Now, I know I've addressed this subject a year or two ago when I first transitioned to medium format, but with the recent additions to the market and shifts in the pre-owned market, I feel like it's high time to address this more in depth. If you don't already know, Fujifilm recently announced the GFX 100S, a more compact, price-sensitive version of their highly capable GFX 100 released a year ago. With a body that's more reminiscent, in both size and weight, of the GFX 50S, and a price reduction from $9999 USD to a much more wallet friendly $5999 USD, the digital medium format market is really starting to heat up. Fujifilm has begun to seriously address their G-Mount lens lineup, filling up holes in their range for the general market, even beginning to address more niche photography. Obviously $6000 bucks isn't pocket change. It's a price that's solidly in the range of other professional, flagship cameras like the Canon 1DX Mark III, Nikon D6 and Sony a1. It's a steep drop in price from the GFX 100 but it's still a price that means you'd better be serious about your photography and/or have a business that can support that sort of purchase. Now that the 6000 pound elephant in the room has been addressed, let's talk about who should even consider medium format, who shouldn't, and who should file this idea for a later date. If you make it through this next section unscathed, I will then discuss what the GFX may have to offer for the enthusiast/hobbyist photographer. If you're a professional, I have little to offer you. Besides, you should know if your business could benefit from a medium format camera, however, I do have some technical information later that could help you decide if both your workflow and your clientele are able to tolerate your addition of, or switch to, medium format.
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