Hi all,
This is obviously a camera that has stirred a lot of emotions and reactions, which I find is a good thing! I have been a professional Stockholm-based advertising photographer for 25+ years, and a Hasselblad V user since 1971, so I can really appreciate the functional design factor.
To me also, this Fuji GFX 50S camera looks like it has come together bit by bit, without too much forethought and design planning. Perhaps time was too short to be able to present it worldwide at Photokina? It seems there must be room for a lot of improvements, with a $10,000 price tag.
I am also a lover of the Fuji X APS-C system (I am using the small and handy Fuji X-M1 at the moment, but seriously looking at the X-T10 or X-T2), with it's gorgeous X-Trans sensors, that gives us the widely appreciated Fuji unparalleled color rendition (especially skin tones and greenery). So, with these cameras in mind, I had also actually expected something a tad smarter (without in fact having seen or held it in my hands). A traditional Bayer array sensor also gives me the impression that this is yet not fully developed. This is where Fuji have excelled in the APS-C line of cameras.
Medium format - to me, that somehow starts at least with the 645 format (41,5 x 55mm in Hasselblad V's film magazines). However, this 51 Mpxl Fuji sensor format is somewhere between that and the full frame DSLRs from Nikon, Canon or SONY, just not big enough. And it's more or less the same with the new compact mirrorless Hasselblad X1, the 50c sensor is also too small, at least for a camera which entails that kind of investment in new premium glass (Fujinon).
I still use and love my Hasselblad cameras, where functionality and lens quality comes first. I use them in both the analog and digital realm, with superb results. Always with matte box lens shades (bellows). There are gorgeous Carl Zeiss T*-multicoated lenses from 24mm up to 1000mm, plus very useful and premium-quality extenders (1,4x and 2x) from Zeiss and Fujinon. I also use the FlexBody camera, which gives me the same kind of technical movements (tilt and shift) as my larger 5x7" and 8x10" cameras. It works extremely well for digital, too, I have experimented some with the (equally small!) CFV-50c digital back (CMOS sensor), but not yet with the CFV-50 (with a slightly larger Bayer sensor) or with 60 Mpxl backs.
I am now looking at digital backs with a larger sensor than the CFV-50c, primarily PhaseOne 60 Mpxl or 80/ 100 Mpxl. There are also the smart digital backs from (Mamiya-) Leaf, the 60R and 80R, where the sensor can ROTATE for upright portrait shots, while the camera is still mounted to the tripod. And these sensors can really use all the potential and quality of the fantastic Zeiss wide angle lenses, for example the Carl Zeiss Distagon CFE 4/40mm IF (inner focusing and close focus correction).
In my mind, there is still LOTS to be done in the digital medium format world, before we can have something as enormously versatile as the Fuji APS-C or the Nikon FX cameras. In recent years, there has also been an explosion of various kinds of lens adaptors (I have them all for my Fuji X-M1), and one would like to see that for the digital medium format cameras, too. How can the manufacturers believe that will will invest in YET ANOTHER complete (and exclusive/ premium) lens system? That is probably why sales have been slow with the Phase One XF 100 Mpxl system camera, the Schneider central leaf shutter lenses are just too expensive. The camera itself, though, is a dream (very functional design, too), I have briefly tried it.
In any case, it will be interesting to try out the Fuji GFX when it arrives in Europe some time in the early summer of 2017! And, hopefully, this will be just a start in a completely new product segment for the creative technical talents at Fujifilm - they have listened to photographer's feedback with the APS-C X system cameras in the past, which have benefitted in recent product development (Fuji X-T2) and I am very confident that we haven't seen the end of medium format cameras from Fujifilm just yet...
All the best from Stockholm, Sweden,
Bengt Fredén, photographer