Can the Hasselblad 907x 100C be the innovative camera we need?

There are reports floating around about the Hasselblad X2D that have me yawning. Years ago, Hasselblad impressed with its X1D. It’s the medium format mirrorless camera that looked like the Mamiya 6 and that everyone wanted. But it was plagued with issues like autofocus, price, lens selection and more. Fast forward to today, and the Fujifilm GFX series is much more appealing in every way. That’s why I’m not hyped for the X2D. Instead, I keep my hopes up for the Hasselblad 907x 100C.

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According Photo Rumors, the X2D will solve many problems that the previous camera had. But in 2022, it’s not a form factor that looks particularly fascinating. If I really want a rangefinder type medium format camera, I’ll wait for the Fujifilm GFX 100R at this point. Fujifilm knows how to do ergonomics. Moreover, they have fantastic movie simulations and many lenses available in the market. But instead, the Hasselblad 907x 100C, if it ever hits the market, could be the clear winner. Its predecessor, the Hasselblad 907x 50C, had a form factor that I loved. And that’s what Hasselblad has to rely on.

Earlier this year, I swapped my Mamiya 6 for a Hasselblad 501C. Critic Brittany Smith also spoke poetically of her love for her Hasselblad in a previous post. This is where Hasselblad can do something unique. Imagine an LCD screen that flips up and can move completely on top of the camera. (That way you can shoot from top to bottom.) Then imagine a magnifying glass that can go over the top and let you shoot like a medium format SLR with a hood viewfinder. I think that’s the variety the photo industry needs. The fundamental design of digital cameras hasn’t really changed in years. Most of them are SLR style or rangefinder style. Honestly, they are boring.

I’m not saying brands should try something like Sigma did, with a totally weird design. Instead, I think Hasselblad should take a look at its history. Why not combine this revamped autofocus with a new style of camera body? Why keep doing the same thing everyone else is doing? Of course, this complaint is part of a larger set of complaints that our staff have against the photo industry. I mean, if every brand achieves clinical perfection with their lenses, won’t all lenses look the same after a while? And if so, why buy Hasselblad rather than Sony?

Let’s be honest, the Hasselblad X2D will play catch-up more than anything else. There is too little innovation between companies when they all share the same components. So for Hasselblad to really stand out, they’ll have to release the Hasselblad 907x 100C sooner. Also, honestly, I don’t know many people anymore who own a digital Hasselblad. The company has done a lot of work with diversity efforts, which it should be applauded for. But they haven’t done anything to make their products unique either. Let’s be thankful though that they don’t come out of Sony cameras like the Sony a99 or Sony RX100. Instead, they genuinely try to create their own things.

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