Cameras are back – why they’ve grown for the first time in 13 years, despite the power of iPhone and Android phones

There’s life in the ol’ digital camera yet. Despite phones being our number one photo-snapping devices in 2024, both interchangeable-lens cameras and compact cameras enjoyed a fruitful 2023 in Japan, with sales volume increasing for the first time since 2010 – the year Apple launched its first iPad, One Direction burst onto the pop scene, and the Burj Khalifa, at the time the world’s tallest building, opened its doors. 

According to research conducted by GfK Japan and shared by Nikkei Japan, digital camera sales in 2023 hit 1.2 million units in Japan alone, with a 9% increase for interchangeable-lens camera and a 6% increase for digital compacts, for a combined 7% increase. In even better news for the makers of the best cameras, sales of lenses grew by 4% too.  

The numbers bucks a downward trend in camera sales since 2010, when the market peaked in Japan at 10.4 million units, and before smartphones came to prominence. Sales growth comes despite an overall price increase of 4%, plus today’s ridiculously good phones for every day photos and video, such as the iPhone 15 Pro Max, Samsung Galaxy S24 Ultra and Google Pixel 8 Pro. What can we learn from this positive news? 

Peak low, or a new hunger for dedicated cameras? 

Despite the positive growth, digital camera sales are still a long way from the glory days of 2010, when more than 10 time the number of units were flying off the shelves as in 2023. Year-on-year sales steadily decreased from 2010 to where we find ourselves today, a little over 1 million units sold in Japan. However, an upturn is only a positive thing for photography in a smartphone-dominated cameras market. 

What gives? In recent years we’ve seen an increased demand for retro tech and analog photography, plus digital cameras trending on TikTok including the Nikon Coolpix S6900 and Fujifilm X100V. The X100V’s successor was launched this year and enjoyed unprecedented pre-order numbers which suggests 2024’s overall sales could exceed those from 2023 too. 

All of this points to a seemingly renewed hunger for dedicated cameras. Yes, our phones are better-than-ever for snapping anything from punchy portraits to convincing long exposure effects enhanced with superb AI editing tricks, but somehow our multi-purpose, computational photography devices don’t compare to the ‘real’ thing.

We want to use a dedicated camera for photos instead of a phone because it gives us focused creativity. We’re sucked in by influencers who can make super-cool looking pictures with super-cool looking cameras. Of course, the other argument is that camera sales are still outgunned by phones so let’s not get too excited, and that the peak low was only ever realistically going to get better. However, the romantic in me says we’re falling in love with cameras all over again. 

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