PetaPixel Why Other Camera Companies Can’t Follow Sigma’s Approach to Pricing


A Sigma camera lens stands upright in the center with a layered blur effect. SIGMA is written on the left and the Sigma logo (Greek letter sigma) in a circle appears on the right, all on a light blue background.

This week, Sigma announced that it would be absorbing the additional 5% cost of the newest US tariff on Japanese goods. When bigger, far more established companies like Canon have already said they plan to increase prices and cut costs in response, it's important to understand why Sigma was able to take the action it did while its contemporaries likely cannot.

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