Prior to WWII, Leica and competing Contax cameras from Zeiss Ikon were considered to be the finest 35 mm cameras, but post-WWII the companies had competition from Soviet and Japanese copies. During the 1950s Japanese quality and innovation, along with low pricing, devastated the European camera industry. Leica became an expensive type of camera bought largely by professional or serious photographers. However, the advent of reflex camera technology made rangefinders somewhat obsolete, leaving Leica the main product of a diminishing market segment. Leica has remained a notable trade-name into the 21st Century.