Fujifilm has always dared to be different – and particularly so with its medium format cameras

Fujifilm GFX 50R camera
(Image credit: Future)

I have been road-testing the Fujifilm X-S20 recently, which is another reminder that Fujifilm has never been a camera-maker that paid much heed to convention. That it’s the more mainstream of the current Fujifilm offerings tells you something…the X100V, X-Pro3 and X-T5 are all the current iterations of a fair amount of free thinking that originally gave us the X100, X-Pro1 and X-T1. All are highly individualistic in one way or another…and then there’s the GFX series of mirrorless medium format  cameras which were essentially born out of Fujifilm’s desire not to just follow the full frame pack. A bit confusingly, it calls its 33x44mm sensor “large format”, but you certainly get the message with tag line “more than full frame”. 

Frankly, I was a bit surprised that the RF-style GFX 50R didn’t sell better than it did – so it’s now discontinued – but here, arguably, was the most daring of the G mount cameras; unmatched in its combination of portability, performance and price. If anybody at Fujifilm is listening, I’m thinking that a GFX 100R might work better now…100 megapixels res in a camera not all that much bigger than the X-Pro3. Well, OK, it’d be bigger, but not massively so. And now that we have the Phase One XC fixed-lens “travel camera” at a price getting close to $100,000, but minus many everyday conveniences such as an EVF.

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Paul Burrows

Paul has been writing about cameras, photography and photographers for 40 years. He joined Australian Camera as an editorial assistant in 1982, subsequently becoming the magazine’s technical editor, and has been editor since 1998. He is also the editor of sister publication ProPhoto, a position he has held since 1989. In 2011, Paul was made an Honorary Fellow of the Institute Of Australian Photography (AIPP) in recognition of his long-term contribution to the Australian photo industry. Outside of his magazine work, he is the editor of the Contemporary Photographers: Australia series of monographs which document the lives of Australia’s most important photographers.