Olympus

One of the advantages of an interchangeable lens camera is not being stuck with the capabilities the camera came with, presuming you bought one bundled with some lens in the first place. If you need to take a closer look at wildlife without disturbing dangerous animals or need to get up close and personal with critters, you can swap out your normal lens for a zoom lens instead. Fortunately for photographers, Olympus has a new compact and lightweight M.Zuiko Digital ED super-telephoto zoom lens exactly for that purpose.

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Photography, especially digital photography, has become an important part of the modern lifestyle, in no small part thanks to smartphones. These mobile devices haven't completely displaced dedicated and more powerful cameras, however, and there are many who come looking to sharpen their skills with more advanced tools. Fortunately, camera makers like Olympus are welcoming them with open arms, and its newest entry-level mirrorless Micro Four Thirds camera, the E-M10 Mark IV, is ready to not only meet beginners at their level but even grow with them when they text the next big step up.

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Olympus might have called it quits making cameras themselves but it hasn't exactly walked out of the camera market completely. In addition to focusing on interchangeable lenses, no pun intended, the company continues to support its existing cameras already out there in the wild. In fact, it has even announced a new feature that puts it on the same level as its rivals, allowing owners of some of its OM-D shooters to use those for video conferences or live streaming at home.

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Olympus has made an announcement that talks about its roadmap for new digital lenses in the future. The updated M.Zuiko Digital lens roadmap outlines plans to expand the lens lineup. The roadmap also includes an update on the anticipated availability for the previously announced M.Zukio Digital ED 150-400mm F4.5 TC1.25x IS PRO super-telephoto zoom lens with an integrated 1.25x tele-converter. The development of that lens was announced in January 2019 and is currently estimated to launch this winter.

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Olympus is selling off its camera business, blaming the rise in smartphone photography and the impact of COVID-19 for its decision. The company has inked a deal with Japan Industrial Partners (JIP), which bought Sony's VAIO computing division back in 2014.

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The smartphone market is showing no signs of slowing down when it comes to camera innovation and camera makers are tired of waiting before biting back. They can't deny that smartphones are practical and useful for beginning photographers but those won't be beginners forever. For those who want to graduate from mobile devices, Olympus is presenting the PEN E-PL10 as the next step up the ladder. And for those who really want to take their skill to the next level, the Olympus OM-D E-M1 Mark III promises to be their reliable travel companion.

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While digital cameras still have the advantage of power and features over even the most sophisticated smartphones, they often lose out when it comes to ubiquity. If the best tool is the one that you have with you always, then smartphones have a distinct advantage over the powerful yet heavy professional cameras. Olympus says you no longer have to choose with the new OM-D E-M5 Mark III. Combining the lineage of its predecessor and the higher-grade OM-D E-M1 Mark II, the new interchangeable lens touts advanced features from the company's high-end OM-D kits but shrunken down to a handier and more rugged size.

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Sony is perhaps best known for a wide range of electronics including TVs, the PlayStation, and, of course, cameras. All of these, though varied, have one underlying theme: faithfully and correctly reproducing and efficiently transmitting visual data. At CEATEC 2019, Sony wants to demonstrate its pursuit of delivering social value through its technologies in light of the Society 5.0 thrust. It turns out, it indeed already has the technologies need not only to better the human condition but also save lives.

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Olympus knows you probably want to get closer with your zoom, and the new M.Zuiko Digital 2x Teleconverter MC-20 promises double the focal length of your existing lens for when its current magnification just isn't enough. The add-on slots in-between your camera and a handful of Olympus' zoom lenses, delivering up to 1200mm-equivalent handheld shots.

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Olympus is pushing out firmware 3.0 for the OM-D E-M1 Mark II, and if you've been coveting an E-M1X then this new software might settle your desires for a while. The updated camera now uses the E-M1X's autofocus algorithm, and drops alongside an E-M1X firmware update and a new version of Olympus Workspace which pros are likely to be pleased about.

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Smartphones have changed the camera market forever. For one, it put point-and-shoot cameras on notice, forcing camera makers to reevaluate their product lines and businesses. But just as important, it created a new culture and breed of photographers who want to take photos anytime, anywhere, even in places where $800 smartphones would start sweating in fear. Travel photography is the latest trend in the market and the new Olympus Tough TG-6 is ready to tough it out and rise to the challenge.

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Olympus has added a new super-zoom to its range, the M.Zuiko Digital ED 12-200mm F3.5-6.3 super telephoto zoom lens, offering up to 16.6x magnification for Micro Four Thirds cameras. Promising to be the most powerful zoom around of all mirrorless cameras, the new Olympus pairs everyday flexibility with its telephoto optics.

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