Well, I guess Hasselblad's Photokina marketing slogan is "back to the future", whatever that means.
Hopefully, it means they extracted their head out of their a$$, and are returning to what made them a viable MFD choice in the past.
IMO, their future was always in providing MFD solutions, not grossly over-priced trashy looking make-overs of quickly obsolete 35mm tech that had little to do with real photography.
With any luck there is enough of the brain trust left to make even more of what gear like the H5X can bring to existing or potential customers … firmware that allows full use of the H4 backs would be a good start … or at least a 2nd body match service like Steve Hendrix mentioned above.
Speaking of marketing … IMHO Hassey needs to stop over-reaching with certain things they say like they did in past, and do a better job of communicating what they do have: multiple viewfinders, True Color, True Focus APL-II, auto micro-adjust for focus shift, their pioneering efforts in DAC, unified ergonomics, optical make-overs of many lenses like the spectacular 50-II with its' matched CU adapter, etc.
The real challenge for Hasselblad in future will be to convert their cameras to dual shutter bodies … then everyone with an investment in lenses will suddenly have the best of both worlds … I can't tell you how valuable this is as I've learned with my S2P and all CS Leica lenses.
My best to Hasselblad in future.
- Marc