The first half of 2025 brought a flurry of new cameras, lenses, and mixed strategies from the biggest names in photography. From Fujifilm’s bold design choices to Leica’s underwhelming silence, the landscape is shifting—and not everyone is keeping up.

In this report, we break down each company’s key releases, their highlights and missteps, and give them a mid-year grade. Whether you’re shopping for your next camera or just want to see how your favorite brand stacks up, this guide tells you who’s excelling and who needs to step up before year’s end.

Camera Company Grades

Canon (B-/C+)
Focused on vlogging: V1 (fixed-lens compact), R50V (video-centric APS-C).
New lenses: 16-28mm f/2.8, 14-30mm f/4 PZ, 75-300mm (recycled DSLR design).
Criticism: No pro photo bodies, limited third-party lens support.

Nikon (A/A-)
Strong video push with Z5 II, Z8 firmware, and 28-135mm PZ cine lens.
Criticism: Still no full-frame Sigma lenses due to alleged Tamron exclusivity.

Sony (B-/C+)
Quiet first half: FX3 II, 50-150mm f/2.8, 400-800mm f/6.3-8.
Criticism: No major camera releases, stagnant APS-C support.

Panasonic (A-)
Launched S1R II (high-res), S1 II (video), and 24-60mm f/2.8 lens.
Praise: Open-gate video, firmware updates, cropless stabilization.
Criticism: Uninspiring lens designs.

Fujifilm (A/B+)
Diverse releases: X100VI, XE5, GFX100 RF, Instax Wide Evo, X half (film-sim compact).
Praise: Unique designs catering to different users.
Criticism: Autofocus still lags behind competitors.

OM System (C+)
Minor updates: OM-5 II, OM-3 (retro-styled), 100-400mm II.
Criticism: Lack of innovation, rehashing old designs.

Leica (D/L)
Only released the SL3-S (low-res cine variant).
Celebrated 100 years of M-mount with no new M camera.

Sigma (A+)
Strong lens releases: 50-150mm f/2.8, 300-600mm f/5.6-6.3, Cine line.
FP L camera with improved autofocus.

Tamron (C+)
Quiet first half: 16-30mm f/2.8 G2, firmware updates for existing lenses.
Promised more lenses in late 2025/2026.

Final Thoughts

Best Performers: Fujifilm, Sigma, Nikon.
Needs Improvement: Leica, OM System, Tamron.
Upcoming Expectations: Sony A7S IV, Fujifilm X-Pro 4, Canon R7 II.

Closing

Gordon promoted his new Gordon Gets Coffee YouTube channel.
Thanks to DxO for sponsorship.
Next episode: Year-end review with more updates.

Final Grade Summary:

A/A+: Fujifilm, Sigma, Nikon.
B/B-: Panasonic, Sony, Canon.
C/C+: OM System, Tamron.
D/L: Leica.

Tamron 16-30mm f/2.8 Di III VC VXD G2 Announced
Tamron has officially completed its G2 f/2.8 lens trinity for Sony E-mount with the launch of the new 16-30mm f/2.8 Di III VC VXD G2 (B&H) | Amazon | Adorama

Key features:
– Ultra-wide-angle zoom for Sony E-mount full-frame cameras
– Constant f/2.8 aperture
– VXD linear motor for fast, quiet autofocus
– Vibration Compensation (VC) image stabilization
– Moisture-resistant construction with fluorine coating
– Improved ergonomics and enhanced image quality over its predecessor

Trinity Completed:
This lens joins the 28-75mm f/2.8 G2 and 70-180mm f/2.8 G2 to complete Tamron’s lightweight and affordable G2 zoom lineup for professionals and enthusiasts.

Availability:
Expected to ship starting July 11, 2025.

Snappiness doens’t like the new X-Half ;)

No hate on the Fujifilm X Half camera, I applaud them trying something new (that’s what I’m all about actually). But if you’re going to go through the effort of making a cool “analog” digital camera, please do these things instead. :)

PetaPixel discussed the Mid Range mirrorless market status:

Sony
Sony’s mid-range strategy came under heavy criticism. The A7 IV is still being sold at $2,500 despite its age and lack of AI-based subject tracking. The newer A7C II and A7CR include updated tech but are compromised by stripped-down ergonomics. The podcast hosts agreed Sony needs a true successor—possibly an A7 V—with a stacked sensor and modern autofocus to stay competitive in this crucial segment.

Nikon
Nikon received some of the most enthusiastic praise for its new Z6 III, which delivers a stacked sensor, excellent autofocus, and solid hybrid performance at a competitive price point. The Zf also earned a nod for being a retro body that’s both stylish and functional. With recent hits like the Z8 and Z9, Nikon was described as the most consistent innovator in 2024–2025.

Canon
Canon remains strong, particularly with its EOS R6 Mark II, but the podcast noted that Canon has been more conservative lately. There’s a clear gap in their lineup between the R8 and R6 II—no real $1,800–$2,200 model exists to bridge the two. The R50 and R100 are fine entry-level models, but Canon risks falling behind if it doesn’t address the middle of the market soon.

Panasonic (L-Mount & MFT)
Panasonic got mixed feedback. On the L-mount side, the firmware updates for the S1R II, S1 II, and S1 II E were praised, but concerns were raised about thermal management and a lack of mid-range offerings. On the Micro Four Thirds side, the G9 II is solid but isn’t clearly positioned as a true mid-tier model. Panasonic seems to be abandoning the $1,500–$2,000 range entirely.

OM System
OM Digital Solutions was described as “doing a good job without doing anything new.” The OM-5 is essentially a rebranded Olympus model, but it still sells. The E-M10 Mark IV continues to serve as the entry-level option, and a rebrand to OM-10 is expected. Their strong focus on outdoor and nature photographers keeps them afloat, but innovation remains limited.

Leica
Leica was only briefly mentioned and continues to operate in a niche high-end space. No new gear was discussed, and it seems Leica’s focus is not on broader market relevance but rather on delivering prestige products for its loyal base.

Sigma
Sigma received positive notes for its prime lenses but criticism for a lack of new camera bodies. The fp L was acknowledged as unique but niche. Overall, Sigma appears to be focusing more on optics than system expansion at this point.

Conclusion
The podcast made one thing clear: the mid-range mirrorless space is in flux. Nikon is leading with strong hybrid cameras, while Sony and Panasonic seem to be losing ground. OM System and Sigma are playing it safe, and Canon is coasting on past momentum. Whether it’s firmware, ergonomics, or pricing, users want fresh, innovative gear—and not everyone is delivering.

Venus Optics just announced the new Laowa 12mm f/2.8 autofocus Full Frame E-mount lens. You can preorder it now at BHphoto, Venus-store, Amazon.

Official product video:

First reviews:

For $99 you now can preorder the new Echolens on Kickstarter (Click here). This is what makes is so unique:

Mapcamera has published the most popular cameras for May:

1. FUJIFILM X100VI
2. Nikon Z5II
3. FUJIFILM X-M5
4. RICOH GR III
5. RICOH GR IIIx
6. Canon EOS R6 Mark II
7. Nikon Z50II
8. SONY α7C II
9. Canon EOS R50 V
10. FUJIFILM GFX 100RF

Considering that Fujifilm and Ricoh account for half of the rankings, it is striking that Canon, Nikon, and Sony appear to be struggling. Sony in particular is represented by only one camera in the top 10!

Used camera market:

1. RICOH GR IIIx
2. SONY α7III
3. RICOH GR III
4. Nikon Z50II
5. SONY α7IV
6. Nikon Zf
7. Nikon Z-fc
8. FUJIFILM X-T5
9. SONY α7C II
10. Canon EOS R6
11. SIGMA fp