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Earlier this week, Canon announced its EOS R - a full frame mirrorless camera that the company hopes will go toe-to-toe with Sony, Fujifilm, and other companies that have already established themselves in the mirrorless market.
Canon no doubt hopes that the EOS R will also compete with Nikon's fresh duo of full frame mirrorless cameras, the Z6 and Z7, too.
The EOS R system - it includes lenses as well - is Canon's first serious foray into mirrorless cameras, and not a moment too soon, either.
The camera includes a 30.3-megapixel sensor and sports a native ISO range of 100-40,000.
As expected, the sensor makes use of Canon's excellent dual-pixel autofocus and comes with Canon's latest DIGIC 8 imaging processor.
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On back is a fully articulating touchscreen LCD and an OLED electronic viewfinder.
On top of the camera is a secondary information panel that gives you quick access to camera settings and so forth.
In fact, the EOS R looks an awful lot like the Canon 5D Mark IV, perhaps just a little trimmed down here and there.
But while it might still look like a typical Canon DSLR, the EOS R is definitely all mirrorless and all modern.
Specifically, the EOS R has a different control scheme than its DSLR cousins which is most noticeable with the presence of a dedicated control ring on the EOS R lenses.
What's more, there's also dials for zooming and manual focus, which, all taken together means that you can adjust certain settings - like aperture - on the lens itself.
See a first-look of this and other features of the EOS R in the video above by Kai W.
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Like Nikon has done for their Z mirrorless system, Canon is releasing multiple lenses specifically built for the EOS R.
That includes a 50mm f/1.2 L, a 35mm f/1.8 macro, a 24-105mm f/4 L (shown above), and a 28-70mm f/2 L.
Also like Nikon, Canon has designed a lens mount adaptor (well, three of them, actually) such that Canon shooters with EF lenses can use their old glass on the new R system camera.
That's great news for photographers that have invested in loads of Canon glass, or who want to add well-priced, pre-owned lenses to their bag for use with their DSLR and with a future EOS R camera, too.
Either way, the EOS R camera and lenses will be available in the latter part of October. Pre-ordering will get underway in just a few days' time on September 12th.
Via The Verge