Alec Ortega
Olympus cameras are no longer made by the Olympus Corporation. In 2021, the company sold its camera division to OM Digital Solutions, which now markets, sells and distributes the products under the brand name 'OM System'. However, the cameras are still manufactured by the same company, just under a different name.
| Characteristics | Values |
|---|---|
| Camera division sold? | Yes |
| Year of sale | 2019, 2021 |
| Company bought by | OM Digital Solutions, a Japanese investment fund |
| Camera brand | OM System |
What You'll Learn
What happened to Olympus cameras?
In 2021, the Olympus camera division was sold to OM Digital Solutions, a Japanese investment fund, and the brand name changed to OM System. Olympus cameras are no longer made, but the OM System brand continues to market, sell and distribute the former Olympus imaging products.
The OM System brand has promised that it is "currently developing a new interchangeable lens camera" for the Micro Four Thirds system that will "bring photography to the next level". The new camera will combine OM Digital Solutions' "industry-leading manufacturing capabilities and cutting-edge technologies to significantly improve performance and provide an unrivalled photographic experience".
The OM System brand is designed to express the company's "determination to continue to deliver unparalleled experiences to our customers through our mission of always challenging convention and a philosophy of continuous product development". The OM System slogan is "Break Free", and its mission statement includes the following:
> "Time does not stand still. It does not take excuses or do repeats. The sun won’t ask for your permission to set, a smile comes and goes, and a Falcon won’t wait for your go-ahead to take flight. When a moment comes, one that makes you feel, you should be ready to capture it. Those moments of beauty are meant to be shared, feelings to be remembered, and images intended to be captured."
The OM System logo and name are now stamped on the front of the cameras, replacing the Olympus name.
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What is OM System?
OM System is a brand name for OM Digital Solutions' lines of interchangeable lens cameras, compact digital cameras, audio products, binoculars, and other services. The company was formerly known as Olympus, and the OM System brand name was introduced in 2021.
The OM System brand is designed to express OM Digital Solutions' determination to deliver unparalleled experiences to its customers through a mission of challenging convention and a philosophy of continuous product development.
The OM System brand's slogan is 'Break Free', and its mission statement is as follows:
> Time does not stand still. It does not take excuses or do repeats. The sun won’t ask for your permission to set, a smile comes and goes, and a Falcon won’t wait for your go-ahead to take flight. When a moment comes, one that makes you feel, you should be ready to capture it. Those moments of beauty are meant to be shared, feelings to be remembered, and images intended to be captured. We are passionate about providing creators with the tools necessary to fight time, outsmart the odds, and break free to go on your adventures, sunshine, rain, or snow. We build uniquely compact and dependable imaging systems with creator-centric innovations that allow you always to be ready to capture those once-in-a-lifetime moments. Make it last forever. Defy the moment, with OM SYSTEM.
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What cameras are in the OM System range?
The OM System range of cameras includes:
- OM System OM-1 Mark II: The latest flagship camera from OM System, with impressive computational features, built-in Live Grad ND, super-fast burst shooting, and IP53 weather sealing.
- OM System OM-5: A lightweight, robust, and weather-sealed camera with excellent stabilisation and JPEG output.
- Olympus OM-D E-M10 Mark IV: An entry-level mirrorless camera with a flip screen, comfortable handgrip, and superb JPEG output.
- OM System 'Olympus' OM-1: The first camera in the OM System range, featuring fast burst capabilities, streamlined handling, and advanced subject detection autofocus.
- Olympus PEN E-P7: A lightweight and stylish camera with good image quality and physical control dials.
- OM System Tough TG-7: A waterproof, freezeproof, and shockproof compact camera with a bright aperture and a range of accessories.
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What is the OM System brand statement?
The OM SYSTEM brand statement, as per the OM Digital Solutions website, is as follows:
> Time does not stand still. It does not take excuses or do repeats. The sun won’t ask for your permission to set, a smile comes and goes, and a Falcon won’t wait for your go-ahead to take flight. When a moment comes, one that makes you feel, you should be ready to capture it. Those moments of beauty are meant to be shared, feelings to be remembered, and images intended to be captured. We are passionate about providing creators with the tools necessary to fight time, outsmart the odds, and break free to go on your adventures, sunshine, rain, or snow. We build uniquely compact and dependable imaging systems with creator-centric innovations that allow you always to be ready to capture those once-in-a-lifetime moments. Make it last forever. Defy the moment, with OM SYSTEM.
The OM Digital Solutions website also includes a mission statement:
> We are passionate about providing creators with the tools necessary to fight time, outsmart the odds, and break free to go on your adventures, sunshine, rain, or snow.
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What is the future of OM System?
The future of OM System is a little uncertain. OM Digital Solutions, which bought the Olympus camera division in 2019, has yet to release anything that wasn't already in the Olympus product pipeline. However, the company has teased that it will introduce at least one new body and two new lenses each year.
There are rumours of a new PEN camera, which would be a welcome addition for street photographers and the influencer crowd. OM Digital Solutions has also confirmed that the PEN line will continue after it purchased the camera business from Olympus. However, given OM System's rebranding as an outdoor and adventure camera company, a new PEN camera doesn't seem to make sense.
There are also rumours of a new powerhouse camera, which could be the OM-1X, a spiritual successor to the Olympus OM-D E-M1X. This could be an all-guns-blazing option for professionals needing as much horsepower as possible.
In terms of lenses, OM System has announced an updated M.Zuiko Digital lens roadmap, outlining plans to expand the M.Zuiko lens lineup. This includes the M.Zuiko Digital ED 150-400mm F4.5 TC1.25x IS PRO super telephoto zoom lens with a built-in 1.25x teleconverter, which is expected to be released in late 2020. Two new lenses, the M.Zuiko Digital ED 8-25mm F4.0 PRO lens, as well as an unspecified macro lens, will also join the M.Zuiko lineup.
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Frequently asked questions
No, the Olympus camera division was sold to OM Digital Solutions in 2021, and since then, cameras have been released under the 'OM System' brand.
The Olympus PEN E-P7 was the last camera to bear the Olympus name.
The OM System brand's slogan is 'Break Free', and its mission statement is:
> Time does not stand still. It does not take excuses or do repeats. The sun won’t ask for your permission to set, a smile comes and goes, and a Falcon won’t wait for your go-ahead to take flight. When a moment comes, one that makes you feel, you should be ready to capture it. Those moments of beauty are meant to be shared, feelings to be remembered, and images intended to be captured. We are passionate about providing creators with the tools necessary to fight time, outsmart the odds, and break free to go on your adventures, sunshine, rain, or snow. We build uniquely compact and dependable imaging systems with creator-centric innovations that allow you always to be ready to capture those once-in-a-lifetime moments. Make it last forever. Defy the moment, with OM SYSTEM.
