![]() Compared to the Pentax 645Z ($8,500 at launch) and the Hasselblad X1D 50C ($8,995), the GFX 50S represented a unique value proposition in the medium-format space.įujifilm GFX 50S with GF 32-64mm F4 lens. However, the GFX 50S wasn't outrageously priced relative to flagship full-frame cameras. The GFX 50S camera launched in early 2017 for $6,499 (body only). In contrast, Hasselblad targets an already-established medium-format audience with its leaf shutter and rich history in the high-end photography space. ![]() ![]() Still, the two companies seem to target different consumers, with Fujifilm going more aggressively at consumers considering cameras with smaller sensors. Of course, Fujifilm is competing against Hasselblad. The point is that if anyone wants to come after Fujifilm now, they've got some serious work to do. For numerous reasons, the medium-format mirrorless market is substantially smaller than the full-frame camera market. In a similar way, that's the market position Fujifilm enjoys with the GFX now. Yes, Hasselblad is there, but their X1D 50C camera was $9,000 at launch. The medium-format mirrorless market? Relatively empty. Considering the full-frame mirrorless market, Sony is like a shiver of sharks circling the water where anyone dares enter. First, the company entered a market that wasn't full of competition. In hindsight, it was a shrewd business move that allowed Fujifilm to accomplish a couple of key tasks. At the time, it was quite surprising that Fujifilm skipped over full-frame cameras and went straight to medium-format. The GFX system traces its origins back to Photokina 2016 when the camera was first announced. In this article, we'll discuss every GFX camera and lens and see where the system performs well, and where it comes up a bit short.īefore looking at where we are with the Fujifilm GFX system, let's first look back to where we've been. It's a genuine alternative to full-frame cameras for many types of photographers, and Fujifilm has shown a strong commitment to the system, releasing numerous new GFX cameras and many lenses. About five and a half years after its original release, the Fujifilm GFX system remains one of the market's most affordable and versatile medium-format camera systems.
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