Hasselblad, Stop Living In the Past and Worry More About the Future

Hasselblad, a once innovative company, has been left behind by almost everyone.

The name Hasselblad resonates with force throughout the Photography community. Rightfully so. The company is steeped in heritage and lore. Their cameras were so good at one point that NASA decided their cameras should be used in space. In fact, their 501 EL made it to the moon. This thrust the Swedish company into the limelight, and the rest, as they say, is history. For years Hasselblad was one of the top camera and lens makers. Seen by many as the ultimate craftsmen, photographers paid top dollar for Hasselblad gear. Step forward to 2021, and Hasselblad still has a mighty reputation. Their cameras and lenses are still meticulously crafted. However, in terms of performance, they’re a shadow of their former selves. Fujifilm has shaken up the Medium Format market so much that Hasselblad has been in a tailspin. Let’s talk about what they need to do to course correct.

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The Hasselblad X1D II Arrives with Zoom Lens, Mobile App and Camera

Hasselblad has just dropped the latest additions to its portfolio which promise to bring impressive medium format photography to more creatives.

Hasselblad continues to place itself on the front line of medium format photography today with the introduction of the latest additions to its product portfolio. The highlights of the announcement are the evolved X1D II 50C camera, the much awaited XCD 3.5 – 4.5 35-75 Zoom Lens, and the iPad-supported Phocus Mobile 2 image editing application. The company also shared more details about the development of the upcoming CFV II 50C digital back and the 907X camera body which can be combined into a highly compact package.

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