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The Fujifilm Camera That Could Steal Users From the Big Three

Chris Gampat
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Last updated on 06/13/2025
06/18/2025
2 Mins read
A hand holding a black digital camera with raindrops on it, above green grass with scattered leaves.
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Fujifilm has pretty much always been playing in its own arena. I think a former Leica VP said it best by saying that sometimes competing with other brands is like swimming with sharks. While their APS-C cameras surely do something much different, not many other brands try to go into medium format territory. But Fujifilm has the potential to take users away from Canon, Sony, and Nikon much more so than you’d think. Considering the fact that the brand told retro lovers that they were going polyamorous and flirted with the DSLR form factor much more, they’d only have to do one thing that could majorly change the entire face of the photo industry.

For the sake of this piece, I’m going to call this camera that I’m dreaming of the Fujifilm GFX 50S III. It’s the successor to the Fujifilm GFX 50S II. Seeing how the company has realized how popular the rangefinder style of camera can be, it could even be the Fujifilm GFX 50R II, which would succeed the original. The 50S II can still be had for a good deal, though because it’s medium format, it’s also retaining its value.

But the important thing is this: Fujifilm could use the same old 50MP medium-format sensor and change the processor up to make it deliver really good high ISO image quality coupled with very fast autofocus that higher-resolution cameras can’t quite do. Cameras like the Nikon Zf did that with the 24MP full-frame sensor.

The catch here is the following:

  • The GFX 50S III would have higher resolution than lots of the full-frame cameras available
  • The high ISO output could be better than pretty much anything full-frame in the same way that full-frame blows away APS-C cameras
  • The autofocus could be really great, though we’re not sure that this would ever happen because it’s Fujifilm. But it would be more than good enough for lots of users
  • You’d have all the Fujifilm film simulations available right now
  • This camera would be more designed for photographers than videographers. However, with a 50MP sensor, you could still shoot some really insanely high quality video in a similar fashion to what the Fujifilm XH2s does.

So why doesn’t Fujifilm do this at all?

50mp 50r 50r ii fujifilm Fujifilm GFX Fujifilm GFX 50S II fujifilm gfx 50s iii high iso medium format
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Chris Gampat is the Editor in Chief, Founder, and Publisher of the Phoblographer. He provides oversight to all of the daily tasks, including editorial, administrative, and advertising work. Chris's editorial work includes not only editing and scheduling articles but also writing them himself. He's the author of various product guides, educational pieces, product reviews, and interviews with photographers. He's fascinated by how photographers create, considering the fact that he's legally blind./ HIGHLIGHTS: Chris used to work in Men's lifestyle and tech. He's a veteran technology writer, editor, and reviewer with more than 15 years experience. He's also a Photographer that has had his share of bylines and viral projects like "Secret Order of the Slice." PAST BYLINES: Gear Patrol, PC Mag, Geek.com, Digital Photo Pro, Resource Magazine, Yahoo! News, Yahoo! Finance, IGN, PDN, and others. EXPERIENCE: Chris Gampat began working in tech and art journalism both in 2008. He started at PCMag, Magnum Photos, and Geek.com. He founded the Phoblographer in 2009 after working at places like PDN and Photography Bay. He left his day job as the Social Media Content Developer at B&H Photo in the early 2010s. Since then, he's evolved as a publisher using AI ethically, coming up with ethical ways to bring in affiliate income, and preaching the word of diversity in the photo industry. His background and work has spread to non-profits like American Photographic Arts where he's done work to get photographers various benefits. His skills are in SEO, app development, content planning, ethics management, photography, Wordpress, and other things. EDUCATION: Chris graduated Magna Cum Laude from Adelphi University with a degree in Communications in Journalism in 2009. Since then, he's learned and adapted to various things in the fields of social media, SEO, app development, e-commerce development, HTML, etc. FAVORITE SUBJECT TO PHOTOGRAPH: Chris enjoys creating conceptual work that makes people stare at his photos. But he doesn't get to do much of this because of the high demand of photography content. / BEST PHOTOGRAPHY TIP: Don't do it in post-production when you can do it in-camera.
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