Today's Nikon's 100th birthday and the company is celebrating by teasing the D810's replacement, the Nikon D850. 

Nikon's D800 was a huge deal because of its massive 36 (and some change) megapixel sensor, which was pretty incredible for the time. The D800 was replaced a year and a half later by the D810, and three years after the D810 Nikon is giving us the D850. There isn't a ton of information about the D850 yet, but I've seen rumors of a 43ish megapixel sensor, and the same focusing system as the D5. 

When the D800 was released, its 36mp sensor was the first of its kind in a DSLR. It didn't take long for other companies to follow suit though, so Nikon will probably need to do more than just a bump in megapixels to standout amongst the crowd. I would think since this will be one of their higher-end cameras, they won't drop the ball with this, but after the D7500 it's anyone's guess the direction Nikon will take the D850.

I love Nikon and their equipment, but it's been a while since any camera company has announced something that's gotten me really excited. DSLR sales were pretty horrible last year, and have been on the decline for the past few years now. I think one of the big reasons DSLR sales have been suffering lately is because instead of making strides in the technology, camera companies release new bodies with slight boosts in ISO sensitivity and megapixels. Neither of those are a big enough reason for me, and probably many other photographers, to run out and spend $1,500-$7,500 to upgrade.

Here's to hoping that the D850 ends up being a new trend for Nikon from here on out that gets photographers excited and gives us a reason to upgrade, and that the company stops focusing so much on planned obsolescence. Like I said before, I love Nikon. I think 100 years is an incredible achievement. If they want to be around for another 100 though, I think they need to step it up and consider modifying their business model.

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