A few years ago, the weirdest thing happened: Hasselblad announced the Hasselblad HV–which as much as they claimed otherwise, is a rebadged Sony a99 camera. In fact, my headline upset them and cut me off of their press list for a while. Now what Hasselblad did isn’t exactly new. Companies have been working together on collaborations for a while. Leica and Minolta did it years ago to create one of the most famous ones: the Leica CL. Leica also works closely with Panasonic in a similar respect. Hasselblad decided to try this with Sony and unfortunately for them, it backfired pretty hard.
We all laughed, all of us. If you enter forums, Reddit, or other conversations on the web you’ll read someone saying that they’re so glad that the Hasselblad of today is actually trying to innovate. And they truly have with the Hasselblad X1D. With their old CEO out of his position though, the company is going to see some new steering and we’re going to need to see how they pan out. But I’m sure that we won’t anything like the Hasselblad HV happen again.