Uwe Moebus, Hasselblad’s head of sales for Europe and MD of Germany. Photograph by Damien Demolder.

It has been interesting watching Hasselblad’s fortunes over the last couple of decades. When I began writing about cameras the V system wasn’t called the V system, and the company’s medium format film bodies were very popular with high-end amateurs as well as with professional photographers. I suspect that even in those days it was amateurs that contributed the majority of Hasselblad’s income, and the company was revered for quality, craftsmanship and very high standards. It seems Hasselblad is aiming to recapture that valuable amateur market once again and the X1D II 50C is the camera the company hopes will bring droves of non-professionals back to its door. The company’s product catalogue has been dominated by very high priced digital medium format models for quite a period of time, which has kept the majority of non-professionals away.

During the launch event for the X1D II 50C in London I got to speak to Hasselblad’s head of sales for Europe and MD of Germany, Uwe Moebus, to ask him how this relatively low-cost model came about and to find out what Hasselblad aims to achieve in the future.

'We have learnt that we should launch products when they are ready and fully developed'

I asked Moebus what the company has learnt since the launch of the original X1D, and how that learning has been implemented in this new model and the way the company operates. ‘We have learnt that we should launch products when they are ready and fully developed for the market. We have also learnt a lot from our customers over last three years about what should be improved and we tried to bring this into the new camera.

Start-up time was an issue from the beginning – this is improved now – frame rate needed to be improved – everybody wants faster frame rates, though this is difficult with medium format because of the amount of data – and some people weren’t happy with the previous viewfinder. These things were okay in the first camera, but now they are much better and enhanced in this mark II version.’

Attracting amateurs again

We chat about how it had been some time since Hasselblad had dealt with the amateur market when the X1D came out and how things had changed since the days the film bodies were at their height. ‘Everybody thinks that the V system Hasselblad were only for professionals. The camera was about £5000 at the time, and actually almost two thirds of users were amateurs. So, working in this market is not so new to us. But in between, when medium format went digital, things became so much more sophisticated, complicated and expensive that our whole market turned around to the point that over 90% was professional. The number of cameras we made dropped a lot and the price went up a lot - and we had a much smaller customer base.’

'There are fewer professional photographers and it is getting harder for professionals to make money'

‘Now though we will be turning that situation back again. There are fewer professional photographers and it is getting harder and harder for professionals to make decent money. So Hasselblad needed to look to the future and ask if those customers would continue to use expensive medium format cameras, or would they look at full frame cameras? We decided that ‘no’ many wouldn’t continue to spend on high priced medium format systems and that we needed to take a different route. We will continue to develop our H system, which is very high-end and for pros, but the new X1D will open a new market for us. Maybe we can go back to [how things were in] the 80s and have a lot of amateur customers.'

'The purpose of this new model and its lower price is to broaden our market, to put the company on solid ground. We can do this by having more products: this X series, the H series, having a new V series with the CFV attached and the new 907X – this will allow us to develop our position in the market. Looking back ten years we only had the H system. Now though we can attract a new customer group. £5500 is still a lot of money but it is a lot less than these cameras used to be, and you can have a camera and a lens for below £10,000. This is a much bigger market for us.’

New electronics

The main changes in the new body are centered around performance and speed of operation, all of which have been achieved using a new faster processor and a whole new electronics system. Moebus wouldn’t say exactly how much faster the new processor is, but it has cut start-up time almost in half, has produced reduced shutter lag and black-out time between frames. It can also run the 60fps EVF while also adding 30% to the maximum frame rate – though 2fps to 2.7fps doesn’t sound all that impressive until you think of the data that is being moved. To cope with this new processor the camera has had a complete electronic make-over inside with an entirely redesigned system.

The new processor also helps the auto focus run more quickly, speeding up acquisition and tracking. Moebus said the system only has to read the area of the sensor beneath the AF points rather than reading from the whole sensor, so it is efficient and operates quickly.

'We have further optimized the power management and the heat management systems'

‘New firmware also helps to run the camera more efficiently’, says Moebus, ‘and new systems are used to deal with the heat. We fixed the firmware in the original X1D to change the way the camera was always running all its systems all of the time, so that then only systems that were needed would be on while they were in use. The same is true in the X1D II but we have further optimized the power management and the heat management systems to make the camera work even better.’

The body is almost exactly the same on the outside other than the slightly remoulded grip and the much bigger rear screen, and it uses the same materials in its construction.

Evolution, but the same camera

I asked Moebus why this model is called a mark II and not X2D, for example. ‘There is more to come’ he joked. ‘This is an evolution of the original camera. There are some significant changes but it still looks like an X1D. It is not a completely new camera, which is why it has the same name.’ He wouldn’t be drawn on what would have to change to make it a revolution and thus completely new camera, rather than an evolution. I tried!

Hasselblad was never tempted to use a higher resolution sensor in this model, according to Moebus. ‘This camera was designed to have a 50MP sensor, and we were clear on this from the start. The X1D is a portable tool that captures high end images while maintaining is size and low weight to make it the most compact medium format camera on the market. The sensor we have used in the X1D II 50C is exactly the same one as is used in the original model.’

I was surprised at first that Hasselblad has placed so much emphasis on being able to record JPEG images – and that were was so much demand for more JPEG options. Moebus tells me that many Hasselblad users want to be able to shoot JPEGs and not have to spend time processing them afterwards. ‘Most professionals need raw data of course, but there is a market that requires JPEG only, so we have included the ability to shoot one file type or the other, or both at the same time. With the more accessible price of the camera we expect more amateurs to use it, and some of them just want to produce wonderful images straight from the camera. The X1D II 50C immediately delivers very nice JPEGs.’

I suppose that Fujifilm has also gone to some lengths to cater for the JPEG market in its medium format bodies, but it does too in the X series models. I was just curious that anyone would pay for a Hasselblad X1D and lenses and then record JPEGs, but having just seen the photo staff from luxury department store Harrods at the press briefing it clicked for me that I might not be their typical customer. Like Leica, Hasselblad has many wealthy fans who want a nice looking camera for their holiday snaps. Nothing wrong with that I suppose.

Cost reduction

Even though the X1D II 50C costs a good deal more than the average amateur camera, its price is significantly lower than the launch price of Mk I version - and the price of the Mk I version the day before the Mk II was announced. So, how was this price arrived at?

‘We have optimized production processes and our supply chain’ explains Moebus. ‘When we began making the X1D we were buying in lower quantities, but now we are buying more and in bulk. Buying more brings the unit cost down, so now we can make an even better camera for a lower price. These changes have not come about suddenly because the Mk II is an easier camera to make, but as a progressive journey since the beginning of the X1D.’

'The whole organization has had to migrate to a situation where we are making many more products'

Hasselblad was caught out by the demand for the X1D and really struggled at first to produce enough units to meet its orders. Since then though the company has boosted its production line, its manufacturing processes and assembly to deal with much larger volumes than it had expected. ‘This hasn’t happened in a split second’ says Moebus ‘but the whole organization has had to migrate to a situation where we are making many more products. We had to do this without dropping quality as that would undermine the company and the brand. At Hasselblad image quality is everything. Everyone wants a fantastic picture. If you sacrifice this you aren’t going the right way. It was a stretch, but now we can make better cameras at a lower price.’

‘We are now in a position to be able to meet demand for the X1D II 50C. We are assuming it will be a popular camera, because of the features and the price, so we are prepared. We employed more people to meet demand for the Mk I so we are already in a good position. We will also be able to make the 907X and CFV II 50C on the same premises and cope with demand when the time comes. We are used to making digital backs, as we have been doing so since the merger with Imacon and also for the H system. The CFV II isn’t a new challenge for us to make, so we will be able to cope. The 907X is a nice slim camera with some mechanics and electronic connectors. We will be able to make an appropriate amount to feed the market. That shouldn’t be too complicated.’

Moebus isn’t prepared to discuss the price of the CFV II 50C or the 907X unfortunately, and argues that the original CFV wasn’t expensive – it was $15,000! We might hope though that with efficiencies in production and supply chain the cost of the CFV II 50C might synchronize with the drop we’ve seen in the X1D II 50C.

Moebus points out that the 907X camera and the CFV II 50C will have a whole system waiting for them once they are launched. ‘Often manufacturers have only a few lenses when a new camera system is introduced but the 907X already has nine native X lenses, and will also be able to work with H, V and XPan lenses – we have a complete line-up.’

Half an eye on the competition

We’d already discussed how Hasselblad reduced costs in the making of the X1D II 50C, but I wanted to know if the camera’s new lower price was a response to Fujifilm’s activities with its GFX series. ‘We are both in the medium format mirrorless market, so of course we look at what other people are doing in the same field. Primarily though we are looking at ourselves and thinking about what we need to bring to the market. We aren’t interested in copying and we don’t strive to make cameras that match others. That’s why the X1D is the way it is. The current price of the X1D II 50C reflects that we wanted to make the camera accessible to a larger audience, not because of Fujifilm’s pricing.’

'We will listen to our current customers'

Hasselblad has been quite good at offering trade-in programs to encourage its H system users to move up the ladder to the newest equipment, but Moebus says there are no similar programs in place for the X series. But, he says ‘We will listen to our current customers’ meaning perhaps that if there is enough demand the company might consider it. The issue for some is that the new body costs less than the original did the day before the launch of the upgrade, so if you’d bought the original model the week before you might feel a bit annoyed. Moebus said the company was aware that this might be an issue, but that the most important thing was to make the new model accessible.

The best lens ever

After speaking to Moebus I was able to chat to other technical staff about the new 35-75mm F3.5-4.5 zoom lens. Hasselblad claims it is the best lens the company has ever made, so I asked what it was in particular that made it so. The answer it seems is MTF. Charts were produced that show the lens to perform to the sort of standard you’d expect from a prime lens – and much better in many cases.

Comparing the MTF at various focal lengths with the prime versions the company makes it is clear to see, in theory at least, that the 35-75mm will provide a prime-lens experience for those who don’t need super-wide maximum apertures. Even at the long end though the maximum F4.5 aperture is comparable to moderate telephoto lenses from past medium format systems – though with the X1D’s smaller sensor the ability to achieve differential focus will be a little more limited.

On its own the lens seems very expensive, but taken in the context that it really could replace three or four prime lenses it might begin to sound like a very good deal. In full frame terms the angles of view offered by the zoom are those we’d expect from a 28-60mm, so it encompasses 28mm, 35mm, 50mm and 60mm lenses. Our only quality measure at the moment is just the manufacturer-provided MTF of course. How that and the other characteristics will translate into real life image quality we will have to wait and see.

Forward to go backwards

This clutch of product announcements from Hasselblad creates a very positive air around the company and its future. Even with the original X1D the company seemed in a much more precarious position as the shock at the size of the order book generated so many issues of its own. But the company survived that and has grown, and now seems on a much better footing – production is sorted out, buying can be done in more efficient volumes and Hasselblad is geared up for meeting its new enlarged market with popular products that more people can enjoy. Are the good old days back I wonder? Perhaps not just quite, but things are looking rosy for the future.

Hasselblad has announced it will introduce a special edition kit that includes the recently launched 907X camera along with a CFV II 50C digital back to celebrate the company’s part in the Moon landing of 50 years ago. Finished in matte black the kit will cost $7500, € 6500/ £ 5825 plus VAT, giving us a clue to the price of the regular production models once they become available. The company hasn’t said how many units of this special edition will be made and tells us that numbers and release dates will be made public later this year.

It isn’t obvious how the price of the kit is divided between camera and back, but the combination of the two items together still costs less than half the price of the original CFV back that was launched in 2014. We might expect that the production versions of the camera and back will cost less again, though Hasselblad might be rewarding early investors with this special edition and could price the regular kit at the same level.

As well as the matte black finish these units will differ from the regular production models as the back will have the inscription “On the Moon Since 1969”. The significance of the matte finish is that it matches that of the cameras that were used in the 1969 mission, both aboard the Apollo 11 and on the surface of the Moon.

The company has also launched a collection of ‘50 Years on the Moon’ merchandise that can be bought direct from its online store. For more information see our news reports and hands-on galleries of the 907X and the CFV II 50C, as well as Hasselblad’s website.

Press release

Photographer and self-described ‘space nerd’ Cole Rise has detailed his creation of a replica of the Hasselblad camera used by NASA’s Apollo 11 astronauts. The model is precise down to the finest details, including the camera’s serial number and labels. The creation process, as explained by Wired, was a lengthy one, involving the acquisition of a Hasselblad Apollo camera prototype, NASA archival photos and more.

NASA engineers had heavily modified a Hasselblad 500 EL camera for the Apollo 11 mission, including adding motors, removing the focus screen and mirror, and adding heat-resistant aluminum paint, among other things. Rise spent four years working on his replica of this camera, a process that involved machining many of the components himself, in addition to salvaging select parts from a broken Hasselblad MK-70 camera.

In addition to the modified Hasselblad 500 EL camera, the Space Camera Co. website also shows his replica of NASA’s Hasselblad 500C camera, which had been modified by NASA engineers in collaboration with an RCA contractor. Rise worked on his 500C replica before the Apollo 11 camera, saying on the Space Camera Co. website:

By going through the tedious process of remaking this camera, you begin to uncover its secrets and the thought processes that went into making it space-worthy. It was the seed that eventually cemented Hasselblad’s relationship with NASA as the de facto space camera maker. And it was the project that taught me the skills required to eventually make a functional lunar camera.

Rise is making multiple 500C replicas for private collectors and creating a documentary that details his work. Rise’s website lists the Apollo 11 Hasselblad camera replica as currently on display in Le Marais, Paris.

Photo credits: Photos by Cole Rise, used with permission

Metabones has announced its new Hasselblad V to Fuji G mount (GFX) x0.71 Speed Booster, the latest in its extensive Speed Booster Ultra 0.71x lineup.

The new Speed Booster, which provides nearly the full angle of view of the original Hasselblad V lens when used on a Fujifilm GFX camera, relies on a six-element design capable of ‘[achieving] excellent optical performance at apertures up to F1.4 when paired with the Hasselblad 110mm F2 lens.’ Metabones says it was able to achieve this performance by analyzing the exit pupil size and location of all Hasselblad V lenses and using the resulting data to develop its new Speed Booster Ultra.

As with Metabones’ other Speed Booster adapters, the Hasselblad V to GFX Speed Booster Ultra accounts for the camera’s filter stack atop the sensor, a key element, especially when using faster lenses with larger apertures.

The adapter features ‘an extremely robust cine-style’ positive locking mechanism to prevent lens movement when focusing as well as a 360-degree rotation collar and Arca Swiss style tripod mounting plate.

The 0.71x Speed Booster Ultra for adapting Hasselblad V lenses to Fuji GFX camera systems will be available starting August 16th, 2019 from Metabones’ website and authorized retailers for $899. The non-Speed Booster version will ship at the same time for $399.

This week DPReview TV tested the Hasselblad XCD 30mm F3.5 wide angle lens for medium format. Here's a gallery of full resolution images from this episode, shot on the Hasselblad X1D II.

The XCD 30mm F3.5 is a wide angle prime lens for Hasselblad medium format cameras, and with a price tag close to $4000 you expect it to be good. As Chris and Jordan discover, it's an outstanding optic – with interesting bokeh.

Subscribe to our YouTube channel to get new episodes of DPReview TV every week.

• Introduction
• Landscape samples
• Size and build
• Sharpness
• Bokeh
• Chromatic aberration
• Conclusion

Sample gallery from this episode

Hasselblad X You grand prize winners and finalists

Over the past 3 months, Hasselblad X You, a competition put on by the camera company along with partners Peak Design and PolarPro, has been showcasing the best of what photographers have captured with Hasselblad's X System cameras. 12 winners have been selected each week. The final grand prize winner is Chicago-based photographer Clarissa Bonet for her striking urban capture.

“For me, this image stands out because of the mixture of subjects and genre – fashion vs street – all while maintaining a clear focus on the model. So much to take in and yet there is still a strong focus when viewing this image. Very nicely done,” said 2018 Hasselblad Master Jorge de la Torriente. Creative content duo, and Hasselblad content partners, Daniel Rueda and Anna Devís remarked, “As architects, we really appreciated the effort of the photographer in building – no pun intended – a connection between fashion and architecture with her photography.”

Part of Grand Prize Winner Clarissa Bonet's award includes a trip to Hasselblad's headquarters in Gothenburg, Sweden.

Bonet will travel to Hasselblad's headquarters in Gothenburg, Sweden, where she'll tour the factory to see how their cameras are assembled. She'll also get a tour of the Hasselblad Foundation and the Gothenburg Museum of Art. Prizes awarded will include a 907X Special Edition camera, travel bag, and accessories from the competition's partners.

Hasselblad's 970X Special Edition camera.

All captions for the following slideshow photos are the photographers own words. You can view all Hasselblad X You weekly winner features, in their entirety, here.

Grand Prize Winner: Clarissa Bonet - Chicago, Illinois, USA

About this photo: In Bonet's own words: 'This image is part of a fashion editorial I shot for Chicago Magazine that celebrates both the Bauhaus movement and architect Mies van der Rohe. The assignment was shot on location at multiple Mies buildings throughout the Chicagoland area. When thinking through the assignment, I knew the images must reference the Bauhaus style – minimalist, graphic, with bold lines and shapes.

After scouting the location at multiple times of the day, I knew exactly when a slim beam of light would open on the west side of the building, creating a bold, graphic band of light for our model to stand in. This specific image was made in Federal Plaza, which has three Mies buildings next to each other. To capture all three buildings in the same frame, I used the 45mm lens and stood in the middle of the street during a red light. An assistant watched for cars so I could focus on nailing the shot.'

Gear and specs: Hasselblad X1D-50C, Focal Length: 45mm (XCD 3,5/45); F9,5; Shutter Speed: 1/350 sec.

Weekly Winner: Julius Hirtzberger - Vienna, Austria

About this photo: This image was captured at the first morning light on 2 January 2019 on the glacier of Margherita Peak (5109m above sea level), right before reaching the top of the Rwenzori Mountains in Uganda. This scenery, with this very intense light and the breathtaking landscape, was reward enough for endless hours of tedious hiking through mud and rough terrain during the 8 days before and the 1am wake-up call on the peak-day (at -15 degrees Celsius).

These moments were so intense – I had tears in my eyes while taking this photograph, which made it a bit difficult to compose and nail the focus. As with all of my images in general, this image is by no means overdone in post. The intense morning light actually brightened the ice, giving these magenta and red tones!

Gear and specs: Hasselblad X1D-50C, Focal Length: 45mm (XCD 3,5/45); F3,5; Shutter Speed: 1/20 sec.

Weekly Winner: Brian Love - Los Angeles, California, USA

About this photo: For this series we really wanted to have a minimal, mono theme where Vivica would really stand out but also be in harmony with the colors selected. For light, I wanted a daylight look with a little more pop, so I created more of a shaded daylight with strobes and v-flats. It was also important to have a team who shared in the same vision, so the color of lipstick that the makeup artist used and the clothing we chose all came together perfectly in the end. Just enough texture and color harmony to keep it simple yet stunning.

Gear and specs: Hasselblad X1D-50C, Focal Length: 90mm (XCD 3,2/90); F4,5; Shutter Speed: 1/125 sec.

Weekly Winner: Björn Ceder - Jönköping, Sweden

About this photo: Two years ago, I spent my summer vacation in Canada where I flew to the Great Bear Rainforest from Port Hardy with a sea airplane. I wanted to explore the temperate rainforest and found this amazing floating lodge where you made daily bear excursions with guides. One early morning rowing through the river delta in this unique Canadian environment, we found this bald eagle guarding his territory. It was a truly majestic nature experience that the X1D helped me capture.

All the people in the boat were using extreme telelenses to get really close to the animals but I wasn’t interested in photographing the animals this way. It’s in the context of the nature and the weather that makes the shot special. I ended up photographing bears, dolphins, eagles and other animals on this trip. When adjusting the focus of the X1D in this quiet surrounding, the minimal noise the camera makes is really rewarding, almost like cracking the code on a safe. You really experience the quality of the camera in the moment and it’s special when you end up with a shot like this.

Gear and specs: Hasselblad X1D-50C, Focal Length: 90mm (XCD 3,2/90); F3,2; Shutter Speed: 1/180 sec.

Weekly Winner: Jean Michel Voge - Millancay, France

About this photo: Crossing through Iceland before arriving to Greenland, I found myself in front of this very inspiring landscape. After taking two horizontal photos with the XCD 120 to capture the exact gradient of the sky, the snow and the rest of the vegetation, I had the idea to take 6 or 7 vertical photos (handheld) trying to capture the same horizon with each view. The raw files allowed me to combine these photos very easily.

To my pleasant surprise, the well-designed XCD optics gave results that kept the perspective uniform throughout the different shots. I also discovered throughout the past month on this trip that the XCD 120 is perfect for finding lines and framing in a wide landscape with the feeling of being neither too close nor too far – perfect!

Gear and specs: Hasselblad X1D-50C, Focal Length: 120mm (XCD 3,5/120); F6,3

Weekly Winner: Jacob Degee - Warsaw, Poland

About this photo: The first challenge with this photo was being able to take my Hasselblad underwater. There is no branded housing on the market, so I custom-built one for my use. It took me 6 months and many underwater trials to have a X1D housing fully operational. The second challenge was to find an interesting wildlife subject. A few years ago, people discovered a congregation of whale sharks in the north of Isla Mujeres in Mexico. Once a year, some of the biggest fish in the world are drawn to this area for food.

The final challenge was to approach the animal and position myself properly. I was freediving and photographing whale sharks when I was lucky enough to spot a manta ray circling around. This manta was so happy with the huge amount of food that she was even swimming upside down continuing her feast. I needed to get closer to minimise the amount of water between the subject and the lens and to be angle my shot from the right side in order to catch the sun beams. I wanted to present the manta as if it was flying in the sky, framing the photo in such a way that the surface is at the bottom and the crystal-clear water seems like the sky.

Gear and specs: Hasselblad X1D-50C, Focal Length: 21mm (XCD 4/21); F4; Shutter Speed: 1/2000 sec.

Weekly Winner: Saeed Nassouri - Abu Dhabi, United Arab Emirates

About this photo: I live in a city located on the outskirts of the desert and the sand dune formations have a special poetry about them that registers well with many people. The details in this series of photographs can be captured really well using medium format. The main reason I created these images was to show detailed impressions in the sand dunes. Little insect footprints in such a vast space fascinate me.

When I walk through the dunes, which is usually in hot and humid conditions where the temperature can reach up to 50 degrees Celsius, I come across little details such as the footprints of small insects and desert wildlife. I positioned my camera directly above a small portion of the ripples and captured 3 different footprints going in different paths in one shot. Although I seldom see any of these creatures, their impressions lift my spirits, knowing that there is such diverse life in the empty desert and their footprints are renewed every day just like the prints I leave behind.

Gear and specs: Hasselblad X1D-50C, Focal Length: 45mm (XCD 45); F19; Shutter Speed: 1/180 sec.

Weekly Winner: Matthew Ng - Hong Kong

About this photo: I was walking around Hong Kong, and I decided to explore the Polytechnic University campus. It brought back memories of when I attended university back in Canada. The exact building that this staircase is in is the Jockey Club Innovation Tower. When I took this image, I had the idea in my mind that it would look great in black and white.

The colour temperature of the interior lighting was daylight so nothing special. When I post processed the image, I converted it into black and white but it didn’t feel right, so I converted it back into colour and still had this picture in a monochromatic style. I started moving the sliders until I found a cool blue tone that I liked. I do a lot of my editing without presets and just edit freely depending on how the photo speaks to me.

Gear and specs: Hasselblad X1D II 50C, Focal Length: 30mm (XCD 3,5/30); F4; Shutter Speed: 1/100 sec.

Weekly Winner: Rajiv Bhambri - Melbourne Beach, Florida, USA

About this photo: The Quiraing is a massive landslip located in the Isle of Skye in Scotland. There are breathtaking views, with spectacular cliffs, hidden plateaus and pinnacles of rock. I started my hike early so I could watch the sunrise, and I was not disappointed. The sun shone through the clouds to light up this mountain and loch with sheep grazing at the foothills. I used the 135mm lens to better capture this gorgeous mountain scene.

True to the unpredictable Scottish weather, there was intermittent rain, and at some point, the sun disappeared completely. Because of the large dynamic range of the X1D camera, I did not need to spend time with ND graduated filters because of which I was able to take pictures quickly in between the periods of rain and also enjoy my walk.

Gear and specs: Hasselblad X1D-50C, Focal Length: 135mm (XCD 2,8/135); F29; Shutter Speed: 1/25 sec.

Weekly Winner: Martin Kubečka - Pezinok, Slovakia

About this photo: This image was created while testing my new lighting gear, which allowed me to also put the sensor of the X1D II 50C to the test. My aim was to shoot a simple portrait where the emphasis was put more on colours and the face of the model. As I wanted to make this simple portrait unique, I took inspiration from the show “Stranger Things”, specifically the character Eleven’s usual dark expression.

Gear and specs: Hasselblad X1D II 50C, Focal Length: 45mm (XCD 3,5/45); F4; Shutter Speed: 1/30 sec.

Weekly Winner: Frédéric Bastin - Brussels, Belgium

About this photo: Mostly it's teamwork with the stylist, makeup artist and the hairdresser. They know that I like to shoot new faces in the fashion industry – the uncommon beauty. I'm at war with the obvious. As soon as I find a new interesting model, I submit a project and we work on it together. Last summer when the model, Heloise, entered the studio, she had this vivid, transparent skin full of freckles.

My makeup artist had the brilliant idea to reveal and accentuate her personality with black vinyl dots – something organic, like a second skin with a high contrast of black and white. I wanted to shoot this portrait with an extremely soft light, a mix of daylight and flash to capture this alternative beauty. That's how I describe her identity.

Gear and specs: Hasselblad X1D-50C, Focal Length: 90mm (XCD 3,2/90); F6,8; Shutter Speed: 1/180 sec.

Weekly Winner: Ellen McDermott - New York, New York, USA

About this photo: While on an editorial assignment shooting interiors for CTC&G (Connecticut Cottages & Gardens) Magazine, our Editor in Chief DJ Carey introduced us to our lifelong friends at Hound House, CT - Collin Robison and Trent De Berry. I mention this because DJ’s skill at pairing the location with the photographer is significant in how an assignment is realized. Our continued friendship and collaboration with Collin Robison Design led us to this photograph with Nailah, the Ocicat.

Incorporating animals into our interiors can add a warmth and humanness that is more approachable and visually interesting. I’ve always loved photographing animals. There is a moment of stillness when the subject becomes engaged with the camera. There is a connection. It is paramount to have the proper gear to capture these transient moments. The X1D’s excellence in handling low light situations with an elusive subject matter made this image possible with superior results!

Gear and specs: Hasselblad X1D-50C, Focal Length: 45mm (XCD 3,5/45); F8

Hasselblad is a legendary name in the camera industry, and NASA famously took Hasselblad cameras to the moon. Our budget wasn't big enough to send Chris and Jordan to the moon, but we did give them a newsletter subscription and a free sandwich. Find out what they think of the camera in their hands-on review.

Subscribe to our YouTube channel to get new episodes of DPReview TV every week.

• Introduction
• Sample images
• Landscapes and portraits
• Body and handling
• Displays
• Startup time
• Autofocus
• Flash sync speed
• Continuous shooting
• Video
• Conclusion

Sample gallery from this episode

Swedish camera manufacturer Hasselblad has launched a new lens for the X1D/X1D II that it claims is the smallest and lightest autofocus lens for a digital medium format camera. The XCD 4/45P measures 47mm in length and weighs 320g (0.7lbs). Providing the same coverage as a 35mm lens on a full-frame sensor, this new lens has a maximum aperture of F4. Hasselblad already has a 45mm lens in this system, but it has an F3.5 maximum aperture, measures 75mm in length and weighs 417g (0.92lbs). It also costs a lot more.

Hasselblad says that the leaf shutter is quieter than that in the existing lenses in the XCD range, as is the lens’ AF motor. The lens can focus down to 35cm/13.8in, uses 9 elements in 7 groups including two aspherical lenses. It has a minimum aperture of F22, and offers shutter speeds of between 68 minutes and 1/2000sec. New firmware will need to be installed on existing X1D-50c Mk1 cameras to make them compatible with the lens.

Available at the end of this month the lens will cost €1199 / £1030 / CNY¥ 8999 including VAT and $1099 / JPY¥130000 excluding VAT. In the existing F3.5 lens costs £2400/$2700. For more information see the Hasselblad website.

Press release

Hasselblad's new X-series 45mm F4 claims to be the smallest and lightest lens ever developed for digital medium-format cameras. Equally compelling is the fact that at $1100 it's less than half the cost of the existing $2700 XCD 45mm F3.5. So what does that loss of a stop look like in use? Take a look through our sample images.

See our Hasselblad XCD 45mm F4
sample gallery

Hasselblad has released an update to its Phocus image processing applications for both desktop and mobile devices. Phocus 3.5 for desktop brings a number of new and improved features, while the Phocus Mobile 2 update is more incremental with only a few small changes.

Phocus 3.5

Phocus version 3.5 brings a number of new tools and features, including. Specifically, Hasselblad has added a new defringe tool for removing green and purple fringes. The tool will automatically detect and correct for fringing, but also offers manual controls for more precise edits. The brightness and contrast adjustments have also been updated with ‘enhanced algorithms’ that should create more precise tonal adjustments than previous versions.

Hasselblad has also added a new ‘Luma Mode’ to the curves tool for controlling the luminosity of an image with less impact on the colors of an image compared to using the RGB curve mode. Finally, to smooth things out, Hasselblad has increased GPU usage within Phocus 3.5, which should help increase performance, specifically when viewing and exporting high-resolution images. Hasselblad notes the ‘Extended GPU usage option’ must be active within the settings/preferences in order to get the boost from your computer’s GPU.

Phocus Mobile 2 version 1.0.1

Phocus Mobile 2 version 1.0.1 makes only a few changes. In addition to general performance improvements, Hasselblad has also added lens correction support for its XCD 45P and added the ability to zoom and scroll around images immediately after they’re loaded into the viewer within the app.

Phocus Mobile 2 is available on iOS and iPadOS. Hasselblad has an overview video walking through the core functionality of the app if you want to familiarize yourself with the app.

Hasselblad has released new firmware updates for its X1D II and 907X medium format cameras that will allow users to shoot video for the first time. The firmware also offers a focus bracketing feature that will help when an extensive depth-of-field is required in landscape or macro photography.

Firmware version 1.2.0 brings 2.7K 2720x1530 pixel video at 29.97p in 4:2:0 8-bit color, with a 1920x1080 option for those wanting FHD. The X1D II camera has had a video icon on the dial since it was launched, so now it can be made active.

The firmware also a white balance sampling tool and an Auto White Balance option for use on already captured images. The cameras already have a WB picker for sampling neutral areas of a scene in live view mode before the picture is taken, but these new options allow stored images to be used as a reference. The purpose of this is to allow the picker and AWB features to work when flash is being used, as sampling flash during live view isn’t possible – unless you are very quick. White balance settings also now display their color temperature and tint values to make matching light sources easier.

A new ratings system for captured images has been added to the playback menu to allow users to select favorites and to order images in-camera with a system that transfers in the EXIF data to image manipulation software. The press release doesn’t specify which software but we can safely assume that Hasselblad’s Phocus application will be able to read and display the ratings.

The focus bracketing feature allows users to specify the number of shots taken and the incremental differences between the focus positions. There’s also the facility to delay the first exposure to allow all vibrations from the camera to subside before the sequence begins.

A separate release sees new firmware for the XCD 45P lens that will make it compatible with the new focus bracketing feature and fixes an issue which saw the AF being cancelled if the user was holding the focusing ring of the lens.

For more information see the Hasselblad website, and download the firmware here.
There's also a Firmware 1.2.0 walk-through video on YouTube

Press release:

Hasselblad has announced a firmware update for its X1D II 50C and 907X Special Edition, as well as introduced two new accessories for its 907X Special Edition camera.

Firmware update 1.3.0 for the X1D II 50C and 907X Special Edition offers two main updates. First, it’s now possible to quickly set ISO and white balance by touch on the live view screen. Second, Hasselblad says it’s improved the charge time of its 3,400mAh batteries by 20% when using the supplied charger.

The update also adds support for the 907X Special Edition camera’s new accessories: a control grip and optical viewfinder. The 907X Special Edition Control Grip mounts to the underside of the camera. It offers a scrolling wheel, joystick, shutter button and four other customizable buttons for changing settings, capturing images and reviewing media without having to use the touchscreen.

Inspired by the Hasselblad SWC viewfinder, the new 907X Special Edition Optical Viewfinder (OVF) mounts to the camera via a cold shoe adapter and offers internal markings for composing images with Hasselblad’s XCD 21mm, 30mm and 45mm lenses. There’s also a center cross that can be used to simulate the location of an autofocus point.

You can download firmware update 1.3.0 for the X1D II 50C and 907X Special Edition on Hasselblad’s website. The 907X Special Edition Control Grip and Optical Viewfinder are available to pre-order on Hasselblad’s website for $969 and $629, respectively. The first units are expected to ship by the end of August.

Hasselblad has announced the general availability of its 907X 50C medium format camera kit, as well as the accessory grip and optical viewfinder. The camera was introduced over a year ago, and up until now a limited edition Moon Landing kit was the only way to get one – but those sold out pretty quickly.

The standard production 907X body with the CFV II 50C back will cost €6590 / £5990 / CNY¥48000 including tax / $6399 excluding sales tax and will ship at the end of August. The 907X Control Grip will be of €749 / £679 / CNY¥5990 / $729 (no US tax) and the optical finder €499 / £459 / CNY¥3990 / $499. The limited edition Moon-Landing kit that came in a matt black finish with black trim cost $7500/ €7475/ £6990.

The 907X camera body accepts lenses from the XCD range designed for the X1D series cameras but can also use the HC/HCD, V system and XPan lenses via adapters. The CFV II 50C back features a 50MP sensor, dual SD card slots, USB-C and Wi-Fi as well as the ability to record 2.7K video. For more information see the Hasselblad website.

Press release:

Hasselblad has announced a major upgrade to its Phocus Mobile 2 application. The mobile app, which had previously only offered Apple iPad support, is now compatible with iPhone, making it an even better option for Hasselblad photographers on the go.

Phocus Mobile 2 offers photographers advanced remote control, live view, tethered image capture and importing, image conversion and exporting, image rating and filtering, and the ability to update the firmware of your camera and lenses directly in the app. On the iPad version, users can also edit their raw files and perform color correction. A video overview of a previous version of Phocus Mobile 2 can be seen below running on an iPad Pro.

In addition to offering Live View on the new Phocus Mobile 2 app for iPhone, the latest version of the app allows users to update the Hasselblad X1D II 50C, 907X Special Edition and 907X 50C to firmware 1.3.0, adding Live View functionality to these cameras in Phocus Mobile 2 on iPad. When remotely shooting, the app offers a newly designed focus wheel for remote manual focus control. Further, the app now includes focus peaking, simulated exposure, depth-of-field preview and improved AF area position control.

With respect to iPad models, Phocus Mobile 2 is compatible with iPad Air (2019 and newer) and iPad Pro (second generation and newer) models with a minimum of 3GB of RAM. On iPhone, Phocus Mobile 2 works on any iPhone model running iOS 12 or later. However, 100 percent magnification in the application requires an iPhone with at least 3GB of RAM (iPhone 7 Plus, 8 Plus and X models or later).

You can learn more about Phocus Mobile 2 and download it for iPhone and iPad here.

If you'd like to learn more about how to best utilize Phocus Mobile 2, Hasselblad aired a webinar in May, showing off how to use the app on an iPad Pro to process and share images. You can view the webinar below.

Hasselblad has an active YouTube channel with many interesting webinars, including an hour-long one focused on lens design, another about Hasselblad's history in space and many more. You can browse their videos by clicking here.

It has been a while since the Hasselblad 907X was launched. It didn’t go on general release at first as the company made a limited edition all-black kit to commemorate the moon landing, but now the chrome-edged production version is finally available to purchase.

The concept is a tiny, slim body that acts as an interface between the CFV ll 50C digital back and Hasselblad’s XCD lens series, to create a very small lightweight kit that is highly portable, fun to use and, most importantly, beautiful to look at. As the sensor in the CFV ll 50C is the same as that used in the X1D ll and the lenses are the same, in theory we should expect the same image quality, so really choosing this camera over the more conventional X1D ll is a matter of the handling experience.

Hasselblad CFV II 50C digital back and 907X

The kit is very small for a medium format setup, though certainly not tiny by general camera standards. It is, however, very comfortable to hold and pretty simple to use. Most operations are conducted via the rear screen as there are few control points on the actual body. The shutter release is surrounded by a dial for changing exposure values and a single press button that accesses exposure compensation or shutter speed in manual exposure mode. In landscape orientation this is all very comfortable and easy, but working in portrait orientation takes a bit of getting used to.

The rear screen flips up to make shooting from low angles easy, but doesn’t twist for low angles when the camera is flipped over. A small flap opens below the screen to access flash, headphone and mic sockets and iOS users will be able to use an app for remote control and image previews.

It's a very fun camera to use and a kit does (just) fit in a coat pocket or a small bag

The shape and style of the 907X is reminiscent of the V series film cameras, and the experience of using it is strangely similar too. It's a very fun camera to use and a kit does (just) fit in a coat pocket or a small bag, and returns first class results. There is a big difference in image rendering between Adobe Camera Raw and Hasselblad’s Phocus software, so as awkward as Phocus is to use I recommend processing these files in that rather than the application most people will automatically reach for.

There is an accessory optical viewfinder coming soon as well as a grip, but neither were available at the time of shooting. The optical finder looks cool, but it won’t necessarily be essential since the rear screen is clear and bright even in sunny conditions. The grip though will make it easier to hold the camera still when shooting video.

Hasselblad has released a pair of firmware updates for its X1D II 50C and 907X 50C medium format cameras that adds, amongst other improvements, an on-screen distance scale for measuring focus and improved intervalometer features.

Firmware version 1.4.0 for both the X1D II 50C and 907X 50C adds a new Distance Scale feature that effectively recreates the distance scale that’s traditionally on the lens and overlays it on the liveview display. It can be set to metric or imperial units and will work with any XCD lens updated to the latest firmware.

Hasselblad has also improved the Interval Timer feature, adding the option to capture up to 1,000 frames (previously, the limit was 99 frames or ‘No Limit.’ When shooting between 2 and 25 frames you can select any number; from 25–100 you can select intervals of five; and from 100–1,000 you can select intervals of 50. The ‘No Limit’ option also remains.

Hasselblad has also added the ability to meter the exposure for every shot. Previously, the first image captured served as the baseline by which all subsequent images’ exposure settings were shot at. Now, the cameras will be able to meter for each individual frame, which should help when capturing timelapses in varying lighting conditions.

The firmware updated also improves compatibility with Hasselblad’s Phocus Mobile 2 app, improving live view quality and adding the ability to change white balance settings when changed inside the app. Other changes include an array of unspecified bug fixes.

You can download firmware version 1.4.0 for the X1D II 50C and 907X 50C on Hasselblad’s website (at the bottom of the page — note you will need to be logged into your Hasselblad account).

Hasselblad has announced the XH Converter 0.8, a new Speedbooster-style adapter that makes it possible to use H system lenses on Hasselblad’s mirrorless X system while reducing the focal length by 0.8x and effectively increasing the maximum F-stop of the adapted lenses by two-thirds of a stop.

The XH Converter 0.8 works similarly to other focal length reduction adapters, such as Metabones’ popular Speedbooster line of adapters. Thanks to the extra flange distance going from a mirrored body to a mirrorless body, Hasselblad is able to pack not only the adapter components inside the unit, but also five optical elements in three groups. This differentiates the XH Converter 0.8 from Hasselblad’s previously-released XH Lens Adapter, which simply keeps the focal length and apertures the same across the board with adapted lenses.

Hasselblad has created a thorough chart showing what effective aperture and focal length compatible H system lenses would be when using them with this adapter on a Hasselblad X system camera:

Hasselblad has also shared a collection of sample images captured by photographer Tom Oldham on a 907X 50C using the XH Converter 0.8 with various lenses:

As tends to be the case with many adapters, not all lenses can use all of the features. The XH Converter 0.8 requires all HC/HCD lenses with firmware version 18.0.0 or later to be updated to firmware version 19.1.0 if you want autofocus compatibility, with the exception of the HC 120 and HC 120 II, which are limited to manual focus mode.

Likewise, any HC/HCD lenses that weren’t updated to firmware version 18.0.0 can’t be updated to firmware version 19.1.0 due to hardware limitations and will therefore be limited to manual focus. Hasselblad does not that since HCD lenses ‘were originally designed for a smaller format than HC lenses […] some reduction of performance in extreme corners can occur.’

Firmware version 19.1.0 for various lenses can be downloaded on Hasselblad’s website.

Hasselblad cameras must also be updated to the latest firmware, The X1D 50C must be updated to firmware version 1.25.0 or later, while the X1D II 50C, 907X 50C and 907X Special Edition models require firmware version 1.4.0 or later to work with the adapter.

The XH Converter 0.8 is made in Sweden and is available today for $950 on Hasselblad’s online store.

Press release:

Hasselblad has launched a new video series, 'Hasselblad's Home,' that gives viewers a behind-the-scenes look at Hasselblad's headquarters in Gothenburg, Sweden. The series shares insight from designers and engineers regarding the development of Hasselblad's medium format cameras and the philosophies that underpin how the company brings 'Scandinavian design and craftsmanship to creators around the world.'

The first episode, seen below, is focused on the design philosophy behind creating the X System. The highly compact X System currently includes the X1D II 50C camera. The system launched in 2016 with the original X1D 50C. The X System includes 10 XCD lenses with focal lengths ranging from 21mm to 230mm with an available converter.

Hasselblad says that 'finding the right balance for the design of the X1D was a challenge as its designers tried to combine contemporary and unique elements that would give Hasselblad a look that future models could be built off of.' Older Hasselblad cameras inspire the X1D. Hasselblad writes, 'Looking straight on at the X1D, the family resemblance is clear with the classic square and circle with a wide Hasselblad nameplate on top from the V System next to the distinct, straight grip from the H System.'

There is a lot that goes into designing a camera, and Hasselblad's designers and engineers worked hard to capture the essence of Hasselblad's heritage with the X System. For example, the orange shutter release button 'evolved as a vibrant accent,' and Hasselblad considers it a balance to the overall calm aesthetics. The orange represents the warmth of Swedish countryside cabins contrasted against the cold Scandinavian climate.

Before designing a specific camera model, however, Hasselblad first had to establish the overall design language of the X System. The company needed to develop a consistent, timeless aesthetic that could be applied to any future camera models, including the original X1D 50C.

It's unclear when future episodes of 'Hasselblad's Home' will go live, but you can stay up to date with Hasselblad by subscribing to its YouTube channel.

Smartphone manufacturer OnePlus has announced it’s partnering with Swedish camera manufacturer Hasselblad to ‘co-develop the next generation of smartphone camera systems’ inside OnePlus’ mobile devices, including the new OnePlus 9 Series, which will launch on March 23.

The partnership is a three-year deal that will see Hasselblad work alongside OnePlus to improve the camera technology inside its flagship smartphones. OnePlus says the partnership will start ‘with software improvements including color tuning and sensor calibration, and extending to more dimensions in the future.’

OnePlus says the first fruits of the partnership is a new color science technology it calls ‘Natural Color Calibration with Hasselblad.’ OnePlus says it’s worked for months with Hasselblad to fine-tune the color science of its smartphone images to deliver more perceptually-accurate and natural-looking colors to images taken with flagship OnePlus devices.

Another improvement already in the works is a revamp of the camera interface in OnePlus devices. New OnePlus smartphones will eschew the previous first-party camera app design for a new experience called ‘Hasselblad Camera for Mobile,’ which ‘allows for an unprecedented amount of control for professional photographers to fine-tune their photos, with the ability to adjust ISO, focus, exposure times, white balance, and more,’ according to OnePlus.

Within the new Hasselblad Camera for Mobile will be ‘Hasselblad Pro Mode, which is effectively a 12-bit Raw capture mode. It’s unknown at this time whether this will be a standard Raw capture or a more AI-powered approach akin to Apple’s ProRAW technology.

OnePlus isn’t the first smartphone manufacturer Hasselblad has teamed up with over the years. Unfortunately though, despite Hasselblad’s impressive legacy as a camera manufacturer, its mobile partnerships haven’t resulted in any ground-breaking technology — although its True Zoom Moto Mod was a unique offering.

OnePlus hasn’t revealed all the specifications of ts forthcoming 9 Series devices, but has confirmed it will use a customized variant of Sony’s IMX789 sensor, which OnePlus calls ‘the largest and most advanced main camera sensor ever on a OnePlus device.’ The first 9 Series devices will be announced on March 23 at 10am ET on OnePlus’ launch website.