Hasselblad H4D-40 Camera Launch Springs a Leak (Updated with Images)
Feb 2, 2010
The official press release is below. As expected, the H4D-40 ($19,995) looks similar to other models in the H4D line which we covered last year.
Copenhagen, February 2nd 2010
Hasselblad Brings Medium Format DSLR advantages to new generation of
photographers with new H4D-40 camera.
The announcement of Hasselblad’s H4D line of cameras and True Focus technology heralded
the beginning of a new chapter in the history of medium format DSLRs. Now, with the launch
of the H4D-40, Hasselblad is announcing its intent to bring the advantages of Medium Format
DSLRs to high-end 35mm photographers.
“Most high-end photographers understand the advantages that a Medium Format system has over smaller formats,” explains Hasselblad CEO Larry Hansen, “but many younger photographers have never been exposed to larger format photography. Most everyone in the photographic world is aware, for example, of the dramatic developments that have taken place in the 35mm in recent years,” he continues, “but there many of the younger generation of shooters are not aware of the fact that Medium Format DSLRs have evolved equally dramatically, maintaining – and even in some cases increasing – the quality gap that has historically existed between small format and larger format systems.”
“The fact that our large sensors have millions of pixels more than 35mm sensors is known, for instance,” Hansen continues, “but the superior image quality that results, in terms of color, detail, and clarity, is not as well known. Likewise, many photographers are not aware of the fact that the larger format of the H System cameras provides a considerably shallower depth of field range, making it much easier to utilize selective focus to creative effect.
Features such as new low noise color filters of the H4D-40’s sensor and the high performance HC/HCD lens line, provide the basis for increased clarity and increased depth of field. The Hasselblad Natural Color Solution (HNCS) achieves consistent color reproduction using a single color profile, and Press Release Copenhagen, February 2nd 2010 Hasselblad brings Medium Format DSLR advantages to new generation of photographers with new H4D-40 camera. FOR IMMEDIATE RELEASE page 2/3 digital lens correction (DAC), perfects each image captured through the HC/HCD lenses, by removing any trace of distortion, vignetting, or chromatic aberrations.
The H4D also comes bundled with Hasselblad’s new Phocus 2.0 imaging software, featuring a dramatically reduced learning curve, enabling the average photographer to be up to speed in less than 30 minutes, and a feature set that matches the industry standards defined by Adobe and Apple.
“We are thrilled to be able to announce the introduction of the H4D-40,” continues Hansen, “and look forward to welcoming a new generation of 35mm photographers as they step up to a higher level of image quality and begin to explore the creative possibilities provided by a Hasselblad system. With the H4D-40, photographers get a camera that is as easy to use – or even easier – than a high-end 35mm DSLR, but that comes with the famed Hasselblad image quality – larger lenses and sensors, more advanced optics, increased resolution and clarity, and all the other benefits of Hasselblad’s Medium Format DSLRs.”
“For over half a century,” Hansen concludes, “Hasselblad cameras have been the choice of the most discerning professionals and the reason for that loyalty has not changed - at Hasselblad, image quality always comes first. We will continue to pursue image quality perfection and will continue to provide the ultimate imaging tools for any application where image quality is important. And in the upcoming months we will do our best to see that as many 35mm photographers as possible get the opportunity to try these amazing products for themselves.”
Hasselblad is launching the H4D-40 worldwide via a series of dealer demonstrations and events in the Americas, Europe, and Asia. The H4D-40 starts at 13,995 Euro / 19.995 USD / 12.995 GBP for camera body, viewfinder, and 80mm lens, and is available for immediate shipping. For dates and times of regional or local launch events, or to learn more about the advantages of the Hasselblad system, log on to www.hasselblad.com
True Focus: Delivering accurate composing at close distance with shallow depth-of-field
To overcome this problem, Hasselblad has used modern yaw rate sensor technology to measure angular velocity in an innovative way. The result is the new Absolute Position Lock (APL) processor, which forms the foundation of Hasselblad’s True Focus feature.