Content provided by APO Group. CNBC Africa provides content from APO Group as a service to its readers and does not edit the articles it publishes. CNBC Africa is not responsible for the content provided by APO Group.
Today, with the news of three new innovative RF lens and a new file sharing app, Canon Inc. (www.global.Canon) announces the development of EOS R3 (https://bit.ly/3mTs73P) – its latest high-speed and ultra-responsive professional mirrorless camera. With its ground-breaking design, the camera will empower professional sports and news photographers to meet challenging demands – to outpace and outperform. Boasting qualities seen in Canon’s DSLR and mirrorless bodies, the EOS R3 truly is a hybrid, next generation camera for the sports and news photographers of today and tomorrow.
The EOS R3 features a new Canon-developed BSI stacked CMOS sensor, a powerful DIGIC X imaging processor, shooting capabilities of 30fps[i] with AF/AE tracking, eye, head and body detection and a pioneering new autofocus Eye Control Function. It is the ideal camera for action photographers looking for quality images, both still and moving, of objects travelling at intense speeds.
Built on the revolutionary EOS R System, with its unparalleled RF Mount and paired with one of Canon’s innovative RF lenses, the camera offers capabilities unseen in any other camera/lens duo. With lenses like the today launched RF 400mm F2.8L IS USM and RF 600mm F4L IS USM, professionals can achieve unrivalled optical excellence and performance.
Here’s five things you need to know about the new EOS R3:
High quality, at high speed
The EOS R3 is the first EOS series camera to feature an entirely new 35mm back illuminated stacked CMOS sensor – developed by Canon. Combined with the power of its DIGIC X imaging processor, professionals using EOS R3 will achieve next-level, high-speed photography and filmmaking. Using the camera, they can enjoy 30fps with AF/AE tracking with minimal image distortion  when using the electronic shutter – perfect for the likes of professional sports photographers challenged with capturing action within a fraction of a second.
Impressive tracking of fast-moving action
Professionals can push creative boundaries with pin-sharp accurate tracking and focus on fast-moving action. The EOS R3’s next generation Dual Pixel CMOS AF can track subjects’ eyes, heads and bodies travelling at speed – excellent for capturing even the finest of details in a split second. What’s more, Canon reveals it will add a new subject (yet to be disclosed) to the camera’s AF tracking.
AF control – with your eye!
The EOS R3 will feature new and improved technology first seen in Canon’s EOS 5. It is the first EOS digital camera to provide a new generation of photographers with ground-breaking Eye Control Function, which enables users to simply select and move the AF point using their eye via the viewfinder. This instinctive feature offers professionals natural and speedy control over AF. Reducing the time to focus, which is usually done with a multi-controller/button, this feature is again perfect for photographers looking to capture the most important subject for their frame at speed – whether that’s during a news conference or photographing a team sport.
Inspired by the EOS-1D series, the EOS R3 body allows for ultra-intuitive control in the most demanding professional situations. Professionals can expect the same durability and dust and water resistance as provided in Canon’s legendary EOS-1 series bodies. The camera also has the integrated grip that EOS-1D series users love and trust. With EOS R3, professionals have the confidence to keep on shooting – whatever the conditions – whether they are pitch side or poolside, inside or outside, in snow or sunshine.
Fast connection – introducing Canon’s new Mobile File Transfer
The EOS R3 will be fully compatible with Canon’s Mobile File Transfer smartphone app. This provides a new way to transfer images and speed up workflow whilst on the move, using mobile network services and without the need for wired LAN equipment.
Canon is launching Version 1.2 of its Mobile File Transfer for iOS via the Apple App Store in June, which is compatible with Canon’s EOS-1D X Mark III, EOS R5 and EOS R6. Android support will be added in the future.
Today, Canon also announces the RF 100mm F2.8L MACRO IS USM – an impressive macro and portraiture lens which is the world’s first AF macro lens with 1.4x close up magnification . In addition to this Canon also revealed details of the new RF 400mm F2.8L IS USM and RF 600mm F4L IS USM, two telephoto prime lenses designed to meet the demands for sports and wildlife professionals, with incredible focal lengths and capabilities, especially when paired with EOS R3.
More information about today’s launches can be found here – https://bit.ly/3mTs73P and you can stay updated on EOS R3 news by signing up to Canon’s email list.
 Minimal image distortion for still imagery
 For an interchangeable autofocus lens, for full frame mirrorless cameras. Canon survey as of April 13, 2021
Distributed by APO Group on behalf of Canon Central and North Africa (CCNA).
Initial EOS R3 key features announced today (14th April 2021) are:
• New Canon-developed stacked BSI CMOS sensor • 30fps with AF/AE tracking • Eye Control Function • Subject eye and head detection • Dual Pixel CMOS AF • 1D series weather resistance
Media enquiries, please contact:
Canon Central and North Africa
APO Group – PR Agency
About Canon Central and North Africa:
Canon Central and North Africa (CCNA) is a division within Canon Middle East FZ LLC (CME), a subsidiary of Canon Europe. The formation of CCNA in 2015 was a strategic step that aimed to enhance Canon’s business within the Africa region – by strengthening Canon’s in-country presence and focus. CCNA also demonstrates Canon’s commitment to operating closer to its customers and meeting their demands in the rapidly evolving African market.
Canon has been represented in the African continent for more than 15 years through distributors and partners that have successfully built a solid customer base in the region. CCNA ensures the provision of high quality, technologically advanced products that meet the requirements of Africa’s rapidly evolving marketplace. With over 100 employees, CCNA manages sales and marketing activities across 44 countries in Africa.
Canon’s corporate philosophy is Kyosei (https://bit.ly/2QrZoY3) – ‘living and working together for the common good’. CCNA pursues sustainable business growth, focusing on reducing its own environmental impact and supporting customers to reduce theirs using Canon’s products, solutions and services. At Canon, we are pioneers, constantly redefining the world of imaging for the greater good. Through our technology and our spirit of innovation, we push the bounds of what is possible – helping us to see our world in ways we never have before. We help bring creativity to life, one image at a time. Because when we can see our world, we can transform it for the better.
For more information: www.Canon-CNA.com.