Fujifilm’s GFX series of Medium Format cameras are holding their own, but third party lenses could really take them over the edge.

Fujifilm has been working wonders in the niche world of Medium Format cameras, so much so that Sony recently announced a camera (the a7r IV) that will offer “Medium Format Quality” even though it’s a Full Frame camera. It’s evident that other manufacturers are impressed but also worried about Fujifilm’s ability to produce affordable Medium Format cameras. Fujifilm’s dream is to one-up the Full Frame crowd. One thing they lack though is excellent third party support.
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https://www.thephoblographer.com/2019/08/03/third-party-lenses-could-make-fujifilms-gfx-cameras-unstoppable/