A day after Nikon's DX superzoom announcement we get Sigma's pre-announcement: 18-250mm f/3.5-6.3 DC Macro OS HSM. (I'm beginning to feel I need to add some acronyms to my name, I feel so plain in comparison to these lens names.)
This lens is a redesign of the existing lens, being lighter and closer focusing than its predecessor. To add to the acronym parade we now have TSC (Thermally Stable Composite). Basically it means that the polycarbonate in the lens barrel doesn't expand or contract in extreme temperatures as did previous designs. Of course, if they didn't use black they might not absorb so much heat in the first place. I suppose now Canon with call their telephotos TSP.
No price or release dates were given for Nikon mount versions of this new lens. Which brings me to a new byThom policy. Beginning today, I'm only going to get more careful in the way I use words describing new products:
- Released, Shipped, Delivered—I'll use these words only when deliveries have begun to customers.
- Announced, Introduced—I'll use these words only when full details of the product, including pricing and delivery dates in the US are available or clearly implied.
- Pre-announced, Planned, Previewed, Upcoming—For press releases like Sigma's latest, where there are no fine details (heck, the upcoming lens I just described isn't even listed on Sigma's Web site yet).
- Roadmap, Intention, In Development—Vague future products plans with little or no details, basically just a stake in the ground with no promise of specifics.
Thus, the new Nikkor superzoom I describe in the next article is "Announced" while the new Sigma is "Planned." While the press release says "availability...starting in July" further down the press release you find that this is for the Canon mount version: "Pricing and availability for other mounts have yet to be announced"
From a former marketing manager's perspective, the camera companies are getting into the same "gotta have a press release" frenzy that the computer industry once was in. There's a paranoia factor that says "oh no, the competition has announced something so we'd better, too." Coupled with all the intentional leaking that is going on, we basically have a full resurrection of the old IBM FUD tactics (echoed by many in the computer industry, and now the camera industry).
FUD is fear, uncertainty and doubt. Basically these companies don't want you to make up your mind about something that you can buy today because there might be something you'd like better coming down the pike at some unspecified time.
In the case of Sigma's pre-announcement, things are doubly dangerous. Since they have an existing 18-250mm lens sitting on dealers shelves, some people will walk into the store and buy it thinking they're getting the lens just pre-announced.
Thus, in good faith to my readers, I can no longer promulgate the marketing messages the way the marketing organizations of these companies is issuing them. I'm going to be much more careful of my wording concerning "announcements" in the future. Oh, and one other thing: this site (and sansmirror) respects embargo dates. I don't try to sneak press release materials in early in order to look like I'm the first. I don't care if I'm the first, and neither should you. I care about accuracy and clarity and context.