However, this “thinking” slant didn’t persist for very long, as Leica eventually gave in and equipped the Leica M6 with a modern off-the-shutter light meter with no moving parts, as well as LED arrows in the viewfinder. It sold so poorly, despite “popular” advanced features like exposure metering, that Leica had to restart production of the M4 in 1975 and launch the updated M4-2 in 1977 and the M4-P in 1981. This slant was seemingly backed up by the fact that the Leica M5, which came out in 1971, proved disappointing by Leica standards. So, the ad tells us that the strength of the Leica M4 lies not only in its sophisticated simplicity, but also in its versatility in the hands of the experienced and discerning photographer: one who thinks before they shoot and doesn’t need to rely on electronic indicators to nail their exposure and focus. And as long as creativity can’t be computerized, we will continue to make it.” “This ‘pro’ doesn’t boast electronic circuitry… The Leica M4 is strictly for those of you who prefer to do your own thinking, your own creating. “The think camera” statement was matched by the ad text which reads:
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