Canon’s First Mirrorless Camera, the EOS M


The new EOS M is Canon's first mirrorless EOS camera. Combining the imaging quality of a DSLR with the convenience of a point and shoot, it features an 18MP APS-C sensor, a DIGIC 5 image processor, and a 3.0" 1,040k-dot touch-screen LCD. It comes bundled with a 22mm f/2.0 STM lens for continuous and quiet autofocus when shooting video or stills. It has an expandable ISO of up to 25600, and full HD movie mode with the recently introduced Movie Servo AF system.

Canon EOS-M Digital Camera

Mirrorless Design

While the idea of a mirrorless camera is not entirely new, the EOS M is Canon’s first step into this particular arena. Although Canon has just entered the ring, they have come out swinging, and introduced an entirely new lens mount for the mirrorless design, the EF-M. While the EF-M is the proprietary line of lenses for Canon’s mirrorless cameras, there will be an optional lens adapter that will provide expanded compatibility with the entire line of Canon EF and EF-S lenses.

One of the most noticeable aspects of a mirrorless design is its size; it is portable enough to be carried with you at all times. While not quite as compact as a point and shoot, it is significantly smaller than a DSLR due to the removal of the mirror inside the housing. The interchangeable lens capability allows for you to choose various sized lenses depending on your desired shooting situation, and provides better designed optics than a built-in lens. Also in opposition to a point and shoot camera, by using lenses with potentially larger maximum apertures with the camera’s a large APS-C sensor, you will have much greater control of depth of field and selective focus, thereby allowing you to more easily blur backgrounds and isolate your subject matter.

Also well-integrated into the design of the camera is a large, vivid 3.0” Clear View II LCD monitor with a 1,040K-dot resolution. This display features touch screen functionality with a smudge-resistant coating, to maintain a bright and clear display even in sunny outdoor settings. The touch screen supports Touch AF, allowing you to choose your focus points by simply touching specific areas of the image. Menu navigation is also simplified and more intuitive throughout since you can tap to select options rather than relying on a scroll wheel.

18 Megapixel APS-C CMOS Sensor and DIGIC 5 Image Processor

At the core of the EOS M lies a remarkable 18-megapixel APS-C-sized CMOS sensor (1.6x crop factor) that is well-complemented by the quick-performing DIGIC 5 processor. Together, these combine to provide excellent image quality, as well as smooth color transitions and gradations across your entire image. The camera records these in JPEG, RAW, or JPEG+RAW formats.  The DIGIC 5 image processor provides increased low-light sensitivity from ISO 100-12800, which is further expandable to ISO 25600 for shooting in incredibly dim situations. For countering the inherent noise when working at such high ISOs, Multi Shot Noise reduction can effectively lessen the appearance of image noise by combining several images together to effectively build up to a sufficient, well-detailed exposure.

The processor also lends itself to giving the camera fast operational speeds, in both how the camera records images and how it functions during navigation. With its remarkably short shutter lag, it can turn on and capture images between 0.2 - 0.5 seconds; while its maximum burst speed captures up to 17 JPEG or 6 RAW images when saving to a fast UHS-I memory card.

A new Hybrid CMOS AF system is another product of this increased performance. This AF mode combines both contrast and phase detection AF technologies for faster and more precise focusing. By utilizing specific pixels on the CMOS sensor, this focusing system is also able to assist in more predictive means of determining focus for subject tracking or work in continuous shooting situations. The built-in Autofocus assist beam aids in achieving quick and accurate focus, however with an EOS-dedicated Speedlite attached to the camera, it will switch to emit the Speedlite’s AF assist beam instead.

EOS Full HD Movie Mode and Continuous Autofocus

Featuring the ability to record full HD movies in 1080p, the EOS M can record well-rendered video in great detail to an SD/SDHC/SDXC memory card, or through the video out and two mini-HDMI out ports. These HDMI ports also allow you to easily display your photos and videos directly onto an HDTV in real-time. When recording you have the option to choose from a variety of resolutions and frame rates, including 1920 x 1080 at 30, 25, or 24fps.  Continuous shooting can last up to 44 minutes on a 16 GB memory card, and half that with an 8 GB card. Full manual control over exposure settings and focus is also supported, providing you with the ability to more easily dictate focus and creative exposure techniques.

Manual audio adjustment is possible across 64 different levels, and sound is recorded via a built-in stereo microphone or with an external microphone using the 3.5mm mic input. Another recently introduced feature unique to video shooting is Video Snapshot; this mode captures short video clips at 2, 4 or 8 seconds and automatically combines them into one reel, giving you something reminiscent of a highlight reel or album.

The most significant technology the EOS M supports in relation to video recording is the Movie Servo AF system, providing continuous focusing and full-time subject tracking while recording. This focusing mode is further benefited by the use of an STM lens with an integrated stepping motor. Aside from quick and precise focusing, the stepping motor is also incredibly quiet while acquiring focus, which is something especially necessary for recording the highest quality video.

Creative and Intelligent Modes

While the EOS M does support fully manual operation, you can also employ the Intelligent Auto mode in order to quickly and seamlessly determine the best exposure settings depending on a range of pre-configured settings. When working in this mode, the camera will automatically determine the scene-type you are working in and apply different settings in order to render the scene as best possible. This mode can prove to be exceptionally useful when working at night or during other difficult situations.

Before you take the shot, you can view cropping lines for various aspect ratios, right in the Live View mode of the LCD, so you know exactly how much of the scene will fit into the photo. The camera's Live View function provides Canon's Aspect Ratio feature that allows you to view 1:1, 16:9 or 4:3 aspect ratios in addition to the standard 3:2 ratio. These cropping lines make it easier to compose images, and they can help to expedite printing. Custom aspect ratios are also applied to JPEG images captured directly in-camera.

In addition to the Intelligent Auto mode, there is a range of other features designed to improve how you work with your camera in depicting scenes. Modes like Handheld Night Scene and HDR Backlight Control will help to modify your exposure by combining separate frames together in order to cover a wider range of exposure values. The Handheld Night Scene mode will build up the effective exposure by layering several shorter exposures together rather than one long one. 

HDR Backlight Control mode works similarly, however it is combining exposures of differing amounts in order to control highlights and shadows into a single exposure. For even greater creative applications, seven different Creative Filters, including Miniature Effect, Art Bold Effect, and Water Painting Effect, have been incorporated allowing you to modify your exposures in a more wide-ranging and versatile manner.

Once you have captured your scenes you can make adjustments to the look of an image without having to understand complex adjustment options or using a computer and editing software. The strength of the adjustments can be changed between Low, Standard, and Strong, and you can also get away from fully automated white balance by adjusting the look to your taste with the Shoot by Lighting or Scene Type option. These features allow you to get more creative with the look and tone of your images, without having to dive deep into the camera’s menu options or any computer software.

EF-M 22mm f/2 STM and EF-M 18-55mm f/3.5-5.6 IS STM Lenses

Two lenses are being released in addition the EOS M body, a 22mm f/2 wide angle and an 18-55mm f/3.5-5.6 standard zoom lens. The 22mm f/2 STM lens is equivalent to that of a 35.2mm lens in full-frame format, and offers a moderately wide angle of view. This lens’ bright maximum f/2 aperture aids in low light and action shooting as well as providing greater room for selective focus. The lens construction features one aspherical element for aberration reduction and a circular aperture with 7 diaphragm blades for a soft out-of-focus quality.

Canon EF-M 22mm f/2 STM Lens

Canon EF-M 18-55mm f/3.5-5.6 IS STM Lens

The 18-55mm f/3.5-5.6 IS STM lens is a standard length zoom lens equivalent to a 28.8-88mm lens in 35mm format, giving you an apt range of focal lengths for many different situations.  This lens features 3 aspheric lens elements for minimizing lens flare and ghosting throughout the entire zoom range as well as providing greater image clarity and fidelity.  It has Dynamic IS that provides the image stabilization needed whenever you record video while walking, and this built-in image stabilization, provides up to a 4-stop equivalent reduction in camera shake.  It will prove to be especially useful when working at longer focal lengths or when working in dimly lit situations as well.

Both of these lenses feature Canon’s recently introduced STM stepping motor for improved autofocus capabilities that are especially prevalent when working with HD video.  The stepping motor provides extra smooth, quiet auto-focusing so there is a noticeable lack of recorded internal noise and smoother transitions while changing focus while recording.

These two lenses provide a solid introductory point for Canon’s mirrorless entry, however they still lack in comparison to the wide range of lenses Canon offers for its general EF lens lineup.  However, you can make use of the entire Canon EF range with the EF-M Lens Adapter for full compatibility with both EF and EF-S lenses.  The design of the adapter incorporates a tripod collar for use with some of the longest telephoto lenses and it also fully supports all image stabilization and autofocus types found throughout the EF series.

  Canon EF-M 18-55mm f/3.5-5.6 IS STM EF-M 22mm f/2 STM
Focal Length 18-55mm 22mm
35mm Equivalent Focal Length 28.8-88mm 35.2mm
Maximum Aperture f/3.5-5.6 f/2
Lens Construction 13 elements in 11 groups 7 elements in 6 groups
Aspheric Elements 3 Not Specified by Manufacturer
Diagonal Angle of View 74°20′ – 27°50′ 63°30'
Focus Adjustment Inner focusing system Inner focusing system
Minimum Focus Distance 9.8" / 25cm 5.9" / 15cm
Zoom System Rotating type N/A
Filter Ring Diameter 52mm 43mm
Dimensions 2.4 x 2.4" / 60.9 x 61mm 2.4 x 0.9" / 60.9 x 23.7mm
Weight 7.4oz / 210g 3.7oz / 105g

Speedlite 90EX

Lastly Canon is also introducing a new Speedlite, the 90EX, which has been designed with the EOS M’s stature in mind.  This compact and lightweight flash still features a sufficient guide no. of 30’ / 9m (at ISO 100) and has enough coverage for use with a 24mm (35mm equivalent) lens.  The 90EX can also serve as a master transmitter to wirelessly control multiple flash units for more creative lighting setups.  Through a 4-channel optical pulse, this flash can control up to 3 other flash groups from 8:1 to 1:8 power setting in 1/2 EV steps from distances of 16.4’ indoors and 23’ outdoors.  Even though this flash is specifically designed for the EOS M, it can also be used equally effectively with any other EOS Canon camera with a hot shoe.

The EOS M is debatably overdue from Canon; however their entry into this realm of camera type is certainly worth noting.  Pulling features from their DSLR line and inserting them into a body slightly larger than a point and shoot is impressive alone.  The large sensor and quick-performing image processor result in exceptionally high quality imagery that is further aided by the use of interchangeable lenses.  This camera will certainly serve as a stepping stone for Canon to enter a new market of photographers looking to have the performance of an interchangeable lens camera with the convenience of having something you can carry at all times.

Compatible Cameras EOS cameras (ETTL II/ETTL Autoflash)
Guide Number 30' / 9.0 m at ISO 100
Number of Flashes Approx. >100 flashes
Recycling Time Approx. 0.1-5.5 sec.
Flash Range (at Manual) f/1.4: 21.2’ / 6.0 m
f/2: 14.6’ / 4. 5m
f/2.8: 10.6’ / 3.2 m
f/4: 7.4’ / 2.3 m
f/5.6: 5.3’ / 1.6 m
AF Assist Beam System Intermittent flash firing system
AF Assist Beam Effective Range At center: 9.2' / 2.8 m
Periphery: 8.2' / 2.5 m
Channel Receiver 4 channel optical pulse
Slave Speedlites Controlled Up to 3 flash groups
Controlled Power 1:8, 8:1
1/2 EV steps
Controlled Distance 16.4' / 5.0 m indoors
23' / 7.0 m outdoors
Compatibility Any EOS system camera with hot shoe
Custom Functions Auto power off (ON/OFF)
Power Source 2x AAA / LR03 batteries
External Power Source N/A
Dimensions 1.7 x 2 x 2.6" / 44.2 x 52 x 65 mm
Weight 1.8 oz / 50 g

Add new comment

Wouldn't it be more accurate to call this "Canon's first mirrorless EOS camera", "Canon's first mirrorless changeable lens camera" or "Canon's first mirrorless APS-C camera"? They've been selling digital P&S cameras with no mirror in them for well over a decade.

Absolutely correct. All point and shoots were mirrorless. Plus does this conform to the micro 4/3rds format that would allow useage of other lenses like Olympus, Panasonic and others? Sounds more like a hit and miss camera to me.

Are you really that linear or do you have zero cognitive abilities?
Its an EOS - see the title?
Its not a P/S, it's a Mirrorless.
P/s cams usually dont have interchangeable lenses.
Seriously, get up and go make some images and stop whining.

Nice camera here - needs a viewfinder though.

Really, the Internet is a perfect place for everyone to be rude. Why so insulting? Why are SO many of you SO insulting? Are you really that nasty in your lives? Listen, before all these digital cameras people went out and took pictures because they knew how to use a camera. You have a viewfinder.... two of them, actually. They're called your eyes. And you can use that "cognitive ability" you tout to process the information. Be kind. And stop being elitist.

Reading your comment and as well as the others so far, yours is the only that struck me as insulting. Elitist(?) because they comment on a 'must-have' (for them)?

The concern is perfectly legitimate and anyone who has used an LCD to frame a picture in sunlight can attest to. Even Leica realized the value of an actual VF and I know that Canon will follow suit by perhaps offering an accessory for this.

The pricing will tell us which market segment it is aimed for and deductively, it has to be priced above the G1X which puts it firmly in a Prosumer/serious user range. This is a customer range that has some concern about the VF so please don't castigate them for that.

Not a bad 1st entry. I'll also jump on the EVF as an option bandwagon. The multi-touch will be interesting to play with. I like the small size and ability to use my larger lenses on occasion but for most usage as a compact take along I think no built-in flash is a miss. Who wants to drag along a flash? Might as well bring the DSLR.

My daughters would love this camera, but the price and no built-in flash is a deal breaker for that demographic.

Guess we'll see how this pans out. Looking forward to V2...

Kudos to Canon for sloughing toward simplicity!

If this camera's as easy & as intuitive as the S90, then I'm buying one. For those of us (ex-Leica 'M' users) who make pictures with our eyes and use the camera to capture what we see, this looks to be what I need.

A DSLR has its place. Canon has the foresight to understand why a camera like this is needed. There is no one magical, do-it-all camera. The EOS-M seems to be a well thought-through tool, designed for shooting fast. I'm sure Gary Winogrand is smiling from the hereafter.

All this fussing over technology is futile, at best. A [great] camera is simply a box with shutter & aperture control--A fluid extension of the photographer. 35mm finders are easy to get. Most of the comments here are superfluous techno babble--because if you're so wrapped up in all the dials & touch screen, et al, ya aint' gonna get the pictures (or video).

As Cartier Bresson said, "... if you see a picture, its likely too late to take it." And if your head's stuck in the viewfinder, ya aint' shooting fast, either!

Could this be a workingman's Leica M-9? I'm sure the 'M' designation wasn't an accident. Thank you, Canon.

I'm thinking a loupe (LCD shade/magnifier) for outdoor use on sunny days would be almost as good as a separate electronic viewfinder. Also there would be no significant extra cost. A lot of point and shooters will probably not bother to use the viewfinder even if it is there (force of habit). Generally if it's that bright outdoors and the camera is set to auto the diaphragm will close down and the focus will not be critical anyway.

Again with a Bresson quote. ?..He shot from the hip, sneaky style, probably had an o seri f9

Now that was good and a precision cut. Bravo. Also very true. Be elitist - that's okay and points of view are interesting but the anger - dang, unnecessary and non-productive. I think I'll take out my Leica M2 double stroke - a tank, but helluva lot of fun ! And I'm an amateur from the word go, but still understand f-stops, depth of field, and spent plenty of hours in a real dark-room v photoshop. I appreciate the comments, analysis, etc. Helpful in deciding what's next ... pretty crazy, the speed of evolution in cameras.

Very few cameras on the market are perfect for their target audience. With the rather big exception of the missing viewfinder, I would say this little Canon hits the sweet spot.

When the G1X came out, I was debating on getting one but decided to buy the Fuji X100. Its hybrid viewfinder is still amazing to this day and I love the rangefinder like handling and styling. Of course, the IQ is unbelievable too. But that camera is nowhere near perfect, with poor video performance and quirky operation issues.

I think if Canon releases an EVF accessory, this would be very intriguing to me. I am glad they decided not to add the horrible optical viewfinder from the G1X.

Lastly, for those that want a bounce flash, buy the 240EX instead.

1. Very disappointed no VF. With sun at back and I see only my face reflection on the LCD of my G-11, I use the VF! 2. Can I use my 550Speedex with it?


Your 550EX does not support E-TTL II. Standard E-TTL and TTL are supported. Not sure how the new camera will work with older flash models. At best you'll have limited TTL and worst case manual output only. We'll have to wait and see.

B&H guys:

Do you know what is the shutter lag difference vs the t3i or the t4i? None of the product descriptions say anything about it.

This is the key performance measure for me to decide, thanks in advanced


No lag info is stated, but hands down the Phase Detection AF of an DSLR is far faster to that of the Contrast Detection of P/S and Mirrorless cameras. The EOS M Hybrid focusing looks interesting but we'll have to wait and see.

so, no mic-in :-(

Can two of these camera be connected to take a photo at exactly the same time?


Canon makes mention of a remote but with no details. We'll have to wait and see what remote control options there are available.

Please explain about the finder.
No finder?
If no finder---- I am not intersting.
Anyway please tell me about finder.

No place to stick your eye ball, LCD only.

I have made a decent living as a professional photographer for over 40 years. To me, viewfinder is a necessary place for my correction diopters (I need glasses for close view) otherwise can't cope switching back and forth plus the reflections on those glasses. Please remember, if...all of you are lucky to live past 65 !

Stop with the crop sensors already! Full image now!

Will it have the capability of at least three bracketed exposures? 3,5,and 7 would be even better. Sony certainly missed the mark with the NEX 7.


Canon USA says this on their site:

   "If Auto Exposure Bracketing (AEB) is used with the self-timer, the three bracketed shots will be taken in succession after the 10-sec. or 2-sec. delay."

And when will there be a viewfinder (digital to accommodate the zoom) available? Without, the thing is like all the other mirror-less cameras, guesswork in sunlight! I had the Sony NEX-5 and it was hopeless until the NEX-7 came which is a delight to use.

This camera and nascent system sound potentially exciting. They ought to be interesting to a number of photographers, since the camera certainly sounds user-friendly.

Me, I still wish Canon would build a mirrorless camera that is fully manual in its focusing and has the option to let one use FD lenses. No, I don't eat sabre-tooth tiger, but the idea sounds kind of good. Where's my hunting club?

Um... this is meant to cause excitement? Maybe three or four years ago... and then only maybe.

In all seriousness, how can Canon offer a camera in the EVIL segment without an EVF?

Oh wait... let's see, it's a P&S without the convenience of a P&S. That sounds innovative. To use a phrase from Canon's press release "a great solution to videographers and photographers of all levels." Well, this photographer didn't realise there actually was a problem to solve.

It seems that manufacturers don't get it... a small body that can connect to SLR lenses. WHY? It's the lenses that are bulky, not the camera so if you have an SLR system just take the SLR camera.

Thank you Canon, but no thank you.

ahh, look at the mode setting button. There are only 3 positions one of which is movie. I would suggest that the intended market for this camera is the amateur/home-body who wants to take home movies. And they've heard that the Canon DSLRs with all their lenses make great high quality movie cameras. So here's a movie camera with interchangeable lens masquerading as a P&S. Seems simple to me but then I'm in engineering not marketing.

No viewfinder? That is a deal killer for me and others I know.

I agree!!! Standing with the sun at your back trying to use a camera with no viewfinder is a worthless experience. Selling a camera for $800 bucks and that condition is dumb as dirt.

The hot shoe is over the lens mount, so you could add viewfinders from Voightlander or vintage ones. I think if the viewfinder is killing it for you, then the Fuji Xpro1 should be considered.

Also, this is their first mirrorless... I see this as a great start.

Not everybody have your taste!

You are completely right. No VF, no deal.

You got that right, deal killer. I'm not some point and shoot wanna be so I assume this is for the dorks who want a new toy, nothing serious. And the new lens mount. Canon will do anything to screw over those who have beenn with them for some time. Just another way to make things difficult.

But the camera will have available lens adaptor to be able to use any ef lens. The new mount is so they can miniaturize the whole camera setup

Wannabe? Dork? Dude lighten up, it ain't for you but it will work for others. Not everyone wants to be a pro. I think it's a good first effort and, I am sure Canon will quickly get the the lead with this one too.

Sounds to me that the "pros" wanted to get away with a smaller camera which meets what some might call a "pro" camera - whatever that is. That sounds like "cheating" - wanting to use a small camera as a pro substitute. Don't know whatever happened to the pros who used non-auto film cameras 30 years ago? Was Ansel Adams not a pro then?

I'm not a "real" "pro" 'cause I've only sold a few prints in and photo gallery and "only" used my Canon G models for community paper shots. But I got good shots which a professional printer could use and make look good.

For me, I want to "upgrade" from a G12 which I'm really pushing both macro (love the 1 cm focus but have to use manual which inevitably brings up the flash setting) and tele. I'm really more into the Nikon mystique because their "semi-pro" cameras are great in my experience. But then, arguing is sorta like Mac vs Windows or Lamborghini vs Ferrari. You like what you like and you then go and be an photo artist.

Don't want a viewfinder, get something else. But I'll bet you aren't any better with you mini-cams than you are with your DSLRs. You're just struttin' by denigrating a camera you haven't even tested. Hey, with a most viewfinders you don't see what you've taken and have no idea how it turned out. With a so-called "live view" screen, you can see. And if you need to be sure, just shoot a dozen shots and one'll be good, or not.

Stop complaining and go try another brand. Maybe you might like it. Try a Nikon "real" DSLR and get rid of your Canon antiques. Otherwise, just shut up. The JPEGS and Raw images come out of the card from all cameras the same. The tech is just tech. If you can get good photos from a jellybean, use a jellybean. The Canon or Nikon names mean nothing if you can't get photos. Oh. Maybe you're just boasting about how good you are because you use the "best" pro equipment. Continual negativity repetition doesn't help me. My response would be No if there was a vote choice of whether your comment helped me.


At this time, there is no mention of a viewfinder from Canon USA. We will of course post new accessories as they become available.

Another on for the consumer. I will stick with the 5DMKII and 5DMKIII, or my 60D or 7D.
This camera is for sure not for the professional videographer or photographer. What is next Canon....

Bubble Gum..

you must realizes that variety of design is for all type of people... this obviously its not for you, get a polaroid

Could be great for low profile run and gun B-roll cam, with out drawing a lot of attention or a good crash cam option. Definitely not an "A" Cam setup but I'm sure someone will want to rig it up that way.

Well... the point of having a mirrorless camera is that it's small, has good image quality and is fully functional. Canon has gone one better than the Olympus and Panasonic versions by squeezing an APS-C sized sensor into what look like a very small package, and it's a bonus if uses the full range of Canon lenses. What's been sacrificed is the viewfinder, which is a significant loss. A clip-on viewfinder would be the logical solution. Let's see whether the next iteration adds that feature. But at least there's a Canon alternative to the growing number of 1" sensor point & shoot cameras and ILCs like the Oly-Panasonic range. This first effort doesn't match up well against the Sony NEX series, but it's not a bad start.

I see what looks like three extra contacts on the hot shoe, in addition to the standard and dedicated Canon flash contacts.

Considering how fast USB 3 is for example, that would probably be enough contacts for serial video transfer to an accessory EVF without too much latency.

They may have one planned for later release. That would be a must for me, plus an adaptor to use my M-mount Leitz, Voigtlander and Zeiss lenses. I'm an eye-level viewfinder guy from way back, starting with Grandpa's Leica M3 in the 1960s.

I'm getting a little tired of comments about what this camera isn't.
It is what it is and if it doesn't suit you, they evidently didn't make it for you.
It is a new camera and if you don't like it, don't buy it.
Clearly Canon has customers in mind when it releases products and given the vast variety of cameras there are lots of choices.

I think this product was released in response to critics and pundits.

Truly, is there a market for this ilk of camera? I'm just reminiscent of the entire APS line of cameras that was introduced and failed back in the day. It was driven by the camera manufacturers and Kodak, but it was a solution with no real problem to solve and no substantially real demand.

I see this as beneficial for the customer who has owned nothing but a P&S but did not want to invest in a larger camera but because of the size, but wanted the advantage of interchangeable lenses. I'm not sure how many people there are who fit this need. I wouldn't necessarily put these folks in the prosumer bucket.

Enticing a pro to this camera is gonna be a tough sell without a viewfinder...
Fuji X-1Pro gets my vote for the money especially if I need an adapter for my Canon EF lenses with this beastie....

Did Canon actually do a focus group within the pro and prosumer markets before building?

I like a viewfinder... Why not rangefinder? I am sitting here looking at my Canon G-III QL 35mm rangefinder shaking my head...

Who really thinks this is targeted at the pro or even the prosumer market? I don't see it.

I'm still trying to figure out this market...the only advantages I see are with camera size and flexibility of lenses, but are these lenses as good as the EF or EF-S lenses on the mirrored DSLR side? Is the sensor of the same quality as the mirrored DSLR side?

The exclusion of a viewfinder is not the determination of whether this camera is prosumer-worthy or not. Unless you own a 7D, 5D MkIII, 1D or better, you're not even getting full viewfinder coverage. Not even 5D MkII has 100% coverage. It's a bigger viewfinder and you hold it differently; get used to it!

I'm commenting on this as a pretty much old-school photographer who is used to having a viewfinder, but times change.

Frankly, I'm not a 100% convinced of this product market. I think the cost is still prohibitive even with the advantages of smaller size and weight. I just don't see the advantage of buying this over a T3i at the same price (in some stores, T3i is $50-100 cheaper) with an unknown quality of lenses, and no built-in flash.

Hello, you are all missed the fact that isn't a mirror inside, this will increase the quality and of course the portability, it isn't to made as an replacement of your beloved DSRL, but as a complement, like the iPad it's for the PowerMac.
This it's an advance, don't be affraid of changes.

PowerMac? What era are you from? PowerMac's haven't existed FOREVER!

You get my point, I'm PC user.