DJI’s Full Frame Mirrorless Camera Is Coming — Panic for Sony/Canon/Nikon, Zero Worries for Fujifilm

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The already highly overcrowded full frame digital camera market might soon get a new competitor: DJI.

In fact, strong rumors shared by DJI-Rumors (via L-rumors) say that on September 15, DJI will launch its first full frame digital mirrorless camera.

If you think that’s nonsense, I remind you that DJI already has a medium format mirrorless camera on the market, the Hasselblad X2D, because Hasselbad is owned by DJI.

Since they make a mirrorless digital cameras already, it’s not impossible that they might soon also offer a full frame mirrorless camera. Plenty of brands have their hands on multiple sensor sizes, so why not DJI too?

The new DJI full frame mirrorless camera will enter a highly overcrowded market, where Sony, Canon, Nikon, Panasonic, Sigma and Leica all have their full frame cameras offerings.

So while all brands will soon scrutinize DJI’s new full frame camera, it is mainly those offering FF cameras who will be most worried about it.

Fujifilm has no full frame camera and so far they have kept their word given to us in 2018: “we will NEVER go Full Frame“.

Sure, Fujifilm will look with interest at the DJI FF camera, but on the other side they are also those less worried about it, as it is not a market they are into.

Fujifilm made a clear choice:

  • Medium Format: for those who want the best possible image quality at a “payable” price
  • APS-C: if image quality is not the absolute and irrevocable paramount for you and you are therefore willing to accept compromises, then, since you are fine with compromises anyway, APS-C is the best balanced system in terms of size, price, features etc. – so at least say industry insiders from PetaPixel, DPReview and more

This was Fujifilm’s decision. May it be right or wrong, only time will tell.

But so far it seems Fujifilm is living a rather quiet and relatively successful life outside the overcrowded full frame market and they can look at the DJI full frame with no worries as opposed to other brands, who went all-in with full frame and now have a new and strong competitor coming.

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