Let’s Drop The RUMOR-BOMB: Fujifilm is forging a MEDIUM FORMAT CAMERA (Source Right in Past) – WITH POLL

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I have the long expected “OK” from the source, and so here it is, the hottest rumor I’ve every published. Just sit down before reading ;).

A source, who was right in the past (!!) told me that Fuji is forging, in secret, a Master Medium-Format Camera! (as some of you correctly guessed at the brand new Fuji X Forum… but some other great ideas amongst it, too. Just read them here if you want)

I know you are dazzled just like me. But I still recommend you to take the grain of salt for 2 reasons:

1) the source was right in the past, but is not yet trusted.
2) the Medium Format Fuji release is everything else but imminent. This is the real crazy variable… I’ve seen Fuji too many times changing plans, even after having tested prototypes. So I’ll wait for a trusted source feedback to be 99% sure.

For these two reasons I’m just 75% to 80% sure for now that it will come… again: the release is everything else but imminent!

And before you start saying it’s the usual FR BS, I’ve just checked all the rumors shared so far in 2015… out of 37 verifiable rumors shared in 2015, 34 were correct so far (91% correct). I really try to be accurate, folks.

Now, this is just the very beginning of the Medium Format rumor. Will it be something similar in design and size like Fuji’s glorious GF670? Or will it have more a design of the Medium Format Pentax 645D? Work in progress ;)

stay tuned,

Sorry, there are no polls available at the moment.

just one of the crazy guesses at the New Fuji X Forum

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  • savings fund started…. just in case jajaj

    • Sqweezy

      About how much will you need to save? I have no clue in what the price point for a Fuji MF camera would be but guessing it’s too rich for my blood. Perhaps around $4,999?

      • good question Sqweezy….maybe I will be able to buy the third iteration…in 2018…and used

  • Amish Crusader

    Guess I’ll be saving up for several years… :)

  • Let’s hope that it has a leaf shutter.

    • 100%

    • StudioLife

      There is no way it won’t, i would be SHOCKED if they don’t learn from Pentax’s mistake (i know their slow sync speed is a major deal breaker for a lot of people.)

      • Skepticboy

        Yeah, that is why it is outselling every other MF system and is currently out of stock with a waiting list since they need to produce more….

        • StudioLife

          …It’s in stock at B&H. And Amazon. So much for that “waiting list”. And I would need a source before I believe that it’s out selling every other MF system considering I have only seen one in the field so far compared to a dozen studios I can think of using PhaseOne.

          Don’t get me wrong, it’s a good (great) camera. But I can’t tell you how many times I’ve heard (and said) “Yeah… that 645Z looks amazing… if it wasn’t for the sync speed.”

          I’m sure the sync speed doesn’t matter to some, but it does to a large portion of the market.

  • umad?!

    interchangeable lens system? no thanks, I’ll buy a car instead.

    fixed lens (X100 Style) hell yeah!

    • Just buy a tube of superglue along with the kit.

    • Didiergm

      I could be wrong – and please correct me but the GF670 is a fixed lens body they even had to make two versions 670 (80mm) and 670W (56mm).

      Did I miss something ?

  • R Leung

    What a downer! I guess some really rich people will be happy.

    • Or just some everyday Pro’s who need Medium Format

    • Didiergm

      I am not in that market. But called it a downer is a bit much /IMHO/ the more markets Fuji enters, the more R&D goes into it’s bodies and lenses, the better off we’ll be. Or I think.

      • So much for our analog X-T1 and disposable Fuji bags which can be consumed after usage :/

        • Didiergm

          That’s too bad; I thought those were neat ideas.
          That said I was also looked forward to an Hello Kitty X-T1, oh well.

  • BOOOOOOOOOM. I nailed it :D

  • karinatwork

    Oh, I’m relieved. Medium format isn’t something I’d be interested in… one of the main reason for me to switch to Fuji was the size. My savings are safe. :)

    • Didiergm

      Never say never :) Wait for specs and price and it may start dancing on front of your eyes

  • xmarksthespot

    FF measurebators will be in full freak-out mode if this ever happens. I can haz DOF!

  • Don Leonard

    Brilliant. Leapfrog the FF business and focus on APS-C and MF. If true, this signals Fuji’s enduring commitment to its digital photography division. Hopefully the R&D from MF will trickle down nicely to us who have no intention of going bigger/heavier.

    • MdB

      Don’t mean to cause a slinging match, but Pentax tried that and it didn’t go super well for them. However I think that was in part more due to timing than anything else. Too early for MF to be truly ‘affordable’ (but certainly moreso) but still late for the affordable transition from APS-C digital to FF (not that there is any one ultimate format, they all still have their place).

      • Didiergm

        Fuji – if they come up with a fixed lens, rangefinder-styled (:)) camera could get to an attractive price point.

        • MdB

          Agreed. Actually with shrinking costs of sensors these days I expect we will be seeing a lot more medium format digital and at more and more affordable prices. Fixed lens? Maybe. Wouldn’t mind seeing a simple three lens lineup like the original X-Pro, MF IMO doesn’t need the variety of lenses that typifies most system cameras, people are unlikely to shoot sport or birds with it.

          • Mardock

            Actually, sensors are the one aspect of digital cameras that aren’t shrinking in cost at all. They remain a digital camera’s single most expensive component. The reason is the tremendously high rejection rate incurred getting the silicon wafers perfect.

      • Will

        The 645D was a niche camera that didn’t set the world on fire, true. But it’s successor, the 645Z, has been huge for Pentax. Whereas the D barely moved the needle on used Pentax lenses, the Z has pretty much emptied the market and Pentax has started manufacturing the old lenses again. It’s too soon to say that it has been a runaway success for Pentax, but it has performed above expectations for an expensive niche product.

        • Skepticboy

          I own both Pentax models and can tell you while both are good, the Z is head and shoulders above the D and has basically been a huge hit for Pentax.

          I’ve always been of the opinion if someone released a camera similar to the Fuji 645Zi at say around $5000 USD pros and well heeled enthusiasts would flock to it

  • James Whitehouse

    Not something I’m personally I’m personally in the market for, but a nice move for Fuji, if true. Sure it will find its way into the hands of many professional users.

    • purpleacky

      I doubt it, very few use medium format.

      • James Whitehouse

        Then explain how Phase One are still in business.

        • purpleacky

          It’s a niche market, of course there’s some money to be made there, but if you think “many professional users” buy medium format you are clearly wrong. Just look at the sales of Canon and Nikon pro and semi pro cameras compared to Phase One and the other MF makers.

          • Didiergm

            Phase one’s cost an arm & a leg to begin with. So many pro find it difficult to justify the expense. Priced differently it could go down really well me think.

          • MdB

            Exactly.

          • purpleacky

            Unless you work in a studio, carrying round 2 medium format cameras (always need a spare), plus lenses, plus spare lenses, is just impractical for the likes of wedding photographer like myself. That’s the reason I ditched Canon and went to Fuji. Not to mention the performance of MF cameras if far inferior to APS and FF cameras in so many ways!

          • Didiergm

            You could have the MF in the car for group or special moments or pre engagements or images of the newly wed couple. Then carry on with your regular , aps-c bodies. Just a thought

          • purpleacky

            I could, but it would be a pain in the ass, would cost thousands, and the images would be no better in practical terms. 16MP is more than enough for wedding albums etc.

          • Didiergm

            Absolutely right, that could simply (again if priced right) open up new opportunities and allow you to upsell your services. Being “more than enough” is not always enough, at least in my job.

          • purpleacky

            I’m not saying MF doesn’t have it’s place, just that it is a niche, and always will be. There are many advantages of smaller cameras (DSLR and mirrorless) for the vast majority of pro work, and in the market that I’m in, I have only come across 1 photographer in 8 years using MF, and that was film, out of hundreds of photographers I have worked along side. And his images were horrible BTW!

          • StudioLife

            But you’ve already established that you are a wedding photographer. This camera isn’t made for your industry. I work in the commercial B2B industry and I know plenty of photographers shooting MF and TONS more that would shoot MF but they can’t justify spending more on their camera then they did on their car (i’m one of them. Price is the only thing keeping me from MF)

          • purpleacky

            No doubt, but I was replying to the OP saying many pros would buy this camera. My point is that the majority of pros have no need for MF. For those that do, MF cameras already exist, and they aren’t exactly selling like hotcakes.

          • AceFlibble

            They’re selling well enough. Not every product has to shift 1,000,000 units to be successful and worth a manufacturer’s time.

            Hell, medium and large format is the one area where film is still going strong. There’s a demand there. It doesn’t have to be the biggest demand, it just has to be there. A few years ago people said there was no demand for a fixed-lens rangefinder-styled camera, but we have the X100. People still say there’s no market for a high-priced rangefinder. Leica’s not struggling. I do a lot of stuff with music, and sure, your average gigging band is rocking standard instruments, but there’s still thousands of people out there paying five figures for custom guitars and specialist types of keyboards and whatever.

            You may not be the market for a product. You may not know anybody who is. It may be true that the majority of people are not the right market for whatever new thing is being sold. But that doesn’t mean there isn’t a viable market for it somewhere.

          • purpleacky

            I didn’t say it’s not viable. Gold Apple watches are viable as well. Many expensive specialised products are viable. All I’m saying is that it’s only ever going to be a niche product. Great if you want one, but not very interesting for the vast majority.

          • StudioLife

            They aren’t selling like hotcakes because of the price… a new phase one kit will cost you as much as a new BMW. There is a HUGE difference between the number of pros that can justify dropping 45K+ on a camera kit and the number of pros who can justify dropping 10k on one.

            It’s like you’re claiming that very few people have a desire for sports cars because only a couple hundred Lamborghini’s get sold a year. Well, that’s not based on the desire for sports cars in general, that’s just looking at the number of people who can AFFORD such a crazy expensive car. If you factor in more obtainable sports cars like a mustang then you’ll start to get a sense of the REAL demand. The problem with the MF market is there isn’t a “ford mustang” (obtainable) equivalent camera.

            The demand for MF is extremely high, but so far there hasn’t been a reasonably priced option to fill that demand. Yes, MF cameras exist, but only at an extremely high price point that only the richest 5% of photographers can afford. This will make MF obtainable to photographers operating on a more modest budget.

          • Didiergm

            I am sure that mirrorless changes a lot of things but placed in the right hands (ie clearly not those of your collegue :) ) MF would go down real well. And for Fuji if this means more profit then good for them!!

            I think it would be a much better move on Fuji’s part rather than trying to chase the FF market, dominated by arch-rivals Nikon-Canon and the rest of the class.

          • Skepticboy

            You obviously have zero experience with the current CMOS based systems in Medium Format. They match up pretty well nowadays

          • Skepticboy

            Why Pentax is killing right now with the 645Z. Medium Format for not much more than a Canon 1DX

          • MdB

            It didn’t use to be, back when MF was actually somewhat affordable they were used by a lot of pros.

          • purpleacky

            In those days pros would take a few dozen shots at a wedding, now we take hundreds, even thousands, in low light, with moving subjects, with no flash. Not a MF camera in existence that can do that job practically.

          • Didiergm

            I worked for several years in a world-sized stock image library and I remember we had more than a few photographer submitting stock material on 6×6 or 6×7; 24×36 was not the norm back then – and all films were scanned and duplicated on 6×7.
            Even today many photographers working in Museums, Art exhibitions or any material that needs to be printed in nice books still submit in MF.

          • James Whitehouse

            Do you have any evidence that many professional users don’t buy MF systems? How many constitute ‘many’ in a niche market?

      • Eva

        Therefore its about time to make it available to the large public.
        FF is sooo 1925.

      • StudioLife

        Because there aren’t any affordable options. (Sure there is pentax but the low sync speed is a huge deal breaker for most). If MF was actually obtainable there would be tons of users.

        • Will

          The sync speed is a deal breaker for fashion and portraiture, absolutely. The 645Z is finding a lot of success in product and landscape photography, however. Landscape has always been a strength for Pentax medium format, and the Z performs much better in this regard than the Hasselblad and Phase cameras using the same sensor. So if you need sync, Hasselblad and Phase are the way to go, but Pentax has the edge in non-flash photography, and there’s plenty of pros whose needs are very well met by the Pentax.

          The upshot of all of this is that Fuji may or may not be able to compete with Pentax on price or sensor performance (using the same sensor, or a variant of it (X-Trans, perhaps). The opening for Fuji is to offer better sensor performance than Hassy and Phase at a cheaper price, but the sync advantages that Pentax lacks. There’s a space to grab there.

          • StudioLife

            For sure. Pentax’s a great if you don’t shoot with flash. Unfortunately commercial work is the biggest market for MF, and the ability to use flash in all situations is a big deal in that area.

          • Skepticboy

            Why Pentax is outselling Phase One in commercial environments….Seriously you folks need to get out of your basements. I shoot product and fashion and portraits in studio on location with flash with my 645Z. I have zero issues.

          • Skepticboy

            Sync speed is not a deal breaker. I use my 645Z all the time for portraits and fashion.

        • purpleacky

          It’s never going to be affordable, the lenses inevitably cost more than FF lenses, even before you factor in economies of scale. The sensor itself will also cost much more to produce. And last time I checked, Fuji weren’t known for their bargain basement prices.

          • StudioLife

            It wont be cheap, but it’ll be affordable. At the very least it’ll likely be under 10 grand for a basic kit and for a commercial studio or photographer that’s more then reasonable.

          • purpleacky

            By that definition, yes it is affordable, but not to 99.9% of the folks on this forum I would guess.

          • StudioLife

            99.9% of this forum aren’t working commercial/fine art photographers (well 99.9% seems high, i’d guess 80%) and this camera isn’t target to them.

            My friend has a set of cooking knifes that set him back 3K. For a random guy who enjoys cooking like me that’s way more then what I could justify spending on knifes. But he’s a professional cook, so for him it’s completely affordable because he knows he will get his money worth.

        • hexx

          MF is also all about workflow and I don’t know many who use lightroom, it’s either C1 or Phocus – in studio all is tethered shooting – that’s where Pentax fails too

          • Skepticboy

            Phase recently blocked all Pentax DNGs. There was always the watched folder option before and there is tethering software for the 645Z.

      • Martin Griffiths

        That is just not true, besides weddings and such, MF is used widely by pro photographers, editorial, commercial, product and many ‘artists’ use MF too

        • purpleacky

          Weddings is my field, so maybe I’m biased. But just look at the sales figures of MF cameras compared to Pro/Semi-Pro DSLRs. I suspect wedding photographers are by far the biggest segment of pros these days.

          • Martin Griffiths

            Amateurs and enthusiasts alike can afford most of the pro/semi pro dslrs, and dslr’s have had the largest market segment for decades, so of course the figures will be significant. £2-4k will get you a pro dslr…. Aside from the more consumer targeted pentax 645d (£6.5k) the rest are upwards of £18k without a lens or back. Comparing the sales figures is currently pointless. That’s why if fuji come in with a rangefinder MF @ £3-4k then people will definitely turn heads. It opens up MF to a far wider set of applications. Incidentally, I would not be in the market either for wedding photography it would render your business financially unviable for a fair few years I would imagine (unless your rich and you just did it for shits and gigs), so I do appreciate your standpoint

          • purpleacky

            What makes you think Fuji would be half the price of the cheapest rival? That’s not been their approach in the CSC market.

            On the wedding side of things, it’s not the cost so much. The style of wedding photography I do is unobtrusive/documentary, which works best with smaller cameras like the X100s. I have an XT1 with grip and the 16-55 lens, which is about as large as I would want to go for what I do. A slow, heavy MF camera (probably with a relatively slow lens), would be a big drawback to me, and 16MP is around the right size of image for weddings.

          • Skepticboy

            Weddings is the McDonalds of Professional work

        • Tami Howard

          Exactly. Many hobbyists or serious enthusiasts shot MF. I myself have a Hassy 503 CW and 80 mm lens. Not selling as too many fond memories associated with it.

  • jon

    I was really hoping for an instax wide back for my xpro1. I hope fuji carry on with the folding camera range in digital medium format, unfortunately im priced out of any digital medium format camera, I’ll be sticking with my c330 and voigtlander bessa 1. Cheers, jon

  • AceFlibble

    Yup, thought so. Zack Arias will be very pleased, no doubt.

    If they can get the price down to a little less than other medium format rigs, or if they can make it 6×6 or 6×7 at the same price other companies are doing 6×4.5, I can easily see Fuji dominating the medium format market. A digital GF670 would go down a storm.

    • Zack Arias will be very pleased, no doubt.

      He’s invested into Phase One, big time. I seriously doubt that he’ll be pleased :)

      • Didiergm

        Fuji may find a way to twist his arm

        • Oh, that’ll be easy. They just need to send me a production sample, and I’ll do the rest.

          • Didiergm

            Good of you

          • sir_c

            That cam is going to take quite some black frames

      • Will

        He’s stated publicly that he’s sold all of his non Fuji gear except for his Phase and that he’d love for Fuji to build a medium format camera system that works for him so that he can drop that too. He’s been pretty open about not enjoying plenty of things about the Phase, but that he uses it when the project or client demands.

        Beyond being happy about this, I’m sure that he’s been consulted in depth by Fuji on what he’d like from such a camera. Fuji is smart to gather input from their X-photographers, so I imagine whatever they come up with, if they bring it to market, will be a unique and well considered camera that offers something that Phase One, Hasselblad, and Pentax aren’t offering.

        • I think we’ll hear from the man himself soon enough :)

        • Tami Howard

          I think it’s great that someone might have that much influence to potentially produce a medium format camera. My one concern would be that they do a fixed lens camera only. That would indeed be a niche product that not many people would make a jump to. An interchangeable lens system MF camera would be more intriguing to me. I always had a soft spot for Mamiya 7s as they were perfect for hiking and landscape work to me. Produce a MF body and 3 lenses (ala X Pro 1) and you might have a smack down system on your hands.

          • Sony started their FF mirrorless less with a fixed lens niche product – the RX1. And look what cult status and Kudos it gave to the rest of their FF range. Don’t discount long term strategic benefits.

          • Tami Howard

            We’ll see. I just hope that a poor reception of a fixed lens product doesn’t kill an ILC offering. Of course, this is if they really are considering implementing a MF product. Still exciting times to be a photographer.

      • AceFlibble

        Nah, he’s been saying for a few years now that Fuji should do MF and he said he’s told Fuji to do it. And you know he’s okay with switching systems!

  • Dr.S

    cool down man…

  • Marc Grimm

    well, yeah, nice thing. but not very exciting for the fans of the x system. I guess hardly anyone will step into medium format anyway. its a tiny niche market

    • Didiergm

      Depends on price of course, but I guess many could be enticed.

    • Tami Howard

      Depends on your subject matter actually

  • Woodpecker

    What a let down…
    Woody killer rumor…

  • Hmm , 2000 euros …

  • purpleacky

    Not sure how this is considered a big deal, a camera that is only of interest to a very small subset of pros that need that sort of camera.

    • Oh, most likely it will be a quirky and ironic fixed lens “Texas Leica” for the trust fund hipsters who buy Ona bags. If priced under $3K, it gonna be an instant hit.

      • Didiergm

        And with the experience Fuji has gained into rangefinder /styled/ cameras they could fairly easily come up with a really sexy camera and if priced right as you suggest ….

        Excuse the naive question but a MF rangefinder-styled should not be fundamentally different from an apsc one ? And they have the experience on the lenses for that format. The difficulty may be to source the sensor

        • The biggest difficulty would be in catering to the wrong crowd.

          • Didiergm

            How so, Sorry Trenton, but I don’t get what you mean.

          • Most users of the X100* line don’t have a slightest idea how to operate all these wonderful manual controls. That’s a bad targeting, if you ask me. Might go unnoticed with a $1200 camera, but with DMF it will backfire.

            …or not. Actually, I’ve just realized that about 90% of the digital Hasselblad owners that I personally know are pretty damn ignorant too.

          • Didiergm

            Absolutely – We had a TV ad here a few years back. Some (very) famous clothes designer was advertising for a car manufacturer and he was posing as if he was a photographer. Obviously he had a ‘Blad in hand but clearly did not have a clue of where to put his fingers.

          • Peter

            As far as I know Karl Lagerfeld does shoot with a digital Hasselblad when he photographs for ad campaigns, which he does occasionally. I’m sure you’ll be able to find examples of his work via Google. He may not be the best fashion photographer in the world, but his work is actually quite solid. I’m sure he has a few very capable assistants, but I’m also pretty sure he knows how to operate that camera reasonably well.

            There are certainly worse offenders our there than Lagerfeld, and they exist for every brand and model. In fact, to my knowledge the reason the Canon 5D series got a retouch button was that so many people who had no idea about photography were suddenly buying this expensive camera, just because it was full frame, which then led to a whole market of abominations like the Nikon D600 series (high end sensor in an overpriced entry-level camera body with a joke of an AF) catering to those crowds.

          • Didiergm

            Out of discretion I never mentioned his name ;)
            Interesting anecdote about the 5D

          • MrGecko

            Don’t think that it was intended to be a hit with those idiots but i’m sure Fuji is happy about the sales. It was a calculated risk with the x100 to start so who knows, they could go 2 for 2….

          • confused

            As you rightly pointed out, the price point is the big hurdle. If they truly are focusing on Pro’s, this wouldn’t change. The current PO and HB are really expensive. So anything less in terms of price, but equal in quality and they have a hit.

        • MdB

          If they simply made a digital version of their existing fixed lens MF rangefinders then that’s all they’d need.

        • Will

          The sensor is the part of this rumor least up for debate if you ask me. Sony makes a 33x44mm 50MP CMOS that is currently used in cameras from Phase One (IQ250), Hasselblad (don’t remember the model off the top of my head), and Pentax (645Z). Pentax’s experience with CMOS has resulted in their camera having markedly better files than the other two (the results from their implementation of the sensor are incredible: you can find reviews with low ISO images that, when opened in Lightroom are basically black frames, that are then brought up to perfectly exposed, nearly noiseless images. One presumes Fuji would be able to do nearly as well with the sensor, given their experience with Sony CMOS designs. The big question for me is whether they’d do an X-Trans variant of the sensor.

          But no one else is making medium format CMOS sensors, so there’s little doubt that’s what they’d use.

          • Didiergm

            Fair point; I did not know that

          • Peter

            Arri are supposedly stitching three APS-C sensors together for their large-sensor Alexa camera. If true, that would certainly be an alternative, and it would be significantly cheaper than one single large sensor due to the way they get fewer broken sensors from the same wafer.

          • Didiergm

            Trouble is finding the right people to do the sticthing, it is getting more and more difficult to find well trained tailors.

          • Will

            That’s an excellent point. I remember reading (probably 10 years ago) that Canon was experimenting with just that, stitching two FF sensors to make a 48×36 medium format sensor for a new entry into medium format. Obviously that never came to pass, but we don’t know why that is.

            I hesitate to use the Alexa65 as a proof of concept only because Arri is only making like ten or twenty of those cameras worldwide and is keeping it as a rental only option. Certainly, they’re doing that mainly because the market is so small for such a camera, but if the stitching process is difficult or expensive, the fact that they are making so few cameras can mask that cost.

            Still, the result would be (assuming current X-Trans sensor size) a 46.8×23.6 sensor with roughly a 2:1 aspect ratio and, assuming current speculation that the next generation of X-Trans will be 24MP, a sensor of 72MP.

            2:1 is an odd ratio, and the complication in manufacturing suggests that a single Sony sensor is likelier. So I’d guess 33x44mm or in that ballpark (36×48 could very well be Sony’s target for the next generation of these sensors). Now, if this is still early in development, Fuji may be waiting for the next generation of these sensors, so we could be looking at 60-80MP or more, and a size larger than 33×44. Still, I’d guess they’ll source a single Sony sensor in the same family as the current one, either stock or with an X-Trans filter array.

      • purpleacky

        You might just be right there. A camera for folks with more money than sense!

        • Mr_Electability

          “more dollars than sense” rolls off the tongue with a little more style. ;-)

          • purpleacky

            not if you’re English!

    • Eva

      Unless its priced around FF camera.
      The choice would then be really easy for those looking for that small DoF.

      • purpleacky

        Do we really need less DoF than we get with the current 56mm 1.2?

        • AceFlibble

          The 56mm f/1.2 gives you the same depth of field as a common 85mm f/1.8. People already pay out the nose for 85mm f/1.2 lenses, 200mm f/2 lenses, etc. Medium format is still very, very popular with fashion photographers and higher-end wedding photographers, partly because of the shallow depth of field. (Wider angle of view and much higher image quality being the main factors, though.)

          • purpleacky

            Medium format is not popular with wedding photographers, I’ve worked alongside hundreds over the last 8 years (I do video as well as photography), and I only ever saw 1 using MF (film), and he was not high end I can assure you. Fashion a different kettle of fish of course.

          • Skepticboy

            He said high end which I’ve seen plenty in NYC using the Pentax 645D

          • AceFlibble

            Then either A) you’ve not been very observant, B) you’ve not been working with wedding photographers in the higher price brackets or C) you’re in a country where medium format or other high-end gear is either scarce or even more expensive relative to prices in other regions.

    • StudioLife

      Couldn’t you say the same about Profoto light kits? Just because it’s not target to the huge pool of wedding/event photographers doesn’t mean it’s not exciting news to those who have been waiting for this very type of camera

  • ThorstenMUC

    Nachdem Fujifilm ja schon die Objektive der Hasselblad H fertigt sollten sie zumindest ziemlich schnell passend gerechnetes Glas parat haben…

    Auch wenn mich MF überhaupt nicht reizt… also schon mal irgendwie damit spielen – aber nicht um Geld dafür zu investieren.
    Finde APS-C genau richtig für meine Zwecke.

    • Ну охуеть теперь, немцы в городе.

      • Patrick

        para mi todo esto es espanol!

        • Didiergm

          Vous n’êtes pas sympa, il ne faut pas se moquer

        • Ni bezonas subforo por tiuj, kiuj insistas pri paroli sian gepatran lingvon :)

          • Mr_Electability

            Sarebbe l’asceso del Monte Babele, anziché Monte Fuji.

          • Bayezid

            Neden bahsediyorsun?

          • Hector

            Παίρνω το αστείο. Ο ίδιος αστειεύτηκε για τις διαφορετικές γλώσσες και τον Πύργο της Βαβέλ

      • ThorstenMUC

        Ups sorry – switching the whole day between German and English concalls… one switch too much before posting (and yes – I understood the Russion reply) ;-)

        • sir_c

          Try some Weizeners first before posting. That helps a lot

    • Skepticboy

      Fuji use to make the best Medium Format Point and shoots in the days of film. Check out the Fuji 645Zi, great camera. If they made that I would buy one in a heartbeat. $5000 USD is reasonable to me for that

  • bob lebart

    Ich kann es graben , aber ich kann es sich nicht leisten !!

    • 富士

      あなたも、価格を知りません!

      • sir_c

        What dialect of german is that?

        • Peter

          Bob’s comment is likely English-based Google Translate German (it is probably supposed to say “I can dig it, but I cannot afford it!!” but does not make any sense in German at all), and Fuji’s comment (“You don’t know the price either!”) sounds like Foreigner Japanese.

          This website is a strange place indeed…

  • g_j

    I would love a rangefinder style camera, similar to a Mamiya 7ii – THIS WOULD BE AWESOME!!!

  • Martin Griffiths

    This would make me immensely happy, i have used hassy’s and phase one’s, the detail and depth are unparalleled, but that quality with the speed of ff or apsc on a rangefinder style (x100t) would transform photography; documentary, street, even types of action photography, or any other style would be suddenly be able to utilise the higher quality images produced without having to break your back lugging round large or medium format film/digital

    • Chris

      I am wondering what mount it will use though.

      • Fuji XXX mount.

        • Mr_Electability

          Mount Fuji.

        • Adult only! :-)

        • sir_c

          Just wondering how to cock the shutter..

          • Dunno exactly, but DPreview seems to like it.

          • sir_c

            They say it is hole new

          • Lumen

            Hole in one.

      • Mr_Electability

        Suppose it’s fixed-lens.

        • Chris

          I never gave that a thought. It does not feel right these days. I do hope a full frame variant will come out soon.

        • Martin Griffiths

          I would think at fixed lens would be a good move, would be cheaper and smaller and there is nothing like that in digital out there…

        • Skepticboy

          I dearly hope so. A Digital Fuji 645Zi would be awesome

      • Skepticboy

        Hopefully it is a digital version of the Fuji 645Zi. No lens mount needed then.

  • Johann Mikael

    Really a great news. We were expecting the time when Fuji would go back to MF…

  • Geoffrey Baker

    Leaf shutter lenses and I’m all in. Strobists rejoice!

  • Andrey Simakov

    6×4.5 X-Trans: sheeeet’em all. Baaarf!

  • Bilbo

    Didn’t know Sauron was a Fujifilm Manager… What a nasty company it must be…
    Anyway, we all know how this story ends…
    After countless adventures, Frodo Baggins will throw this item into fire in the Mount Doom Volcano…
    So Fujifilm shouldn’t even bother producing this camera…. It is doomed…
    I don’t know… I have this feeling that this “The Lord of the Rings” metaphor isn’t
    going to bring luck to Fujfilm…. ;)

  • wincros

    Maybe explains why XPro2 development is so slow and still cruising along with the same 16MP sensor? Their engineers are busy on medium format? Not what I want.

  • Александр Туманский

    it’s all good, but where the new firmware to the X-E2 ???

  • I’ve told you about Medium Format. Why not overcoming the whole competition? A MF mirrorless camera would be like a dream. I guess the first model would be with a fixed lens, like it all started with X100, with a fixed lens.

    • A year after X100 there was an X10.
      Pocketable MF, anyone?…

      • Didiergm

        You’d need a very large coat with large pockets, not the kind one would want to wear near a school :)

        • sir_c

          Gives a new meaning to MF camera though still prefer MILF eeehrm MILC

      • with a fold-able sensor!

      • I just hope it will not have 70 MP. I prefer it to have pixels as big as light bulbs, able to produce images at ISO 12800, as clear as my images at ISO 200. Sort of! :)

        • Skepticboy

          Currently the 51mp Sony MF sensor does nicely up to 6400. That should be enough for the vast majority of folks

  • louisleblanc

    Very cool. When you think of it, APS-C is kind of the idea size for a small mirrorless. A body like the x100/x-e2/x-t10 are about as small as you can make a camera that fits comfortably in your hands and at that size it balances nicely with APS-C lenses. MF seems like a better choice than FF for higher quality pictures in a mirorless camera. CMOS sensors on MF are a big thing. The medium format cameras are huge mostly because of the mirror box – a mirrorless medium format camera could probably be the size of a FF DSLR.

    Fuji would have a really nice setup with APS-C for enthusiasts and pros who want a small camera that delivers great images. Then they can also step up to MF and completely leap frog FF for those that need even better quality.

  • Tsjoepie Joepie

    Exciting news for sure. Still, I think there are lots of people who couldn’t care less about such a development. So, as for the poll, what about the option “I don’t care”?

    • Large Format

      I don’t care.

    • Lakriel

      I care but as a hobbyist it will never be within my reasonable budget.

  • Congratulations, you’ve just described the free market economy using your own words!

  • Jonno

    I’m not sure what I would have to wait longer for; the funds or the release date. I’ll stick to my Mamiya RB67 in the meantime.

  • cppguy16

    Medium format is for very dedicated people, who don’t care about cost, size and speed. It might be a cool niche, but I would be happier with a 24MP X-T2 in the short run. The current Fuji sensors aren’t that competitive in the dynamic range department. I hope the X-T10 was the last camera released with this sensor.

    • Antonio

      Don’t bet on that as that people do care about such aspects too.

    • Lakriel

      I think expanding the APS-C X-Trans line is an entirely different thing than an the MF sensor. Just because Fuji is developing an MF sensor (which we knew they were, anyway) doesn’t mean they stopped of will stop developping the APS-C line.

  • Lumen

    And here she is :

  • Fredrik

    Everybody writes that mf camera will not have auto focus, lack of glass, bad ISO. But with a modern mf sensor that could change in 2 seconds. It could be phenomenal, af could be great aND IQ phantastic! They can call it x1000 with a fixed 50 mm lens. I would probably buy one. As x100 owner I bought a Canon 1.4/35mm lens instead of upgrading to 100t. But an x1000 could definitely change everything.

    • cppguy16

      I agree that MF doesn’t have to be slow, heavy and noisy in low light. Fuji could potentially make MF more popular and accessible than it currently is. However, it’ll always be much more expensive than FF, because of yield issues. Even for middle-class photography enthusiasts, a camera beyond $3000 is pushing the budget envelope.

      In addition, it’s much harder to make AF ultra fast in a larger sensor. Even the Sony A7 doesn’t have the same fast PDAF as the A6000. The Nikon V3 has the fastest AF in the mirrorless world, and it uses the smallest sensor.

    • Marco Ricci Photographe

      i just bought a 645Z and IQ is fantastic even at hi iso et AF really good

  • Give me a digital GF670 and I’ll be happy. :)

  • Antonio

    Don’t let the answers for a MF camera fool you because the percentagem of positive answers will not materialize into purchases. Once the price comes out a lot of people will come back to earth.

    • clivesurman

      Agreed…. would love to use one. However, it’s price would simply be out of the majority of people’s reach especially mine. Very happy with the APS-C system.

    • Will

      The question is whether they should, not who will buy. Developing the camera could not only drive profits, it could also push R&D that would benefit the X-series. Obviously most people here would never buy one, but that doesn’t mean it is a bad idea.

      • Antonio

        To drive profits it would require to sell beyond break-even point and that means numbers.
        Depending if we talk about a fixed lens or a new system camera R&D figures would show a very large variation, as this last one would involve not just the body but also a new batch of lenses. Between parts and optics those R&D expenditures could only benefit X-System indirect and remotely, so we should see it more like a spread of efforts taking resources from the present line of products.
        If they should or not will depend on the company’s market research and strategic decisions, in a very competitive market where bad shots can show too costly.

  • Chris

    Honestly, please get a full-frame camera. A nikon mount Fuji FF body will be really appreciated. Relive the legend of S5 pro.

    • AceFlibble

      Why on Earth would they introduce a body for another manufacturer’s lens mount when Fuji’s own X-mount lenses are the most profitable thing they have?

      • Chris

        You must be overly ambitious. Fuji, in terms of sales, is such a small brand in consumer digital cameras. All lens to date can only be used on apsc bodies. If a new format comes out, a new line of lens needs to come out together. Nikon also has a large collection of lens, from cheap to expensive, from ok to superb. Fuji had done that before anyway.

        • Didiergm

          True (I still have 2 S5 which are rebranded D200) but as far as I am aware, Nikon refused to let Fuji have the D300 which should have become the S6. Fuji was selling too many bodies

          • Chris

            I hope that not true (but I know you are right). Nikon is not even activating 3d metering on 3rd party lens.

        • Lakriel

          If a new format comes out, a new line of lens needs to come out as well. You’re right. Which is why the MF makes sense, as it will not canibalize the current APS-C range of lenses and bodies.

          Fuji has stated many times that they were experimenting with other sensor size, but they also said explicitely that a FF sensor would give little advantage especially in the X-Trans technology compared to the new bodies and lenses that people would have to buy (and of course, it would canibalize their current line of products).

          This just makes sense. Fuji is a big company with many many other products and markets, and as they also said explicitely, the photography division is the “fun” part of the company, with which they can create products that they and other people with the same views enjoy using. It wouldn’t make sense to create a body with another brand’s mount “just because it’s more profitable”

          • Chris

            Fuji’s statement is very difficult to justify. To date, DxO does not measure Fuji sensors, so I cannot present data. But APSC is APSC, without sufficient light it won’t work well enough. The Nikon D7x00 is leading among APSC in high ISO performance, yet FF today does much better. Unless… Fuji is comparing x-trans to 10-year-old FF cameras.

            I do agree it’s all commercial considerations. Stepping into FF market means a hard war. Sony has struggled for years yet it hasn’t achieved much until very recently.

          • John

            For a given depth of field (and shutter speed) you have to divide the FF DxO ISO rating by 2.25 (1.5^2) to compare it to any of the APS ratings. So if the Sony A6000 is 1347 then the adjusted A7 score is 2248/2.25=999 and the adjusted A7s score is 3702/2.25=1645. This means that an F2.8 on the A7 will perform worse in low light than an F1.9 on the A6000 (same DOF). If anyone has both cameras please prove me wrong with samples… :) In other words, the problem with APS is not the sensor size but the fact that often equivalent DOF lenses just don’t exist. This is why I would rather see Fuji kill it with a line of F1.0 x-series lenses than “go full frame”… because they amount to the same accomplishment and F1.0 leverages what they already have.

          • Chris

            First, sensors improve over time. Why don’t you examine the 10 year old Canon 1D. I am not even complaining about Fuji’s ISO being marked higher. Second, I was talking about Nikon being the better one. Go to dpreview and see if D7100/7200 is inferior to any Fuji model. And See how D810 compare against D7100/7200.

            At least from what I concern, under low light A6000 is worse than A7 in terms of color rendering.

          • Chris

            This is what you asked for. You are loosing color performance more quickly on APSC. Even ISO 3200, A6000’s color is dull compared with A7 at ISO 6400.

          • Will

            DXO’s single number score is nearly pointless at this point for a variety of reasons. A simple example: the A7s is ranked well below many other FF cameras, but it has vastly superior dynamic range and ISO performance to all of those. It has less resolution, but if my photography is only for the web and prints up to 15×10″, then I’m not likely to see any benefit to the resolution that gives the others a higher score.

            However, if you want to use their data, your suggestion that sensor size is the ultimate arbiter of potential quality is not supported by the data. Their top rated camera is the Red Epic Dragon, a 19MP sensor with roughly the same pixel pitch as the X-Trans and the same height, just 7mm wider. That sensor is markedly smaller than FF sensors. Meanwhile, plenty of APSC sensors rank higher than current FF sensors. And current FF sensors rank higher than many medium format sensors. Sensor size does affect overall quality, obviously, but it isn’t everything.

            Given that, medium format just gives Fuji a much greater quality leap than FF would. It also allows them to avoid the crowded FF space and enter a market with few competitors and plenty of strategic openings. When Fuji entered the APSC market, they did so by leveraging the fact that no manufacturers were building a fully developed line of lenses for APSC (still aren’t). They also took advantage of things that people found appealing about the x100: retro styling and classic physical dials. In the medium format space, there are no mirrorless cameras, systems that offer leaf shutter lenses are astronomically expensive, all of the cameras are massive, and autofocus is a weak point in all three systems (Phase and Hassy because they still use 15 year old or older AF tech, Pentax because they save money by using an AF sensor developed for their APSC cameras that, consequently, covers very little of the frame). By developing a compact, affordable, mirrorless medium format camera with access to leaf shutter lenses and using the AF technologies they currently offer in the X-T1 and X-T10, they really have an opportunity to stand out. Note: “affordable” here is a relative term, but relative to Phase and Hasselblad, it should be easy, and given the relative manufacturing simplicity of a mirrorless camera vs a DSLR, undercutting Pentax should be in reach as well. There’s an opportunity for Fuji to not only capture a market but also to create one, and the same just isn’t true in the FF space.

          • Chris

            I am not crazy about leaf shutter. Fuji does not have a nice flash system so far.

            Medium format mirrorless is a dream too big.

          • Will

            You don’t need to be crazy about leaf shutter. This proposed camera would not be for you. The professionals that buy phases and Hassys at 2-3 times the price of the Pentax 645Z are doing so predominantly because those systems offer the leaf shutters they need to do their work. That leaves a lot of room for Fuji to exploit if they want to build a successful product in this space, which is all I ever said. That product clearly wouldn’t be for you. It wouldn’t be for a lot of people. But there’s plenty of folks it would be exactly for.

            MF mirrorless may indeed be too big a dream. If so, I’m sure Fuji will figure that out and it won’t come to market. But if they can get it right, there’s a lot of room in the market for it to be successful.

          • Chris

            Meanwhile, plenty of APSC sensors rank higher than current FF sensors.

            please exclude canon. That company has been using legacy sensors for too long. In a matter of fact, FF sensors of 36MP almost has the same pixel density with 16MP apsc. The only reason why I want a FF is for low light and shallower DOF.

            Since you mentioned Red Dragon, you might find this page useful.

            http://www.dxomark.com/Reviews/RED-Epic-Dragon-review-First-camera-to-break-the-100-point-DxOMark-sensor-score-barrier/Low-Light-ISO-10th-place-ISO-2745

          • Will

            Useful for what? I’ve already said that I put little stock in DXO metrics. You stated that FF was an imperative to quality, cited DXO overall rankings to justify that, and I showed that a sub FF sensor holds that title. So it didn’t win every category, specifically low light. Well that title is held by the a7s, a camera that I’ve already pointed out does comparatively poorly in the DXO overall score you were citing previously. Meanwhile, for reasons passing understanding, DXO can’t evaluate X-Trans sensors, so they’re especially irrelevant when discussing Fuji products. Again: what’s your point?

            Near as I can figure, you want a Nikon F mount full frame camera that will score well on DXO, yes? In what way is Nikon not meeting that need for you? Even if they could get the license to use the mount, In what universe does Fuji benefit anything by trying to compete there?

          • Chris

            Let me make this clear first, specs matters. Let me quote one question, will you pay $1700 for x-pro1 today just because it still produces good pictures?

            I do not agree with the way you use DxO ratings. I was talking about low light performance, which is 1 of the 3 sub-categories, while you fight back with the total score. Your response does not make sense.

            For DxO results, you probably never looked it in the right way.

        • AceFlibble

          You’re missing the point. Out of all the things Fuji makes for their own brand, their lenses are the thing that both they and shops make the most money on. If they released a body which took Nikon lenses—or any other non-Fuji mount—they would be cutting off the most profitable items they have just for the sake of being different. They might as well just pile all their money up and set fire to it.

          • Chris

            Earning money is not about putting big budgets into developing.

          • Chris

            Earning money is not about burning budgets. You spent 10 millions on developing, you have to earn it back before making profits. If I could cut it down to 0.5 million and do it in a short time, I don’t have to earn those money back slowly in a long run.

    • Dave

      I think this would be the worst decision. Fuji does best when they make their own lenses.

      • Chris

        Are you sure those sigma art lens are not as good as XF primes? I might demand too much, but if people could adapt a Sigma 50 art on Fuji and keep AF/aperture control, XF56’s price will keep dropping.

    • Rich

      Fuji will not make another camera with a non-native mount; the lenses are where the money is. Besides, the only reason it had a Nikon mount was because underneath it was a Nikon! Had they had a similar deal with Canon, you could have been using EF lenses.

  • Dave

    If Fuji is really going to go MF, then:
    1. Will they use the 50MP CMOS made by Sony, it’s kind of a crop version of MF used in the Pentax 645z 50MP CMOS, Phase One 50MP, etc, this would be cheaper and use small lenses.
    2. Or will it be a true full 4×5 CMOS MF Sensor, this would be more expensive, use larger lenses.

    • Dave

      Myself…I’m holding out for the 24MP X-T2 and a 100-400 f/4-5 with built-in 1.4 extender

      • Chris

        I also think Fuji needs a better peak viewing mode. It’s much easier to manual focus on Sony’s bodies.

    • You’ve lost me at “4×5 MF”.

      • RH Boks

        4×5 sensor is in fact 41,3 x 52 mm 60MP sensor from Hasselblad-Fuji ore Phase One-Mamiya.
        The present H-serie is a design of Fuji in corporation with Hasselblad and all lenses are Fujinon lenses. Conclusion Fuji has already mediumformat digital cameras but in europe and the USA we name it hasselblad H-serie.
        I own the Hasselblad H4-40 but i will call it Fuji 645-40

  • hexx

    i was focken right :D

  • JustMeMn

    I have no issue with Fuji getting into the MF game. All the power to them. But just give us an X-Pro 2 already! Even better dynamic range, better high ISO and better AF than the X-Pro 1. Heck, I don’t even care if it has more megapixels! Just release it already!

  • peevee

    Mirrorless medium format is the pretty obvious niche where the money can be made if a system undercutting Pentax 645 is released, with the same sensor but smaller, cheaper OR faster wide angle lenses.

    • StudioLife

      Hell it can cost the same of a 645 but if it has leaf shutters I’ll grab one. 645 has a fair enough price… but the extremely slow sync speed is a deal breaker for most people.

    • Chris

      That requires a lot of improvements. Short flange focal distance of mirrorless cameras require something like Sony’s Individually optimized on-chip lens positioning to improve corner image quality. Lens have to be designed accordingly. So those lens won’t work well enough on sensors that do not have the same optimization. This has been observed on A7/A7r with adapted lens.

      Therefore, if Fuji really pushes one of these cameras… it is likely to be an anniversary model with fixed lens.

      • hexx

        and thick glass on those sensors….

        • Chris

          Only a7 has the glass issue. A7r is the optimized one which performs better.

      • peevee

        Fuji should start a system, that where money is. With f/2 prime lenses (maybe f/2.8 UWA and normal zooms too) – because Pentax does not have them. Newly designed lenses of course, reasonably telecentric – not the old film stock competitors have.

    • Do you really want Fujifilm to cheap out? I don’t get this. In five years, Fujfilm fans will be saying:

      “We want a 2000$ MF camera and all these metal parts are getting in the way. Reduce costs! Reduce costs!”

      Rubbish.

      • peevee

        It does not matter what I want. It matters what will sell, and if Fujifilm sells medium format, mirroless system at the price of top Canon and Nikon offers for the similar market (say, 5D R and D810), which is well below Pentax offer, it will sell well. Otherwise, it will not. It is the market niche which is open. Not another Phase One or Hasselblad.

        • Tell me how Fujifilm, who make the most expensive non-Leica APS-C mirrorless cameras on the market, are going to release a mirrorless medium format camera for the price of a D810 or Canon 5DR. There is no way that Fujifilm will be able to undercut Pentax without releasing a piece of shit plastic fantastic thingy.

          Pentax pricing on the 645z is as low as it goes.

          • peevee

            Body price is negligible compared to $3,500+ prices of those bodies.
            How Fuji can undercut the price of Pentax 645z? By not having the expensive mirror, optical viewfinder and separate focusing system, and by targeting wider market (more unit sales due to lower price point).
            Of course they can try to overprice the system again, but the result will be the same.

  • BWinkle J. Moose

    Of course, this is neat-o (if it were true), but what does it have to do with the X system?

    • Why should it?

    • Fly Moon

      This is a fuji rumor site not a x-system rumor site

  • Jens_a

    Nice..! a digital Fuji GA645

  • prankhet

    medium lol, only amateurs and the malnourished use medium format

  • DM

    They definitely should release one, not that I would buy it since I’m pretty happy with my x-system. If it helps them profit and increases their standing in the photographic community, I’m all for it!

    • Chris

      As one of the oldest company making films, Fuji existed before Canon. It already has a firm ground in optical instrument. Yet consumer market is another thing.

  • hexx

    i just hope they don’t f**k it up with that fly-by-wire nonsense

    • Leave your hope. You can put it here, right next to my dreams of a normal flash system.

      • hexx

        Let’s remain blindly hopeful

  • Will

    Easy enough to do all of the lenses like the 14mm, with a focus clutch that switches between MF and AF. No reason that technology can’t scale to a larger format.

  • Jonno

    This rumor was first posted on here almost exactly one year ago (May 19 2014). See you next year folks.

  • nzswedespeed

    I could be keen and voted yes, but like most people it would be dependent on price. Would it be a fixed lens camera or interchangeable with a couple of nice prime lenses? Less than US$3000? $4000?

    • Jonno

      They charge £2000 for the current (and excellent) fixed lens wide-angle MF film camera so I imagine it would cost way more than that by the time it’s got a digi back

  • Fly fisherman

    I agree that Fuji should leap frog Full Frame to Medium Format. And I am not so sure that R&D for a MF Fuji camera would necessarily be that expensive. The only thing different for a mirrorless MF, compared say, to an improved X-Pro1, is the sensor. Everything else has already been developed and would just have to be scaled up – such as the X-Mount for a new line of lenses. Viewfinder would be essentially the same, as would the firmware, etc. Development cost would be incurred most in a lens line. Even so, they could start out with a nice zoom lens of say 28 to 85mm equivalent to get sales started. I am all for a mirrorless MF camera. I envision a body shape similar to a Mamiya 7 – lightweight, well made, rugged, waterproof. With such a lens as I described, I would definitely buy in the $3k to 4k range. But then, I am a hopeless gear freak.

    • they could start out with a nice zoom lens of say 28 to 85mm equivalent to get sales started

      MF photographers love zooms so much! That would be an instant classic.

      • Fly fisherman

        Do I sense a note sarcasm? Oh well… But if anyone could pull such a lens off in a relatively small and ultrasharp package, it would be Fuji. If not, scrap the idea. My point is that the majority of RD&D would be for the lenses, not the camera. Cheers, friend.

    • kbb

      Conventional wisdom would have a medium format 28-85-ish equivalent zoom being expensive and very large.
      Not having two or three basic primes available at launch would make it a zombie in the marketplace. Alive, but dead.

    • sir_c

      The way you describe it makes things look quite easy. Just open AutoCAD, multiply the camera measures by 1.6 and send it off to the CNC department.

      Oh, and we “just” need a new sensor and “just” design a whole new lens line with new mount, different flange distance etc. And just re-use the ur-X100 firmware cos that renders the nicest images and has MF-like AF performance.

      I presume Fuji can be done before the summer; BMW/Mini did design their Countryman in pretty much the same way, no?

      Not trying to be a troll or so, but how realistic do you really think your question was?

  • MrALLCAPS

    I said “yes”, but… I wouldn’t be able to afford one. Also, I wish there was a sensor size between MF and FF, something a little more affordable. Then again, I can’t afford a Canon MkIII, so…

    Maybe Fujifilm should explore Full Frame. I would love for someone to undercut Canon and Nikon. As a whole, Photography is very expensive.

  • While that would be exciting, and if priced right, fantastic. We have been talking about the X-Pro 2 for over two years now, and it still isn’t out. So, I doubt this camera will be available anytime soon.

  • earl

    I don’ think the average consumer (or even very well off ones) are the market Fuji would be looking at. They would be after the high profit margins of very specialized professional photographers. Playing with the Hassies ,P645z,Leica S, and Phasers etc…you know, the 10-50 thousand dollar stuff. A consumer version would be very lucky to get a fixed lens rangefinder style (GW690) for $5000. The X-Pros for the rest of us….which is still great.

    • the average client has the other models. MF has never been for average customers, indeed.

      • MF has never been for average customers, indeed.

        Incorrect. We used to have a lot of MF cameras to choose from, for absolutely any kind of budget. Some of them are still mass produced and quite popular (Holga, anyone?)…

        • Turlututu

          Or Instax Wide (same philosophy)

  • inteliboy

    Considering how small Sony have managed to make a full-frame camera, I’m hoping Fuji find a similar approach to MF – as opposed to a giant beast of a thing.

  • a medium format x100 first just to get things warmed up

  • Jon

    Photography is not that expensive, look back a few years.
    1995 Nikon made an E2 with Fuji Bodies 1.3 MP cameras about $20,000
    Now a days you can have a FF for less then 1500.

    • Rich

      And don’t forget that in the film era you used to have to get films processed, prints made etc. Now the only investment required is a camera system (and print making equipment, if absolutely necessary).

      • Antonio

        Don’t forget also that film prices were much lower, nobody would shoot as much as with digital and you had slides with processing already included.

        But on the other hand people would buy a camera and use it for many year and with there were no rumors sites with people claiming for “upgrades” of their six months “old” cameras whose value drops with an almost 90 degree slope the moment they buy them.

        Nevertheless we can’t deny that digital photography changed everything and the present situation of image usage would only be possible with its marginal costs close to zero…but most people are not aware of the risks and costs of the NAS disease that came with it… :-)

        • Rich

          Very true, although I’d dispute the film costs. It was still 3 or 4 quid for a roll of something decent, and slide and process were around a tenner. I got round it by exclusively shooting B&W and printing it myself. Working for Jessops at the time also helped, with a good discount on paper and chemicals.

          And you’re right, upgrade-fever or consumerism 2.0 makes everything very expensive!

          • Antonio

            You’re right and I didn’t say it was cheap but just cheaper. The main difference was the number of rolls shot by the average consumer and even by the amateur that would think twice before pulling the trigger, and as yourself would tend to use B&W because with color he would loose control.

    • Antonio

      By those days digital photography was far from being a mass technology and the number of people actually buying those models were too low, even considering that some early adopters may be in a mood to spend a lot for reasons other than just the use of the equipment.
      But as almost all electronic technologies when digital cameras became consumer goods prices came dow a lot and rapidly – just to illustrate it, the FF price you indicate as about the one for D70 back in 2004, the cost problem being that the ones that bought it have probably moved to other DX body before they moved to an FF one before they moved (or starting to consider it) to a mirrorless with different lenses, and counting…

  • Dave

    This makes sense. A FF faux Sony sensor would be more like “follow the leader” rather than being a leader. It might also help explain why theres been no XPro2 launch. If Fuji can fit a +40mp sensor in a small interchangeable lens body with fast AF. This would differentiate Fuji from other manufacturers. Whether you actually need +40mp is a question for your wallet.

  • Tim

    with hasselblad mount please :) Fuji already produces medium format lense, some of the finest even.

    • Keeping the same mount would offer you access to all existing lenses – big advantage!

      • Jano

        But it would require a large flange distance so the camera will be rather huge (like the Hassblads). The exact point would be to make it small and portable. That’s why many believe it will have a fixed lens like X100.

        So – not a good idea. If it is an ILC you can always use an adapter.

    • hexx

      No need for that, they can do the same as Leica – own mount with own adapters with AF support for Contax, Hasselblad H and others.

      Would be really nice to have MF mirrorless compatible with Mamiya 6/7 mount. Those lenses are tiny.

  • Vim

    As someone who works in PR for technology companies, let me explain how the rumour system works.

    Some rumours are genuine leaks. But most are planned by the manufacturers to test market acceptability. It’s quite easy to tell the difference: ask yourself ‘right now, what is the company losing by having this info out’? If the answer is ‘a lot’, it’s probably a real leak (Apple’s iPhone 4 Engadget splash—photos+descriptions of a revolutionary products months before its release). If it’s ‘not so much’, it’s probably the manufacturers behind it (Apple’s plans for a TV—nothing but hints and light on detail). Knowing that manufacturers are risk-averse, you can read their moves quite easily.

    Companies make prototypes all the time. They need to understand how well they’d be received if they’d go to market. The more data points (ie people who give feedback), the better. And of course, data from potential users in the field is worth many times more than internal testing and polling.

    There are two catches here: exposure (ie competitors learn of their plans) and cost (market research can be expensive and unwieldy to organise).

    But in 2015, we have rumour sites haunted by die-hard fans who know their manufacturers’ products inside out. We have a tech press hungry for tidbits and lax on fact-checking.

    So manufacturers leak info hinting at product ideas (total cost: almost zero) to sites like FR. Then they sit back and watch. A month later, they crunch the data and decide whether to greenlight or shelve it.

    Everyone wins: die-hards get their info, journalists get to write their stories… And manufacturers get market research with quality data, free and fast.

    So what’s my point? Simply be aware that here, as a Fuji fan, you are getting played. (This fact simply isn’t discussed enough, amid the emotion of new product news.) Enjoy the rumours but don’t get too involved with them (as many people unfortunately tend to do). And don’t make purchasing decisions based on anything but the ripest rumours of products that are well documented and very close to release.

    • Didiergm

      Very true, one bit of info we (I) tend to forget

    • Jonno

      Your point, with which I agree entirely, is reinforced in this case by being a complete carbon-copy of a previous rumour posted here one year and three days ago! Must have been time to dust off the old data and see what changed!

    • …And some rumors (especially damaging ones) are planted by competitors. They can be the real leaks or fabricated disinformation, you never know for sure, even post factum. It’s all part of the game that we play here, it’s all contributes to the fun part.

      You’ve just rushed into playground claiming that we’re getting played. I suggest you also stop by the bar to inform patrons that they are getting intoxicated.

      People who are not into spy games seldom visit rumor sites.

      • Vim

        Trent, in my experience the rumours that gain traction hardly ever originate from competitors trying to spoil someone’s party. It has happened, but generally it’s not something people do in the tech world.

        It’s a fair point that ‘it’s all part of the fun’ of rumour sites, and I’m not trying to detract from that. But the fact that manufacturers deliberately feed rumour sites gets expressed very rarely and is easily overlooked.

        It’s only fair that people know exactly what they’re dealing with when they visit rumour sites. Especially when it’s not just ‘fun’ being had, but information feeding real decisions involving real, hard-earned money.

        • Making decisions based on rumors are always a risk. And just like with any business intelligence, that risk everyone evaluates for themselves using their own, um, you know, intelligence.

    • Patrick

      there are moments in my life, where I wish FR-readers could take a look into my emails… this is one of them… you would be surprised ;)

      But ok, you have your point of view, which I can just respect, because it is limited by all those things you do not know about the rumors.

      Just think about that: when the X-T10 hit the market, it already looked like an “old” camera, because I was leaking it since January!!! When it came, there was really no surprise about it, no expectations, no interest. All was known, since months… do you really think Fujifilm wants its products to look “old” even before they launch it?

      But as long as I have permission from sources, I’ll keep up leaking, 1 day, 1 month or 1 year ahead of the launch of products.

    • J T

      How are we getting played if, like you say, our input is having a direct effect on the products Fuji decides to manufacture???

    • Ineedmy Bobo

      I’m not getting played. The rumors are fun. If the rumor is a deliberate leak to look for customer reaction, then this is good. I’D BUY A REASONABLY-PRICED FUJI MF SYSTEM IF IT HAD BETTER THAN NIKON D810 RESOLUTION AND HIGH-QUALITY LENSES LIKE THE CURRENT X SYSTEM!

      If this is a joke or rumor put on by competitors? It doesn’t change how I feel about my X-T1. I’ll still keep happily shooting.

      Perhaps Patrick is getting played by being the vehicle for leaks? But even so, it’s good fun for him and us. :)

    • Lumen

      Indeed, we were getting played with the MF Bomb rumor as a usecase , and I liked it.

      And now FUJI gets their data.

  • minivini_1275

    I am SO glad to see Fuji potentially releasing something awesome that I don’t want – I desperately need to catch up on all the lenses I need! That said, it doesn’t appear to be slowing down the incredible lens releases…

  • Lapis

    Awesome rumor! Nobody has more expertise to do that than Fuji!!! If done right they may create a whole new market :)

  • Douglas Park

    If a fixed lens camera, please please please don’t make it with a 35mm equivalent lens. Make it with 50mm, then with converters allow 85mm and 35mm.

    • strangeshape

      I couldn’t downvote this enough. 35mm (equiv) is the most versatile focal length, period. :-)

  • Martin Francis

    I’ve been asking for this since the Sony 44x33mm CMOS was announced. I’d be happy enough with a X100esque fixed lens camera, though I’d be even happier with a super-sized X-Pro 1 with interchangeable leaf shutter lenses; and of course, I’d love to see some X-Trans magic done to the sensor.

    Oh, and I’d like to see an officially supported bellows module with dedicated large circle lenses for tilt and shift, please.

  • Chris

    If this ever surfaces, an x100 type camera to test the waters would make the most sense IMO. Developing an entire system would be costly and take years to create enough lenses to cover the bases – on a very small volume camera that would likely never come close to turning a profit. Any MF cam will not be a $2000 body, it would be much closer to the $8k of the Pentax.

    With the x1000 or whatever you want to call it, just one lens and no interchangeable mount to engineer. A couple TC’s to vary the FL’s like the x100 and you’ve got a killer niche camera. Just don’t skimp on the AF the way Sony did with the RX1, brilliant IQ, dreadful AF and a focus by wire lens.

    • hexx

      Fixed lens MF is something I would never buy, smaller sensor yes but paying £6000 for a fixed lens camera that will be bettered with the one that comes after is a big fish to swallow. X100 and RX1 were OK but £6k fixed lens camera would push me away as potential customer.

  • hexx

    I’ll say it out loud – all you lot who wish for fixed lens MF camera would never buy one – sorry

    • jabber

      theres a grain of truth to that. mf just sounds too mouthwatering to not wish for, in this day and age. and if fuji manage to make it affordable and still high quality, then yes, there will definitely be a myriad of adopters. even though its still not gonna save the camera market coz smartphone cam developers wont be sleeping either.

      well i think a whole lotta soccer moms and even enthusiasts dont care about interchangeable lenses, for convenience sake. so theres a huge target group already. count me in too ;)

  • good question….maybe I will be able to buy the third iteration…in 2018…and used

  • ChatNoir

    In one part of the camera-universe, Fujifilm tells in interview they don’t require 35mm sensors in the X-series. There’s evidence the XF-mount can never be used for a FF-range without significant modifications. On the other side of that same universe well… this same company seems to have so much trouble to abandon the (marvelous) GX past. Maybe bigger sensors are better after all ;-) . Cut the pie in half, and give us a digital TX – an X-Pro-body with a native high res panoramic X-trans sensor. Wouldn’t this be the best release landscape photographers have seen in a lifetime…?

  • scopedude

    After all the excitement… without Xpro2 even visible in the horizon – in what year will the medium format come? 2018? I mean, Xpro2 rumors have been going for too many moons ;)

  • Juurikas

    Makes sense only if the sensor is 6×7 or at least 6×6. Otherwise just don’t as current gen 40x30mm sensors (or what ever pseudo-MF size those are) are just a joke.

    • tex andrews

      Really? Are you speaking from experience? I doubt that. I can speak from experince: Pentax 645Z, Sony A7R, previously Sony A850, still got my Fuji GSW690II.

      The Z files are fantastic. Better than the A7R’s, and those are great. They rival my 690 files (scanned on an Epson 700) in many cases, which is shocking to me, but nevertheless. The Z’s files are absolutely the equal of film 645 files, and of course enable far higher iso’s.

  • Gotcha, metric system. When people say “4×5” it always means inches, not centimeters. So 4×5 is in LF realm, not MF.
    Metric MF is called “645” :)

  • Morriss Tompkins

    I would love a medium format X100, if it had the following:

    Real ISO of at least 6400.

    24to 36 mp. Don’t want a 40 mp sensor with a 30 mp lens. I looking for low light performance.

    At least 1/500 flash synch. I shoot a lot of outdoor action shots with a Paul Buff Einstein in full sun. Need at least 1/500.

    Throw a clean HDMI out in so I can use it with a Ninja 2 would be a welcome bonus.

    The screw on lens would be fine.

  • Morriss Tompkins

    I would love a medium format X100, if it had the following:

    Real ISO of at least 6400.

    24to 36 mp. Don’t want a 40 mp sensor with a 30 mp lens. I looking for low light performance.

    At least 1/500 flash synch. I shoot a lot of outdoor action shots with a Paul Buff Einstein in full sun. Need at least 1/500.

    Throw a clean HDMI out in so I can use it with a Ninja 2 would be a welcome bonus.

    The screw on lens would be fine.

  • Morriss Tompkins

    I would love a medium format X100, if it had the following:

    Real ISO of at least 6400.

    24to 36 mp. Don’t want a 40 mp sensor with a 30 mp lens. I looking for low light performance.

    At least 1/500 flash synch. I shoot a lot of outdoor action shots with a Paul Buff Einstein in full sun. Need at least 1/500.

    Throw a clean HDMI out in so I can use it with a Ninja 2 would be a welcome bonus.

    The screw on lens would be fine.

  • Morriss Tompkins

    I would love a medium format X100, if it had the following:

    Real ISO of at least 6400.

    24to 36 mp. Don’t want a 40 mp sensor with a 30 mp lens. I looking for low light performance.

    At least 1/500 flash synch. I shoot a lot of outdoor action shots with a Paul Buff Einstein in full sun. Need at least 1/500.

    Throw a clean HDMI out in so I can use it with a Ninja 2 would be a welcome bonus.

    The screw on lens would be fine.

  • Morriss Tompkins

    I would love a medium format X100, if it had the following:

    Real ISO of at least 6400.

    24to 36 mp. Don’t want a 40 mp sensor with a 30 mp lens. I looking for low light performance.

    At least 1/500 flash synch. I shoot a lot of outdoor action shots with a Paul Buff Einstein in full sun. Need at least 1/500.

    Throw a clean HDMI out in so I can use it with a Ninja 2 would be a welcome bonus.

    The screw on lens would be fine.

  • Morriss Tompkins

    I would love a medium format X100, if it had the following:

    Real ISO of at least 6400.

    24to 36 mp. Don’t want a 40 mp sensor with a 30 mp lens. I looking for low light performance.

    At least 1/500 flash synch. I shoot a lot of outdoor action shots with a Paul Buff Einstein in full sun. Need at least 1/500.

    Throw a clean HDMI out in so I can use it with a Ninja 2 would be a welcome bonus.

    The screw on lens would be fine.

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