New Leica M-P Type 240 Titanium limited edition camera coming soon

Leica will soon announce a new Leica M-P Type 240 Titanium limited edition camera that will come as a set with the APO Summicron-M 50mm f/2 ASPH and Summicron-M 28mm f/2 ASPH lenses. Only 333 sets will be produced worldwide (click on the image below for larger view):

Update #1: the price of this limited edition camera set is rumored to be £17,900 (around $23,700).

Update #2: the camera is now officially announced.

Maybe this camera is just another confirmation that there will be no new M at Photokina - otherwise why would one introduce a new and expensive limited edition from a model that will just get replaced. Or maybe this limited edition is the reason why there will be no new M at Photokina...

Pictures via NPC Photo @Facebook

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  • Brennan McKissick

    Ugh, lame.

    • Simon

      Ugh, why?

      • Brennan McKissick

        Special Editions are cool because they bring in R&D revenue but I’d rather see a new M instead of the same old rehashed “special edition.”

        • Adam

          So would not pricing your cameras out of the market. If @ launch the SL and zoom were priced the way it’s priced in HK. A lot more people would have picked up an SL, a lot more incentive to make lenses. A lot more money gained in the long run. Hence bettering the Leica community. Right now Leica seems to wanna be luxury so bad that they’ll forgo quality/service/ingenuity/and market share. It’s almost like they wanna be bought out by LVMH or something.

          The CEO used the Porsche analogy to me when referring to pricing schemes they have setup. He basically meant that they don’t want to fight for actual photography market shares.. They want to entice collector markets and luxury buyers by having their goods be expensive it puts them in a completely different market. That’s the point of the high pricing, that’s the point of the L.E. cameras.. The problem is, when you’re in a collectors market, you start designing and engineering for collectors not photographers.. And what happens? You are no longer a photography company. And that would be a crying shame.. Because Leica use to make some really good lenses. Now Leica is equal to watch brands that pump out L.E.s ever other week like Panerai.

          Personally if I had the financial resources and ran the company, I’d probably get rid of some of my profitable “Leica badge” lines to focus on turning the company back into an actual photography company. To actually build on the heritage and do right by all the great people who worked to make Leica into a great brand. Rather then being a rich asshole who just wants a luxury brand for the sake of owning a luxury brand. And just wants to ride the logo into the ground.

          But what do I know, I’ve only shot with every Leica ever built. I’ve only used every Leica lens save for a few variants on the M and R lines (so many variants). But honestly sarcasm aside, I guess that does not qualify me to run a company. It also doesn’t qualify me to make decisions about what Leica should do. I’m clearly no longer even the right market, I’m just a guy who likes good lenses.. And Leica is for collectors no longer for photographers. Or at least no longer for working professionals who demand their gear be reliable.

          Heck maybe the SL primes that come out in the next few years will be reliable and good. For people who love M, S and R lenses, I hope this is true. And if it really does take L.E. cameras to fund SL R&D then great.. But again, wouldn’t you think SL purchases would incentivise making SL lenses. If everyone is just buying L.E. cameras, wouldn’t you just continue to make L.E. cameras? And look at how many L.E. cameras there are for the M240, I think a record high. Are they really even special anymore?

      • Adam

        My only gripe would be the fact that you’ll have a hard time finding matching lenses to the body. That and the lenses aren’t actually TI they’re just coated with a coloured coating to make them look TI. Previous special editions had actual TI lenses.

        I use to buy black bodies only (now I don’t support Leica). But every once and in a while I’d get lured into buying a silver body. I then end up buying silver lenses.. But never like the flashy nature of them. So I’d sell them off pretty quickly. The only other advantage to the Silver body is the fact that you can put coloured leather on them. Looks good. But the back panel piece that connects the buttons and the LCD is black. So that ends up bothering me. And I just use black leather, which defeats the purpose of buying the silver for the ability to switch leather colors.. Thus I sell it off.. Besides again for work, black is better, and I actually use my M cameras for work. Also will add that black leather (real leather) on a black M looks good. Especially the matte finished black cameras like the M246 and I guess a la carte M240s.

        End of the day, these special editions are just dumb cash grabs. But whatever makes people like @fotografieporter:disqus happy since he’s apparently buying two of them.

        BTW, to respond to your early comment LeicaPorter, you can be a collector and user.. But one day Leica will screw you somehow, and you’ll stop wanting to be a brand whore. I know, it happened to me. Although I was always a bit more realistic with what I’d considered L.E. cameras. I also had the M60 and M9TI because I liked them.. But Leica doesn’t really care about their loyal customers who ask questions and complain. They only care about the ones who continuously consume without question or complaint. So happy collecting/shooting whatever you do with the cameras. I wish you no service issues!

        • Lol man I own PhaseOne and Alpa too so no no I am not a brand whore. I just like nice things. I have had very good customer service so far with Leica Store Mayfair, Jimmy he’s amazing. Am sorry that Leica let you down but surely they won’t die without you. 🙂

          • Adam

            Not while people are buying L.E. cameras, that’s for sure.

          • What L.E?

          • Adam

            Limited Edition = L.E.

    • Like you.

      • Brennan McKissick

        Like your “comeback.”

  • For what it’s worth, the cited Facebook page is a dealer based on Hong Kong that sells the SL with 24-90 lens for $8,000. I wonder how they can do that when the Leica-enforced retail price l here is $12,400? Anyone know what kind of duty I might face if I took it back into the USA?

    • Johann Mikael

      Remove the packaging. Get it in the bagback. Don’t say anything. They won’t say anything.

    • Adam

      I was at war with Leica over this.. I’ve given up after their CEO basically told me he didn’t give a crap about his loyal customers (me). So I’ve been unloading Leica gear ever since. BUT if you want to buy a Leica in HK, there are a lot of good dealers. And a lot of good deals. Thousands under USA retail prices. And the import tax will be roughly your normal state/federal tax, since it’s an electronic good.

      • sperdynamite

        The fact that you can get cheaper Leica goods is not what you should go to war with the CEO over, it’s their repair service and support that needs overhaul.

        • Adam

          Yes, this was one of the issues I raised. After multiple S-system failures, multiple M-system failures and a whole lot of time being without cameras/lenses etc. I think the only reason I was a loyal customer was because I needed to own two or three of the same camera/lens etc just to work without risk. But that’ll never change because Leica’s core target group are collectors, not users.

          • Sad times Adam. I am a user and collector. No trouble so far.

      • This seems like an odd reason to unload your gear. Doesn’t it still suit your photographic needs well?

        Is the problem here that Leica can control its retail pricing in some markets and not others? Are minimum acceptable prices not allowed in Hong Kong? Seems to me that’s simply a good reason to visit Hong Kong …

        • Adam

          Well first off, it’s the photographer not the gear. I do love shooting with M cameras, the S-system has some great lenses but has become downright shit in the quality of manufacturing and technology dept. But really I just got sick of the lack of customer service and the fact that all Leica really seems to care about is being a luxury brand. Long repair times. Unfair pricing (and why this matters. Simply because if the SL kit were cheaper on launch, maybe more people would have bought into it, and would have given Leica more motivation to produce lenses for it. As of now it’s sales numbers are crap thus why would Leica hustle to produce more lenses for it?).. Just doesn’t inspire confidence in the brand. Nothing coming out of Leica anymore inspires confidence in the brand. Why continue to support them when there are other brands out there that can get the job done for cheaper with better professional support. Yes again, I love rangefinders and I love some of my M lenses, but I cannot rely on Leica, and after conversing with the CEO I honestly believe that Leica doesn’t care about the professional photographer. Only the collector and amateurs who buy into the brand thinking it’ll make them better photographers somehow.

          • Do you have any evidence that SL sales are poor? There seem to be quite a few active users on the various Leica forums, and their customer satisfaction ratio seems to be the envy of other camera makers. Now, perhaps this is because they have yet to deal with Leica Service, but it’s still worth noting.

            I asked the Leica Store Miami, and they say SL sales are pretty good, selling maybe a couple a week. That seems fine for one store and a $7,500 camera with a $4,950 standard lens. However, it’s fair for me to note that the quality of Leica stores seems very uneven, with theirs being the best, so I would expect their sales to be higher than normal, too.

            You appear to have forgotten about the Q, which continues to fly off the shelves at a spectacular pace and is never available for long at the standard retail price. It seems likely that Leica is pretty much minting money off it. I own the Q and am absolutely delighted with it.

            I don’t think the Q improves my skill or talent as a photographer, but I do think it opens up possibilities of a small and light full-frame camera that I can take anywhere without strain. I find that I’m holding it close to subjects, putting it in unusual positions that would be tough for bigger cameras, and enjoying the super-sharp lens and high resolution. After reviewing my pictures, I would say that the Q has made my photographs better.

            Can you tell me a little more about what problems you’ve had with Leica service? I know Nikon(*) has service problems of its own as well, with repairs generally done in weeks. Is Leica any worse?

            (*) I have no awareness of what Canon does.

          • Adam

            Repair times where I live (I own two homes but one is more centrally located to service centres. As in, I’m 30 minutes from all below centres):
            Canon = 1 hour to 1 day (rarely need service)
            Nikon = 1 day to 3 days (rarely need service)
            Sony = 1 week and a lot of fighting
            Fuji = never breaks, but I’ve heard good things.
            Leica = 8 weeks minimum 8 months likely (seems like something goes wrong constantly. Remember I have S/Q/T/M/SL kits, and the S is just the worst offender repair wise.)

            Poor sales: Two US dealers (one major, one is minor but has a following). Three HK dealers including one that knows the China market well.. They all tell me sales are way lower then expected verging on poor. A handful of people on the camera forums don’t make up a majority of Leica’s target market remember.

            I did not forget about the Q. It’s been reliable so far. No issues with it. I’ve purchased and sold it three times. I asked my one of my HK dealers if there is a big demand. He told me it’s more a matter of low supply. Leica doesn’t seem to create very many of these at a time. My only personal gripe with the Q is the fact that it’s actually a 24mm lens that they stretch the corners of and crop to make it a 28mm lens. So you’re not exactly getting full frame, and if you put someone right in the corner (happens with group shots) sometimes they get alien head from the stretching with the in-baked digital corrections. On that note, my SL and Zoom also does funny business. The lens is definitely not “no compromise quality” as their are HEAVY digital corrections. The lens on the wide end almost doesn’t even cover the image circle of full frame.. I guess thats what happens when you stop building your own lenses and let other people determine your values.

            I like the SL EVF and I like the ergonomics. I actually don’t like the way the camera functions from shot to shot, and the display that you see through the EVF. Egonomically it’s great for selecting things and going through menus quick. But functionally it’s terrible (to me).. I know it seems hard to explain but I feel the layout and use wasn’t thought out, even though the ergonomics are good.. Make sense?

            Also just to note, I have a VERY sneaky suspicion that Leica gets the SL sensor from Sony. I know it’s been posted that they get their sensor from some other random company. BUT I think that random company is just some corporate tax thing. But in truth said company buys Sony sensors and rebrands them… Why do I think this (and it’s just a theory). BUT I have two 50APO lenses (because one was in Germany for 8 months so I bought a backup) and I had wanted to play with the A7II. So I put one lens on the A7II and one on the SL. I walked around with my friend for 3-4 hours basically taking the same pictures (I was also teaching him about photography, exposures etc).. Anyway we loaded the images on the computer and save for WB which needed to be corrected to mach each camera. And a slight +5 adjustment to the A7II saturation (one of my 50APOs is less saturated I have confirmed this on my M cameras). They were identical. And when I say identical I mean that I was getting similar eye dropper values almost across the whole image. So I’d sooner say an A7II w/cover glass modification is a better investment then the SL if you plan on using M lenses. BUT if you want to use SL lenses (limited as they are in selection) then an SL is the only way.

            Anyway, sorry for the rant.. Kinda done wasting my time on Leica. I’m only really checking Leica rumours from time to time to see what’s coming out to help me price my remaining Leica gear. BTW you want a really good camera.. Best colors, best sensor but a little older. The S-006 is literally the best camera I’ve used for portraits (and I’ve used them all). IF the lenses (and sometimes camera) didn’t break, I’d never sell it. But I can’t confidently use the system as a professional so it has to go. If someone is an amateur user, it’s a FANTASTIC camera body. That and there are a few GEM S lenses. And you can get an S and lens for less then an SL+Zoom. WAY BETTER IMHO.

          • Thank you for a very interesting and thoughtful reply.

            I would definitely be upset to the point of apoplexy if I had to send in a Leica camera for repair and it took eight weeks, or even longer. That’s a terrible thing to do to a customer. And I have heard the S models have not been as reliable as customers would like, which makes matters even worse.

            I’m impressed that you got a meeting with Leica’s CEO; that makes me think he’s more accessible than, say, Nikon’s. What did he say that dismayed you so much? Surely he wants to help Leica’s image and fix the camera repair problems?

            You seem lucky with your location, since I was told that if I sent my 24-70 f/2.8 lens to Nikon for repair, it would take about three weeks. That’s a lot better than eight, but still far longer than I would consider acceptable. Fortunately I have been lucky with almost all my camera equipment so I’m not that worried in general about repair times. Has your SL been reliable?

            I’m interested in the SL primarily because it’s a high speed camera like the D5. I’d also like to be able to do 4K video. I specialize in candid event shooting where things happen in instants and my camera needs to be ready. So the S probably wouldn’t suit me well even though I know it’s an excellent camera for what it does. It is also larger and heavier, and I would like smaller and lighter.

            I am easier on the Q than you are, since I love its high speed and small size/light weight. I’m pretty sure the choice of distortion correction over optical perfection both made the camera more accessible to customers and helped with the size and weight. I’m sure it is a problem in some circumstances, as you have said; so are the alternatives and tradeoffs.

            You have definitely made me curious about SL sales. This would certainly explain why the prices are lower in Hong Kong. I suppose lowering them in the USA would be seen by too many as a sign of failure.

            However, you did say that sales were above the minimums required to call them “poor”. I would say that if you are introducing a completely new camera system, that is extremely expensive, in a highly competitive market of professional photographers who tend to be very attached to their current camera’s ergonomics, low sales would be expected at first.

            If you are competing against the Nikon D5, which costs $6,500 and has a $700 WiFI adapter, and you are including WiFi and GPS in your offering, I actually don’t think price is your problem. You are going to be almost exactly the same price as the D5 with GPS and WiFi added through awkward dongles.

            The real problem is lens prices, not camera prices. I paid about $2,400 for my 24-70 and the newest 80-400 would cost $2,300. So I have less than $5,000 for both lenses. The closest equivalent SL lenses are $4,950 for the 24-90 and $6,350 for the 90-280. This means you are paying over $10,000 for both lenses, or way over double, and you are not getting even an attempt at 400mm.

            To me it’s like Nikon is Windows and Leica is Macintosh. Leica is trying something fresh and innovative. The design is different, and I think nicer. The focus points cover the entire size of the image, instead of just the DX frame. You get lenses that appear, to my admittedly untrained eye, to be significantly higher quality than Nikon’s.

            I tried shooting the SL at the Leica Store and was pretty impressed by how nice it is to handle and shoot with the 24-90. What don’t you like about how the camera functions from shot to shot, as you say?

            Obviously collectors are a major Leica target group, or we would not see all these special editions. But clearly they want working photographers as well, because the SL, S and Q seem unlikely to wind up in the closets of many collectors.

            Truthfully, I think you love Leica but are pissed off at them for poor service. Based on what you are saying, I can’t blame you. I hope service improves, hopefully thanks in part to complaints like yours.

          • Adam

            Dave, I’m a persistant person, we can leave it at that. As far as location, yes I live about 20 minutes from all the repair centres which is a good thing (save Leica because although there are tech staff here, they don’t bother touching the gear).

            I’d much rather write to you about the Q and SL, as it’ll benefit you the most. For whatever my opinion is worth.

            The Q is great, don’t get me wrong. I’ve bought and sold it several times, but more for personal preferences then it’s capability. It’s quick, small, and doesn’t get in your way. How a camera should be, especially a street one. The issue with me is that 28 just isn’t my jam. Especially for events and weddings. I’m more a 35/75 kinda guy (two Ms and the 35FLE and 75APO lenses, plus a spare M in the bag with a 50Lux or 50APO depending on the venue). The things that bother me about the Q are the digital corrections. Leica most definitely compromised when building it. They could have went with a lens design that made the camera worth the extra few thousand over the RX1RII, but they chose not to for whatever reason. A lot of people use size as an excuse. Heck Kaufmann used that very same excuse when he was defending the 24-90 SL. But the truth is, the M lenses are small, and didn’t rely on digital corrections. Sure some M lenses are better performers then others, but Leica does have the ability to make no compromise gear, they just choose not to. Reguardless the Q is amazing. The last thing that bothers me about it, I was a firmware beta tester and I loved the middle (unreleased) firmware tweaks, but a few additional tweaks were made before the final release and it just killed it for me. After updating to the final firmware I found myself frustrated and decided to sell it off. Personal user preference, and I don’t really want to get into details because it was a beta program and it’s not really cool to discuss the firmware fixes that never were.

            Anyway, on to the fun bit for you, hopefully. The Leica SL is a great camera on spec. And at first try it’s spectacular. The EVF is great, no doubt. The problem is two fold though. The first one I can touch on quickly. It’s simply that the 24-90 is to slow of a lens. I don’t mean for bokeh whores. I mean to slow for an EVF, and for Leica’s AF tech. In a ballroom you’re lucky if you nail focus with 2.8, by the time you zoom out to 90/4 you’re not gonna hit focus without two attempts at best. Walking subjects forget about it. So really as it stands the camera isn’t a event camera. Unless you’re shooting on an LA red carpet with a bunch of Arri 4ks lighting the side of the building. Since mirrorless cameras rely on on-sensor-AF they don’t benefit from IR assist beams, so really nothing will help the SL aside from fast lenses. Now to test this theory I went out and bought the 35mm Summilux-T. But even then it had trouble when the lights went dim. An unfair assessment I guess, since the 35mm Summilux-T isn’t really a great AF lens. But by comparison my new X-T2 cameras lock focus at f/2.8 no problem in dim light. Hopefully the 50 Summilux-SL will be a faster focusing lens. But in bright sunlight/good light the SL is a great portrait camera. And I’d even say that the SL is verging on a sports cam if you shoot sports with one shot, and in good light. Tracking and continuous shooting has nothing on X-T2 (for mirrorless) and not anywhere close to the D5/1DxII. But you can use it, just not if your career depends on it.

            Now here is where it gets trickier to explain. When I said shot to shot, I actually mean how the thing responds, the decisions Leica made to have the camera work. Like the fact that you can’t really get a WYSIWYG EVF unless you half press the shutter. So it gives you an estimate actual exposure and you need to half press to get the real exposure. It can really get troublesome in backlit situations, to almost downright unusable. Not to mention in general it can slow you down if light is changing rapidly and you’re not relying on the camera to determine exposure.
            The focusing choices are a bit distracting visually. The zone focusing one especially. And the focusing accuracy can be a bit hit or miss. In the sense that sometimes you think you’re focusing on what’s in the + but really it’s giving you focus below it. That glitch happens pretty often (not just to me). Face detect is sketchy at best. I think Sony gets the win here by a LARGE margin, large enough for me to say that I’m not a fan of anything but one point on the SL. Now it’s not to say you can’t use it for sports etc. It’s just to say that there is better. Canon/Nikon they don’t loose in this dept. The SL isn’t a sports camera. It’s a day time event camera. I shot two weddings on the SL. In daylight events the camera seems fine, but the flash system is pretty terrible for what it’s worth.
            Then onto the sensor.. I straight out just don’t like it. It CAN take good shots in ideal lighting. But higher ISO or tricky lighting conditions and it just doesn’t look good. Needs a lot of work in LR compared to the M240 sensor. And the colors just aren’t good. Sure it has better ISO, but also has slower lenses. So at the end of the day with the current lens lineup you tend to see the uglier side of the sensor more then you’d like. Subjective of course, but I’m no stranger to good sensors. And this isn’t one of them.

            Anyway, I hope this helps you at least see what to look out for when you’re doing a demo with the unit. And if non of the things I mentioned bother you at the end of the day. Then buy the camera. Heck I’ll sell you mine (but not HK cheap, I’ll loose to much money).

            One more thing to note, I do like RF focusing, so I rarely take my SL out over my M. M is smaller, and faster for me to focus. Also the EVF of the SL jabs into my side unless I have a heavy lens on the front of the SL (21lux,50noct,75lux most other lenses aren’t heavy enough and I get jabbed). So overall I just prefer the M240, not even getting into the sensor and colors.

            Though on the occasion I have taken out the SL with M lenses… It’s a better ergonomic experience then Sony. With a few firmware updates I’d say it would even be a better shot to shot experience then Sony. BUT the sensors are EXACTLY the same SL and A7II are EXACTLY the same.. Don’t kid yourself into thinking the SL will give you better colors or etc. So begs the question, why not just buy the MUCH cheaper A7II a few GM primes and some M lenses.

          • As I have said, I really love what Leica is trying to do with the SL in creating a fresh design that has significant advantages over the old ways.

            Trouble is, I shoot mainly in horrendous low light. I’m surprised how well the Q handles it. But in my testing, it didn’t look like the SL did much better, and with the standard zoom and any halfway-affordable prime being slower, it looks like the SL as I would use it would work worse than the Q.

            My other uses are birds and butterflies. I think it might actually do well for butterflies, since no autofocus system works well for them(*), and prefocusing, which would be very precise with the quality glass, could work well. That would mean the SL and the super-expensive 90-280 APO zoom, which people seem to like a lot, but which of course is insanely expensive. However, the SL has an awfully stiff price for just shooting butterflies, and it probably wouldn’t be much better than the D5 I currently have if I bought the new version 80-400 zoom.

            I still want a SL because I love the design, but I think I would be better served by waiting for the next generation, which will almost certainly have higher resolution, better low light performance and an improved autofocus system. I’ll just have to try and avoid the Leica store for a while, since I could so easily succumb to the product’s charm.

            When would you expect a new SL to come out?

            (*) Even the largest ones are too small for the autofocus sensors I’ve tested, including the Q at its smallest setting.

          • Adam

            An SL with anything significantly improved. I’d say 2+ years. Even if Leica announced a 40mp SL at Photokina, the AF wouldn’t see any meaningful improvements.

            You can get the 90-280 in HK for $4,900 USD. Still don’t think it’s worth buying into the system for butterflies, but if it makes you happy 😀
            Me personally, I’d just put out lures (sorry pokemon go term) and wait till the butterflies came to me. Then again, I have a butterfly avery near me so I can shoot them anytime with any lens. In fact, I’m going to be bringing the SL to the zoo sometime soon. I’ve brought the Q, it works well in the animal inclosure where you can get right next to the bats and lemurs and some of the other friendlier animals like the giraffe. But haven’t shot the SL at the zoo yet. I’d actually like to take it out to shoot wild monkeys but last time I went out with my Fuji I almost got attacked/mugged by them. They were a little to interested in the Fuji, so I’d rather not risk it with the SL which is bigger and presumably more attractive to them (well if they had good design sense it would be).

            At the end of the day will probably keep the M246 and 2-3 of my favourite lenses. Then just sell everything else off to someone who can appreciate it more then myself. Since I’ve really fallen out of love with Leica after all that’s happened. The M246 as long as it doesn’t break on me, seems like it’ll be the most future proof M. Since it’s black and white (no fussing with new camera X has better colors etc), has great high ISO and the battery lasts as long as one would need it to. Hopefully the M246 outlasts the current CEO and some upper management 😛

          • Mato

            Guys, I’ve had the failed AF problem with two of my S lenses. The first time, I got the lens back in 3 weeks, the second time (last month), it took exactly 2 weeks. I do hear that repair times can be longer for the S system if you are based outside of Europe, but I cannot really complain. Different thing with the M system where the shutter replacement took 10 weeks. I sold my M-P after that.

  • Ben Woodard

    It will be really interesting to see the relative weight of this in comparison to the normal M-P.

  • saywhatuwill

    I was using my Konica Hexar the other day. Ran out of film before things got really interesting. Unfortunately for me I had to resort to using my phone camera. Ewww.

    If Leica wasn’t so darn expensive I probably would have purchased one to replace my Hexar and I wouldn’t need to worry about running out of film, but alas, I can’t afford it. Sigh.

  • Old Doc

    This announcement and the new iPhone 7 plus on the same day: the beginning of the end of Leica …

    • This special edition doesn’t seem any more absurd than previous special editions. It helps with the continued survival of the company, since I have to assume most of the staggeringly high price is profit. In that sense it strikes me as good management, a company recognizing that many of its customers are collectors, and giving them something unique and expensive to collect and enjoy.

      I agree that the new bokeh feature of the iPhone 7+ is a threat to the camera industry. It definitely challenges DSLRs. But I think most of the threat is to Canon and Nikon, not Leica.

      Consider a typical DSLR customer. He owns a low-end DSLR like the Nikon D3400 and really doesn’t understand it very well. As a result, if you asked him how to get the type of bokeh effect shown in the iPhone 7 ad, he probably won’t know. So if he wants to create that effect, it’s going to be pretty easy to sell him the 7+ and show him how to use that feature. This is likely to significantly improve his photography as compared to the results he was getting from the DSLR. Customers like him, then, are unlikely to ever buy another DSLR, assuming the iPhone features are well-implemented and the user interface is good. (Needless to say it would be most unwise to vote against the likelihood of those things.)

      Consider a typical Leica customer. He is an enthusiast. He probably owns multiple cameras. He buys Leica because he loves the look, feel and precise design of the camera’s controls, things that are impossible to obtain in a phone. He also appreciates quality optics and superb image quality, which is again going to be impossible to obtain in a phone. So the probability of him buying a phone instead of a Leica is precisely zero.

      Leica will stay in business for the foreseeable future because there are always going to be photo enthusiasts. There may not be many of them, but Leica doesn’t need many, only a few thousand a year here and there. Through the Leica stores and the new electronic Leicas, the company is ensuring that there is a value proposition even as people’s love of fully manual cameras fades. They are also ensuring that in this age of impersonal online sales, there is still a bespoke manufacturer with outlets that let you see and feel the product. Without Leica Store Miami, I wouldn’t have gotten interested in Leica. Now I own an X-U and a Q, and probably will eventually get a SL.

      Canon and Nikon depend on high volume to survive. They NEED that guy with the D3400 because they have built up enormous companies. Leica doesn’t. For this reason, I think there’s a fair chance that Leica will actually outlive mainstream camera companies, because they thrive on low volume, and a select group will always want what they sell.

      As long as Leica Stores can inspire future photographers, I think Leica’s future is bright. They don’t need a lot of future photographers, just a few. The whole rest of the world can do fine with iPhones.

      • I think that Leica’s approach will actually help them in the current environment – all cameras manufactures are feeling the pain, while Leica is actually a luxury goods manufacturer – a different category all tougher. Just my opinion.

        • Well said. Just like Casio watches vs Patek and AP. Patek and AP will never die.

      • Old Doc

        David, I agree with most of what you wrote.
        Thank You ! Great posting !!
        On the other hand: we Leica users desperately need a sensor upgrade for the M !
        And I do not need just more pixels …

        • What would you like to see in a sensor upgrade?

          I wonder if Adam’s statement that Leica is using Sony sensors might lead to a good upgrade path. The M and/or SL’s user interface and design with the Sony A7RII’s sensor might be a great combination. Everyone seems to love the A7RII’s sensor, few seem to love it as a camera. Something to think about …

  • Images available at the instagram channel of Leica Store Ginza (apparently a 10 years Leica Store Ginza anniversary Leica)

  • Mistral75

    Announced today in Japan as a 50-set limited edition to celebrate the 10th anniversary of the Leica Ginza store. 90g lighter than the brass Leica M-P.

  • sperdynamite

    Well it’s nice that they didn’t get all weird like they did with the last titanium. Didn’t that thing like, not have any strap lugs or something? Plus it looked like it was designed by the same 1980s team that designed the Enterprise 1701-D. This guy looks better! Still hate the big screw. It would be REALLY cool if that big screw adjusted horizontal RF alignment.

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