So Hasselblad has a new camera that is almost affordable, at least if you take pictures for a living. I couldn't help noticing that they have taken a long look at Apple design and marketing before creating this camera, even using a MacBook Air within the keynote presentation. I for one am rather excited by the new camera. It could potentially replace or live alongside my aging H3DII-39 for studio and location shoots. I'm still not 100% taken with the rendering of the Sony sensor but the idea of something light and compact, yet not tiny and fiddly, would mean it could potentially replace both my MF and DSLR cameras. Most importantly, I may once again be able to admit in public that I'm a Hasselblad user and not get sniggers and sneering looks.