The Bad News From Canon’s Earnings Call

I’ve been covering camera gear long enough to know that when manufacturers start talking about “pricing pressures” on earnings calls, wallet-wielding photographers should pay attention. Canon just dropped that exact bomb, essentially telling investors—and us—that camera prices could climb in 2027 if memory chip costs don’t ease up.

Here’s the reality: the company’s banking on memory prices to fall next year. They’re not. So what happens when those two things collide? You guessed it. Canon’s looking to protect its margins by passing those higher costs directly to consumers.

Why Memory Prices Aren’t Budging

The culprit? Artificial intelligence. Demand for memory chips used in AI applications has absolutely exploded, and it’s squeezing supply chains across the entire industry. While AI companies are throwing money at memory manufacturers, camera makers are stuck competing for scraps at higher prices.

This isn’t just a Canon problem, either. Anyone who’s been paying attention knows that multiple manufacturers are feeling this same pressure. It’s a systemic issue that’ll likely ripple across the entire camera industry.

What This Means for Gear Buyers Right Now

Look, I’m not one to sugarcoat things. If you’ve been thinking about upgrading your camera body or mirrorless setup, the window for better pricing might be closing. Manufacturers typically announce price increases either gradually or all at once, and when they hit, they stick around for a while.

I’m not saying run out and panic-buy gear today. That’s never smart. But if you’ve had your eye on a specific Canon body—or honestly, cameras from any manufacturer—2027 could bring sticker shock. The models sitting on shelves now might look pretty appealing by mid-next year.

The Bigger Picture

This situation perfectly illustrates why I always tell readers to focus on value over prestige. The camera you need today won’t perform any differently because it cost $200 less than next year’s version. Gear prices fluctuate based on industry factors completely outside your control, so buying based on actual need rather than chasing the perfect deal makes more sense than ever.

If you’re in the market for a camera, now’s not a terrible time to start looking. Just don’t expect the deals to get better. The opposite is way more likely.