Canon Confirms Permanent Price Drop On Lenses

Now it’s official. Canon posted the list of all Canon lenses that have undergone the price drop and have therefore a new list price. The motivation is the achievement of the 100 million lenses milestone:

Thank you for helping us achieve our production of 100 million EF lenses worldwide! In recognition of your continued support and the creativity you bring to the captured image, we are offering some of our best EF lenses at new prices. Long Live Imagination.

All lenses that have undergone the price drop are listed at the Canon Direct Store.

[via dpreview]