Sigma CEO Yamaki said he made the new BF camera to respond to the new generation of smartphone photographers

Sigma BF L-mount camera at BHphoto. Amazon. Adorama. FotoErhardt. Fotokoch. WexUK.

In several interviews, Mr. Yamaki emphasized that photography is more important than ever, largely due to the rise of smartphones. This led him to consider how Sigma could encourage “smartphone photographers” to take the next step and invest in a dedicated camera. His solution was the Sigma BF—a camera designed with an extremely simplified user experience. He recognized that modern cameras remain too complex for the average person and often lack exciting designs. While I agree with Yamaki’s assessment of the market, it’s still uncertain whether the BF will successfully attract new customers.

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Source Mapcamera, Kamer&Bild.