Spend $157, Get Over $5,500 in Photography Products Now

Is Fujifilm About to Shock the Photography Industry Again?

A few years ago, Fujifilm sent shockwaves through the industry by releasing a medium format mirrorless camera with modern features and capabilities that was priced tens of thousands of dollars below other medium format offerings, followed by two more models that pushed the boundaries of price and capabilities all the more. And now, the company seems set to do it again.

When the GFX 50S was first released, it was priced at $6,500, bringing modern medium format capabilities in line with the upper echelon of full frame prices. Later, the GFX 50R brought the prices even lower, while the GFX 100 brought a whopping 102-megapixel medium format sensor at a price under $10,000. Now, it seems the company is getting ready to make waves again. Photo Rumors is reporting that the company is preparing to announce a GFX 100S, which would feature a 102-megapixel 43.8 x 32.9mm medium format BSI CMOS sensor (likely the same one in the GFX 100), would come in a smaller body, and feature in-body image stabilization and phase detection autofocus. What's really crazy, though, is that the rumored price is $5,999, even less than the GFX 50S was when it was announced. It looks like 2021 is starting with a bang for gear fans! 

Log in or register to post comments


Deleted Account's picture

Meh, the Fuji “medium format” crop factor isn’t a whole lot of difference from 35mm full frame. Less than a stop of light difference, and with tons of affordable f/1.4 choices for full frame and very few f/2 or faster MF lenses if you want low light performance or narrow DOF you’re better off with full frame.

Jan Holler's picture

While somehow true those cameras still have a better dynamic range than full frame cameras. It is the price and the huge image resolution which make this camera so interesting.

Deleted Account's picture

Do they really? At 100mp the pixels are still small even if the sensor is larger.

I suppose I could download a raw from a 24mp apsc Fuji then from a 100mp MF Fuji and see fkr myself but I’m skeptical.

Finn Magne Grande's picture

Why skeptical when you can get the answer by using maths: 100Mp on Fuji Gives the same pixel size as 59Mp on full frame. However, I choose Sony full frame because 1) More choices when it comes to bright lenses. 2) Lower size and weight makes it easier to carry 3) Price

Kim Sinton's picture

dpreview.com did a review of this camera and included studio scenes where you can compare it to other cameras.

See here:


Honestly the resolution of the camera is outstanding and even the 60px Sony a7r IV with pixel shift shows WAY less detail.

Actually after seeing that comparison I realized the pixel shift is pretty much a useless gimmick.

This new camera with its small size and incredible resolution will be amazing for landscape and portrait photographers.

Alex Zenzaburro's picture

jep but he is talking about the format not the resolution.

This for sure is an outstandig high resolution camera, and i love what fuji does, but its a tiny bit bigger than fullframe, and calling it medium format is idiotic.

Deleted Account's picture

I’m skeptical of the dynamic range supposedly being better.

Drew Rickerson's picture

> I’m skeptical of the dynamic range supposedly being better.
4433 vs FF: size isn't everything
/victims of "full frame" marketing language

Deleted Account's picture

Who said anything like that here?

Duong Nguyen's picture

I was watching this video, and even through youtube compression- it sold me on the night and day difference between the gfxs system resolution as impressive lens

stuartcarver's picture

Bokeh whore then yeah?

Alex Zenzaburro's picture

jep i second that.
Even talking about "medium format" with a sensor 8mm bigger than fullframe is rediculous.
Even 645 is mor than 20mm bigger on each size, and thats the "small" medium format.

Gary Pardy's picture

Oh, the cropping I would do with 102mp

Chris Rogers's picture

Creamed muh pants when I saw that 102MP number. I like to crop as well lol.

Rhonald Rose's picture

Waiting for it's release to compliment my gfx-50s

Christian Lainesse's picture

Here's to hoping it comes out at the same time as the 80mm f1.7 and they sell this lens as a loss-leader as part of a camera-lens combo.

Deleted Account's picture

Fuji MF has a crop factor of 0.79 (less than one stop of light) so that would still just be an f/1.34 on about 63mm equivalent lens.

That’s going to be an awful lot of money to spend on a body and a fast fifty. And most of the other Fuji MF lenses are much much slower.

Christian Lainesse's picture

It's my money.

Deleted Account's picture

Good point. I didn’t know that. Thanks for clarifying!

Christian Lainesse's picture

Why the gatekeeping? Live and let live.

Deleted Account's picture

So you’re saying that you can dictate what comments are acceptable on a photography site, but I can’t criticize the value proposition for specific gear. Sounds like you’re the one doing the gatekeeping here.

Eric Segarra's picture

This is a camera that I had never considered in the past. Nice for sure, but too big, too expensive, too... However, as that price comes down, it will be harder to ignore, specially if they reduce the size somewhat. It may not find its way into my camera bag, but I'll be definitely paying a bit more attention to it.

David Pavlich's picture

What's nice about Fuji is not only their innovation, but the fact that they produce terrific lenses that hold up well to their medium format cameras and they aren't as spendy as the other medium format lenses.

Spy Black's picture

Everybody forgets the lenses...

S Lejaune's picture

I thought they were coming out with a 56mm x 42mm large format sensor.

Alex Zenzaburro's picture

yes please.

And the moment they bring out a 645 sensor they will call the sensorsize they've got now "super full frame" and call it out to be not medium format at all hehe