With Photokina just around the corner, Canon has got in on the action early by debuting its new EOS M5 mirrorless camera.
Yes, Canon has finally produced a competitive mirrorless camera, which will be shown off at the world's biggest camera show next week.
The M5 is being positioned as an alternative to mid-range DSLRs and combines a 24.2-million-pixel APS-C imaging sensor with a Digic 7 processor and Dual Pixel CMOS AF.
The specs are very similar to the company's recent mid-range DSLR, the 80D, with the same sensor, similar 49 cross-type autofocus points and an ISO range of 100-25,600.
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Canon is hoping its latest mirrorless offering will appeal to professional photographers as a compact camera.
Which may well be the case, as the M5's SLR-style body, electronic viewfinder, and extra dials and customisable buttons make the device stand out in comparison to Canon's other mirrorless offerings, the EOS M, M2, M3, and M10.
In terms of video, the M5 can capture 1080p footage at up to 60 frames per second, but there's no 4K unfortunately – something which Sony's a6300 is capable of shooting.
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Similarly disappointing is the fact the LCD touchscreen only tilts out 85 degrees and down 180 degrees, unlike the more articulate screen on the 80D.
Elsewhere, there's built-in Wi-Fi and Bluetooth, which means you'll be able to use your smartphone to control the camera wirelessly and all M5s sold in the UK will come with an EF-EOS M mount adapter.
Canon is also adding a new lens to its lineup of mirrorless lenses – a 8-150mm f3.5-6.3 offering with image stabilisation.
The lens will have full compatibility with the EOS M5’s 5-axis electronic IS, and will go on sale for £429 in December.
While there's no doubt the M5 is Canon's best mirrorless offering yet, then, it seems the company is reluctant to release a flagship mirrorless camera – opting instead for a decidedly mid-range device.
Canon will release the M5 at the end of November, priced at £1,049 (body only) or £1,149 (with EF-M 15-45mm f/3.5-6.3 IS STM).
You'll also have the option of picking up a £1,399 kit that comes with an EF-M 18-150mm f/3.5-6.3 IS STM, which will be released in mid-December.
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Let us know what you think of the M5 in the comments.