The Fujifilm GFX 100S takes the company's flagship medium format monster and shrinks both its size and price almost by half with very little sacrifice of features. With this and the company's other GFX cameras, we are now seeing medium format prices well into the realm of full frame. What does that mean for the future of photography?
Coming to you from Matt Irwin Photography, this excellent video essay discusses the GFX 100S, where it is situated in the larger market, and how that market might respond. A few years back, medium format kept it squarely priced in another realm far away from full frame prices that rendered it a product only for specific, niche circumstances. Now, however, there are multiple manufacturers offering medium format cameras at prices that compete with full frame options, and an entirely new system choice has opened up for photographers, especially those who are more concerned with ultimate image quality and less concerned about things like ultra-fast burst rates or 8K video. If nothing else, it sure is an exciting time to see how gear is evolving, and we have never had so many choices at reasonable prices. Check out the video above for Irwin's full thoughts.