There has been much enthusiasm about the downward price trend with Fujifilm GFX bodies in 44x33mm format, so I have some slightly skeptical thoughts. (About pricing, not the desirability of the products.)
The 50MP sensor used is relatively ancient and now more or less discontinued; it was the first CMOS sensor in a format larger than 36x24, arrived in the Phase One IQ250 and Hasselblad H5D-50c in March 2014 and the Pentax 645Z that April, and the latest Sony product lists drop it (and its 100MP 54x40mm big brother) in favor of the new 100MP 44x33 and 150MP 54x40 sensors. Indeed this sensor was already "old tech" by the time that Fujifilm and Hasselblad use in it their first EVF cameras. One sign of age is its lack of PDAF ability; a significant liability in a "live-view only" camera these days.
Note also the far higher price (around US$10,000) indicated for Fujifilm's forthcoming model, which will be the first "medium format" EVF camera using an "up to date" sensor, Sony's 100MP 44x33. That price is significantly more that the previous flagship of the GFX system, the 50R; such a price increase is a bit unusual for a new model in the same format.
So, my slightly skeptical thoughts:
- Sony has paid off the fixed costs (R&D, production line setup etc.) on that 50MP sensor, and so is now selling it at close to unit production cost as it approaches end-of-life.
- Fujifilm [and to some extent Hasselblad] are using those "discounted" sensors and also selling their new EVF bodies at low margins (or even at a loss) to build market share and undermine competitors (Phase One in particular). Remember that Sony lost money on DSLRs for some years; it is a rather common strategy for market insurgents.
- US$10,000 might be a better indication of future pricing for a 44x33 camera with an up-to-date sensor that has a clear resolution advantage over smaller formats; maybe down to US$8,000 for an entry-level model like a future "GFX 100R".
This would still be a big step forward for affordable and flexible systems in a format larger than 36x24, giving them a chance to be far more widely used than MF DSLRs, but for context, high resolution EVF cameras in 36x24mm are looking to cost around US$3,000–4,000 and with lower resolution entry-level 36x24 models at around US$2,000.