PENdemic? Olympus' entry level cameras could be discontinued in favor of pro kit

PENdemic? Olympus' entry level cameras could be discontinued in favor of pro kit
(Image credit: James Artaius / Digital Camera World)

A new report suggests that Olympus' entry level bodies, such as the PEN E-PL series, might be discontinued in order to focus on the professional  product line once new owner JIP assumes control.

This would mean that perennially popular, but presumably less profitable, bodies like the Olympus PEN E-PL10 would be phased out in favor of flagship cameras like the Olympus OM-D E-M1 Mark III

• Read more: Best Olympus camera

That's according to a new report by 43 Rumors, which also notes once again that the Olympus brand name could be dropped following the completion of sale. 

"I have recently been told by a Olympus representative that JIP is most likely to continue developing the PRO segment of their MFT system, and possibly there will be a re-branding without the Olympus name," wrote the site

"It is also likely that they will discontinue the volume cameras, such as the E-PL series. Non of this is officially confirmed, but it is said that they are working on a press release that will be released within approximately one month from today."

Olympus has been making an increased focus on professional equipment in recent years, with the release of the DSLR-sized Olympus OM-D E-M1X, and lenses like the Olympus M.Zuiko 12-45mm f/4 Pro and upcoming Olympus M.Zuiko 150-400mm f/4.5 TC1.25x IS Pro.

It would certainly make sense, given the nature of the sale, for JIP / Olympus to focus on higher end, higher priced gear rather than entry level product. The question, of course, is where this purported strategy would leave mid-tier products like the Olympus OM-D E-M5 Mark III and the new Olympus OM-D E-M10 Mark IV (the being the entry level model of the higher end OM-D line).

Of course, none of this comes from official channels and it may not come to pass. However, it seems inevitable that some realignment of the product line is in store if JIP is to make the business profitable – and much as we love PENs, it does make the most sense if a camera line has to be dropped. 

Read more: 

Olympus PEN E-PL10 review
Olympus OM-D E-M1 Mark III review
Olympus OM-D E-M5 Mark III review
Olympus OM-D E-M10 Mark IV review

James Artaius
Editor in Chief

James has 22 years experience as a journalist, serving as editor of Digital Camera World for 6 of them. He started working in the photography industry in 2014, product testing and shooting ad campaigns for Olympus, as well as clients like Aston Martin Racing, Elinchrom and L'Oréal. An Olympus / OM System, Canon and Hasselblad shooter, he has a wealth of knowledge on cameras of all makes – and he loves instant cameras, too.

Latest in Mirrorless Cameras
Canon EOS R3 at Lowest-ever price
The Canon R3 has a MASSIVE $1,000 discount in the Amazon Big Spring Sale
Nikon Zf + 40mm
The Nikon Zf with matching 40mm lens DROPS to new-low in the Amazon sale
Taylor swift, wearing her hair in pigtails with a cream colored sweater, standing at a microphone, with an Olympus OM-D E-M10 Mark IV next to her and the text "Price drop"
Want Taylor Swift's camera? Buy it today and get a FREE lens
OM System OM-1 camera deal
Holy cow! OM System OM-1 camera drops to its lowest price ever!
Fujifilm GFX 100RF camera on a red table in bright sunlight
Fujifilm GFX100RF review: medium format marvel
A female photographer using the Sony A7 III in a brightly lit street at sundown, with the text "Price drop"
Sony A7 III drops to lowest-ever price in this amazing Walmart camera deal
Latest in News
Specta Mini drone hovering over a car and four people
Want to get around the DJI drone ban AND save? Meet the Specta Mini – cheap and USA-legal!
Potensic Atom SE drone
Drones deals with the power to impress - these Potensic drones are great!
Fujifilm Fujinon LA30x7.8 BRM-XB2
Fujifilm announces development of a new 30x zoom broadcast lens ahead of NAB 2025
Pergear CFexpress 4.0 Type A Master cards
Pergear launches new super-fast AND super-cheap CFexpress Type A cards
Rokinon AF 135mm f/1.8
Huge price drops on low-cost prime lenses for Sony and Fujifilm camera users
A sleek YoloCam S7 camera body with a vertical sensor, paired with a detachable lens against a dark backdrop
The YoloCam S7 gives a novel twist to the 4K streaming camera for those recording vertical video