I remember the first time I held a Canon camera. It felt solid, reliable, a true mark of quality. Back then, “Canon” was synonymous with “camera” for many, myself included. Their marketing was brilliant, and their products lived up to the hype. That “emotion always” tagline? It worked. I wasn’t alone. For years, Canon sat comfortably atop the global camera market, a position they earned through consistent quality and innovation. But recent news has shaken that image: Canon’s camera division profits have plummeted by over 60% in the first quarter of 2024. The news hit me, and many others, hard. This wasn’t just a dip in the road, it was a sign that the landscape was changing, and perhaps Canon hadn’t changed with it. The rise of mirrorless cameras has been undeniable, with Sony leading the charge. Canon, meanwhile, seemed almost stuck in the past, clinging to its DSLR dominance even as the world moved on. Sure, Canon dipped its toes in the mirrorless waters, but its approach felt… hesitant. The limited range of RF lenses, especially compared to the vast ecosystem Sony cultivated, was a glaring issue. I remember reading about Canon’s warnings to third-party manufacturers making RF lenses, and honestly, it felt like a desperate attempt to control a market that was already slipping away. It wasn’t just the lenses. The frequent stock shortages, price hikes, and the seeming abandonment of the M system all added to the growing sense of unease among Canon users. The recent online chatter about the EOS R50 and the RF 50mm f/1.8 STM’s inflated prices just solidified this feeling. Canon, it seemed, was losing touch. But then, a glimmer of hope. Almost in tandem with the news of the profit slump, both Sigma and Tamron, giants in the third-party lens market, announced their plans to develop RF lenses. Could this be the turning point? It certainly felt like Canon was finally acknowledging the elephant in the room, taking a step back from its restrictive approach and embracing the potential of a more open ecosystem. The initial focus on APS-C lenses is understandable, but I, like many others, am eagerly awaiting news about full-frame RF lenses. While this news is heartening, there’s still a long road ahead for Canon. The competition isn’t standing still, and regaining lost ground will require more than just opening up the lens market. For years, Canon held a unique position in the hearts and minds of photographers. Whether they can reclaim that position, only time will tell. But this shift in strategy, acknowledging the need for change and embracing a more collaborative approach, is definitely a step in the right direction. Perhaps the giant has finally awakened.