Everyone is beating me to announcements today!
Anyway, we have been working together with Adobe for some time (they needed a few pointers ;-)) and I pleased to see the test release. It will be interesting to see how good the test candidate is received.
Best,
David
David,
In the world of large sensor photography this is big.
Seriously, probably the biggest news from hasselblad since they slashed prices by 10 grand, because if you work with outside retouchers, all of them process in photoshop.
Even if you deliver a processed file for guide or a base, they still need the raw for detail or to open and merge shadows and once again they all use photoshop.
Actually, this year Hasselblad has been impressive.
They've substantially dropped prices to realistic numbers, they've got the only full and complete camera-lens-back system and they are making probably the most professional marketing push of any camera maker.
They also have the only fast 100 mm autofocus lens and that is a magic size for shooting fashion and portrait, especially on location.
Their equipment looks cohesive, the lcd though not as good as Canon or Nikon is at least larger than a postage stamp.
Their website actually looks interesting and professional and most of all usable, which in the world of cameras is usually not the case.
Since the H system is the standard camera in rental, if they can get their H3's in rental for backup they should make a huge dent in the medium format . . . oops, large sensor photography market.
They also have a brand name that carries some weight.
If I was buying a medium format camera today I'd give them a more than serious look, but since my current Phase backs have dropped to 1/3 of their original price I should probably wait.
Anyway, what Hasselblad has done in the last year is impressive and it's more than writing a few new pdfs. It's the whole package of equipment, software, price that can be bought today.
JR
