Fuji GFX 50S coming in early 2017

Fujifilm released several new promo videos for the upcoming GFX 50S mirrorless medium format camera. It is interesting to note that all videos end with the banner "GFX see you early 2017" (shown above). I think it is safe to assume that all technical details, pricing and pre-order info will be officially announced in early 2017 - probably together with the X100F and X-T20 cameras for the CP+ show in Japan.

Specifications and details on the Fuji GFX can be found here.

Here are the videos:

Via Fuji Addict

This entry was posted in Fuji and tagged . Bookmark the permalink. Trackbacks are closed, but you can post a comment.
  • tornwald

    Very curious about further technical details and pricing.
    Very good move from Fuji that they have a solid lineup of lenses available in the first year of launch. They seem serious about the G-system.
    Now, if they get the details right (a pro minded camera, no gimmicks)
    and very important, the pricing, then they could realy break open the market and make Canikon sweat.

    In my mind, they should price it much lower than the Hasselblad. Maximum of 5 or 6000 dollars with a lens. That may sound a bit low, but I think it is possible. They would steal away a lot of pro Canon and Nikon users who are willing to take the step up from 35 mm to medium format. Fuji then has a solid base of consumers who use the X-system and/or buyers who need more and go for the G-system, skipping the 35 mm format altogehter.

    I will be looking forward to the presentation Fuji..

    ps: I wonder what Ricoh/Pentax will do with their 645 system.
    Will they also go for mirrorless? Will it have the 100 mpix sensor that was rumored? I my view their big problem is lenses. Both for the K-system and for the 645 system. If they would offer a super high quality lens lineup, then at least I would know they are still serious about the 645 system.
    Right now, I don’t know if they will the plug or not, holding me back to take the jump.

    • Spy Black

      “…the pricing, then they could realy break open the market and make Canikon sweat.”

      Who it’s really going to sweat is Hasselblad, Phase One, and Pentax.

      • Les

        The real competition for these new mirrorless medium format cameras (Fuji and Hasselblad) are the Sony mirrorless.

        They all appeal to people who have lots of money to spend, want high resolution, and don’t need the SLR advantages: speed, real-time view, flexibility, system accessories (flash, macro, etc).

        PhaseOne is in a completely different league, like a 5 ton truck compared to a crossover.

        Sony really should be worried. The A7R2 is already well over $3,000 ($4,000 with batteries and lens adapters, not counting the actual lenses). That’s not a huge step from the likely price of a GFX.

        • Spy Black

          Nah, the 35mm market has nothing to worry about. Anyone who’s not a professional with money to burn who buys one of these will also have a couple of Sony’s and maybe a few Fuji’s as well.

          It’s the pro market that has to worry. Don’t think for a moment Phase One doesn’t see this as a threat.

          • Les


            That is correct, CaptureOne does not directly support PhaseOne’s medium format competitors. They never have. They do support Canon/Nikon because most of their customers run those systems in addition to PhaseOne.

            If you think that PhaseOne’s customers will be easily converted to a cheaper system, you should ask yourself why they didn’t all move to Pentax.

            The GFX competes with the A7R2. It is fundamentally an A7R2, just bigger and better. The upsell from $4,000 to $7,000 is a lot easier than the upsell from $1,500 to $4,000.
            Plus, Fuji has shown that they know how to build a coherent camera system, unlike Sony. Fuji knows how to match battery capacity to camera power demand, they know how to build a high-quality lens lineup that makes sense, they know more about colour science than Sony even suspects exists, they know how to design a menu system. It’s a slam dunk, as far as I am concerned. Anybody who got into the A7R2 because they thought it was “the best” will soon feel deeply dissatisfied.

          • Spy Black

            “If you think that PhaseOne’s customers will be easily converted to a cheaper system, you should ask yourself why they didn’t all move to Pentax.”

            If you think Phase One doesn’t see them as a threat, ask yourself why they aren’t supported.

            “The GFX competes with the A7R2.”

            It’s simply not true. Sony has absolutely nothing to worry about. They’re two different markets. Sony makes a multitude of cameras for pretty much the entire consumer and professional markets.

            Sony additionally has nothing to worry about, because they also make the sensors in the Pentax, Hasselblad, and Phase One cameras, and probably the Fuji camera as well.

          • Les


            I disagree. Sony’s currently got the market locked-up for high-megapixel mirrorless cameras. The GFX slots-in above them, so it will take their best customers (those that can afford to pay more).

            It’s a bit too early to tell, but it looks like Fuji’s lens prices will be competitive with Sony’s better lenses.

            CaptureOne hasn’t supported medium format competitors for over a decade now. It’s not a new thing at all. I would find it surprising if they suddenly changed their mind.

            The main market for this type of camera isn’t professionals. It’s the same market as Sony’s: rich amateurs. Nothing wrong with that, it’s a much bigger market. Some professionals will surely try it (and endorse it if the money’s there), but it’s not built for them. It doesn’t even offer leaf-shutter lenses.

          • Spy Black

            “…those that can afford to pay more…”

            And that sums it all up. That’s small group of enthusiasts, and they can and will own both the Fuji AND the Sony(s), because not only they can, but because they’re not going to want to lug a GFX around all the time when they can just grab the Sony.

            Sony has nothing to worry about.

          • Les


            They may keep their old Sony for sentimental reasons. I doubt it, but you seem to think so. They won’t buy the next one though.

            The moment the A7R2 is no longer “top dog” it becomes just another point-and-shoot. That’s a much tougher market. People won’t put-up with those senseless menus and poor battery life if the camera isn’t special.

          • Spy Black

            Sony will simply replace it with something new and they’ll buy that, and the GFX will get tossed in the closet with the A7R2.

          • raziel28

            “those senseless menus and poor battery life”
            I have been using Alpha cameras for a while and I do not have any problem with menu. It is just a personal preferences… Buttery life is problem with almost every MILC.
            Alpha 7R II is expensive, but it gives a lot.
            Leica should be worried. SL price is ridiculous, and it doesn’t have useful lens selection.

      • WillWeaverRVA

        I agree, it probably won’t worry Canon/Nikon much. The medium format cameras aren’t much more expensive than, say, a 1DX II, but the medium format models are typically meant as studio or landscape cameras and aren’t really in the same category. If I were Hasselblad, Pentax, or Phase One, I would be a little worried right now.

  • raziel28

    Exciting times in a medium format world. Fuji and Hasselblad MILC, 645Z are now offering state of the art sensors for under 10.000€
    Moreover, It will be interesting to see successor of the 645z, will It have a bigger 100mp chip…

    • SolarSky

      Wouldn’t a 645z successor with the much larger 100mp Sony-Chip used by PhaseOne and Hasselblad require larger format lenses for the Pentax 645-system?

      • Dan

        Not likely, Pentax have stated all lenses designed for digital will cover 645.

  • WillWeaverRVA

    I feel like Pentax will need to announce a 645Z successor and perhaps a sort of “entry-level” medium format DSLR or mirrorless camera. The GFX is going to attract A LOT of attention from studio shooters looking to get into medium format, especially if the price is as competitive as rumored. I think they’ll be pressured to either drop the price of the 645Z (it’s currently $6,999) or come out with a new model that hits a somewhat lower price point.

    The 645Z is still a good value (and costs less than the X1D body-only), but the Hasselblad X1D offers pretty much the same quality in a much more convenient package. Pentax will probably need to attack the size issue since the 645D and 645Z are rather bulky.

    • Zos Xavius

      I doubt they will. They will likely use the nearly full frame 100mp sensor next. Remember the 645 series can easily be full frame again while the Fuji will forever be cropped just like the Hasselblad mirrorless. I would rather have the huge beautiful OVF and rugged build quality of the 645Z but that is my preference.

    • johnny

      If I had 10k, I’d pick Fuji without hesitation. I simply don’t trust Hasselbald for their new product. Fuji is much better at making these. BTW, I heard some words from early tester of X1D. The power-up takes several seconds to complete. Hope this will be solved at launch.

  • MZ

    Looking that guy in India repeatedly staging all those “grab shots”…and with probably paid subjects, kinda demeans the whole point of on-site documentary photography. The results are obviously going to be amazing, but without spontaneity and unscripted reality, he is just corrupting the process, with fake street photography.

  • Back to top