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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• Fujifilm Film Simulation Group
• Fujifilm X-T Shooters Group
• Fujifilm X100 Shooters Group
• Fujifilm GFX Shooters Group
• Fujifilm X-Pro Shooters Group
• Fujifilm X-H Shooters Group
• Fujifilm X-E Shooters Group
• Fujifilm X Third Party AF lenses Group
• Fujifilm Astrophotography Group
• Viltrox X mount lenses Group
• Fujifilm X-S shooters Group

DxO has just launched DxO PhotoLab 9.

Now all X-Trans cameras can enjoy their most sophisticated DeepPRIME XD3 X-Trans technology.

But there is a lot more, such as AI Masking. All details at the dedicated DxO PhotoLab 9 page.

DxO PureRAW 5.3 is also available now.

The latest versions also add Fujifilm GFX100RF support.

Get DxO here:

• DxO PureRAW 5
• DxO PhotoLab 9
• DxO Viewpoint 5
• Nik Collection 8
• DXO Film Pack 7*
  *needed in have access to Fujifilm film simulations profiles in DxO PhotoLab

New in PhotoLab 9

Al Mask: for advanced selections
Accelerate your editing with Al-driven subject detection and selection.

• Automatically select key subjects such as sky, people, clothes, background, hair, vehicles, and more. You can also use click or bounding box to manually select your subject.
• Al masks can be combined with all other masking tools for the most challenging needs

Refined Local Adjustments with vastly improved masking system
Enjoy greater flexibility and precision in localized edits with a unified and intuitive masking structure.

• Combine all masking tools together (Al Mask, Control Points, Control Lines, Gradients, Brushes…).
• Sub-masks let you create more precise masks for each image.
• Easily access actions such as Invert Mask Effect and Duplicate Mask.
• Gizmo displays have been redesigned for clarity and usability.
• A one-time engine migration is required to edit local corrections created in earlier DxO PhotoLab versions.

Localized Noise Reduction and Lens Sharpness capabilities
Target specific areas for denoising and lens sharpness using masks.

• With the Local Denoising and Local Lens Sharpness Optimization, it’s now easier than ever to fine-tune your most challenging images.

Images stacking in the Filmstrip
Organize your images more efficiently through stackable thumbnails.

• Virtual copies are automatically grouped into collapsible stacks.
• Manual controls include: create, group, ungroup, sort by date, and re-stack virtual copies.
• Stack display states (collapsed/expanded) are preserved across filtering and project navigation.

Advanced Batch Renaming Tools
Rename images (inputs and outputs) consistently and efficiently using a flexible token-based system.

• Leverage metadata tokens (e.g. EXIF, IPTC, shot date, counter) and custom text to build naming schemes.
• Create, save, and reuse custom renaming presets.
• A Find & Replace function is now available in the export dialog, with optional case sensitivity and live preview.

Support for Apple ProRAW and HEIF/HEIC Image Formats
PhotoLab 9 offers full compatibility with Apple ProRAW and HEIF/HEIC

• ProRAW images from iPhones can now be opened and processed, with built-in tone mapping enabled by default.
• HEIF/HEIC image formats are now fully supported.

Enhanced Noise Reduction with DeepPRIME 3 & DeepPRIME XD3 X-Trans

• DeepPRIME 3, introduced in PhotoLab 8.5, takes our machine-learning based approach to RAW conversion one step further: our new neural network performs denoising, demosaicing and the correction of chromatic aberrations all simultaneously and with unprecedented efficiency.
• DeepPRIME XD3 X-Trans follows the same approach but utilizes a significantly larger model and more training data. As a result, it retains eXtra Detail, while also delivering silky-smooth bokeh at the same time.
  After 6 months of public beta, PhotoLab 9 contains the final version, which is faster and produces cleaner images than the beta. The older DeepPRIME XD was removed.
• The original PRIME denoising, revolutionary when introduced back in 2013, but now obsolete, was removed.
• A live preview option allows you to visualize both global and local denoising effects at any zoom level.

Lens Sharpness Optimization V2
Experience enhanced image detail thanks to the latest improvements in DxO’s lens correction engine.

• The calibration process and the sharpening algorithm were reworked from the ground up to ensure homogenous results across all camera gear and shooting conditions (feature will roll out progressively).
• The intensity slider now runs from 0 to 200, with 100 being our recommendation of “just the right” amount of sharpening for the given image.

Quick Access with Favorites

Add folders, projects, or drives to your favorites for quick access. This makes navigating to your most-used destinations faster and more efficient.

U Point feathering control

Diffusion slider has been added to fine tune your masks using U Points.

Projects accessible in Customize tab

In this version you can access your Projects directly from the “Customize” tab. With this improvement, managing and switching between Projects is easier than ever, streamlining your entire workflow.

Known Limitations

• Bayer RAW files are not supported yet by DeepPRIME XD3 (X-Trans only).
• HEIF/HEIC SUPPORT
• Lightroom IPTC tag not read
• GPS coordinates are displayed as 0 in Samsung HEIC image
• On MacOS 15.6 and Tahoe beta 6, predefined Al masks are not returning any result in GPU/ANE modes.
  Current workarounds are to switch to CPU mode or to use MacOS 15.5 or earlier.

PhotLab 9 Press Release