Canon's Mission: Bringing Unimaginable Imaging Possibilities to Life

EOS R series and the rich lineup of lenses1

To create what does not yet exist in the world.
The EOS R system was born out of this powerful determination.

Go Tokura
Canon Inc.
Managing Executive Officer
Chief Executive, Image Communication Business Operations

The courage to toss out the status quo is lodged in the EOS's soul.

The year was 1987 when the EOS interchangeable-lens SLR camera arrived, born out of a daring determination. The introduction of the EOS system, which was incompatible with Canon's previous interchangeable lenses, stirred up a debate that divided the company at the time. The company ultimately united under the passionate belief that the EOS system would absolutely benefit customers in the future. And so the one-of-a-kind EOS system was completed.

Do we carry on a path content with 30 years of success, or do we take a path seeking challenges for the next 30 years? The EOS R system is our answer.

About 30 years had passed since the audacious, but risky, call to push ahead with the EOS system. Looking ahead to the next 30 years, we developed the EOS R system of full-frame mirrorless cameras. Once again, the process was an adventure.

While staying true to the traditional EOS development philosophy — fast, comfortable, and high image quality — we adopted a mirrorless platform as a system to take full advantage of Canon's state-of-the-art optical technology. At the same time, we were conscious of future-proofing the system, including in it extensibility for communication systems and other possibilities. The result is the perfection of a system that can adapt flexibly to technological developments over the next 30 years.

World's first2 8K-equipped camera. We did it — we had to do it — precisely because we thought it would be tough.

The EOS R5 and R6 are the second-generation models of the EOS R system. Though just two years removed from the system's debut, I feel these models represent a huge leap forward. The R5, in particular, is equipped with the world's first 8K video recording function, enabling everyone to experience the wonder of the next world of imaging in a familiar form factor.

As recording devices must necessarily precede viewing devices, and as a pioneer, we were resolute in our decision to be the first to introduce 8K video.

EOS cameras bearing "5" in their name have a long history of adding innovative features, giving them a preeminent role within the brand. The EOS 5D Mark II, for example, was the first model with the Full HDTV-quality EOS Movie function and was instantly hailed in Hollywood, the home of cinema.

This was the beginning of the "5" lineage that has continued to inspire filmmakers and production companies around the world. To carry this legacy forward was another objective of the R5.

I feel that the EOS R5 and the R6 have pushed the camera into a whole new dimension, allowing photographers to take high quality photos in any field, from magnificent landscapes to top athletes at sporting events. Canon will work to meet the ever-elevating needs of our customers, with the aim of continually inspiring each other to achieve even greater heights of excellence.

EOS will never stop evolving and developing in the years ahead. This is the mission of Canon, which has long believed in the future of imaging and made it real.

The cameras of the future will not be standalone devices. They will connect interactively with networks and the cloud while blending naturally into people's daily lives.

The importance of imaging data is certain to increase dramatically, not only in the visual culture of art and entertainment, but also in the connections between people, between people and machines, and between machines. The compound evolution of computers, AI technology, and high-speed, large-capacity communications like 5G will also move ahead while dynamically encompassing imaging technologies such as virtual reality (VR) and mixed reality (MR).

Cameras will be the eyes and brains of the next generation of society. The infinite possibilities of imaging information are one and the same as the possibilities of Canon as a company.

Telecommunications have become even more indispensable the world over. Spurred by remote communications during the COVID-19 pandemic, new forms of communications are spreading with imaging information at their core.

As imaging information's role expands, the camera will become even more vital as the eyes of the IoT society and the brains that perform advanced image processing. We believe it is our mission at Canon to solve social issues by bringing to life the infinite possibilities of imaging information.

  • 1Through the use of a dedicated adapter (sold separately), the lineup of existing EF and EF-S lenses* can be also used, allowing users to make use of lenses already in their possession.
    *Excluding EF-M and CN-E (EF Cinema) lenses.
  • 2Among digital interchangeable-lens cameras on the market as of July 8, 2020, according to Canon research.