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APEX PASS Launch: A Game Changer in Camera Rentals

Video Apex Co., Ltd. has announced an innovative subscription service focusing on cameras and lenses, named APEX PASS, set to launch on January 26, 2026. This service promises to revolutionize the typical camera rental experience for enthusiasts and professionals alike.

Background of Development

The primary goal behind the APEX PASS is to address the frustrations often associated with existing camera subscription services. While these services allow users to rent equipment for a flat fee, common issues persist, such as being allowed to rent only one item at a time, limitations on high-end gear based on subscription tiers, and continuous fees even during months when a user may not require equipment. APEX Rentals aims to eliminate these limitations, providing a more flexible and user-friendly system that allows customers to rent what they need when they need it.

Four Innovative Features of APEX PASS

1. No Tier Restrictions: Unlike traditional camera subscription services that require higher-tier plans for premium gear, APEX PASS allows access to flagship models under the same conditions as entry-level cameras. Users can enjoy discounted rates on a variety of equipment—from beginner models to the latest full-frame mirrorless cameras and high-end telephoto lenses. Additionally, third-party lenses are included in the selection, expanding creative options.

2. Rent Multiple Items Simultaneously: With just one PASS, customers can rent up to one camera body and two lenses at once. This feature encourages the creation of tailored sets like a body with a standard lens and a telephoto lens, all available at discounted prices. However, users must pass a credit assessment before rental.

3. Cost-effective Short-term Rentals: APEX PASS is designed for short-term use, encouraging a rental cycle that allows users to borrow equipment only when they need it. This system enhances the availability of equipment, ensuring that users can access what they want when they want it.

4. No Cancellation Hassles: APEX PASS operates on a buy-out coupon model rather than monthly automatic renewals. This configuration alleviates worries about forgetting to cancel subscriptions and incurring unnecessary costs, making it user-friendly for newcomers to rental services.

Service Overview

• - Service Name: APEX PASS
• - Pricing (tax inclusive): 3-month plan at ¥4,480 / 6-month plan at ¥7,980
• - Available Plans: Canon PASS, SONY PASS, FUJIFILM PASS, Nikon PASS (across lens mount groups)
• - Benefits: During the subscription period, users enjoy a 20% discount on basic rental fees for the selected gear.
• - For more information, visit: APEX PASS

Launch Promotion Campaign

In celebration of the APEX PASS launch, customers purchasing a PASS before February 28, 2026, will receive A Points that can be used for future rentals.

• - Purchasing a 3-month PASS grants 700 points
• - Purchasing a 6-month PASS grants 1,200 points (points will be awarded around mid-March 2026)

About Video Apex Co., Ltd.

• - Headquarters: 1-7-9 Nihonbashi Kakigara-cho, Chuo-ku, Tokyo 103-0014
• - CEO: Yohei Katayama
• - Founded: November 15, 1963
• - Business focus: Rental services for cameras, lenses, video cameras, and digital devices such as smartphones, PCs, and tablets, along with video planning, sales, filming, and editing services.
• - For further details, check here.