Canon UK Press Release 21/09/04

10 millionth Digital IXUS

Canon, leader in photographic and imaging technology, today announces the global production of its 10 millionth Digital IXUS camera - otherwise known as IXY (Japan) and ELPH (America). The 10 millionth camera is expected to sell during October 2004.

Released in May 2000, the first Digital IXUS camera sold over 800,000 units world-wide and began a string of successes for Canon in the style-conscious digital compact camera market. The camera had a 2.1 Megapixel resolution and weighed 190g. By comparison, the latest Digital IXUS i5 has 5.0 Megapixels and weighs just 100g .

“We are delighted to achieve this important milestone,” said Malcolm Hills, Head of Canon Consumer Imaging in the UK and Ireland. “The continuing success of the Digital IXUS brand confirms the importance of meeting the demands of the quality-conscious customer who has an appreciation for aesthetic and an uncompromising approach to technology, style and design.”

The success of this premium brand can be traced back to the launch of the original IXUS APS film camera in 1996. With its tactile stainless steel body and Yasushi Shiotana?s now famous ?circle and box? design, the camera was an instant design icon, spawning literally hundreds of imitations.

The most popular model in the IXUS range has been the Digital IXUS 400, with over 1.7 million units sold globally to date. Canon produced 546,476 Digital IXUS cameras in 2000, compared with more than 3.3 million units last year.

Since the first Digital IXUS was released in 2000, Canon has released a total of 15 Digital IXUS models. Making up Canon’s current range of petite and undeniably chic Digital IXUS cameras is the flagship 5.0 Megapixel, 3x optical zoom Digital IXUS 500, as well as three new models: the 5.0 Megapixel Digital IXUS i5 available in four stylish colours, and the smallest ever Digital IXUS models to feature a 3x optical zoom - the Digital IXUS 40 and Digital IXUS 30.  Both the Digital IXUS 40 and Digital IXUS 30 are packed with breakthrough technologies, including Canon?s DIGIC II processor, for super responsive shooting and superb image quality.