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Gear Rumors

Fuji Pouring R&D into MF System? Sony 24-70mm F/2.8 Evidence? 30% Nikon Price Increases? {Daily Roundup}

By Anthony Thurston on November 25th 2015

Welcome to our roundup series where we will hit on several gear news and rumor topics each day. This gives you a chance to get caught up on all of the day’s news and rumors in one place. Make sure to check back daily for the latest gear news, rumors, and announcements.

Fuji Pouring R&D into MF System

FF; MF; there have been a lot of rumors over the last several years regarding Fuji and what they plan to do beyond their APS-C based X-Series system. A new rumor this morning seems to indicate that they have found that direction.

According to a new report over on Fuji Rumors, they have received word that Fuji is pouring a lot of R&D dollars into a new, interchangeable lens, medium format system. I don’t need to tell you, but if this is true, this is pretty big news.

Sadly, though, the rumor stops there. We don’t have any camera rumors about this new system, no specs, or pricing.  Still, if this rumor is true, and Fuji enters the medium format market with a camera that sits somewhere between Pentax’s 645D and 645Z offerings, then we could have a really attractive option for pros looking to break the full frame mold and take that step into medium format.

I will be watching this one closely myself. It looks like it is still a ways off if it is happening, but stay tuned.

Sony 24-70mm f/2.8 Evidence


We have all been patiently waiting for Sony to start announcing all of the new lenses that they promised; none probably more than the rumored 24-70mm F/2.8. Given the less than ideal performance of Sony’s Zeiss 24-70mm F/4, it has led many pros to hold off on buying more into the Sony system until more pro level F/2.8 glass is available.

Our first clue that a 24-70mm f/2.8 is, in fact, coming just surfaced online. According to the report coming out of Sony Alpha Rumors, the 24-70mm F/2.8 has been listed on an internal ‘Sony Employee Only’ website where it was screen captured and sent to the rumor site.

There was no image or detailed spec list for the lens on that internal website, but this almost assuredly confirms that a 24-70mm F/2.8 will be announced in this next wave of lenses from Sony.

Beyond this 24-70mm f/2.8, what other lenses are you hoping to see Sony release in the next month or two?

30% Nikon Price Increases Coming To Europe


We have some upsetting news coming out of Europe for you Nikon fans out there. According to a new report out of Nikon Rumors, Europeans can expect a price increase of up to 30% on some Nikon lenses starting on January 1st, 2016.

NR posted an entire list, which I will not repost here, but here’s a highlight of a few notable increases: Nikon’s 50mm F/1.4G will be increasing from 289 euros to 374 euros, a change of about 29%. Nikon’s 24-70mm F/2.8G will be increasing from 1295 euros to 1495 euros, a change of 15%.

What does this all mean, and what is the purpose of the price increases? For now, that is unknown, but it seems pretty clear that if you live in Europe and have been eyeing some new Nikon lenses, you may want to hop on and grab them before January 1st or be forced to pay some significant price increases.

What are your thoughts on today’s roundup? What news/rumors did we miss? What would you like to see covered in future roundups? Leave a comment below and let us know what you think!

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Anthony Thurston is a photographer based in the Salem, Oregon area specializing in Boudoir. He recently started a new project, Fiercely Boudoir to help support the growing boudoir community. Find him over on Instagram. You may also connect with him via Email.

Q&A Discussions

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  1. Dave Haynie

    It would be really interesting to see what Fujifilm miggt come up with in a modern era MF camera system not encumbered with the film-based past. They could go mirrorless, obviously step one. They could mess with sensor size… after all, the Pentax 645Ds aren’t a real 6cm x 4.5cm (in fact, 44mm x 33mm), something in the 1.5x-1.8x over full frame gets you a significant size boost without necessarily being larger than a FF DSLR.

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  2. Colin Woods

    If the European price hike is real, the bosses of Sigma, Tamron and Tokina must be opening the champagne right now.

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  3. Kim Farrelly

    30% increase for Nikon in Europe, are they insane or are they feeling that they are to cheap in relation to their market & competition??

    As for Fuji going FF their big thing has always been tat their x-trans APS-C is so close to FF that the difference is in significant. That leaves MF or perhaps they will x-trans up a FF sensor and claim the difference to MF is small… who knows

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  4. Andrew Leinonen

    I think the full-frame space is extraodinarily crowded right now, and it would be really difficult for Fuji to differentiate themselves. Medium format has a much smaller audience, but presumably far higher margins. It’s also a field that is ripe for disruption. The mirror box on medium format cameras is absolutely massive, so a rangefinder-esque mirrorless digital medium format (as Fuji already has experience with, a la the GL690) would be able to make it a much more approachable and accessible system for those who are used to shooting with smaller formats.

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    • Jean-Francois Perreault

      True but not in the mirrorless segment.
      I think Fuji could compete with Sony.

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    • Andrew Leinonen

      But it’s silly to think that the A7 line-up isn’t competing directly with all the FF DSLRs, just as all the crop mirrorless cameras are competing with all the crop DSLRs.

      Chasing the mirrorless FF market is trying to get a small slice of a small pie. Might as well take a big chunk of an even smaller, but more profitable pie.

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    • Max C

      It all depends on what features they put on a FF. If they can match or surpass sony in features, then a lot of photographer will purchase their cameras, otherwise they might as well not enter. Look at Samsung NX1, it is a good camera with a lot of features but it is not selling. If they made it FF, then they would have seen a lot of sales and they could steal some of Sony’s clients.

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  5. Tyler Friesen

    My inner dialogue chants Fuji, Fuji, Fuji….

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  6. robert raymer

    I would not be surprised at al by a Fuji MF system. While I have not personally used their (or any mirrorless) systems, I have always found what I have seen from them to be high quality. Also, seeing how they already have medium format film cameras and lenses, as well as large format lenses, it is not as if they will be starting from scratch. After all, the Hassy H series was modeled after the Fuji GX645. Really all they would need is to created their own back and come in at a competitive price point.

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  7. Jean-Francois Perreault

    Just curious, which do you think would be a better move from Fuji: FF or MF?

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    • Anthony Thurston

      That really depends. I think FF has, and for the most part always will have, a larger pull on the market. That said, if Fuji released a more affordable MF option, photographers would likely flock to that.

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    • Max C

      There are already medium format cameras, why hasn’t photographers flock to those cameras? MF is a niche sector. Most photographers are going to stick with FF. FF is where the money is and you have a lot of choices to choose.

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    • Paul Nguyen

      Max, people have not flocked to MF simply because of cost. Have you seen how much those Phase One or Hasselblad MF cameras cost? It’s simply not worth paying that much for 99% of people.

      Sure, you can make the argument that FF isn’t worth it either, but at the end of the day, the difference between APS-C and FF in terms of cost is pretty small, but when the current crop of MF cameras and lenses are at least 10 times more expensive than FF across the board.

      The only reasonably priced MF system is the Pentax 645Z, which had great image quality but suffered from a number of things including a lack of lenses that left it unable to take off. It’s still a good three times more expensive than something like a Nikon D810 or Canon 5DS. Is it three times better? Probably not.

      That’s the problem with MF at the moment.

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    • Andrew Leinonen

      I don’t even think the 645Z’s main problem is a lack of lenses, really. The main problem is that the physical design of the system limits how flexible it can be. It has a huge mirror with a ton of weight and momentum, requiring serious shot discipline to take advantage of the image quality (i.e. mirror lock up and Live View) and obviously limits any sort of burst rate (3 fps). It also uses the PDAF sensor that Pentax had available for APS-C, so it has a much smaller AF coverage of the frame than you’d want. It’s also just a physically immense package – it’s no wider or taller than a FF DSLR, and in some cases it’s actually smaller…but it’s 30-50% thicker and much heavier, so in a hand or a bag it’s just much more difficult to handle.

      A good mirrorless implementation would eliminate almost all of those cons and save a ton of money in manufacturing, too. Like I said below, it’s a market that’s ripe for disruption, even more so than FF DSLRs were for Sony (since the likes of the 5D and D810 they are so incredibly refined at this point)

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  8. Paul Empson

    as a european based nikon user the rumoured 30% hike in lens prices is a non-starter.. it will just make Sigma & Tamron lenses more appealing..

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