The Hasselblad H6D is a medium format camera, which many people only ever talk about rather than use.
For most people a medium format camera is just too bulky and expensive. The Hasselblad H6D can do nothing about either of those common gripes, especially not when it costs $33,000.
Medium format Hasselblad H6D to launch this year
However the new camera does make medium format shooting more practical. While its 100-megapixel sensor will raise a few eyebrows, it comes packaged with convenient features such as WiFi connectivity, a 3-inch touchscreen and 4K video.
Even more impressive is the inclusion of a USB Type-C port, as well as compatibility with the same SD cards that can be used in less sophisticated point-and-shoot cameras.
Hasselblad is well-known for its professional gear, so it is nice to see the company making some allowances for the pro-consumer market. While the price will put most people off, it is still a more convenient medium format camera than its predecessors.
Wealthy consumers and professionals could be in the market
While the H6D is patently not as versatile as your modern DSLR, it has enough features that it could be used by wealthy consumers as well as professional camera crews. People were bemused by the release of a Ferrari edition camera a few years ago, but Hasselblad seems to have come back to its senses here.
The company is celebrating 75 years since its founding this year. The launch of the H6D is one of a number of important events that will run through the calendar year.
The H6D will cost $33,000 and a more affordable 50-megapixel version will set you back $25,995. The cheaper camera does not have the ability to record 4K video.
Drone maker DJI recently announced that it would be taking a minority stake in Hasselblad. The camera maker has also announced a new range of lenses.
Keep your eyes peeled for more news from the company in a very important year.
The camera sector continues to evolve apace with the move into spherical camera rigs. GoPro recently announced its Omni 6-camera rig, with more details expected soon.