Coming Soon: Nikon Teases Exciting New Product

Nikon Are You Ready

Nikon has launched a new teaser for an upcoming launch. While details are scarce, it’s possible to look back at other times Nikon has teased a product announcement to get a sense of what photographers should expect.

Nikon’s new teaser website reveals no information or clues about what to expect next from the company. However, the dedicated website features a countdown, which will expire on May 10, 2023 at 8 a.m. EDT.

Nikon Are You Ready
The teaser website shows that a global online launch event for Nikon’s next product will occur on May 10, 2023, at 8 a.m. EDT.

Nikon has also set up a scheduled YouTube presentation for the upcoming launch event.

Based on Nikon’s recent product announcements and the way it has teased launches before, a safe bet is that Nikon is teasing a Z series mirrorless camera.

One of Nikon’s most notable teaser campaigns was for its flagship Nikon Z9 mirrorless camera. Over a series of short video clips on a dedicated Nikon Z9 teaser page, Nikon highlighted different key features of the Z9 that set it apart from Nikon’s other mirrorless cameras.

Before the Z9’s launch, Nikon teased its first Z-series mirrorless cameras, the Z6 and Z7. That initial teaser arrived just a few months before the new cameras hit shelves, launching Nikon’s Z mirrorless camera system.

It’s worth noting that while Nikon had an extensive teaser campaign surrounding its professional Z9 camera, the teasers commenced many months after Nikon first announced the development of the Z9, alongside a few highlight features, such as the camera’s newly-developed stacked full-frame sensor, a new processor, and 8K video recording.

Nikon Z teaser
Nikon USA’s headquarters in Melville, NY | Credit: Joe Shlabotnik on Flickr, image shared with CC BY 2.0 license.

Whatever product Nikon is teasing now hasn’t been announced as “in development.” Based on the timeline of previous teaser campaigns, it’s reasonable to expect the new product to be available in the next few months. However, Nikon hasn’t always teased new products, so there’s not quite enough history to inform concrete speculation.

Nikon’s most recent full-frame cameras are the Nikon Z9 (late 2021) and the Z6 II and Z7 II (late 2020). Nikon announced only one new APS-C (DX-format) camera, the Nikon Z30, in 2022.

While 2022 was quiet on the Nikon Z camera front, Nikon released many lenses for photographers of all skill levels, including the Nikon Z 400mm f/4.5 VR S, Nikon Z 100-400mm f/4.5-5.6 VR S, Nikon Z 17-28mm f/2.8, and the flagship Z 600mm f/4 TC VR S. Nikon has also announced a few new lenses already this year, including the exciting Nikkor Z 85mm f/1.2 S.

2023 is already off to a busy start for Nikon, and a very exciting new Z camera may soon be coming.

Update: Following the original publication of this article, Nikon launched its new teaser site, showing a countdown leading up to an online launch event for a mysterious new product on May 10, 2023.