Why camera makers don’t seem to care about photographers, and why you shouldn’t worry about that

Its lustrous exterior might call to you but Panasonic’s S9 model isn’t primarily designed for ‘Photographers.’ Photo: Dale Baskin

It’s remarkable how excited some people get at the slightest touch of leatherette. That seductive, retro flourish on Panasonic’s S9 full-framer seems to have encouraged some people to project their personal desires onto the camera, in spite of what’s actually on offer.

Let’s be clear: the S9 is primarily a vlogging camera, designed for creative video as much, or perhaps more, than it’s intended as a stills camera.

It’s not a mistake that there’s no viewfinder, any more than some neglect or oversight has seen Panasonic fail to include a hot shoe, a mechanical shutter or a second at-your-fingertips command dial. Those omissions aren’t accidental: they’re intentional decisions to stop it under-cutting sales of Panasonic’s more photo-focused S5 II models.

But that colorful faux-leather wrapping and its compact size seems to prompt people who want a GM successor or something that reminds them of their first SLR to overlook this.

“It’s not a mistake that there’s no viewfinder… hot shoe, mechanical shutter or second at-your-fingertips command dial”

Step back, though, and check what Panasonic has said – “a stylish companion for content creators on-the-go” – look at what the camera offers and what it doesn’t. It’s not intended as an alternative to Sony’s a7C II, which has a mechanical second curtain, twin command dials on its shoulders, to make it more photographer-friendly. Along with an EVF and a list price $700 higher.

Looking at Sony’s lineup, the S9 has more in common conceptually with the ZV-E1 vlogging camera – though the Sony’s special features aim to replace a camera operator, whereas the Panasonic’s try to eliminate the color grading process. In many regards, the S9 has most in common with Sigma’s fp, with which it shares its shutterless sensor and lens mount. If you weren’t queuing up for that camera five years ago, what’s changed with Panasonic?

Fujifilm’s X-M5 is also aimed at vloggers and content creators, though its twin command dials and mechanical shutter mean it’s stronger for stills. But if you find yourself thinking it should have a viewfinder and something other than a Film Simulation dial, then there might be other models better suited to you. Photo: Mitchell Clark

As I say, I think it comes down to the leatherette. A lot of established photographers see the S9’s style-driven exterior and reminisce about the cameras of their youth. But with its talk of “content creators” and “the creative smartphone user,” it’s clear that Panasonic isn’t trying to speak to people who bought a brand new Nikon FM, it’s trying to reach people who picked one up in a thrift store.

As the industry desperately tries to find a way to attract a younger audience who have grown up shooting stills and video with their phones, this sort of thing is only going to become more common.

We saw the same thing with Fujifilm’s X-T50, to an extent: established photographers decrying the presence of the Film Simulation dial. “Why can’t it have an drive mode dial or something I’d find more useful” was a common complaint. To which the answer is: “because if you’re the kind of user that wants an ISO dial, you’re probably the kind of user that Fujifilm wants to buy the X-T5.”

“When you see a feature and think ‘that’s no use to me,’ it’s worth asking yourself whether you should take that as a hint.”

When you see a feature and think “that’s no use to me,” it’s worth asking yourself whether you should take that as a hint. In order to reach a broader (and younger) market, we’re going to see more and more models that aren’t aimed at people that already consider themselves photographers.

Sony makes things a little clearer: omitting enough features from its vlogging camera that it doesn’t work as a substitute for the a6700 but also using the ZV name, rather than ‘Alpha’ branding. Photo: Richard Butler

There’ll still be plenty of models for those that do, but camera lineups increasingly aren’t going to be a progressive hierarchy of models differentiated by price; they’re going to be a chaotic array of different models for different needs, trying to appeal to different audiences.

And that shouldn’t be seen as a threat: if camera makers can engage with “creators” and “vloggers” and audiences that don’t currently buy cameras, it’ll help fund the development of the next generation of camera, including the more photo-focused ones, and it’ll encourage the continued expansion of lens options.

But in the same way that the X-T50 isn’t trying to be a cut-price X-T5, and the X-M5 isn’t designed for those people still holding out for an X-E5, the Panasonic S9 isn’t designed to be a compact full-framer for the committed stills shooter. Regardless of its apparent allure.