The real price – Fujifilm GFX 50S

Plenty has been said about the price of the new medium-format camera from Fujifilm. More often than not comments are something like “fabulous piece of kit, uncanny image rendition and quality, unbelievable sharpness and detail, the minus being the price”. I’m not a medium format user, although I used to be back in the days of heavy studio work ten or twelve years ago, therefore I’m pretty much unbiased regarding this subject… I’m not buying one, period – I do not need one.

Nevertheless, I’m a bit fed up with these comments on Fuji’s price; they seem to come from people completely, utterly unaware of market prices for all competitors the new Fujifilm GFX 50s will face in a month. Have a look here and let me know if price is an advantage or a disadvantage for the Fujifilm brand new camera. Facts are facts and if price is an absolute characteristic of a given product, then Fujifilm’s price is the lowest, therefore a plus.

But in commerce or marketing price is determined by what a buyer is willing to pay, a seller is willing to accept, and the competition is allowing to be charged. With product, promotion, and place of marketing mix, it is one of the business variables over which organizations can exercise some degree of control.

In essence, price can be defined like a value that will purchase a finite quantity, weight, or other measure of a good or service – so, with the same amount of a finite value what other equivalent good will you buy? None, no other camera with similar characteristics and performance costs the same, not even close.

Price is one of the best features of the Fujifilm GFX 50s.

Stop the nonsense, open you eyes and get real.

Mirrorless Medium Format is Here: Hasselblad Unveils the X1D

After several tantalizing teasers and one very serious leak yesterday, the Hasselblad X1D, the world’s first compact mirrorless medium format camera, has officially arrived. Behold the promised “game changer.”

At just half the weight of a conventional Medium Format camera, the X1D still manages to pack 50MP of resolution into a camera that can fit in the palm of your hand. Hasselblad CEO Perry Oosting captures the excitement around this groundbreaking camera well when he says:

The X1D marks a pivotal point in Hasselblad’s rich 75-year history. This camera makes medium format photography available to a new generation of Hasselblad users, while pushing the existing limits of photography to new heightsx1d-hero