We welcome the 16-80mm f2.8-4 lens, but at $1,070 it's sadly out of the reach of a lot of advanced amateurs.
When it ships, the new lens will offer long-range sports and wildlife shooters some new competition, but it's not as fast a supertele as some rivals.
High-end lenses are a notch more attainable for Canon SLR users. Some lens prices were cut again after Canon trimmed prices last September.
The non-weather-sealed version of the lens is imminent.
Have an X-mount camera? Here's what you have to look forward to.
Not to be left behind in the supertelephoto zoom department, Sigma literally one-ups one of its main rivals with the announcement of two different 150-600mm zoom designs.
As smartphones replace point-and-shoots, companies from Nikon to Fujifilm are scrambling to build premium product lines. That's great news for photo enthusiasts.
Under CEO Kazuto Yamaki, Sigma has helped transform the Japanese company so most of its revenue comes from higher-end products. Too bad about the camera business, though.
A new 400mm supertele is just the beginning. Canon also says it plans a replacement for its 100-400mm zoom and new compact models using diffractive optics.
With Photokina starting next week, a midrange camera important to the fate of Canon and its SLR customers appears imminent.