[JJ_SO]

Microsoft had surface idea long before Apple but Apple made iPad first, somebody in medium format (don't remember if it was fuji or Hasselblad) had the modular camera idea, Sigma made it real.
Very interesting concept, however we have no clue about its sensor performance or autofocus, thumbs up for Sigma for innovation

Not sure what the innovation is what we see in that video? Adding a "view finder" loupe to the LCD screen? Those things were the "solution" for the 2013 EOS M since its introduction too. The rest of what we see is standard stuff for video applications with DSLR/mirrorless photo gear too....

I think the video has so many stupidly short cuts that it needs to be watched in slo-mo, but even then the "fortissimo pianissimo" will not become a "vegan steak".

It's like a big GoPro with hot-air chimney and a couple of tripod sockets around the body. And it can record directly to an SSD, that's sort of innovative. And it takes DNGs. And it can record animated GIFs with stable background.

And it can use Leica SL- and Panasonic L-mount glass - for the ones who need the best on the craziest.

I wonder BC, how you would draw an innovative camera? I lost the sketchpapers over time, but some 30 years ago I also found the camera concepts rather dull. My sketch looked like a Canon EOS 1d as far as I can remember, so I wonder where that sketchpaper went to...

After all, "innovative" was never the only reason to buy a product.

It has to be cool, too. Or in other words, it has to have a hot-air chimney. It could be so much worse. Or even look like a Pentax...