Things are not looking good for Nikon.

The Japanese camera maker has come under fire after it launched a campaign featuring 32 professional photographers across the Asia-Pacific testing its new D850 camera.

The only problem? All 32 photographers were men.

View this post on Instagram

Naturally, people were not happy:

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

I suggest, from now on, all female photographers should chose other cameras than Nikon. #shameonyou #fail

— ClaudiaHammerschmidt (@ClaudiHammer) September 15, 2017

This Tweet is currently unavailable. It might be loading or has been removed.

So it looks like only men can operate this camera? I guess I better look switching to Canon. Thanks for the heads up.

— Alyssa Duncan (@alyssaaduncan) September 15, 2017

Nikon later apologised, saying all the "female photographers we had invited for this meet were unable to attend."

Uh-huh.

This Tweet is currently unavailable. It might be loading or has been removed.

It also added that it would "do more to support the creative talent of our female photographer community."

But some were not entirely convinced by Nikon's apology.

"no one could come"Sad to hear this kind of excuses coming from you guys. Really no women out there?Hard to imagine the office environment

— Diego Reynoso Orozco (@Diegoreynoso) September 14, 2017

Nikon, your "excuse" that ALL women invited couldn't make it is ridiculous and you know it. You need to fire your marketing dept. #dicks

— SW_Photography (@valerie_millett) September 15, 2017

I'm sorry but BS. All 30+ female Nikon photograhers were unavailable? The GOP congressional interns pic has more diversity then U

— Brian Drourr Photo (@BrianDrourr) September 14, 2017

How many women did you invite? Your letter fails to recognize the harm caused here and lacks details for meaningful change.

— Melissa Bender (@mbenderphoto) September 13, 2017

And called for the company to turn their apology into action.

Do another event with all the women you contacted and could not attend. That would be a great gesture and the start of a change

— Emilie Iggiotti (@EmilieIggiotti) September 13, 2017

Your move, Nikon.