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Hasselblad Countdown Hits Zero


For the past month or so Hasselblad has had a cryptic countdown on their website. The countdown reached zero today, and Hasselblad announced the H4D-40, a camera the company claims will bring “ultimate image quality to an entirely new generation of photographers”. Since medium format digital cameras have been around for quite a while now, we’re hoping this means a significant drop in price. However, at the bottom of the countdown page, there’s the message “Hasselblad Medium Format DSLRs start at 11,995 EUR”. Hmmm…

As easy to use as any 35mm camera and featuring a 40 Megapixel Medium Format sensor, our easy to use new Phocus 2.0 software, and the new True Focus AF, the H4D-40 provides the perfect entry point into the Hasselblad world. The H4D-40 gives you full access to the entire Hasselblad system of software, lenses, and features and has been designed to meet the needs of the most demanding high-end commercial photographers – and yours.

The camera will launch in 50 cities across the world on February 10th. What do you think the price is going to be? Will medium format digital photography finally be made affordable for (semi-rich) amateurs?