Announcing The Nikon DFB – Burberry Edition

TOKYO – Following on the heels of the revolutionary Nikon DF, the Nikon Corporation is pleased to announce the fashionable DFB – the Burberry Edition, a Nikon FX digital SLR camera. The stylish DFB literally screams “Do more with less, but look sharp while doing it!” The DFB features the beloved 12.1 MP sensor from the Nikon D3 and D700. The file sizes produced by the DFB will be a welcome relief to those who demand smaller file sizes and less photographic detail, and are genuinely concerned about conserving hard drive space.

Nikon DFB - Burberry Edition

As part of the Nikon’s Pure Photography initiative, the DFB says goodbye to bothersome automatic focusing. Hearkening back to yesteryear, the DFB relies solely on manual focusing, using a classic split image screen. We have also made the DFB incompatible with VR lenses. When the DFB detects a VR lens, it disables the VR capability. It thus requires photographers to rely on better technique to take sharp images rather than being dependent upon fancy image stabilization technology – just like photographers had to do 50 years ago.

The DFB also eliminates the need to worry about color, as it only produces pure, beautiful black and white photos. We took the dramatic step of eliminating the LCD from the back of the DFB. We believe this radical departure from other DSLR designs will put an end, once and for all, to “chimping,” and allow photographers to spend less time fiddling with their cameras and more time on the art of photography. And similar to the days of film, they will not be able to view their photos while shooting. Only after arriving home and uploading their images to their computer will photographers be able see the results of their efforts.

Perhaps best of all, the DFB sports the classic Burberry pattern, one of the most distinguishable designs in the world. The DFB’s unique look makes a strong, bold statement that will turn the heads of both photographers and those being photographed, particularly the model community. In a world of “me too” digital camera design, the DFB tells others that you care about how your camera looks, want to stand out from the crowd, and are ready to forego all kinds of technological advances – and willing to pay top dollar to do so!

The DFB will be priced at $3,499. The first 1,000 customers will also receive a genuine Burberry umbrella. The DFB is available for pre-order from all Nikon distributors.

Note: If you have made it this far, you probably realize this is a spoof. At Photography Life, we try not to take our camera technology too seriously! As in the broader photography community, there are some very mixed feelings among the writers of Photography Life regarding the Nikon DF. Please don’t contact us with questions such as “Why can’t I seem to find the DFB pre-order links?”


  1. 1) Shon2000
    November 10, 2013 at 9:51 pm

    One word LOL, this is hilariuos!

    • 1.1) the count
      November 12, 2013 at 2:17 am

      ^^ 3 words and an acronym.

  2. 2) Clarence
    November 10, 2013 at 9:55 pm

    Good one Bob!!

    • 2.1) Global
      November 10, 2013 at 10:20 pm

      Nice. I see Bob’s not 100% on the Df band wagon either, haha.

      I still think the D400 should be a mirrorless Df looking body with higher specs than the D7100, fully pro, but DX with an included adapter. Make Df a respectable line, instead of a fashion joke, and youve got innovation and style without going backwards.

      • 2.1.1) D400 Fan
        November 11, 2013 at 6:20 pm

        I’ve been waiting for the D400 (or whatever they want to call it) for a few years now. If it’s mirrorless, I’ll be disappointed and not buy it. It seems to me kinda silly to want a professional camera but then ask them to make it a “toy” version. But that’s okay. I realize most people nowadays are more interested in toys than tools. Just as the age of useful life has been steadily increasing, so has the number of years it takes for people to mature.

        • Global
          November 17, 2013 at 2:13 pm

          Why would you say it would be a toy? Im talking about the exact same highend specs, with an EVF and increased functions, simply without a mirror and narrower dimensions. I think your idea of mirrorless is biased by the smaller sensor iterations and less developed systems.

          There are many large advantages to the mirrorless format, going forward.. in the past, not so much. But next gen, highly desirable.

          • D400 Fan
            November 17, 2013 at 3:02 pm

            I said it partially in jest. But only partially. Fact of the matter is the specs that you guys are wanting for a future mirrorless camera are very capable. The problem, and reason I call it a toy, is the effect that it will have on a lot (and I mean a WHOLE LOT) of photographer’s photos and photography as a whole.
            If you view photography as a means to document events, locations, etc. then a mirrorless is fine, as is a point-n-shoot or even a phone’s camera. If, however, you view photography as an art form, the tools of the trade will necessarily affect the product. You think that sounds silly? Look at language; people think in the language they use. Individuals within cultures with simplistic language patterns and limited vocabularies think more simplistically than those of cultures with more complex patterns and richer vocabularies. I could give a host of examples but I think the one should suffice.
            How does that relate to photography, you ask? Simple; the easier it is to take a photo (lighter and smaller equipment, etc.), the less seriously you’ll be inclined to take the individual photos. I don’t know how long you’ve been into photography but when we used film, we made damn sure the composition, lighting and camera settings were optimal. Photographers and laymen alike held a great photo in semi-awe. Since the advent of digital, everybody and their brother takes so many photos that, as the saying goes, ‘even a blind dog catches a squirrel once in a while.’ This has a two-fold effect on photography as a whole: first, nobody is impressed with your photo because they can download its equal or better from the internet. second, people are becoming so numb to photography due to its ubiquity that they can’t easily recognize the difference between a good photo and a great one.
            You may not think so but eventually this will come back to you, the individual photographer. You know your photos are good and don’t care what anyone else thinks…well, bullshit! As more and more people look at your once-in-a-lifetime shot of Bigfoot, dancing a jig with the Abominable Snowman and say, “meh,” you’ll get disheartened and think, WTF!
            So, yeah; if the future of professional/advanced hobbyist cameras is mirrorless, photography will become just a game that people play with their toys because these cameras will allow even more of the masses to produce photos with the same IQ as their advanced counterparts, albeit with inferior artistic qualities but only slightly inferior because these advanced photographers (as a whole, not individually) won’t work as hard to create art.

            Sorry this was so long. If it were any shorter, I believe the message would have suffered.

            • Barbareola
              November 18, 2013 at 8:50 am

              Wow… I have heard the “when we shot film, everything was better” before, but rarely with that much arrogance and some racism on top! :o

              So what makes a language simplistic in your view? Number of words? In that case, English wins against many other modern languages hands down, as it has two to three times the number of words than other modern European languages. Let’s see… grammar? Modern English doesn’t use declension and conjugation as much as say Latin and you are very much restricted in regards to words order in a sentence. So does that make modern English speaking people more “simplistic” than ancient Romans? I wonder what kind of “system” you use to sort modern languages by complexity.

              The rest of your arguments are even more stunning and baffling. So these days, photography is more affordable for a larger part of the population, allowing them to shoot more photos more easily. And that hurts the hard working photographer how? Should we lug around heavy film cameras with huge and heavy lenses that slow the work down so that nobody may be tempted to make a quick shot? Why stop at film though? Why not go back to the roots all the way and pull out the silver gelatin glass plates! Let’s restrict access to photography to keep it pure and away from the unwashed masses.

              Better yet, let’s restrict access to elementary schooling. Just imagine if everybody could read and write with “toy quills”. Wouldn’t that stop writers and poets from creating their master pieces?

            • D400 Fan
              November 18, 2013 at 12:02 pm

              Actually, I’m not saying it was better, just that photographers generally took more time, generally resulting in better composition. I take great pains to not repeat words but, in this case, I want to make sure you understand I’m not saying this is a hard, fast rule, but rather a generalization. As for racism, I don’t get it!? Maybe culturalism but that’s not the case, either. Thinking simplistically isn’t necessarily a bad thing nor does it make one inferior in any way. It’s just different.

              As for your second paragraph (even though this is a side issue), I measure complexity of language by the fullness of vocabulary and grammer, inasmuch as they relate to putting “meat” on the “bones” of an idea. For example: “Now he would never write the things that he had saved to write until he knew enough to write them well” ~Ernest Hemingway. You could have relayed the gist of the idea with, “He waited too long to write things until it was too late,” but it doesn’t impart the fullness of the original sentence. The richness that a complex language lends to literature, as well as speaking, makes the message more fulfilling for the reader/listener. I chose this analogy because it relates very closely to photography. However, if you’re inclined to find offense in minutiae, nothing I write will satisfy you. I’ll spend no more time on the matter.

              Your subsequent comments only serve to illustrate that access to a wonderful set of language tools no more guarantees a great orator or author than a great camera guarantees great photography.

  3. 3) Ernesto Quintero
    November 10, 2013 at 9:55 pm

    LOL they got the wrong plaid pattern !

  4. 4) Robin Neal
    November 10, 2013 at 9:57 pm

    You rotten buggers

    You had me going there, I thought Nikon had gone nuts


    Rob =)

  5. November 10, 2013 at 9:58 pm

    Awesome. Although I was hoping they would have released a paisley edition since Burberry is just not my look.

  6. 6) Don B
    November 10, 2013 at 9:58 pm

    This will be the perfect camera for me. It will match my Elmer Fudd jacket perfectly. I have pre-orded 2 of them. I hope I am lucky enough to get a matching umbrella!

  7. 7) tong
    November 10, 2013 at 9:58 pm


  8. 8) JimL
    November 10, 2013 at 10:01 pm

    Great stuff, but shouldn’t this one be called the Nikon BFD? I understand they’re working on a limited-release special edition that will only take pictures of obscure indie bands and people with odd facial hair.

    • 8.1) Henrik Manoochehri
      November 11, 2013 at 10:32 pm

      I second that call!

  9. 9) Theresa
    November 10, 2013 at 10:05 pm

    And I wasted valuable time reading this.

    • 9.1) Jorge Balarin
      November 11, 2013 at 12:51 pm

      Why, you didn’t notice from the first line that it was a joke ?

      Reading the nex line of Wikipedia I understood wich is your problem:

      “The hypothetical person lacking a sense of humour would likely find the behaviour induced by humour to be inexplicable, strange, or even irrational. Though ultimately decided by personal taste, the extent to which a person will find something humorous depends upon a host of variables, including geographical location, culture, maturity, level of education, context and intelligence.”

      • 9.1.1) We Are Not Amused
        November 11, 2013 at 6:15 pm

        You get your information from Wikipedia? Now THAT is funny! In this case, however, I don’t think they’re far off the mark. Notice it says, “hypothetical,” and then goes on to explain that the individual does not necessarily lack a sense of humor but that, for whatever reason, they don’t happen to think the intended comedy is funny.
        I knew right off it was a joke but didn’t find it humorous. Most people did. It’s all good. You expect people to accept that you think it’s funny but refuse to accept that they don’t!?

        • Jorge Balarin
          November 12, 2013 at 11:57 am

          Sorry “We are not amused”, but unfortunately your pseudonym and your comments denote lack of humor : (

          • We Are Not Amused
            November 12, 2013 at 12:27 pm

            I created the pseudonym for the purposes of replying to people who thought this was funny. My comments reflect that, while I think I have a good sense of humor, I didn’t think it was funny. I thought it was clever but not funny. I guess my sense of humor is just different from yours or, for that matter, a lot of people.

            • norms
              November 13, 2013 at 4:38 am

              i agree…this is not cool…:(

  10. 10) Chris
    November 10, 2013 at 10:08 pm

    It’s almost like the Nikon Tf… :)

    • 10.1) Ian
      November 12, 2013 at 8:48 am

      Hehe. Nice one!

  11. 11) Norman Silva
    November 10, 2013 at 10:10 pm

    The sad thing is this is the stupid type of thing Nikon would do.

  12. 12) Cal
    November 10, 2013 at 10:16 pm

    But, but . . . I want one! It will so complete my geek look; floppy safari hat, cargo pants, bulging photo vest, photo back pack, gear belt & harness, monopod hanging from a belt holster, flip-up sun glasses, zinc on my nose, and a HoodLoupe & camera hanging around my neck. And a wife that refuses to be seen with me.

    • November 11, 2013 at 6:30 am

      You have one of “those” wives too, eh?

  13. 13) Tom Crossan
    November 10, 2013 at 10:31 pm

    I bet some people would still buy it, just to be noticed.

    You can just see them now, in those large groups, loud voices, loud clothes, etc, etc. with all the photo gear hanging off them, but never use.

  14. November 10, 2013 at 10:34 pm

    Ok now this is confirms how lost is Nikon…buy Sony! (and I own a D800 and D700…)…

  15. November 10, 2013 at 10:36 pm

    Oh come on I didn’t reach the end…good one! well I will not be surprised if they try something like this…remember Hasselbad and Olympus? all is possible….

  16. 16) Jaz
    November 10, 2013 at 11:13 pm

    Pure Photography? Not… It’s Pure LOL! :P

    This seems interesting for the ladies. Nikon has gone towards the pathway of Nikon Women line of products.

    Perhaps we should see the string of Nikon Louis Vuitton, Nikon Coach, Nikon Prada, Nikon Chanel? Maybe this would BOOST their sales? Hohoho!

    Gladly, I’m out of this Df craze!

  17. 17) Peter G
    November 10, 2013 at 11:14 pm

    It would be a big seller in Japan, where Burberry is ” Big ”

    I used to live there, and see those awful Burberry scarfs on every-one… The school girls loved them, so compliment their short , short skirts in winter :-)

  18. 18) analoguelog
    November 10, 2013 at 11:59 pm

    Why can’t I seem to find the DFB pre-order links?

  19. 19) Alis
    November 11, 2013 at 12:04 am

    Where are the pre-order links?! ha ha ha just kidding.
    But I bet you could sell this. It took me to the 6th line to start asking myself if this was a joke lol

  20. 20) Daniel Michael
    November 11, 2013 at 1:13 am

    Haha! They forgot to add “it also has a special feature while writing to the SD card – it will make the card non-rewritable, so you will need to throw the card away after use. This will really bring back memories of using film”

  21. 21) ivan
    November 11, 2013 at 2:19 am

    ja ja ja. :)

    i already preorder this beast !

  22. 22) king
    November 11, 2013 at 3:58 am

    hahahaha.. almost… :-P

  23. 23) MartinG
    November 11, 2013 at 4:13 am

    Oh Dear – this is really lame. This is the worst post I have ever seen on this site.

  24. 24) JP
    November 11, 2013 at 4:33 am

    not funny.

    • 24.1) Jorge Balarin
      November 11, 2013 at 12:32 pm

      You are not funny.

  25. 25) Richard
    November 11, 2013 at 4:46 am

    Seems to me to be written in poor taste for an otherwise professional site. Just because you don’t like it or agree with it does not mean you need to mock it.

    • 25.1) nestor
      November 11, 2013 at 5:18 am

      Hi Richard. I think that Df could be a nice camera at the right price. It is less than a D610 with a D4 sensor. If you don’t need D4 high ISO capabilities (in which case you can justify the price), then you are paying more for less. I guess that lot of people (me included) don’t mock to Df itself, but at the Df price. In such a way was what Bob did, he got a Df, striped some features and increased the price 1000 USD. I made a comment on this, and in such a way I like the Df, but at current prices I really dislike it, not needing D4 high ISO cap for me it is worthless. But this is my opinion, someone could find the Df worth the price. And I am talking about real value, not sentimental one.

      A little humour sometimes is good. Sorry for the grammar, english is not my native tongue.

    • 25.2) Jorge Balarin
      November 11, 2013 at 12:31 pm

      Yes, poor DF, Bob hurt its feelings. Snif !

  26. 26) David
    November 11, 2013 at 4:58 am

    Why did the author of this post see fit to ridicule a major camera release, one that many of us
    are following with great interest? I’ve never seen this type of tomfoolery on any respected
    photographic blog before. I don’t think it’s up to the standards of journalistic integrity established by a Photography Life and Nasim. We all make mistakes and I think this is one of them. Did Nasim approve the post beforehand?

    • 26.1) MartinG
      November 11, 2013 at 5:10 am

      Agreed. Kind of embarrassing for such a great site.

    • 26.2) dencelly
      November 11, 2013 at 6:31 am

      It is just like the name of this site ‘Photography Life’. And life needs a little humour. If you are not amused, then it’s not the problem of this site. Most of the readers are very amused :) Have a nice day, smile a little and you’ll feel better :)

    • 26.3) Jorge Balarin
      November 11, 2013 at 12:28 pm

      Sorry, but you’re making a fool. Come on ! a little bit of humor makes life better.

      • 26.3.1) Ironic
        November 12, 2013 at 3:31 pm

        Pot Calling The Kettle…..

        • Jorge Balarin
          November 14, 2013 at 6:31 am

          You are improving, try again !!

    • 26.4) Jorge Balarin
      November 11, 2013 at 12:54 pm

      From Wikipedia:

      “The hypothetical person lacking a sense of humour would likely find the behaviour induced by humour to be inexplicable, strange, or even irrational. Though ultimately decided by personal taste, the extent to which a person will find something humorous depends upon a host of variables, including geographical location, culture, maturity, level of education, intelligence and context. “

    • 26.5) Andrea
      November 12, 2013 at 2:59 am

      Maybe some are not amused at Nikon throwing away engineering resources on an overpiced camera that slaps a retro facade on top of rather commonplace digital innards? Then calls it “pure photography” when you’d have an easier time focusing reliably a manual focus lens on a 500$ sony NEX? I know this is excessive in the opposite direction, but this semi-religious reverence for a mass-produced commodity is too much for me right now. Maybe I just had a very bad day driving through traffic to get to work.

      • 26.5.1) On the other hand
        November 12, 2013 at 4:54 am

        I think you’re taking it more personally than those who don’t find it funny, but I could be wrong. If you own stock in Nikon, you definitely have a right to hold that point of view, whether or not it’s accurate.

    • 26.6) Andrea
      November 12, 2013 at 3:12 am
    • 26.7) WDF??
      November 13, 2013 at 2:45 am

      Canon ambush marketing again, well done I hope your free 70D was worth it.

  27. 27) dencelly
    November 11, 2013 at 4:58 am

    Fantastic! Now, Nikon has really recognized our creative needs. There is an another nice idea what design oriented photographers really need. Search for ‘Pinkon’ in Youtube ;)

  28. 28) FranoisR
    November 11, 2013 at 5:01 am

    Hein bonne, hein bonne!

  29. 29) nestor
    November 11, 2013 at 5:06 am

    Considering the lack of features of D610 vs Df and the price ratio, I don’t think Nikon would give away at 3750 USD. Please Bob return to the real Nikon world, stop dreaming, I guess 10000 USD for a striped down camera like this one would be realistic. You must know Nikon view of market, less capabilities, more price.

    In addition you forgot to say that the Dfb is firmware limited to 36 exposures using a 300 USD 512 MB Nikon SD card, If this is not enough then a cheap adaptor for 250expo is available at 1500USD MSRP, and a 800expo adapter at 2750USD MSRP, of course memory not included.

    Nice review, it makes me smile quite a lot. Thanks

  30. 30) Yoshi
    November 11, 2013 at 5:08 am

    Haha, my girlfriend got really excited about this and wouldn’t believe me when I started reading it and told her it was a joke.

  31. November 11, 2013 at 6:13 am

    “A welcome relief to those who demand smaller file sizes and less photographic detail, and are genuinely concerned about conserving hard drive space.”

    Hahahahahaha!!!! Good show!!!!

    For about 3 seconds I was reading the article as if it were real, and I was horrified. Then I read THAT line.

    You got me.

  32. 32) HomoSapiensWannaBe
    November 11, 2013 at 6:18 am

    Funny satire! Glad you folks have a sense of humor. Thanks for writing and posting.

    But… Where are the purchase links? (Ha Ha)

  33. November 11, 2013 at 6:40 am

    For all you who are upset or not amused by this article – I would tell you to “get a life” but you wouldn’t understand that because you actually think that you DO have a life.
    Therefore, I’ll apologize to you in behalf of Photography Life. Naughty, naughty, naughty boys (and girls).
    Now that I’ve apologized, you should go out, sell all your photo equipment and buy a sense of humor.
    Even a cheap one will do.

    • 33.1) We Are Not Amused
      November 11, 2013 at 6:07 pm

      Whether or not it was funny depends on the author’s point of view. Without knowing that, it would be easy to assume he’s jumping on the “Bash Nikon” frenzy that’s been popular recently. If not for that, I don’t think anyone would be upset. It was either a case of poor timing or he really was going for a cheap laugh. It’s kinda like the number of licks it takes to get to the Tootsie Roll center of a Tootsie Pop…the world may never know!

      • 33.1.1) Andrea
        November 12, 2013 at 3:15 am

        Yes we are amused. Whether or not it’s funny depends on the READER’s point of view, as your post demonstrates.

        • We Are Not Amused
          November 12, 2013 at 4:57 am

          I see your point but I was attempting to distinguish between comedy and commentary. I just chose poor wording.

  34. 34) Jon
    November 11, 2013 at 6:45 am

    Thank you for this informational post. Though it may be fictional, I wouldn’t be surprised if something similar was actually produced in limited quantities. I started with fully manual film cameras many years ago. One has to have intimate knowledge of those models to appreciate the true nature of this post. If anyone finds this offensive then they can’t take photography seriously. True artists laugh, cry, criticize, imagine, remember, and share. It took thought, creativity, brevity, and dedication to the art of photography to adapt the new Df for this article. I applaud your efforts and say job well done. You have lifted the value of this column in my eyes and earned new respect.

  35. November 11, 2013 at 7:18 am

    Dear Nikon: PLEASE release a D400 soon to finally appease us DX shooters with an update to the D300s……still waiting since June of 2009. I’ll buy it even if it’s orange plaid! (Great and very funny article)

  36. 36) Barbareola
    November 11, 2013 at 7:36 am

    Thanks for the laugh – I really needed it! :)

    You know what is actually sad? I am somewhat disappointed that it is a spoof….

    Imagine: take a D610, strip it of all the stuff that I wouldn’t use (for me that would be video), give it a solid build and put in that D3 sensor that even today would leave that of my D90 in the dust. Now *lower* the price to compensate for everything that you took away (and please get rid of that burberry pattern!)

    You know what, Nikon? I would be *so* happy with that kind of camera. I might not be the only one…

  37. 37) David
    November 11, 2013 at 7:48 am

    I would go for the split image screen in a heartbeat. Sure wish they still had them. ;)

  38. 38) Graham
    November 11, 2013 at 9:20 am

    I love it. It should be offered with a free pheasant’s feather to stick in the hat, or somewhere.
    Get mugged in style!
    You should sell the idea to Hasselblad, who could treble your price; they might even sell one or two.
    Nestor, what is a “striped down camera”, some sort of Burberry duck or goose? I love that idea too: rather like a tartan-painted pussy cat. (What happened to speling and gramer on the internet? RIP.)

  39. 39) meagain
    November 11, 2013 at 9:27 am

    The Black Watch tartan model to be released 1/4/2014 will do ISO 204,800 and AF at f/16.

  40. 40) Paul
    November 11, 2013 at 11:23 am

    Nikon Damn Funny!

  41. 41) Jorge Balarin
    November 11, 2013 at 12:20 pm

    You are my hero Bob. I did laugh so much. Greetings.

  42. November 11, 2013 at 12:28 pm

    This is truly bad taste, just gives me a headache looking at it!
    I expected exquisite leathers of differing colour, not a Japanese bagpipe!

    Come on Nikon choose your partners more carefully…

  43. 43) Michael
    November 11, 2013 at 1:33 pm

    If Nikon makes one in faux tie-dyed leather, or better yet denim….. i’m in ;-)….of course solid gold would work too!

  44. 44) gianpaolo
    November 11, 2013 at 2:08 pm

    well… I find bob’s irony justified. instead of an innovative product -like the d3- nikon just changed the case of a standard dslr, and used a sensor that (on paper) is not exceptional (dxomark iso lower than d3s… )
    btw, “the highest ISO setting to produce 30dB, 9EVs, 18-bit images” i hope is for raw unprocessed pictures, otherway noise reducing can affect the result.

  45. 45) Alan
    November 11, 2013 at 2:43 pm

    Although the Burberry is quite dashing, I will wait for the HT edition – Houndstooth. It will go quite nicely with my deerstalker hat.

  46. November 11, 2013 at 3:46 pm

    On first glance I was terrified at the prospect after reading I poured out a sigh of relief haha! enjoyed the article !

  47. 47) Alan
    November 11, 2013 at 6:24 pm

    Too bad some people lack a sense of humour. Life is too short to take everything so seriously. Lighten up, just a joke.

  48. November 11, 2013 at 6:47 pm

    Thanks to everyone that weighed in on my humble attempt (some would say “pathetic!”) at humor. And that includes one spirited reader who directly wrote to Nasim:

    “Dear Nasim,
    Where did you get this no-good *#%#&#@ clown? Who does he think he is – the Rodney Dangerfield of photography? He should be strung up by his neck from the nearest tree using a few Nikon camera straps until he breathes no more and his drivel-writing fingers turn cold!!!

    Betty From Biloxi”

    Well, it could have been worse; Betty could have suggested hanging me with Canon straps. To think of breathing my last while noticing the red Canon logo out of the corner of my eye… sigh…

    But I digress… Regarding this post: Yes, it was a tongue-in-cheek attempt of poking fun at the DF introduction. But let me first say that I love the look of the DF. Nikon did an excellent job on the styling and, at least on this front, got it right.

    That said, Nikon’s notion of charging more for less features, resolution, and other capabilities that come standard with the D600/D610 is a bit bewildering. If less is worth more, than why not 12.1 MP instead of 16MP? If some of those photographers get misty-eyed for the good old days of film, manual focusing, and their silver-knobbed SLRs, why not start eliminating most of the technological advances we take for granted, including the LCD – and charge more?

    Perhaps purposely reducing technology innovation, while focusing almost solely on style, as suggested by my mythical DFB model, seems like a strange concept. But it is only a bit of an exaggeration of the actual DF introduction. If I were in the market for a new FX DSLR, I might be tempted to buy the DF instead of the D610 – IF, and only if – its feature set was the same and the price difference between the two models was ~$300. Reducing the feature set and capabilities from that of the D610, while increasing the DF’s cost by ~$750, however, is a tough sell – no matter how much I appreciate the DF’s good looks and classic lines.

    The DF makes even less sense when you consider the pent-up demand for the D400 and the fact that Sony & Olympus are attempting to disrupt the DSLR market altogether, by making a major shift to mirrorless. FX DSLRs fit the bill for some people, but they are not for everyone. I and many others believe the smaller, cheaper DX platform, with improvements in megapixels, ISO, and FPS, still has legs. A D400 or breakthrough DX mirrorless model would have made far more sense than another FX camera that included no innovations, apart from more stylish looks.

    As such, the DF’s good looks and welcome departure from other DSLR bodies seems to have been overshadowed by the fact that many of us think Nikon simply took their eye off the ball. I admit that I may turn out to be terribly wrong about the DF. Perhaps it will be a raving success in the marketplace. We will all know soon enough once the sales numbers start rolling in.

    Keep the comments coming (Yes – you too Betty!). Perhaps Nikon will even read some of them and take them to heart. ;)


    • 48.1) Douglas
      November 11, 2013 at 7:51 pm

      Nice job bob. Had me laughing all the way through! I can understand what Nikon was trying to do here but I would have thought it would make more sense to price the camera less than the D610 with a lesser feature set, smaller sensor and physically smaller. Then they would have something worthwhile. The D4 sensor is a bit overkill for this type of camera in my opinion.

      • Profile photo of Bob Vishneski 48.1.1) Bob Vishneski
        November 11, 2013 at 8:00 pm

        There are probably a variety of strategies that might have made a DF type of camera a success. The current combination of price and features just doesn’t feel right, particularly in light of all the other permutations Nikon could have selected, including the one you mentioned.

        • I Doubt
          November 11, 2013 at 8:06 pm

          If it doesn’t feel right to you, then it’s not what you’re looking for. Not every camera is for every photographer. It’s not right for me but, again, it’s not what I’m looking for.

      • 48.1.2) I Doubt
        November 11, 2013 at 8:04 pm

        I don’t think you really understand what they were trying to do. Since the whole concept was “Pure Photography,” why wouldn’t they put their best sensor in it? If people want a smaller camera with a smaller feature set and sensor, they can buy a D5xxx, D3xxx, or a mirrorless camera. Not specifically addressing you, but it seems to me people are still thinking gadget, here, rather than a camera capable of recording a great image with the least amount of features and menu selections to get there. You can argue whether or not they achieved that but only in context of what they were actually trying to do.

        • Profile photo of Bob Vishneski Bob Vishneski
          November 11, 2013 at 8:14 pm

          I Doubt,

          I don’t know what the heck “Pure Photography” means – apart from some vague notion of it being anything anyone imagines or wants it to be. It may be a nice marketing gimmick – much like this new commercial:

          I can’t figure that one out either, but perhaps it means something to someone.

          If there is a concept of “Pure Photography,” I imagine that it doesn’t include worrying about how your camera looks to anyone…

          There may be a reason why someone would pick the DF over the D610, but I can’t figure out what it is – apart from looks. At $69 for a terabyte hard drive, who really cares about the slightly larger file sizes?

          I would defy anyone to tell which one is which from a distance of 10-20 feet (while in the hands of a photographer), if both the DF and D610 are black.


          • I Doubt
            November 11, 2013 at 8:33 pm

            As Romanas wrote in an earlier article, if you’re comparing features, you wouldn’t buy the Df. It’s kinda like fly fishing vs. crank bait or live bait. And I think it was no accident that they used fly fishing in one of the teaser videos. It’s not very efficient and you’re not going to catch as many fish…it’s about the zen of fishing, or in this case, photography. I tried fly fishing and I didn’t like it; but I understand why some people do. I wouldn’t buy the Df but photography is a very zen thing for me, too. Ideally, taking the photo is more important to me than the end result. (I say “ideally” because when I’m getting paid it’s kinda like digging a ditch…it’s just work) That’s why I detest mirrorless cameras…they take away from the experience.
            I DO understand your scorn for people who buy it as a fashion statement. Now that thar’ is stupid, I don’t care who you are! ;-)

            • Profile photo of Bob Vishneski Bob Vishneski
              November 11, 2013 at 8:39 pm

              I Doubt,
              I have no scorn for anyone that appreciates solid design and good style. I suspect we can all agree that style has some value. I rather question the value proposition represented by the DF and its feature set, relative to that of the D610, which offers much more, but is not quite as good looking.

            • I Doubt
              November 11, 2013 at 9:21 pm

              There’s a difference between solid design and good style vs. making a fashion statement, similar to he video you referenced. If you saw how I dress, though, you wouldn’t assume that I share your appreciation for style! ;-) Anyway, I still think you’re missing the point. But, it doesn’t matter. Some people will buy it and some won’t.
              I did think your article was clever though. Not so much funny as clever.

    • 48.2) Jorge Balarin
      November 12, 2013 at 11:52 am

      You are right. I remember that in my country happened something a little bit similar when the first close circuit tv channel was created. To get clients they offer the public the opportunity to see directly events like Wimbeldon, boxing championships, the Oscars Venue, etc; but some time later, when they have already had their clients, they came with the next “good new”:

      “Hey guys, you are lucky, now we are going to offer you our new pay per view system”. Of course that did mean than their clients would be forced to pay extra for what until that day was included in their monthly fee; and those rascals where thinking their customers were mental retarded, and announced the new as a great one for them.

  49. 49) Donn
    November 11, 2013 at 8:16 pm

    As long as it has has an array of picture presets no NEF’s, Ken Rockwell will adore it

    • 49.1) Lonny Whitsell
      November 16, 2013 at 4:30 pm

      Sounds like the problem is the wife! ;)

    • 49.2) Lonny Whitsell
      November 16, 2013 at 4:34 pm

      Ken Rockwells site got me back into photography…. Note sure why it is so vogue to attack him. You start a website and give real, honest OPINIONS and see how popular you are.

      • 49.2.1) Patrick O'Connor
        November 18, 2013 at 1:24 pm

        I think the reason people ridicule him is a combination of his numerous conflicting opinions and constantly asking for donations for his “growing” family. That doesn’t bother me so much as his condescending attitude (eg. ‘if you were a real professional,’ ‘amateurs don’t need…,’ etc.).

  50. 50) erol
    November 12, 2013 at 3:10 am

    Photography and gear means different things for people. Successful camera companies, like all commercial product companies, try to form and manipulate these perceptions and then capitalize on them.
    As such broadly divided, but may have overlaps in between them:
    a-Professionals who do it as a paid job and demand high quality and pre-defined functions for the gear making their job easier and creative.
    b-Passionate amateurs who intends to develope it as a hobby , starting as novice but intending to go to advance levels.
    c- Those who take photos just for short term fun and does not care what they use, as long as its affordable.
    d-Those who like to collect the gear as hobby or as a play toy basically, pictures being byproducts (my group)

    Nikon seems to be aiming to enter Leica field. It is a tough task and can easily create a Hasselblad Lunar joke if not careful with quality, appearance and price.

    Nikon better keeps a good balance of products serving for different people but with the required quality, aftersale backup service and dedication to the satisfaction of people who are the majority of Nikon’s customer base.

    I like the look of the Df but feel like it is not a exclusive product like a Leica. Nikon image persepcion not at that level yet., especially with recent QC failures in D800 and D600.

    • November 12, 2013 at 5:15 am

      Your last comment is a best reason why I doubt that Nikon is going to start going after very small market niches. Perhaps people will immediately start throwing significant sums of money at Nikon for the opportunity to shoot with a DSLR that looks like something from yesteryear, but I suspect that reason will get the better of them when they consider this camera’s feature set compared to a much cheaper and more capable D610 (albeit not quite as aesthetically appealing!). Then again, people buy products based on a variety of reasons, many of which have nothing to do with rational decision making! ;)

  51. 51) Nitcha
    November 12, 2013 at 3:24 am

    Wow bob’s dfb is a lot purer than df . Hope nikon makes it . Lol

  52. November 12, 2013 at 5:24 am

    Hook, line, and sinker until about 50% of the way through the article. Well played, sir.

    Shows you what I think of Nikon’s marketing department these days, I reckon… .


  53. 53) David
    November 12, 2013 at 8:58 am

    I got taken to the woodshed by a few readers for allegedly lacking a sense of humor because I was offended by the Burberry satire. Fair enough. However, seriousness is not a monotone. There are plenty of things I find funny. I don’t joke and laugh less than the next guy or gal. I’m a big fan of Bob Hope, Woody Allen, Abbot and Costello, George Carlin, Jerry Seinfeld, Dave Chappelle, Saturday Night Life, et al. I’ve even done a little stand-up myself. If you were one of those who wrote in, rest assured I agree with you: a sense of humor and laughter are the bright side of life; one of the most valuable assets we have. In fact, I don’t think this point can’t be over-emphasized so thank you.

  54. 54) syrgrad91
    November 12, 2013 at 1:58 pm

    Burberry pattern and ridiculous price aside, this is what the Df should have been, not a restyled D800 with a D4 sensor. Also, I like the idea of it shooting black and white, although the ability to switch between the two would be even better. Just my 2¢

  55. 55) Peter G
    November 12, 2013 at 2:30 pm

    The amazing thing about this whole saga, is that the ” Burberry Edition” doesn’t show on website, or on website.

    Yodobashi is the # 1 camera chain in Japan !

    • 55.1) David
      November 12, 2013 at 3:15 pm

      This is a limited edition of the Df, only available in the US.

  56. 56) Sebastiano
    November 12, 2013 at 3:13 pm

    Want to feel like 50 years ago when taking photos? Just buy some professionals 135mm films, a good film camera and shot …

    This new camera is only ridiculous. No display, no AF, no colors … bah! Nikon is not Leica.

  57. 57) Red
    November 12, 2013 at 5:33 pm

    “The file sizes produced by the DFB will be a welcome relief to those who demand smaller file sizes and less photographic detail, and are genuinely concerned about conserving hard drive space”

    Those who are thinking of buying a camera for 3,499$ should not be concerned about hard drive space since a 3TB hard drive cost 120$ today. And they will only get cheaper.
    Seriously, whoever wrote that sentence should be slapped WITH a hard drive on the head. Over and over again until something brakes.

    • November 13, 2013 at 4:26 pm

      We are hunting down the person that wrote that comment. Once we locate him, he will get exactly what is coming to him!

  58. 58) Jeff M
    November 12, 2013 at 8:45 pm

    This is really fun!! i love you nikon!

  59. 59) Don B
    November 12, 2013 at 9:42 pm

    My Nikon DFB – Burberry Edition is on back order due to high demand. And to think, I paid $500 extra to have it autographed by A. Adams!

  60. 60) Daniel Michael
    November 13, 2013 at 2:36 pm

    I enjoyed the article totally, even though I think the Df is one of the most gorgeous modern cameras (sorry Bob, not the Burberry one). Thanks for the chuckle!

  61. 61) Daniel Michael
    November 14, 2013 at 4:42 pm

    Sorry Bob, but Canon tried to copy your idea with their own teaser release of a dressed up Rebel SL1… they didn’t go for Burberry flavour though.

    Oh wait, their release was real…

  62. 62) Steve
    November 14, 2013 at 9:51 pm

    1. Great article
    2. I hate the Df
    3. I love my D7100
    4. I hate Burberry
    5. I love Bob’s Burberry DfB

    Methinks I’ll look for an airbrush artist to Burberry my D7100.

    • November 14, 2013 at 10:21 pm

      Don’t get me wrong, as I indicated above in comment #62, I think the DF is a beautiful camera. I appreciate good design and the DF has got it in spades. The issue I have with the DF is that its feature set and associated value proposition doesn’t match its looks.
      It has a D800 price, but then doesn’t even match the capabilities of the D610 – on any front. Style and aesthetic design have their role in just about any product, but charging a premium for looks while reducing the feature set, such that a competing product from the same company costs $750 less, doesn’t exactly spell v-a-l-u-e to me.
      Hence my spoof of the DFB, which goes beyond the DF in terms of fashion/style, reduces the feature set further, and charges more. But perhaps it will be Nikon laughing at me once the sales numbers start rolling in! And who could blame them? ;)

  63. 63) Phil
    November 16, 2013 at 8:26 am

    You had me… until VR…

  64. 64) Don B
    November 17, 2013 at 4:05 am

    The great unhoused Canon vs Nikon underwater shootout results will be published soon. I hope Nikon wins, so I will be able to make award winning Nikon DFb burberry photos without an underwater housing. This will be Fantatic. This new technique should also make sensor cleaning a breeze!

  65. 65) Andy
    November 17, 2013 at 9:19 am

    Plaid is my favorite color!

  66. 66) Garry Bryant
    April 3, 2014 at 11:00 am

    I’d say this DFB has a very limited market, probably do well in Scotland though. LOL

    • 66.1) Tom Crossan
      April 3, 2014 at 3:31 pm

      WOW, I would be embarrassed to be seen using it.

      I would like to know how many have actually been sold since its introduction, plus if Nikon can put a split image focus system in it, why not in the D800 or make them available.

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