The S1H Mark II, and the other new S1 cameras should be here by now. Interestingly the Leica SL3 has arrived already. This is a camera that is engineered by Panasonic with Leica, and very much Panasonic in terms of electronics and firmware. The S1R Mark II has not come along with it. Instead Panasonic have given us two lower-end cameras, the S5 Mark II and S9.
What could be going on at Panasonic?
First let’s take a look at the release dates of Panasonic’s last major releases – these are equivalent to the Sony A7S, A7 and A7R line-up:
- Panasonic S1H: Q4 2019
- Panasonic S1: Q3 2018
- Panasonic S1R: Q3 2018
Q4 2019 is now 3.5 years ago and the S1/S1R launch dates back almost 5 years ago now. This is a very lengthy gap, the kind of gap which makes you wonder whether Panasonic is committed to the high-end camera market.
The first scenario is that the S1H, S1 and S1R are cancelled.
Perhaps Panasonic plan to focus on the Leica partnership for the high-end market instead, and leave Lumix catering for the entry level market which recent releases suggest could be the case. None of the flagship L-mount Lumix cameras sold all that well compared to Sony, Canon and Nikon. Plus if Panasonic wanted to prioritise a big gain in market share they would not be leaving key camera models like the S1R without a successor for the best part of 5 years. The S1 you could argue has been supplanted by the S9 and S5 Mark II since – but these are a lower-end refresh of the S1 tech and the same sensor, whereas the S1 sits in the upper mid-range $2500 bracket.
The second scenario is that Panasonic’s upper management want a controlled exit from the camera market altogether.
Going out with a few refreshes of existing tech such as the S9, and phasing out the expensive models. This isn’t a scenario I think has happened, but you can never rule it out in today’s rocky economic climate for tech.
The third scenario is that the cameras are simply late in development, or there’s been a switch in product strategy.
The S1H for example could be relaunched closer to a cinema camera in terms of concept. The next S1 might be waiting for a new technology that isn’t yet present – perhaps for example Panasonic originally planned to go down the usual route of Sony sensor, and now are developing their own?
Or it could just be that the Fall 2023 launch was scrubbed for Q3-Q4 2024, for technical reasons?
The final scenario is that Panasonic is waiting for as long as possible to see how the market plays out and for new technology to differentiate themselves from both competitors, and their existing models. Might we see a big exciting leap? Could it help Panasonic that Canon, Sony and Nikon have all now shown their hand?
In the meantime, at least Micro Four Thirds – of all things – continues to push forwards with a new flagship GH7!
