At the beginning of the week, Hasselblad announced the H4D-40 medium format DSLR, and stated the camera would be unveiled next week at the February 10th worldwide launch. Well, details of the camera were leaked onto the Internet, leading Hasselblad to lift the February 9th embargo it had request. Today Hasselblad officially released photos and features of the new camera.

The 40 megapixel camera will cost $19,995, includes a lens and viewfinder, and is meant to compete with the Leica S2 (a 37.5MP medium format camera in a 35mm style body). In their press release today, Hasselblad CEO Larry Hansen states,

Most high-end photographers understand the advantages that a medium format system has over smaller formats, but many younger photographers have never been exposed to larger format photography.

Hmmm… Many younger photographers have never been exposed to $19,995 cameras either.

(via Amateur Photographer)

For the past month or so Hasselblad has had a cryptic countdown on their website. The countdown reached zero today, and Hasselblad announced the H4D-40, a camera the company claims will bring “ultimate image quality to an entirely new generation of photographers”. Since medium format digital cameras have been around for quite a while now, we’re hoping this means a significant drop in price. However, at the bottom of the countdown page, there’s the message “Hasselblad Medium Format DSLRs start at 11,995 EUR”. Hmmm…

As easy to use as any 35mm camera and featuring a 40 Megapixel Medium Format sensor, our easy to use new Phocus 2.0 software, and the new True Focus AF, the H4D-40 provides the perfect entry point into the Hasselblad world. The H4D-40 gives you full access to the entire Hasselblad system of software, lenses, and features and has been designed to meet the needs of the most demanding high-end commercial photographers – and yours.

The camera will launch in 50 cities across the world on February 10th. What do you think the price is going to be? Will medium format digital photography finally be made affordable for (semi-rich) amateurs?