By PHOTOgraphic Staff

December 11, 2003 — Nikon is lowering the price of admission for semi-professional digital cameras.

In late November, the camera maker announced development of the D70, a new digital SLR camera that will be compatible with DX Nikkor and AF Nikkor lenses, greatly expanding the options for photographers already equipped with Nikon gear. To hit the market in spring 2004, the D70 will carry a projected retail price of $990, for the camera body alone.

The D70 is "designed to deliver superb image quality and hallmark Nikon SLR performance at an attractive price that a broad range of consumers will find within reach," states a recent announcement. Concurrent with the D70 will be a new DX Zoom-Nikkor lens specifically designed for the camera. Both should be available this spring.

Also compatible with AF Nikkor lenses, the D70 will enable photographers "to easily adopt digital technology into their existing camera system," Nikon claims. The new model "will provide exceptional value," according to the announcement, and is an outgrowth of Nikon's ongoing research-and-development project advancing the level of high-performance digital cameras. The company has a strong history with digital technology, having introduced the acclaimed D1 in 1999, followed by the D1X, D1H, D100, and most recently the D2H.

The D70 employs Nikon's DX format sensor and Nikon F lens mount, allowing photographers to use high quality DX Nikkor lenses, while maintaining "seamless compatibility" with all AF Nikkor lenses. DX Nikkor lenses are designed exclusively for Nikon's D-series digital SLR cameras, and are optimized to achieve outstanding center-to-edge-to-corner image quality when used with any of Nikon's digital SLR cameras including the D1, D1X, D1H, D100, the high-speed D2H, and the forthcoming D70.

"With the development of the D70, Nikon is responding to a growing interest among a broad range of photo enthusiasts who are looking for a full featured digital SLR camera that fits within their personal budgets," said Richard LoPinto, Nikon Inc.'s v.p. of SLR camera systems. The camera will also be ideal for "amateurs who enjoy great pictures and want the high level of performance that a Nikon digital SLR can provide," he added.