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Oct 27, 2021 · OM Digital Solutions has announced that it's rebranding Olympus imaging- and audio-related equipment under 'OM System'. To celebrate, the company has teased the development of a new Micro Four Thirds camera with an emphasis on 'computational photography technology'.
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By Mark Wilson
published 27 October 2021
Opinion: A renaissance is possible, even without the classic logo
(Image credit: Olympus)
If you've seen a camera-loving friend gently whimpering today, it's likely because they heard the news that Olympus cameras are officially finito – instead, from today new models will be released under a new 'OM System' brand.
So what now, other than trawling eBay for a mint Pen F? Well, it isn't all bad news – to soften the blow, the OM System brand has promised that it's "currently developing a new interchangeable lens camera" for the Micro Four Thirds system that will "bring photography to the next level".
Quite exactly how it will achieve this is unclear, but the key phrase in OM System's statement about the incoming camera is that it will improve image quality "through the use of computational photographic technology". Yes, computational photography – the very thing that arguably killed the Olympus brand in recent years, thanks to the pioneering work of pesky smartphones.
Last year, Olympus actually pointed to "rapid market shrink caused by the evolution of smartphones" as the main reason for its exit from the camera business. So perhaps its spirit is planning to possess OM Systems to exact a form of computational vengeance. And this isn't quite as unlikely as it may sound.
Before phones like the Google Pixel 4 took computational trickery to the next level, Olympus had been pioneering early forms of this tech like 'Live ND'. Traditionally, photographers have needed 'Neutral Density' filters to create long exposure styles like wispy waterfalls, but 'Live ND' composited multiple images in-camera to create the look of a slow shutter. Sound familiar?
A bottleneck on later Olympus cameras was their reliance on old sensors, but there are reasons to believe this could change under OM Systems.
Even as recently as 2020, new Olympus cameras were using a 20MP Four Thirds sensor that came out in 2016. This simply wasn't enough to continue pushing the computational envelope when it came to new software features that smartphones were pioneering like Night Mode.
But in recent months Sony has revealed a new 21MP Four Thirds (called the IMX472) that has a stacked design. Stacked sensors are becoming the default in new full-frame cameras because they can deliver the read-out speeds needed for lightning burst-shooting speeds and reduced rolling shutter (the 'jello' effect) in video.
Sure enough, Sony's new Four Thirds sensor can read the 21MP sensor at 120fps, which is twice the speed of the current ones. Could this sensor also help power the new forms of computational photography that OM Systems are hinting at in today's release?
It's a bit too early to tell, but one thing's for sure – Olympus cameras may be no more, but their pioneering spirit does have a chance of living on with new Micro Four Thirds cameras and technology. Throw in some improved connectivity (or maybe even a SIM-card slot), and they could even give smartphone shooters a comfortably familiar shooting experience, only with larger sensors and better lenses. Now that would be the sweetest revenge for Olympus.
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Jun 24, 2020 · Olympus, once one of the world's biggest camera brands, is selling off that part of its business after 84 years. The firm said that despite its best efforts, the "extremely severe digital camera...
After being split from Olympus Corporation in 2021, OM Digital Solutions was newly formed to infuse its imaging heritage of 85 years – including its technologies, products, services, and brand legacy – into a new agile company, unleashing the full potential of its business.
May 28, 2024 · With the best Olympus cameras (or OM System, as the lineup is gradually being renamed), not only do you get iconic style and impeccable design, but also immaculate image quality and some of the smartest computational features on the market.
