Canon Inc. unveiled a new digital camera for professional photographers on Thursday in a bid to hold on to its No. 1 position in the camera industry and spur demand for its wide lineup of advanced lenses.

This year, Canon expects its total digital camera shipments to rise 14 percent to 24 million units, slower than the 25 percent jump in shipments it posted in 2006.

The Japanese camera maker will begin sales of the EOS-1D Mark III, the newest of its digital single-lens reflex (DSLR) range, from late-May for an expected retail price of about 500,000 yen ($4,130), the company said.

Canon is the world’s No. 1 camera maker and offers equipment geared for professionals and simpler models for regular buyers.

Canon competes with firms such as Sony Corp. and Nikon Corp. in the camera business. Tokyo-based Canon is said to control almost 50 percent of the global market for DSLRs, advanced models with interchangeable lenses. DSLRs are more profitable than compact models.

Canon also introduced four new compact models, under the IXY and PowerShot brand, which will become available in mid-March.

Shipments of its DSLRs are expected to increase 20 percent to 3 million units this year, Canon has said.

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