Canon Announces EF-S 35mm Macro and PowerShot SX730 Camera


Canon wants to make sure you have the tools to get a close-up of your subject, with today’s announcement of an EF-S 35mm f/2.8 Macro IS STM Lens for APS-C DSLRs, and the PowerShot SX730 HS Digital Camera with a 40x optical zoom lens. This lens becomes the widest macro lens in Canon’s lens stable and offers a 56mm equivalent focal length. It also features a built-in Macro Lite to help you illuminate your extreme close-ups. The SX730 is a minor update of the compact PowerShot series, adding Bluetooth and a 180° flip-up screen, making it a perfect companion for everyday experiences.

EF-S 35mm f/2.8 Macro IS STM Lens

While the star feature of the EF-S 35mm Macro is the built-in Macro Lite, which offers independent control over the left and right sides, it will also get users 1:1 magnification of their subjects, meaning shooters can fill the frame with some of the smallest subjects. It offers a maximum aperture of f/2.8 for control over depth of field and has a 7-blade circular aperture for smooth bokeh. Also, to ensure sharp aberration-free imagery throughout the focusing range, it incorporates a glass-molded aspheric lens into the optical design.

Operation and handling is made easy, as well, with physical controls on the lens barrel to change settings and a tapered design that will allow shooters to get even closer to some subjects. It comes equipped with a lead screw-type STM autofocus system that works with Movie Servo AF and offers the option for full-time manual override. A Hybrid Image Stabilizer is present to compensate for vertical movement and tilting for sharp images when shooting handheld.

PowerShot SX730 HS Digital Camera

For individuals looking for a more pocketable option for capturing images, Canon has updated its point-and-shoot line with the PowerShot SX730 HS Digital Camera, which is available in black or silver. The super-compact camera manages to fit a lot into its tiny body, including a 20.3 MP 1/2.3" CMOS sensor, a DIGIC 6 Image Processor and, most notably, a 40x optical zoom lens—equivalent to 24-960mm with Intelligent IS stabilization built in. These are the main parts of the system, enabling users to capture tack-sharp images of subjects near and far with sensitivities up to ISO 3200 and a continuous shooting speed of 5.9 fps.

Those looking to take photos of their daily travels and adventures will make good use of the camera’s 3.0" 922k-dot 180° tilting LCD and the built-in Wi-Fi, NFC, and Bluetooth features, making it easy to take selfies and then transmit the images wirelessly to your phone for immediate upload to social media. The Bluetooth feature also adds geo-tagging through the Canon Connect App. Other features are available, as well, including Zoom Framing Assist, Story Highlights, and a Self Portrait mode.


"This lens becomes the widest macro lens in Canon’s lens stable..."

Don't you mean "the second widest macro lens in Canon's lens stable"?  Forgot about the EF-M 28mm macro?

Hi Bob,

You got me here. I was only thinking about the DSLR lenses, so I should have specified that.

Will the New EF-S 35mm f/2.8 Macro IS STM Lens work with my 7D? Also - What is the Price?

Hi Mike,

Yes, you will be able to use the new macro on your 7D. The new lens is compatible with Canon's APS-C DSLRs. For current pricing you will have to visit the product page.

Roughly When will this lens be available for purchase?

We do not currently have a specific timeframe for this lens. Your best bet is to sign up to receive notifications on the above-linked product page.

Will the New EF-S 35mm f/2.8 Macro IS STM Lens work on the Canon G16?

Hi Kenneth,

Unfortunately no, the new EF-S 35mm Macro is designed to work only with Canon's APS-C DSLRs.