Canon Singapore unveils latest range of consumer products
Singapore, 23 September 2009 – Built in response to feedback from over 5,000 photographers globally, Canon Singapore, today, unveiled the new EOS 7D, a Digital Single Lens Reflex (DSLR) camera that looks set to raise the bar in the highly competitive mid-range DSLR category. The EOS 7D represents a revolution in DSLR technology with an 18 megapixel APS-C CMOS sensor, dual DIGIC 4 processors, new auto focus (AF) system and enhanced viewfinder offering 100% coverage. This translates into better low-light performance with ISO range expandable up to 12800, continuous shooting speeds of up to 8 frames per second (fps) and Full HD video, all encased in a magnesium alloy body that is dust and weather resistant. These combine with major operational improvements to create a new photographic experience for DSLR users.
“In developing the EOS 7D we went back to the drawing board to create a DSLR that would stand out from its peers, much like its sister the EOS 5D Mark II. We also were lucky enough to be able to harness our customer base of Canon users to help us build this camera,” said Andrew Koh, Director and General Manager, Consumer Imaging and Information Division, Canon Singapore. “With the major advances introduced in the architecture of the EOS 7D, we are confident that it will quickly carve a niche for itself in the DSLR market as the ultimate step-up camera for serious amateurs, or as a second camera for professionals working in the field.”
Digital Foresight: The New High Performance EOS 7D Autofocus System
The Canon EOS 7D boasts an advanced AF system including a new multi-axis cross-type 19-point AF grid, where the focusing points are evenly spread out across the image plane and clearly displayed through Canon’s new Intelligent Viewfinder. All 19 points are f/5.6 sensitive for both horizontal and vertical cross-type focusing, while the center AF point adds high-precision diagonal cross-type sensitivity for f/2.8 and larger aperture lenses. AF settings are highly customisable, allowing for rapid reaction to changes in the scene. Different AF points can be registered for vertical or horizontal orientation and the EOS 7D automatically shifts to the selected AF point when the in-built accelerometer detects a shift between landscape and portrait shots.
The EOS 7D also introduces a number of AF selection modes previously unseen in an EOS SLR camera. These include:
- Spot AF mode reduces the size of a single AF point to focus on small subjects (e.g., a subject behind a gate or through leaves of a tree)
- AF Point Expansion mode uses a cluster of AF points adjacent to the selected AF point for faster and more accurate focusing (especially with moving subjects such as an athlete on the run)
- Zone AF divides the 19 AF points into five selectable focusing zones and makes it easier to achieve focus with subjects that are difficult to track with Single Point AF or AF point expansion (e.g., birds in flight).
Another first in the EOS 7D is a new Focus Colour Luminance metering system (iFCL)exposure metering system that includes a 63-zone dual-layer metering sensor that reads both colour and illumination. This produces consistent results in all lighting conditions, keeping exposure levels stable from shot to shot, even as light sources change.
The Canon EOS 7D features an Intelligent Viewfinder that offers photographers 100 per cent frame coverage. With 1.0x magnification – a first for EOS – photographers see a large bright image that makes for more accurate composition and checking of detail. The EOS 7D is also the first EOS to introduce a Dual-Axis Electronic Level – in the viewfinder and on the LCD – that indicates both pitch and roll angles. This feature is particularly useful when shooting landscapes to ensure a level horizon.
The camera features a new 3 inch Clear View II LCD screen with a solid structure screen, designed to combat glare by removing the air-gap between the LCD’s protective cover and the liquid crystal. This new screen has an ambient light sensor and a viewing angle of 160 degrees and is effective even in bright light.
Leading the Way for DSLR HD Video Capture
The EOS 7D takes DSLR video to new heights with Full HD capture featuring fully manual exposure control, and selectable cinematic frame rates for both NTSC (National Television System Committee) and PAL (Phase Altering Line) standards. Compatible with more than 60 Canon EF and EF-S lenses, the EOS 7D lets videographers take full advantage of the camera’s large CMOS sensor to achieve the dramatic frame composition they desire.
At the heart of the EOS 7D are two key proprietary Canon technologies, Dual DIGIC 4 Imaging Processors and a large APS-C-sized CMOS sensor, helping to render stunning color reproduction, amazing depth of field and fine detail, even in low-light conditions. The Canon EOS 7D allows for three video recording modes – Full HD and HD in a 16:9 aspect ratio and Standard Definition (SD) in a 4:3 aspect ratio, all at selectable frame rates. The EOS 7D Digital SLR camera will record Full HD at 1920 x 1080 pixels in selectable frame rates of 24p (23.976), 25p, or 30p (29.97); 720p HD recording at 50p or 60p (59.94) and SD video at frame rates of 50p or 60p (59.94). The EOS 7D features a new dedicated button to initiate live view for both video and still shooting. Once engaged, the same dedicated button will start and stop video recording. The Canon EOS 7D Digital SLR camera provides users with the capability to use an external stereo microphone for professional audio effects or a built-in monaural microphone for convenience.
Making Light Work: Flashy and Ergonomic Improvements
With a wide (15mm) pop-up flash, photographers can achieve wider and more even flash coverage than any other EOS camera. Also a first is the Integrated Speedlite Transmitter, allowing users to control up to three separate groups of flashes wirelessly.
Once in your hands, you can immediately feel the ergonomic improvements of the Canon EOS 7D camera, starting with a new super-fluid body design with continuous curves outlining the top of the camera and a revised grip that fits better in a user’s hand. The camera has a new Quick Control Button, which opens an easy-to-navigate menu on the camera’s LCD screen. From this menu, users can adjust all camera settings including AF modes as well as set custom button functions, an insightful new feature that can makes a difference to photographers during crunch time.
Pricing and availability
The EOS 7D body and kits would be available at all Canon authorised dealers at the following recommended retail prices.
EOS 7D Body: S$2,699 (available early October)
EOS 7D Kit (EFS18-135 IS): S$3,249 (available early October)
EOS 7D Kit (EFS 15-85 IS USM): S$3,849 (available early November)