I was wrong – Hasselblad seems to be determined to continue its partnership with Sony in ways we find somewhat…questionable. They have recently announced their third rebranded Sony camera, the Hasselblad HV. This time it is not based on Sony’s mirrorless system, however, but is built around their flagship DSLR/SLT camera, the A99. As with Hasselblad Lunar, which we failed to understand, the changes are purely cosmetic – the sensor and all other internal bits are exactly the same between the two. And, as with Lunar, the new HV carries a premium price tag of, wait for it, around $11,500 for the camera body with the Zeiss 24-70mm f/2.8 lens. Interested?
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