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We would like to respond openly to every negative review about us. Many are posted anonymously, so we cannot reach those customers directly. This open letter is our reply, and we would be grateful if you took a moment to read it.

But here is what a one-star review will never tell you:

  • We import from 70+ official distributors. That is why you pay far less than local retail — and why delivery takes longer. We publish the date before you pay, never after.
  • You can pay only when your goods land in Johannesburg. Pay on Arrival, no full payment up front. Ask yourself what scammer offers that.
  • Nobody has ever lost money with us. You get the product, or you get a refund. There is no third option, and there never has been.
  • We are part of the ITwork group — ten years trading in Europe, nine stores, thousands of positive reviews.
  • Johannesburg and Cape Town stores open this year — real shelves, real stock, walk in and buy the same day.

We are not satisfied with our review scores, and we are not going to fix them by hiding anything. We are fixing them by being faster, clearer and easier to reach than any reason to complain.

Read the full letter — photos and video of real shipments, and a straight answer to every accusation.

Problem with an order right now? Write to [email protected], [email protected] or [email protected] — answered the same business day. The letter also lists our group and store owners' contacts.
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Standard lens Canon EF 50mm 1:1.4 USM

Standard lens Canon EF 50mm 1:1.4 USM
Standard lens Canon EF 50mm 1:1.4 USM
Standard lens Canon EF 50mm 1:1.4 USM
Standard lens Canon EF 50mm 1:1.4 USM
Standard lens Canon EF 50mm 1:1.4 USM
Standard lens Canon EF 50mm 1:1.4 USM
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R7,396
The Canon EF 50mm 1:1.4 USM is a compact standard lens for Canon EF-mount SLR cameras that balances versatility and image quality. With a fast f/1.4 maximum aperture, an aspherical element and a Micro USM focusing actuator, it delivers sharp results for portrait and everyday photography while remain... Read More
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Stock Out Of StockNo Stock Code 1498311 Brand Canon Model 2515A012 Warranty 2 Years

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The Canon EF 50mm 1:1.4 USM is a compact standard lens for Canon EF-mount SLR cameras that balances versatility and image quality. With a fast f/1.4 maximum aperture, an aspherical element and a Micro USM focusing actuator, it delivers sharp results for portrait and everyday photography while remaining lightweight and easy to carry.

Advantages

The fast f/1.4 aperture allows for low-light shooting and shallow depth of field. The Micro USM focus motor provides quick and quiet autofocus with full-time manual focus override. A 45 cm minimum focusing distance and a 58 mm filter thread add to the lens's flexibility. The aspherical lens element helps reduce aberrations for improved image quality.

Suitable for

Key specifications

How to use

Mount the lens on a compatible Canon EF camera body until it locks into place. Use autofocus for most situations; the Micro USM provides fast focusing. To fine-tune focus, switch to full-time manual focus and adjust the focus ring without changing camera settings. For shallow depth of field, set the aperture to f/1.4; for greater depth of field, stop down toward f/11–f/22 as needed.

Recommendations

For best results in portraits and low-light scenes, use the lens at wider apertures (f/1.4–f/2.8) and focus carefully on the subject's eyes. Use a lens hood or filter to protect the front element and reduce stray light.
Key Highlights
  • Portrait photography
  • Everyday and street photography
  • Low-light shooting
  • Background separation and shallow depth of field effects
  • Lens type: Standard lens
  • Lens mount: Canon EF
  • Maximum aperture: f/1.4
  • Minimum aperture: f/22
  • Lens structure: 7 elements in 6 groups
  • Closest focusing distance: 0.45 m
  • Magnification: 0.15×
  • Filter size: 58 mm
  • Weight: 0.29 kg
  • Colour: Black
Specifications
AF actuator
Micro USM
Closest focusing distance
0.45 m
Component for
SLR
Diameter
73.8 mm
Filter size
58 mm
Fixed focal length
50 mm
Length
50.5 mm
Lens mount interface
Canon EF
Lens structure (elements/groups)
7/6
Lens type
Standard lens
Lens viewing angle, diagonal
46
Lens viewing angle, horizontal
40
Lens viewing angle, vertical
27
Magnification
0.15 x
Maximum aperture number
22
Minimum aperture number
1.4
Number of diaphragm blades
8
Product colour
Black
Weight
0.29 kg

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Independent reviews by tech media

techradar.com
9/10

“The Canon EF 50mm f/1.4 is a pretty unassuming-looking lens. Its not big, its not flashy and its not particularly expensive for a fast prime lens. Indeed, the light weight and the plastic finish do give it a faintly cheap feel.”

Pros
  • Great to use
  • Fantastic images
  • Top value
Read the full review at techradar.com →

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