"The world does not fit conveniently into the format of a 35mm camera." Fujifilm quoted W. Eugene Smith as they unveiled their first digital medium format camera system. Featuring a custom-designed sensor and a complement of six new lens, Fuji is dead serious about turning the medium format market on its head.

GFX 50S Mirrorless Medium Format Camera

GFX format: 43.8 x 32.9 mm CMOS sensor (1.7x bigger than 35mm format)

Multiple aspect ratio capture options: 3:2 (45.4 MP), 16:9 (38.3 MP), 65:24 (25.2 MP), 5:4 (48 MP), 7:6 (44.8 MP), 1:1 (38.3 MP)

Brand new 51.4 MP (8,256 x 6,192) sensor

Focal plane shutter with 1/4,000 s maximum speed

Better high frequency response for increased resolution

G mount engineered to be "light, stiff, and powerful"

Mirrorless to eliminate mirror shock and increase resolution, as well as offer greater portability

Weight: 800 g

Detachable viewfinder with ability to rotate vertically for top-down shooting

Two dials (shutter speed and ISO)

Eight-way focus joystick

Top LCD

No set price, but a target price of "way under" $10,000 with 63mm lens

Availability: early 2017

Lenses

23mm f/4 R LM WR (mid 2017)

32-64mm f/4 R LM WR (early 2017)

45mm f/2.8 R WR (late 2017)

63mm f/2.8 R WR (early 2017)

110mm f/2 R LM WR (mid 2017)

120mm f/4 Macro (early 2017)

Fujifilm also made a point of emphasizing that the lenses can easily resolve over 100 MP, so perhaps we'll see a second body in 2017? Only time will tell!

You can watch the full presentation below.

Update

Fujifilm X Society has some pictures from the Fujifilm booth.

What are you thoughts? Is Fuji's combination of price, portability, and that Fuji look (if it's anything like their X Series) enough to make you switch? Let us know in the comments!