lingering, missing a successor.
And the chaos with tarifs in the USA isn't exactly helping.
Fujifilm and Canon must be attracting hobbyists and DSLR owners seeking high performance DX by paying $2000-2500 for a stacked-sensor XH2 or $1500 for a M7 Mk I - BUT the R7 Mk II is pending
https://www.canonrumors.com/canon-eos-r7-mark-ii-to-drop-the-mechanical-shutter/
https://fstoppers.com/gear/canon-planning-big-camera-release-later-year-702050
Nikon has nothing vaguely close to an answer in the DX flagship category, as the Z50II is in the sub $1000 DX category- no IBIS, so no Synchro VR, Rolling shutter effects with electronic shutter etc
Nikon's focus is on cameras costing $2K and higher. That's a price range many enthusiasts and most professionals are willing to pay to get the performance they desire.
In what way is Nikon going to nurture those enthusiasts? Not many people in the world can routinely afford a $2k first camera. And even if they can, they might as well just get a Leica instead!
As a wildlife and bird photographer who shot with a 500 for six years, I'm happy that APS-C enthusiasts have options, including cameras capable of performing well in that verve genre. Nikon doesn't have a professional APS-C fast action body. That's unfortunate but also in sync with the business model; a model with which they've found success.
A temporary success, I might add.