Most cameras, by contrast, are hardware products, released to market with a set of features which you are largely stuck with – that is, until the camera companies try to entice you with the latest models in their next release cycle. I realise some companies are bucking this trend: Olympus and Fuji have been pretty regular with firmware updates for their cameras, for example, adding new features rather than providing just fixing bugs. Another standout is Pentax, offering a rather unusual service when they released the K1 Mark II. For a fraction of the cost of the new Mark II, Mark I owners were able to send in their cameras to Pentax support and have them physically upgraded to the new model.