Nikon did it a couple of weeks ago by announcing their new twins in the professional DSLR segment (D4 and D800/E). Today Canon held a global press event where they announced the result of their long overdue pregnancy, the 5D Mark III. The 5D is, and has always been the flagship camera for the professional on the road portrait shooter. However the 5D doesn't limit itself to solely portrait purposes, I dare say you will find a fair deal of 5Ds in the Sports and Wildlife photographer's backpacks.
Akihabara News, Canon's new fullframe flagship is born, behold the 5D Mark III
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