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A conversation with Sigma CEO Kazuto Yamaki: Still committed to Foveon

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Sigma CEO Kazuto Yamaki at the CP+ expo in Yokohama, Japan.

Photo: Richard Butler

“Yeah, of course," Sigma CEO Kazuto Yamaki replies when we ask if Sigma is still working on a full-frame Foveon sensor. "It takes a long time, so after we brought the project from the US to Japan, we had to start from scratch."

It's the kind of direct answer we've come to expect from Yamaki, who is famously forthcoming when speaking to the media.

In a conversation with Yamaki in Japan, he shared his candid insights on the state of the camera industry, what part of the Sigma BF's design he's most proud of, and the ongoing development of the highly anticipated full-frame Foveon sensor.

The camera industry landscape: Innovation required

With the camera market currently stable, Yamaki says he's concerned that seemingly positive sales figures could be hiding a longer-term problem.

“As you know, according to the statistics, the camera market has been growing the last couple of years in terms of the value."

"Compared to the market size in the 2012 or 2013 timeframe, the number of units is about one-third, but the value is about the same. So, the unit price, the average unit price, is three times higher than that time. But my concern," he continues, "is that the number of people who buy cameras and lenses is decreasing. That's my concern."

"With the camera market currently stable, Yamaki says he's concerned that seemingly positive sales figures could be hiding a longer-term problem."

He puts the onus on manufacturers, including Sigma, to create products that continue to engage consumers.

“I think it really depends on the innovation we create. Many people are interested in cameras, and although the camera market has shrunk by volume, many media influencers or YouTubers still talk about cameras. So I think that's proof that many people are still interested in cameras, but a lack of innovation from the manufacturers' side cannot support the growth of the market. So if there is innovation, I think people will come back and buy more cameras.”

Turning the focus to his own products, Yamaki describes the market's reception to Sigma's release of APS-C lenses for Canon RF-mount and Nikon Z-mount cameras.

“It's great. We've been receiving lots of orders, especially for the RF-mount. It's quite well received by customers.”

According to Yamaki, Sigma has received many orders for its APS-C lenses for RF and Z-mount cameras, including the 10-18mm F2.8 DC DN for RF-mount above.

Image: Sigma

More broadly, he highlights the strategic importance of the APS-C format in today's market, which has tilted toward full-frame models – and higher prices – in recent years.

“As I said, the price point of cameras is quite concerning. So, the affordable price of APS-C cameras should have a future, and an APS-C camera has a great benefit because we can make the lens much smaller. That's a great benefit.”

Crafting the user interface for the Sigma BF

The Sigma BF has captured attention for its industrial design, so we were surprised to learn it's not what Yamaki is most proud of on the camera.

“The menu system is created from scratch, and it's really well done. I think it's well done by our UI designer, so I think the UI is quite good. Of course, I like the design of the camera, but it's customers who judge if it's a good design or not."

“[This is] a new interface we developed first for the BF, but I think we need to improve it further after we get a response from users. It can't be perfect from the beginning. So, the concept is there, and we implemented the user interface, and then it's time to improve.”

The Sigma BF has captured attention for its industrial design, but Yamaki is particularly proud of the camera's menu system and user interface.

Photo: Richard Butler

He underscores the core challenge: making an enjoyable everyday camera in an era of smartphones.

“If we fail to succeed in making the BF the most enjoyable camera to use, it's our fault. We have to make the BF the most enjoyable camera to use. Then people take out the camera every day and take photos. It's a challenge. You always have a camera in your pocket, which is a smartphone. You can take an everyday photo with a smartphone, but having a camera means something different for everybody. But in this case, the camera must be simple, easy to use, and enjoyable. That's the concept of the BF.”

Foveon: The full-frame quest continues

Many Foveon enthusiasts hoped that Sigma's next camera would be a long-awaited full-frame Foveon model. That dream didn't materialize, but Yamaki confirmed Sigma's continued commitment to the project, revealing details about the development process.

“Yeah, of course," he reiterates regarding his interest, explaining that progress involved collaboration: “We have been working with a university. It's a joint project with a university in Japan. We worked with a researcher, a professor."

The SD Quattro H from 2016 was one of Sigma's last Foveon cameras, utilizing a Foveon X3 Quattro sensor.

The journey has required significant effort and resetting of expectations.“It takes a long time, so after we brought the project from the US to Japan, we had to start from scratch," he remarks.

"We have two stages for development, the technology development and the product design. It took longer than we expected for the technology development. We made several pixel prototypes. It's not a full-frame sensor, but we made prototype pixels, and we experienced some design errors."

"Every time we make a prototype, we find some kind of issues, and every time we find some issues, we fix the problem. And we are now almost at the last stage of the technology development. If everything is done, then we start the product development.”

While a final product may remain a ways off, Yamaki's vote of confidence gives the Foveon faithful good reason to keep the faith.

This article is based on an interview by Dale Baskin and Richard Butler. It has been edited for clarity and flow.

Nothing Phone 3a sample gallery: Impressive features for the price

Digital Photography Review news -

Photo: Abby Ferguson

British tech company Nothing released its Nothing Phone (3a) a little over a month ago, promising its "most advanced camera system to date." The Phone 3a lineup is the company's budget line, which includes the base 3a for $379 and the slightly more advanced 3a Pro for $459. Those prices are pretty impressive considering the features and specs of both.

The Phone 3a's 24mm equiv. main camera and 50mm equiv. telephoto camera both offer a resolution of 50MP. However, the camera app defaults to 12MP. If you want 50MP photos, you'll need to go into the settings and change it each time you open the camera app. There's also a 15mm equiv. ultra-wide camera, though its resolution is even lower at 8MP.

Beyond the basic camera specs, the Phone 3a offers the various camera modes you'd expect on a smartphone, including Portrait, Night and Pano. Nothing's default camera app also features a few presets, including one called Soft Focus for portraits, a B&W Film preset and the more unique Lenticular preset. You can create your own presets based on settings you typically use or import presets as well.

Nothing sent over the Phone 3a, which I've been shooting with for a few weeks. You can check out a selection of the images in the gallery below.

See the sample gallery

Please do not reproduce any of these images on a website or any newsletter/magazine without prior permission (see our copyright page). We make the originals available for private users to download to their own machines for personal examination or printing; we do so in good faith, so please don't abuse it.

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ADHD meds don’t work for everyone – a new study reveals why

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Not everyone with ADHD responds to stimulants like Ritalin, which increase dopamine levels in the brain. Now, new research suggests the drug’s effectiveness is less about the amount of dopamine it produces and more about the number and type of receptors that respond to it.

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Category: ADHD & Autism, Brain Health, Body & Mind

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Skeletal micro-trailer mods from bare gear deck to towering base camp

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The suitably named Mod trailer from Trail Trailers (say that five times fast) is one in a new wave of ultra-modular trailers designed to build up from chassis bones to fully capable, plug-and-play adventure wagon. The Mod starts off as a basic, rugged, military-inspired utility flatbed weighing well under 500 lb (227 kg). From there, it builds up via available modular components into a capable toy hauler, towable toolbox, and/or multi-day adventure tagalong.

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Category: Outdoors, Lifestyle

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Over 60s get long-term protection against RSV from single shot

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A three-year study has found robust evidence that one particular vaccine for respiratory syncytial virus (RSV) offers older adults long-term protection against the infection, even if efficacy wanes from season to season. Despite this, just a single dose cut serious illness by nearly two thirds, and getting a shot every year was not more beneficial.

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Category: Infectious Diseases, Illnesses and conditions, Body & Mind

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Sigma issues apology for BF camera order delays as launch nears

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When you use DPReview links to buy products, the site may earn a commission. Photo: Richard Butler

The Sigma BF caused quite a stir when it was announced, largely thanks to it's drastically different design. That buzz has apparently resulted in an overwhelming number of pre-orders ahead of its April 24th release. Sigma has even issued an apology because of the situation.

Sigma had hinted at possible delays on April 7th when it announced updates about the release of a handful of L-mount lenses and the BF. At the time, it said that the "Sigma BF Silver is made to order," suggesting that those ordering the silver should expect a bit of a wait. It also explained, "There is limited production capacity for Sigma BF (Black/Silver), so it may take some time for some customers to receive the product." Now, the company is taking things a step further with its apology.

In the most recent announcement, Sigma said it had received more orders than expected for the new camera. The news was only posted on the company's Japanese website, which we translated with Google Translate. "Despite our limited production capacity, we are unable to keep up with demand. As a result, it may take some time for some customers to receive their products," the post says.

Sigma didn't provide any additional details about just how delayed things will be, simply saying, "We ask that you please wait for a little longer." As of now, you can still pre-order the camera at B&H, so things aren't so bad that Sigma is shutting down pre-orders at least.

Buy now:

Buy at B&H Photo

New smartphone image sensor promises the highest dynamic range available

Digital Photography Review news -

Image: OmniVision

OmniVision, one of the leading developers of digital imaging sensors, has announced a new smartphone sensor that promises the highest dynamic range of any option currently on the market, as Digital Camera World reports. OmniVision isn't new to innovation, previously releasing the world's smallest commercially available image sensor. The company says the OV50X CMOS sensor is made for "movie-grade video capture" for flagship smartphones.

The OV50X is a 50MP Type 1 (13.0 x 9.8mm) sensor. The pixels are larger than those found in its predecessor, the OV50H, with 1.6‑micron (µm) pixels compared to the OV50H's 1.2µm pixels. OmniVision says it provides close to 110-decibel (dB) single-exposure HDR thanks to its TheiaCel technology, a pixel design that attempts to retain charge that would otherwise overwhelm the sensor.

It also uses the company's PureCelPlus-S stacked-die technology, which promises better low-light performance thanks to greater sensor sensitivity and full-well capacity.

The sensor's primary focus is to boost video performance for flagship-level smartphones, so much of the information OmniVision supplied centers on that. "Smartphones are used in the majority of video and photo capture today, and cinematic-quality video recording has become a highly demanded feature among consumers for flagship mobile phones,” said Takuritsu Li, marketing manager, OmniVision.

The sensor supports four-cell binning to produce 12.5MP images at up to 180 frames per second (fps) or 60fps with the sensor's three-channel HDR on. The company says it offers "premium-quality" 8K video with dual analog gain (DAG) HDR. It is also capable of on-sensor crop zoom, which punches in to the central portion of the sensor. This process maintains native pixel quality, though it results in a lower resolution. OmniVision also says it will offer best-in-class autofocus performance with 100% coverage quad phase detection (QPD).

Image: OmniVision

Of course, at this point, we haven't seen images taken with the OV50X sensor other than the sample above provided by OmniVision. Additionally, while the actual sensor may capture an impressively wide dynamic range, most camera systems offer a more limited dynamic range because of factors like optical design, lens flare and processing algorithms, and the ability to convey that dynamic range in the final output. So, what this sensor is capable of regarding general image quality remains to be seen.

We may not have to wait long to see it in action, though. OmniVision said that the OV50X is sampling now and expects it to be in mass production in Q3 2025.

Press release:

OMNIVISION Launches Ultra High Dynamic Range 1‑inch Image Sensor for Movie-Grade Video Capture in Flagship Smartphones

OV50X Image Sensor Features TheiaCel™ Technology for Best-in-Class Photos and Videos in All Lighting Conditions, Day and Night

SANTA CLARA, Calif. — April 10, 2025 — OMNIVISION, a leading global developer of semiconductor technology, including advanced digital imaging, analog and display solutions, today launched its new OV50X CMOS image sensor with the mobile phone industry’s highest dynamic range, for movie-grade video capture. The OV50X is a 50‑megapixel (MP) sensor with a 1.6‑micron (µm) pixel in a 1‑inch optical format designed for flagship smartphones that require high dynamic range (HDR) video and preview with single exposure, excellent low-light performance, fast autofocus and high frame rates.

Smartphones are used in the majority of video and photo capture today, and cinematic-quality video recording has become a highly demanded feature among consumers for flagship mobile phones,” said Takuritsu Li, marketing manager, OMNIVISION. “Our OV50X image sensor was designed with the professional videographer and photographer in mind, featuring a large 1‑inch optical format image sensor that provides close to 110 decibel (dB) single-exposure HDR; consumers can now own a smartphone capable of superior video and photo capture around the clock, even in challenging capture conditions such as sunrise, sunset, nighttime with bright lights, or overcast days.”

The OV50X supports 4‑cell binning for 12.5MP at 180 frames per second (fps) and 60 fps with three-channel HDR. It offers premium-quality 8K video with dual analog gain (DAG) HDR and on-sensor crop zoom. OMNIVISION’s TheiaCel™ technology further expands single exposure HDR close to 110 dB—the highest range possible in smartphones. The sensor also supports 100% coverage quad phase detection (QPD) for best-in-class autofocus performance. The OV50X is built on OMNIVISION’s PureCel®Plus‑S stacked-die technology, enabling excellent low light performance.

The OV50X is sampling now and will be in mass production in Q3 2025. For more information, contact your OMNIVISION sales representative: www.ovt.com/contact-sales.

Sigma CEO Kazuto Yamaki reveals the connection between the Sigma BF and Chanel No. 5 perfume

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When you use DPReview links to buy products, the site may earn a commission. Photo: Richard Butler

Forget about technical specs. The most intriguing aspect of Sigma's newest camera, the BF, might be the philosophy baked into its name, which CEO Kazuto Yamaki says stands for "beautiful foolishness," reflecting a deliberate design philosophy rooted in Japanese culture and aesthetics.

Where did this concept originate? And how did a bottle of Chanel No. 5 perfume influence the camera's design? We explored these questions and more in a conversation with Mr. Yamaki in Japan shortly after the camera's launch.

On beautiful foolishness

"BF stands for beautiful foolishness," Yamaki explains. "This phrase was taken from the The Book of Tea, and the original phrase was ‘a beautiful foolishness of things.'"

He elaborates: "There are numerous things in the world, beautiful and ugly, useful and useless. In this context, the original implication of this book was to find beauty in seemingly worthless things, even though this world is judged good or bad based on a utilitarian value. That’s the spirit of the tea ceremony. The author wanted to explain that it’s a part of Japanese culture."

Sigma CEO Kazuto Yamaki celebrates in Yokohama harbor following the launch of the Sigma BF camera.

Photo: Dale Baskin

The philosophy, he suggests, extends beyond appreciating the world to the very act of creating and using the camera. He sees the camera as embodying this principle in multiple ways.

"I took the phrase as having multiple meanings. First, I took it because I liked this phrase. Second, using the camera in daily life can be beautiful foolishness because everyone has phone cameras in their pocket. Third, this is somewhat self-mocking, but I thought that, in order to achieve the best feel, spending seven hours to machine an aluminum ingot to make a part is quite beautiful foolishness."

"Spending seven hours to machine an aluminum ingot to make a part is quite beautiful foolishness."

Essentially, the camera itself is slightly irrational. It's a product where meticulous, perhaps even excessive, craftsmanship contributes to its unique appeal. But that's not necessarily a bad approach when everyone else is off doing the sensible thing. After all, being different is what sometimes allows you to create something iconic.

Inspired by Coco Chanel

Hold the BF, and you immediately sense that the camera is something special, even if its design doesn't fit the way you personally use a camera. That's not an accident.

"When we started the project, there was an exhibition of Gabrielle Chanel in Tokyo," Yamaki explains. "In other words, Coco Chanel, she's the founder of Chanel. And, of course, the dresses from a long time ago were quite fascinating."

"But the most fascinating item for me was a bottle of the Chanel No. 5 perfume. It was from 1921. Very simple and minimal, but very elegant, although it's a hundred years old. At that time, I thought I really wanted to make a camera that has a timeless value like the Chanel No. 5 bottle."

A bottle of Chanel No. 5 perfume inspired Mr. Yamaki to create a camera with a timeless design.

Photo: arz

While in pursuit of this "timeless value," Mr. Yamaki didn't involve himself directly in the design process.

"I did not [suggest] any of my ideas into the design because I trusted the designer. So I did not say anything about the design. I like product design in general, but I don't believe it's good for the CEO of the company to say something about the design. Sometimes, it confuses the designer."

The resulting design is a camera that isn't just unique. It's memorable. Just as he envisioned.

The joy of photography

Mr. Yamaki acknowledges the Sigma BF isn't intended for every photographer. It's about embracing the joy of photography and capturing everyday life in a way that brings you happiness. Beautiful foolishness, if you will.

"It's about embracing the joy of photography and capturing everyday life in a way that brings you happiness. Beautiful foolishness, if you will."

"It doesn't have to be BF, but once you have the camera, you try to find some beautiful scenes in your daily life. Maybe if you see the sunlight coming in, you see some contrast, and you want to take a picture with some kind of subject," he says.

"So if you have the camera in your hand, try to take pictures, and it makes our life more meaningful. Right?" he posits. "So I think of the BF as a simple minimum camera, which you want to bring anytime. It's a nice camera to be on the table at a restaurant or bar, and then you can take pictures with a nice thing. That's the BF."

Beyond BF

Mr. Yamaki proudly notes that Sigma builds all of its products in its hometown of Aizu, Japan, a fact Sigma has started to incorporate into its marketing message. Between his philosophy of beautiful foolishness and simple but elegant design, we're curious if he sees the BF as a way of sharing Japanese culture with users.

"I hope so," he tells us. "I would be happy if we could make a product that users can feel a 'Japanese touch' through, not only the design of the camera but also the quality of all of our products. We paid careful attention to every detail, which I believe is very Japanese culture."

Sigma's new product packaging balances sustainability with aesthetics.

Photo: Dale Baskin

That meticulous attention extends beyond camera bodies and lenses to details like packaging.

While many companies in the industry have moved to functional but rather pedestrian-looking recyclable cardboard, Sigma has infused its newest product boxes with subtle elegance and style, balancing sustainability with aesthetics. It's a nuance, but the type of detail that matters at Sigma.

Mr. Yamaki's enthusiasm for his philosophy is both contagious and thought-provoking. Next time you go out to shoot, consider just capturing the beautiful foolishness of the world and life. Sometimes, it's best to metaphorically sit back, enjoy your cup of tea, and embrace whatever comes your way to find beauty, even in seemingly worthless things.

Buy now:

Buy at B&H Photo

Keto diet's high cholesterol not a factor in heart disease, says study

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One of the ketogenic diet's major perceived drawbacks is an increase in LDL, or so-called bad cholesterol. A new study, though, says that this cholesterol spike doesn't fit the conventional science in terms of its disease-causing ability.

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Category: Diet & Nutrition, Wellness & Healthy Living, Body & Mind

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It's time to vote for your favorite RGB photos in our April editor's challenge

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Photo: Mitchell Clark

Submissions for our April editor's challenge have ended, which means it's time for voting to begin. This month's theme was RGB, and we tasked photographers to come up with pictures featuring a red, green, and blue color palette.

You can head to the challenge page to see the entries and vote for your favorites. User votes don't determine which photos end up getting selected to be displayed on our homepage – it is the Editor's challenge, after all – but they do help show support for community members who share their photography.

See the submissions

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