Back at the start of the 2023, I published a "wish list" for 2023: three cameras and six lenses I wanted to see during the year.
Well, the Nikkor team batted zero in 2023, producing none of what I had asked for (sad face). Meanwhile the body team took the easy way out and just gave me firmware updates for the Z9.
Some, but certainly not all of you are in the same boat with bodies. In 2023 Nikon released the Zf and the Z8, both of which went on to be high volume sellers. But many of you instead wanted a Z6 III or Z7 III, or perhaps a Z70 or Z90, in 2023.
With lenses, however, many of you did get things you asked for in 2023, including the two fast and absolutely excellent telephoto primes (85mm f/1.2 S and 135mm f/1.8 S Plena, reviews coming), but also advancing the rest of the telephoto lineup with the 70-180mm f/2.8, the 180-600mm f/5.6-6.3 VR, and 600mm f/6.3 VR S. Again, all of those lenses are optically excellent. Also in 2023, DX owners nearly doubled their Nikkor availability, with the meh 24mm f/1.7 and excellent 12-28mm f/3.5-5.6 PZ VR both appearing.
Ironically, even though Nikon may not have catered to my wishes or yours in 2023, they ended the year clearly in an "up" position. The Z8 really started the year off with a bang that caught the other camera makers by surprise, and the Z8 kept selling in volume right through the end of the year. The Zf—as much as I'm not a fan of the dials—has turned out to have a very positive and well-deserved reception, as well. Despite the fact that I could do with two fewer dials and one extra button, the Zf has made it into my travel bag (in place of a Z6 II). And, of course, the telephoto lens parade now puts Nikon in a position of envy from all E, L, and RF mount users. There's not a dud in the Nikkor telephoto offerings, and the offerings are nicely ranged, with plenty of choices for everyone.
For sports and wildlife photography, the combo of Z8/Z9 and all those great telephoto lenses puts Nikon in a very strong position starting 2024. Rumors of a Zh for the Olympics—no, any speed camera probably won't have a number—suggest that Nikon may be doubling down in this area (I still want a Z-mount 120-300mm f/2.8 TC VR S, though ;~). It's also possible that Nikon will just forgo a speed camera for now and put out a fifth major firmware update for the Z9. Either would solidify things for that sports/wildlife group.
But let's be clear: the middle of the lineup is where Nikon is currently weakest, while overall market sales in that region tend to be greater. It's the same area where I wanted to see new cameras in 2023 from Nikon. Basically it's the range that would encompass the Z50 II up to a Z7 III; Nikon got weaker against the competition in 2023 in that mid-line region. The Zf was the only new camera to enter that territory, and it's one of those love/hate products. Meanwhile, lenses such as the 24mm f/1.7 DX and 26mm f/2.8 lens aren't exactly resonating with the "middle" crowd, either (though the 70-180mm f/2.8 ought to).
Nikon finished the year quite happy with how things went, though. I mean grin-on-face happy without going to a sake bar first. Sales were up, profits were up, credibility was up, brand awareness was up, and by locking up five of dpreviews six Reader's Choice Awards, Nikon also got some bragging rights to flaunt as we head into this new year.
Still, I'm a little disappointed. It wouldn't have taken more than one additional body and perhaps another lens or two from Nikon to really put an exclamation point on 2023.
