The Sigma BF is for me a revolutionary camera in two different ways. On one hand the design. Some might remember some Leica cameras which tried the same and obvioulsy it is very Apple like. Both are good things. The Sigma BF looks phenomenal. I just love the design and the thought process what to leave out (No card slot, no tilting screen, almost no buttons) and what to keep (battery removable, huge internal memory, high MP display, small LCD display, made out of one piece).
On the other hand, I love the strategy behind that Sigma BF. It is not really for "us", the traditional photographer. It is for people who used to have smartphones only, who are NOT content creators and who did NOT want to buy any kind of camera in the past, because they found their smartphones good enough for everything and all cameras too big, too bulky and too complicated.
It is targeted for people who want to take pictures, not "content creators". For people that might be interested in a better image quality than thier smartphone and/or want to have slightly more flexibility with focal ranges. But they will never, ever buy a "real" camera. The Sigma BF is exactly what they are looking for. Stylish, very high quality built and usability as close to their smartphone as possible. No smartphone user wants to deal with memory cards. Many even do not have a PC anymore.
These people are willing to pay a high price. Bear in mind that an Apple iPhone with that kind of memrory costs above 1.500€ and they buy this every year without hesitation. Money is no object here. It is about matching the needs and desires of this target group.
I am so excited. This will shake up the market. This will move the market. Hopefully others will wake up and try to go news ways too. If I would not have already an S9 and if it would not cost 2.000€ and I need my savings for other future cameras, I would immediatey buy one.
But this is not all yet. There are good news for those, who are not interested at all in the Sigma BF. Who are dying forsmall and light FFL and zooms in L-Mount. With the introduction of the Sigma BF it is clear, that Sigma will now push even more their lens-line up for smaller lenses. These are good news for all of us. Think about a small and light 28mm, 43mm etc. pp.
Great, really great! The future looks bright for all of us!
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