Canon, what the hell are you thinking? – This is a post based on a video on the channel that you can view HERE
Canon has just introduced the RF 50mm f/1.4 L VCM, a lens that, by all accounts, is going to be an optical powerhouse. But here’s the kicker: it costs $1,399.
Meanwhile, Canon’s classic EF 50mm f/1.4 is still available for a cool $299. That’s right—Canon just made a mid-range 50mm prime over FOUR TIMES more expensive than its predecessor.
And if you’re looking for an affordable step-up from the basic RF 50mm f/1.8 STM (aka the “Plastic Fantastic”)… guess what? There isn’t one.
Canon’s message is clear:
“Go pro or go home.”
The Glaring Hole in Canon’s Lens Lineup
For years, Canon shooters had a clear upgrade path when it came to the 50mm prime lineup:
- Canon EF 50mm f/1.8 – Cheap, plasticky, but great value.
- Canon EF 50mm f/1.4 – A noticeable step up in quality, at a mid-tier price.
- Canon EF 50mm f/1.2L – The premium, high-end professional lens.
Now, with RF glass? The options are ridiculous:
- Canon RF 50mm f/1.8 STM – Cheap and decent ($199).
- Canon RF 50mm f/1.4 L – $1,399.
- Canon RF 50mm f/1.2 L – $2,299 (ouch).
That’s it. If you want something between “entry-level beginner” and “professional-only L glass”, you’re out of luck.
Canon Is Leaving Money on the Table
Let’s be honest—there’s a huge market for an affordable RF 50mm f/1.4 that doesn’t require selling a kidney.
A solid $600-$700 RF 50mm f/1.4 would be a goldmine for:
✅ Wedding shooters who need fast glass but aren’t full-time pros.
✅ Enthusiasts who want better optics without L-series pricing.
✅ Budget-conscious freelancers who need that extra stop of light.
Instead, Canon jumps straight to a $1,399 price tag, shutting out a huge portion of its customer base.
It’s like Canon took the EF lineup, cut out the middle option, and said:
“Eh, you can either use our cheap plastic lens, or be rich. Your call.”
Canon’s Message to Photographers: “Go Pro or Get Lost”
I get it—Canon is designing lenses for professionals. But what about the serious amateurs and budget-conscious pros who make up the majority of their market?
Right now, Canon is telling photographers:
💰 “If you can’t afford $1,399, just stick with the f/1.8.”
💰 “Want a real upgrade? Better open your wallet wide.”
Honestly? I find that kind of insulting.
I’m a working pro. I make my gear pay for itself. But even for me, a $1,299 f/1.4 lens isn’t worth it—because it doesn’t give me what I need.
A 50mm prime is supposed to be a workhorse lens. It shouldn’t require a luxury tax.
A Symptom of Why the Market Is Shrinking
People love to complain that the camera market is shrinking.
Well… this is why.
Camera companies keep making photography more expensive, more exclusive, and less accessible for enthusiasts.
Not everyone is a Hollywood cinematographer. Not everyone needs to shoot at f/1.2 all the time. And yet, Canon seems determined to push high-end lenses at high-end prices, while ignoring the huge market of photographers in the middle.
If Canon released a sub-$800 RF 50mm f/1.4, I’d buy it today. And I bet a ton of other photographers would, too.
Instead? Canon is pushing an expensive product most of us don’t need, at a price most of us can’t justify.
What Do You Think?
Am I the only one frustrated by this?
Drop a comment below —I want to hear what you think about Canon’s pricing strategy.
