Is Fujifilm Coming for Canon, Nikon, and Sony With Their Next Camera?

Fujifilm has already rewired the paradigm of medium format by making it more affordable and accessible than ever, and it looks like they have no intentions of slowing down. Fuji rumors is reporting that the upcoming GFX100S II camera will launch at a price of just $5,000. This aggressive pricing strategy from Fujifilm is a bold move that directly challenges the dominance of full-frame cameras. Traditionally, medium format systems have been reserved for high-end professionals and studios due to their exorbitant costs.