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Canon's PowerShot ELPH 510 HS digital camera. Image provided by Canon USA Inc. Canon 510 HS, 310 HS, SX150 IS: Three new PowerShot cameras, flash strobe unveiled
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(Tuesday, August 23, 2011 - 04:00 EDT)

Canon USA Inc. has today unveiled three new digital cameras for its PowerShot series of compacts: the Canon 510 HS being its new ELPH flagship, the Canon 310 HS joining the entry-level end of the ELPH lineup, and the Canon SX150 IS replacing last year's SX310 IS superzoom.

Of the trio, the Canon SX150 is the most affordable, priced at around US$250, and expected to ship from the end of September 2011 in the US market. A relatively modest tweak of the SX130, the Canon SX150 keeps its predecessor's 12x optical zoom lens, DIGIC 4 image processor, AA battery power source, and much the same body design. Changes include a slight increase in resolution from 12 to 14 megapixels, refined image stabilization algorithms, the addition of four more scene types to the Smart AUTO mode, and the removal of the earlier camera's dedicated face detection button, in favor of a dedicated movie recording button. More details can be found in our Canon SX150 preview.

The Canon 310HS, meanwhile, doesn't replace any existing model in the PowerShot ELPH lineup, and instead slots in directly above the previous 300 HS model, which we understand will now see a $20 cut in retail pricing. Compared to that camera, the Canon 310 represents a more significant upgrade, with a more powerful 8x optical zoom lens in place of the earlier camera's 5x zoom. There's also a new LCD panel which is both larger, and offers higher resolution. This change has dictated a rethinking of the camera's rear-panel control layout, which has been pared down to just a four-way controller with central button, plus two further buttons. (The 300HS included one additional button, plus a record mode switch, both absent in the new model.) The 310 HS also gets the same updated stabilization algorithms as in the SX150. Available from early October 2011 in the US market, the Canon 310 HS is priced at about US$260, while the 300 HS will fall to a price of US$230. Further info is to be found in our Canon 310 HS preview.

Finally, the Canon 510HS replaces last year's SD4500 IS, the previous flagship of the ELPH line. Compared to that model, the most significant update is a new lens which Canon claims to be the world's thinnest 12x optical zoom with a 28mm wide angle. The new lens sacrifices just a little telephoto reach compared to that of the SD4500, but offers a much more useful 28mm wide angle, arguably placing the zoom reach where it will be of more use to the typical consumer. When retracted, it has a thickness of just 0.9 inches, allowing the exact same body thickness as the previous camera. (Overall dimensions are nearly identical, although the Canon 510 is just 0.1 inches less wide than its predecessor.) The other main change of note is a new LCD panel that's larger, higher resolution, and adds a touch-screen overlay, along with a rear-panel redesign that removes four of the five controls from the earlier camera, leaving but a sole playback button alongside the LCD screen. Other changes include a 10% weight increase, and the same added Smart AUTO modes and updated stabilization algorithms as in the SX150. Pricing for the Canon 510 HS is set at about US$350, with availability from the start of October 2011 in the US market. More specifics on this model are listed in our Canon 510 HS preview.

Alongside the new cameras, Canon has also unveiled a new flash strobe intended for use with its PowerShot cameras. The Canon HF-DC2 High-Power Flash operates as a wireless slave flash, triggered by and firing in sync with the camera's own built-in flash. It can be handheld, tripod-mounted, or attached to the camera with an included mounting bracket. It is said to double effective flash range to some 30 feet, and includes a 24mm wide angle panel attachment. Pricing is set at roughly US$150, with availability from December 2011 in the US market.

Canon PowerShot SX150 IS
Canon's PowerShot SX150 IS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot SX150 IS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot SX150 IS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot SX150 IS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
 

Canon PowerShot ELPH 310 HS
Canon's PowerShot ELPH 310 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot ELPH 310 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot ELPH 310 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot ELPH 310 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot ELPH 310 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot ELPH 310 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot ELPH 310 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
 

Canon PowerShot ELPH 510 HS
Canon's PowerShot ELPH 510 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot ELPH 510 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot ELPH 510 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
Canon's PowerShot ELPH 510 HS digital camera. Image provided by Canon USA Inc. Click for a bigger picture!
 

Original Source Press Release:

Canon's Latest PowerShot Cameras Set New Standards For Image Capture

New PowerShot SX150 IS and ELPH Cameras Showcase Extraordinary Image Quality with Every Shot

LAKE SUCCESS, N.Y., August 23, 2011 -- Today’s tech-savvy consumers expect to have a photo-capturing device always at hand that is adept at producing exquisite images and video without sacrificing quality. Delivering these users’ must-haves, Canon U.S.A., a leader in digital imaging, announced three new PowerShot Digital cameras that capture beautiful still images and great high-definition video: the PowerShot SX150 IS, the PowerShot ELPH 510 HS (the world’s thinnest digital camera with 12x optical zoom and a 28mm wide-angle lens1) and the PowerShot ELPH 310 HS. Built to handle a wide range of shooting situations with ease and accuracy, each camera is equipped with features such as impressive zoom, a new Intelligent Image Stabilization (IS) system, Smart AUTO with 32 shooting scenes, High-Speed Burst mode and HD video capture. The ELPH 510 HS and ELPH 310 HS Digital cameras also include Canon’s renowned HS SYSTEM to handle shooting in low light.

“With a strong reputation of imaging excellence, Canon incorporates acclaimed quality, design innovation and intuitive engineering into each product,” said Yuichi Ishizuka, executive vice president and general manager, Imaging Technologies and Communications Group, Canon U.S.A. “With the inclusion of advanced features, such as the HS SYSTEM and HD video in these new PowerShot cameras, we continue to reach new levels of performance and design to satisfy our users.”

Key Features:

Small Cameras, Big Zoom
The impressive zoom with optical image stabilization found in all three new PowerShot models allows users to snap a memorable, highly detailed shot from a variety of distances. The PowerShot SX150 IS Digital camera is equipped with a 12x wide-angle optical zoom and 28mm lens. In the compact ELPH series, the PowerShot ELPH 510 HS is the thinnest camera to date, with a 12x optical zoom and 28mm wide-angle lens, while the PowerShot ELPH 310 HS has an 8x optical zoom with 28mm wide-angle lens.

Increase Camera Intelligence
Helping to capture blur-free images and video, Canon introduces the new Intelligent IS system in these PowerShot models. To deliver crisp, undistorted images in various shooting conditions, Intelligent IS automatically chooses from six different modes (Normal, Macro, Panning Dynamic, Powered and Tripod) to optimize image stabilization.

Many novice photographers are intimidated when adjusting camera settings. Canon eliminates this issue with its Smart AUTO feature, which analyzes faces, brightness, colors, distance and movement and selects the appropriate setting based on 32 predefined shooting scenes for stills and 21 scenes for video.

Shoot Better in Low Light
Low light photography is a challenge even for a seasoned photographer. To assist the user, the PowerShot ELPH 510 HS and ELPH 310 HS utilizes Canon’s HS SYSTEM that combines a 12.1-megapixel, high-sensitivity CMOS sensor and DIGIC 4 Image Processor to enhance image quality in low-light settings. The HS SYSTEM also reduces noise at high ISO speeds and expands the camera's dynamic range to allow for greater detail and color when shooting in darker settings. The HS SYSTEM can also help compensate in situations where a flash can’t be used, such as a wedding or dance recital.

Never Miss the Action
Determining the right moment to “freeze” what you are shooting can be difficult in action scenes. The High-Speed Burst mode in the PowerShot ELPH models ensures that you never miss out on the fast-moving or unpredictable moments. With the simple hold of the shutter button, the High-Speed Burst mode shoots continuously, capturing up to 7.8 frames per second (fps) in the PowerShot ELPH 510 HS and 8.7 fps in the PowerShot ELPH 310 HS.

Elevate Video to High Definition
Today, the ability to switch between shooting still images and high-definition video is a key consideration when customers shop for a new camera. Providing stellar video-shooting capability in a compact frame, Canon has incorporated 1080p Full HD video recording into the PowerShot ELPH 510 HS and ELPH 310 HS, while the PowerShot SX150 IS camera features 720p HD video recording. Each camera can optically zoom while filming and has a dedicated movie button for quick access to the video-recording mode. The PowerShot ELPH 510 HS and ELPH310 HS cameras also include Movie Digest mode that shoots a four-second video before capturing a still image and then automatically combine a full day's worth of videos into one clip. All three PowerShot cameras are also iFrame capable, allowing for quick and easy sharing and editing across multiple platforms and devices.

PowerShot Products:

The Canon PowerShot SX150 IS Digital camera
The PowerShot SX150 IS Digital camera is equipped with a 12x optical zoom with 28mm wide-angle lens, 720p HD video recording, Intelligent IS and Smart AUTO. The PowerShot SX150 IS Digital camera also features a 14.1-megapixel CCD sensor and Canon’s DIGIC 4 Image Processor. This new camera includes manual-shooting capabilities, such as aperture priority and shutter priority for optimal artistic control that any photography aficionado will appreciate. The PowerShot SX150 IS Digital camera includes a discreet-shooting mode to help ensure a low disturbance when capturing photos, and a 3-inch LCD screen for easy viewing and scrolling through menus. Available in black and red, the PowerShot SX150 IS Digital camera is scheduled to be available at the beginning of September for an estimated retail price of $249.99.

The Canon PowerShot ELPH 510 HS and ELPH 310 HS Digital cameras
The PowerShot ELPH 510 HS Digital camera features a 12.1-megapixel CMOS sensor with a 12x optical zoom and 28mm wide-angle lens, Canon’s HS SYSTEM and 1080p Full HD video recording. The ELPH 510 HS Digital camera also includes a High-Speed Burst mode, Intelligent IS and Smart AUTO. Available in red, black, and silver, this camera has a 3.2-inch wide, touch-panel LCD screen, offering fast and easy menu navigation. The ELPH 510 HS Digital camera also has Touch Shutter, simply touch the screen where you want to focus and release your finger to take a photo. The ELPH 510 HS Digital camera is scheduled to be available at the beginning of October for the estimated retail price of $349.99.

The PowerShot ELPH 310 HS Digital camera has a 12.1-megapixel CMOS sensor with an 8x optical zoom and 28mm wide-angle lens, Canon’s HS SYSTEM and 1080p Full HD video recording. The ELPH 310 HS Digital camera features a High-Speed Burst mode, Intelligent IS and improved Smart AUTO. The ELPH 310 HS Digital camera includes a 3-inch LCD screen and comes in five vibrant colors: purple, blue, pink, green and silver. The ELPH 310 HS Digital camera is scheduled to be available at the beginning of October for an estimated retail price of $259.99.

The Canon HF-DC2 High-Power Flash
To further enhance the built-in flash of the PowerShot lineup, Canon has developed the HF-DC2 High-Power Flash , which increases the effective flash range up to approximately 30 feet and supports 24mm wide-angle shooting with the wide-panel attachment. The HF-DC2 automatically fires in-sync with the camera's built-in flash and operates wirelessly to capture subjects at twice the range of the camera’s built-in flash. The HF-DC2 includes a mounting bracket that attaches to the camera, but it can also be hand-held or mounted on a tripod. The HF-DC2 High-Power Flash is scheduled to be available in December for an estimated retail price of $149.99.

About Canon U.S.A., Inc.
Canon U.S.A., Inc., is a leading provider of consumer, business-to-business, and industrial digital imaging solutions. Its parent company, Canon Inc. (NYSE:CAJ), a top patent holder of technology, ranked fourth overall in the U.S. in 2010, with global revenues of more than US $45 billion and is listed as number five in the computer industry on Fortune Magazine's World’s Most Admired Companies 2011 list. Canon U.S.A. is committed to the highest levels of customer satisfaction and loyalty, providing 100 percent U.S.-based consumer service and support for all of the products it distributes. At Canon, we care because caring is essential to living together in harmony. Founded upon a corporate philosophy of Kyosei -- "all people, regardless of race, religion or culture, harmoniously living and working together into the future" -- Canon U.S.A. supports a number of social, youth, educational and other programs, including environmental and recycling initiatives. Additional information about these programs can be found at www.usa.canon.com/kyosei. To keep apprised of the latest news from Canon U.S.A., sign up for the Company's RSS news feed by visiting www.usa.canon.com/rss.

# # #

  1. As of August 23, 2011.

†Based on weekly patent counts issued by United States Patent and Trademark Office.
All referenced product names, and other marks, are trademarks of their respective owners.

Availability, specifications and prices subject to change without notice. Actual prices are set by the individual dealer and may vary.

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