Hasselblad is a legacy company that continues to drive innovation home. The company was the first to send its cameras to space and subsequently launched a device that could shoot panoramas on film. In more recent years, they created digital medium-format cameras for professionals that allow one to slow down and savor every moment they photograph. One would believe that this is the best one could get out of a medium format, but Hasselblad proved us wrong again. With the launch of the X2D II 100C, they launched the first medium format ever to shoot end-to-end high-dynamic range images (HDR). Here’s a look at what the company is planning for the future.
The X2D II 100 C is the successor to the X2D, which was launched in 2022. The new camera features multiple updates, from autofocus to design changes, but the biggest improvement is the addition of HDR in a medium format. This means that users will achieve natural colors and true details in highlights and shadows, as this new setting can shoot images with a 3-stop increase in-camera. But what makes HDR important today? Speaking to us in an email interview, Hasselblad said, “HDR is the future of imaging, and we want to give our users a camera ready for that future. As more devices and platforms support HDR, photographers need tools that match how their work is viewed and shared.” With the inclusion of HNCS HDR, Hasselblad states the images now appear “as true-to-life on screen as they do in reality.” In turn, photographers get the opportunity to experience photographs in a way other systems are unable to achieve.
However, in a world where compact cameras are becoming the center of attention, the question of what Hasselblad plans on doing still lingers. While the company has not said anything about making a fixed lens device, they are very much aware of the need for smaller cameras. The X2D II 100C is an “example” of that. It is lighter and more portable while still delivering the unmatched performance our users expect,” the company said. But it is not just the size. The Swedish manufacturer has also added features such as “AF-C for faster, more reliable autofocus, introduced 10-stop stabilization for sharp handheld shots,” all of which will enhance the image quality and performance.
Every update was designed to make the camera more intuitive and versatile, empowering photographers to focus on their vision rather than their equipment.
Hasselblad
A medium format camera, in many ways, is designed for photographers who know their vision, like professionals. However, the company notes the X2D II 100C is designed for “photographers and enthusiasts at every level.” One of the reasons is that the camera meets the requirements of professionals, who want image quality, but also have a simple interface design, which is best suited for serious enthusiasts. Yet, we still believe that medium-format cameras are best suited for professionals who understand the value of the device. The X2D II is priced at $7,399, which is not a paltry sum. Add lenses to the mix, and you have a kit worth $12,000. If you have the money, then certainly, even a beginner can use a Hasselblad. Otherwise, only a handful will go after it.
With the introduction of the new camera, the question lingers: Will we ever see a compact medium-format camera from Hasselblad anytime soon? Or will we see more than 100MP sensor cameras? While we don’t have the answer for that, the company has said that they are exploring new avenues:
We are always exploring ways to advance imaging technology that’s guided by the feedback and needs of our community. While we can’t share specifics about future products, what we can say is that innovation and user input will always shape our roadmap.
What Hasselblad has in store for us remains to be seen. It may be a while before the company launches another ship. But we do hope that the next camera is very different from what’s already available in the market.
