Canon is about to launch a new device on the 3 November in Hollywood, according to an invite going out to press in the States.
Titled "The Story begins", the cryptic invite only adds that "Canon is making a historic global announcement".
A series of lights on the invite gives nothing away, however that hasn’t stopped Canon fans and others trying to guess what the camera company has in store.
"Basically there are two things it could be (unless it’s a new printer) a Canon 5D mkIII or more likely given the location for this launch (Hollywood) the much rumoured EF and PL camcorder with Super 35mm sensor… that may or may not be of a 4K resolution," says photographer, and known Canon fan, Philip Bloom on his blog.
Of course it could be a new DSLR sporting the new DIGIC 5 processor sneakily announced in the Canon S100 on Thursday, or a mirrorless model to take on the Micro Four Thirds and APS-C sensor offerings from Olympus, Panasonic, Samsung and Sony.
We will keep you posted.
What do you think they will launch? Let us know in the comments below.