Interesting info I got recently.

Only Sigma is doing quite good in terms of the lens sales during last 2 years, all other companies have sales of the lens falling faster than sales of the bodies.

Sony, Panasonic, Canon and Nikon had private meetings during 2020 discussing that to do with lenses situation, as to survive they needed to hike average margins per each lens up to 400-500% areas (all of it is going to keep inflated staff and unused factories afloat). But it is not so big amount of rich people around, and most of them are ending upgrades to new mirrorless systems already.

Chinese manufacturers combined recently got around 35% of all online sales of the lenses in 3 regions except Japan (if you count in number, not dollar value). Samyang steals another 20% of total value, with up to 40% for AF primes lenses market in some Asian and European countries.

Result of this meeting can be some kind defamation campaign before hot sales season in November-December, it can begin from publications on few leading sites and continue with videos of infuencers. Companies are in really dire situation and won't stop before any methods I had been told. We can see even openly anti Chinese publications where site will promote idea that buying such lens is the same as supporting your enemy.

Another part will be related with extreme cut of lens nomenclature - Canon and Nikon will fully silently cease to make lot of older Nikon F and Canon EF mounts and will fire associated manufacturing staff and close factories. We will also see much more outsourcing, like Ricoh is doing in last years after almost eliminating their own lens development specialists.