I agree that they are competitive. The question is, who is buying Sony FF cameras? Former Canon users switching? Former Nikon users switching? Sony users upgrading to a new model?For the full frame mirrorless segment in particular, Sony is very competitive. They were the #1 selling FF brand in the US and worldwide last year, and the A7IV was the best selling FF camera in both units and revenue in the US.
Canon has more FF cameras at the ~$2000 price point or lower (R6II and R8 vs just the A7IV until late in 2023 when they added the A7C2) and newer products (R6II and R8 were launched a year+ after the A7IV), but Sony is still ahead for now.
We are seeing a tangible response from Canon as well: they have sped up the release cycle for the 6 series cameras. 6D (Sep 2012) to 6DII (June 2017) to R6 (July 2020) is about a 3-4 year gap between releases, and R6 (July 2020) to R6II (Nov 2022) to R6III (Q1 2025?) has shortened that to ~2.3 years.
IMO, at this level there is not too much 'direct' competition among brands, though the data do support the idea Nikon users switching to Sony. We tend to take a short-term view of these metrics, and pretend they are leading. But cameras are durable goods. Most people keep them longer than 5 years. The 'Sony is #1 in FF MILC' claim is for 2023, when the R system was 5 years old. Only now are significant numbers of 5- and 6-series DLSR users likely to be shopping for new cameras.
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