Healthy scepticism about manufacturers' promises

Sunday 4 February 2024, 17:17 by Nando Harmsen | 2,944 views | 5 comments

This article was translated from Dutch with the help of AI. Read the original.

As a photographer, you naturally want the best possible equipment within your budget. The results that equipment produces should come close to perfection. Manufacturers make wonderful equipment, and promise everything and more. But don't trust the manufacturer. All they want is to sell as much as possible.

Deep down, you know this, but it's difficult to listen to that inner voice warning you. A new camera, a beautiful lens, the best flash, or the tool that makes all your problems disappear. Manufacturers promise everything and more.

The Nikon Z9, the camera that no action is too fast for.
I see it every time I write reviews. Autofocus is more reliable than ever, the shooting speed is unprecedented and the processor in the camera is so powerful that you will never miss a shot again.

Or the lens is even sharper than all the others. It has an even wider field of view, and breaks records. The zoom range makes macro possible or lets you fill the frame with the animal. The bokeh is the most beautiful. Although there is some truth in all of this, manufacturers make it sound better than reality.

The Canon RF 135mm f/1.8L IS USM, for unprecedentedly beautiful bokeh.
All a manufacturer wants is to sell. As much as possible, and as expensively as possible. They don't shy away from making reality seem better than it is, or twisting the truth in their favour. Some even dare to lie outright, yes, I don't mind calling it that.

The Sony A7R V, autofocus that will never let you down.
So never trust the manufacturer. Always read the specifications without the nice stories around them. If you want to know how the device really performs, read the independent reviews. They can sometimes be difficult to find, but they are out there.

FrioHold, a must-have for the event photographer.
Also watch out for websites that supposedly review products. They often only list the features, and their verdict is based solely on the specifications and promises of a manufacturer. Sometimes they haven't even had the product in their hands.

The Profoto A1, the flash for the most beautiful flash light.
An honest review or test shows not only the good things, but also the less good things. The latter are much more important, because they ultimately determine the actual performance. Then you can decide whether that is a deal-breaker for you or not.

The Shimoda Action X50, the last backpack you'll ever need.
You can be a fan of a manufacturer or brand. But be critical of everything that is promised. It would be a shame to be disappointed when the product doesn't seem as perfect as it was made out to be. Before I forget, this also applies to software, by the way, but you already knew that.

For the sake of clarity: the photos and accompanying captions are purely for illustration and are not based on actual statements by that specific manufacturer.

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About the author

Nando Harmsen has been photographing for more than 40 years. He specialises in wedding photography and landscape photography. Nando also gives talks, workshops, masterclasses and photo trips, and regularly reviews new and interesting equipment.

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5 comments

kok.f@ziggo.nl wrote on Tuesday 6 February 2024 at 10:58 | reply
A very valid warning. Of course, there are innovations that keep making things a little bit better. However, also ask yourself whether you really need all those bells and whistles they put into a camera nowadays. The nice sales talk may make your mouth water, but does it really help you move forward in your photography?
I sometimes find it very difficult to determine the independence of a review. Even if a review gives the pros and cons, you keep wondering to what extent those points are relevant to you.
Translated from Dutch.

Nando wrote on Tuesday 6 February 2024 at 11:59 | reply
Whether points are relevant to you is something you can best assess yourself. You know how you photograph and where your bottlenecks lie regarding equipment use.
Translated from Dutch.

Donald Willemsen wrote on Tuesday 6 February 2024 at 11:30 | reply
Nando, you're right and I can really relate to your argument. But there's one more thing I need to get off my chest: The salesperson in the shop often piles it on even more. Then he also says: 'I have one myself.'
That is something I don't think is acceptable.
Translated from Dutch.

Nando wrote on Tuesday 6 February 2024 at 11:57 | reply
A small independent with a camera shop will probably still be able to give good advice, but every big-box retailer or box shifter has only one goal: to sell as much as possible. Usually they aren't hampered by any real knowledge of photography or videography either. The exceptions prove the rule.
Translated from Dutch.

Paul eos wrote on Tuesday 6 February 2024 at 13:33 | reply
Donald and Nando are of course right but, I am so glad that there are still physical photo shops, large or small, in my area. You also buy a camera partly with your heart and I really don't see how you can buy a camera via the internet. Just this week I saw a parcel delivery person throw a box over a high fence at my neighbour's. Imagine your expensive camera being in such a box. In a physical shop I don't leave before I have checked the contents as well as the packaging. If there is a dent in the packaging, I demand another box + contents or ask for my money back. By the way, the shop assistants in the photo shops I visit are always friendly and not pushy.
Translated from Dutch.

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