Head of the Class for Canon: Canon U.S.A. Adds Three New "A"s to Its Acclaimed Array of PowerShot Point & Shoot Digital Cameras

Business Wire, Jan 24, 2008

The New PowerShot A590 IS, A580 and A470 Digital Cameras Join Canon's Industry-Leading "A" Series with Top Marks for Innovation, Image Excellence, Ultra-Easy Operation and Even Greater Affordability

LAKE SUCCESS, N.Y. -- Canon U.S.A., Inc. is expanding its acclaimed and perennially popular A-series of PowerShot digital cameras with the introduction of three new, easy-to-use, easy-to-afford, feature-rich models: the optically image stabilized 8.0 megapixel PowerShot A590 IS; the 8.0 megapixel PowerShot A580, and the creatively color-keyed 7.1 megapixel PowerShot A470 digital cameras.

As always, a high level of technological wizardry - forged over Canon's 70 years of imaging innovation and continually refined to meet the photography needs of every user from the tentative first timer to the passionate photo pro - is part of the birthright of every Canon A-series camera. Add in these cameras' ultra-affordable pricing - ranging from an estimated $129 - $179 each - and the ever-present convenience and cost effectiveness of power driven by two AA batteries (rechargeable recommended, but standard alkaline are acceptable) and it is no small wonder that Canon's PowerShot pedigree remains popular among consumers.

"Whether capturing the expression of delight on a child's face amid a flock of brightly colored birthday balloons; the brilliant sunlight as it reflects off newly fallen snow, or the fiery-orange horizon as day slips into night, these three new PowerShot A-series digital cameras make capturing, saving and sharing memories as simple as 1-2-3," said Yuichi Ishizuka, senior vice president and general manager, Consumer Imaging Group, Canon U.S.A.

PowerShot A590 IS

Ruggedly crafted yet lightweight, the dark silver body of the 8.0 megapixel PowerShot A590 IS camera fits firmly and comfortably into a user's hand. Featuring an impressive 4x (35mm-140mm equivalent) zoom lens, the PowerShot A590 IS model offers a richer feature set than other entry-level PowerShot cameras.

Staking out the upper-middle tier of the PowerShot A-series, the new camera offers users the option of 19 shooting modes, from fully automatic to fully manual operation for greater creative control. The A590 IS camera also features Canon's advanced Optical Image Stabilization (OIS). OIS significantly reduces the effects of camera shake (and the blurry pictures they cause) by actually allowing the lens to shift to compensate for camera movement or shake. Unlike electronic image stabilization systems that essentially mask the movement rather than actually compensating for it, Canon's Optical "lens shift" system preserves the inherent quality of the stabilized image without covering up parts of the image. This OIS technology is even effective when the movement being stabilized is caused by extended telephoto or low-light shooting conditions.

The camera's range can be expanded even further with the use of any one of three optional converter lenses: a 1.75X tele-converter, a 0.7X wide converter and a 52mm close-up lens for eye-catching and frame-filling macro photography. The converter lenses attach over the camera's zoom lens by means of an optional conversion lens adapter.

PowerShot A580

Sharing most of the features and visual virtues of its image stabilized sibling, the PowerShot A590 IS, including a fast 4X (35mm-140mm equivalent) optical zoom lens, the PowerShot A580 camera features an 8.0 megapixel CCD-type image sensor, the option of fully automatic or semi-automatic settings and 16 easily selectable shooting modes. Incorporating a virtually identical body design as its slightly more feature-rich A-series family member, the PowerShot A580 camera is easily distinguished thanks to the pearlescent silver patina of its equally durable shell and easy to hold grip.

PowerShot A470

The successor to last year's successful entry level PowerShot A460 camera, the new 7.1 megapixel A470 model has undergone a striking external makeover, matched dramatically by a number of key internal enhancements and advancements. The immediate eye-impact created by the PowerShot A470 camera stems from its availability in four different color accents -- blue, red, orange and gray - over a contoured metallic finish body that highlights the camera's new design and reflects the camera-user's individuality, personality and taste.

This camera's technological features compliment its expressive style. Ideal for first time camera-users, the PowerShot A470 camera features a 3.4X (38mm - 132mm equivalent) optical zoom lens that opens up at a responsive f/3.0 at wide-angle and f/5.8 at the telephoto settings. Despite its positioning as an entry-level camera with style, PowerShot A470 camera offers users the option of exploring their creative sides with manual overrides for ISO speed, exposure compensation and white balance, while enjoying the absolute ease of the automatic setting and taking advantage of the camera's 14 shooting modes.

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