Canon has done it again—at least, according to Canon. The imaging giant recently published a press release celebrating its 22nd consecutive year as the world’s No. 1 leader in interchangeable-lens digital cameras. A monumental achievement, no doubt, but before we roll out the red carpet, let’s take a moment to ask: Who exactly is handing out this crown? Oh, right—Canon itself.

Canon’s Market Share Victory: A Self-Certified Achievement?

According to Canon’s press release, the company has retained its top market share position in the global camera market from 2003 to 2024. This news comes hot on the heels of a similar announcement from Canon earlier this month, in which the company proudly declared its dominance in multiple camera and lens categories (Y.M. Cinema Magazine covered it here). At first glance, these announcements seem to be saying the same thing. But upon closer inspection, there’s a subtle difference. The previous release focused on Canon leading in specific segments, including lenses and DSLRs. This new announcement is about overall market share across interchangeable-lens cameras—including both mirrorless and DSLRs. While that’s a nice feather in Canon’s cap, it also conveniently ignores an elephant in the room: the industry’s ongoing shift toward mirrorless cameras, where Sony and Nikon have been aggressively gaining ground.

The King’s Crown: Based on Canon’s Own Survey

The fine print of Canon’s latest triumph? It’s “based on a Canon survey.” That’s right—the company is essentially grading its own homework. While there’s no reason to assume Canon is outright fabricating numbers, it does raise questions about methodology. Are these figures based on units sold? Revenue? Market trends? Canon doesn’t provide a full breakdown, leaving plenty of room for skepticism. For comparison, independent market reports from firms like CIPA (Camera & Imaging Products Association) or BCN Rankings might paint a slightly different picture—especially in the rapidly growing mirrorless segment.

Canon’s Strengths: A Legacy Worth Celebrating

That said, Canon does deserve credit. The company’s EOS lineup remains a favorite among photographers and videographers, and Canon’s proprietary image sensors and processors have continued to push innovation. The fact that it has maintained such a long-running leadership streak is no small feat. And let’s not forget that Canon cameras are still being used to create incredible work. For example, a recent Sundance-winning film was shot using Canon gear, challenging the idea that ARRI is the only game in town (Read more here). But at the same time, Canon’s presence at Sundance 2025 was oddly lacking, raising questions about whether its Cinema EOS lineup is losing ground in indie filmmaking (Read more on that here).

What’s Next for Canon?

Canon’s recent innovations suggest that the company isn’t content resting on its laurels. The brand has been making headlines with developments like a 410-megapixel full-frame sensor (Check it out) and even patenting AR/VR glasses to challenge Apple’s Vision Pro (More on that here). But the real question remains: Can Canon maintain its lead as the camera industry shifts further into mirrorless and digital-first technologies?

A Grain of Salt, but Still a Toast

At the end of the day, Canon’s latest market share announcement is a mix of reality and PR spin. It’s impressive, but the self-reported nature of the data means we should take it with a grain of salt. Still, leading the market for 22 straight years is no joke. So, while the king may be wearing a self-appointed crown, we’ll raise a glass to Canon’s legacy—just with a bit of healthy skepticism.