With Mark IV, Canon aims to target 50% market share from the DSLR business and 240 Canon Image Squares by end of 2016.
Cannon has announced the launch of EOS Mark IV in India for professional photographers and filmmakers. Being the successor of EOS 5D Mark III, the Mark IV comes with latest imaging technologies and premium features from EOS models like the flagship EOS-1D X Mark II offering the ultimate shooting experience for users. The Mark IV also sports a powerful 30.4 megapixel full-frame high sensitivity sensor and Dual Pixel CMOS AF for rapid focusing speed. It also comes with additional features such as support for Dual Pixel Raw (DPRAW) format and 4K frame-grabs which will help empower photographers with great control.
Speaking on the launch, Kazutada Kobayashi, president and CEO, Canon India, said, "Canon has been at the forefront of innovation always. Understanding the rapidly changing and ever increasing requirements of the imaging industry and professionals, Canon keeps launching more evolved and technologically progressed products. With every new product in the Canon EOS 5D range, we create a differentiation in the industry. The EOS 5D Mark IV is truly the most versatile EOS ever, all set to revolutionise photography in India. With the launch of such evolutionary products, we foresee our numbers to grow and achieve a market share of 50% in the DSLR segment. Our robust retail expansion, strong brand equity and effective network management are pillars that stand testimony of our leadership position in the industry."
Andrew Koh, vice president of consumer imaging and information centre, Canon India commented, "Since 2005, the EOS 5D series has been redefining imagery and has become an industry benchmark. With the launch of EOS 5D Mark IV, Canon raises the bar yet again. Featuring a 30.4 Megapixel Full-Frame CMOS sensor, 7.0 fps continuous shooting speed and 4K video recording at 30p, the EOS 5D Mark IV is sure to impress all".
Coming to the features, the company claims that the EOS 5D Mark IV is an all-rounder. For low-light scenes, the Mark IV is powered by DIGIC 6+ image processor and an enhanced noise processing algorithm. The company also claims that this performance will be maintained across all ISO speed range. Further, the processor also features an inbuilt camera Digital Lens Optimizer (DLO), which allows photographers to process and optimize JPEG files for chromatic aberration, peripheral illumination, and diffraction correction.
Apart from the high-resolution 30.4 megapixel sensor, professional photographers can also preserve the image quality through extensive cropping of their photos. In addition, improved sensitivity with ISO speed of 100 to 32000, expandable upto 102400, also makes sure that image quality is of high level even when shooting at high ISO speeds.
Being the first camera in EOS series, the Mark IV comes with equipped Dual Pixel RAW feature which enables one to adjust images after they have been taken. Though adjustments are limited to micro level only.
The EOS 5D Mark IV can also shoot dynamic and fast moving subjects with high speed continuous shooting at 7 fps. It also gives an option of 61 points selection, reticular AF system and 41-point cross type AF. Similar to the EOS-1D X Mark II, the EOS 5D Mark IV is equipped with the EOS iTR AF (Intelligent Tracking and Recognition Auto Focus) and 150,000 pixels RGB+IR metering sensor, which utilises face recognition and colour tracking algorithm, allowing users to accurately track a moving subject across all 61 AF points.
With a previous reputation in video department, the new EOS 5D Mark IV with its ability to shoot Digital Cinema Initiatives 4K movies, takes the video shooting ability to a different level all together. With Mark IV, users can shoot 4K movies at 30fps with resolution of up to 4096 x 2160 and an aspect ratio of 17:9. Ofcourse, the camera can also shoot Full HD quality at 60p, which is expandable up to 120p. Canon claims that the footage shot in DCI 4K is adequate for cinematography and commercials.
For smooth focusing, as mentioned previously the camera has Dual Pixel CMOS AF technology coupled with an STM lens. Interestingly, the 4K videos recorded at 30fps can be extracted as JPEG images of a resolution of around 8.8 megapixels to preserve those picture-perfect moments. The EOS 5D Mark IV also comes equipped with a touch shutter function that allows users to snap a photo simply by tapping the LCD screen to focus and shoot. It also comes with the famous HDR functionality.
Apart from the photography abilities, the EOS 5D Mark IV comes with an in-built Wi-Fi and NFC which allows users to transfer content from the device to external devices via FTP or FTPS service. For this, one has to download the Camera Connect app or one can just upload the images directly to social media sites. The Camera Connect app also allows remote shooting functions. The in-built GPS makes sure to record location data of images without requiring an external GPS unit.
Coming to the durability department, Canon made sure that the EOS 5D Mark IV is dust and water resistant for use in rough environments. The exterior is well protected with rubberised coating and there is also an Intelligent Viewfinder II through which users can check and adjust shooting functions without setting off their eyes from the subject. The camera also comes with customisable touch panel functions allowing easy and user friendly navigation.
Lens and accessories
With the camera, you get an updated EF24-105mm f/4L IS USM lens with improved optical performance and flare and ghosting suppression. You also get the new optional BG-E20 battery grip the grip is assembled with the same build quality as the EOS 5D Mark IV, a dust/water resistant design, to deliver the same level of durability.
The EOS 5D Mark IV has the following price components.
EOS 5D Mark IV Body: Rs 254 995.00/-
EOS 5D Mark IV (w/EF 24-105mm f/4L IS II USM): Rs.324 995.00/-
EOS 5D Mark IV (w/EF 24-70 mm f/4L IS USM): Rs.306 995.00/-