Canon's new entry-level mirrorless shows commitment

Canon seems slightly more committed to its mirrorless EOS M series. It's brought out a new model, the EOS M10, to join the EOS M3 . The M10 will only ship in a kit with a new EF-M 15-45mm f3.5-6.3 STM IS retractable lens, at least initially. The camera is pretty much the M2 -- the model from December 2013 that only shipped in Japan -- with the newer autofocus, updated image processor, Wi-Fi system and flip-up touchscreen LCD from the M3.

Canon's latest trio of consumer compacts (pictures)

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It's packaged as a kit with a worse (but more compact) lens, less advanced autofocus system, no hot shoe and with simplified operation -- at the same $800 price (directly converted, £522, AU$1,100) as the marginally more powerful M3 ($800, £540, AU$850).

The camera's update to the Digic 6 image processor means you'll get better JPEGs and movies out of the camera over the M2, but the raw photo quality won't change; Canon claims a 2-stop improvement in noise reduction for JPEGs. The on-sensor phase-detection autofocus, the Hybrid CMOS AF II used by the EOS Rebel SL1/EOS 100D , expands to 49 points (the same as the M3) for more scene coverage.

Consumer-friendly features include a flip-up display for selfies and groupies; skin brightness and smoothing adjustments in self-portrait mode; Wi-Fi/NFC for connecting to your phone or ; and 1080/30p or 720/60p video recording.

You'll be able to get it in black, white or gray; the last, only through Canon's online store. The new lens will ship standalone for $300 (directly converted, £196, AU$410) in November.

My take

The target audience for this camera is smartphone upgraders, compact camera shooters who want a mirrorless interchangeable-lens model and people who want "Canon image quality with easy operation." I assume Canon plans to offer some hefty discounts or expects retailers to sell it for much less, because there's tons of competition for the same photographers, all of which are cheaper and offer better performance and in the case of the Samsung NX500 , 4K video. Color me baffled.

Also keep in mind that Canon is introducing its first retractable lens long after other companies have gone through their retractable stage and have moved into power zoom lenses. If you're going to get an inexpensive lens for this class of camera, it might as well be a power zoom which contracts to a much smaller size and operates more like the zoom on a point and shoot.

Comparative specs

Editors' note: Canon provided few specifications prior to announcement, but in some cases I've made assumptions where they're likely the same as the M3's specs.