Discussions about camera brands are never-ending. Fujifilm users praise the brand’s signature film simulations, Canon shooters highlight its cutting-edge autofocus, Hasselblad enthusiasts showcase stunning medium-format images, and Nikon loyalists emphasize the company’s legacy of reliability. But does the choice of camera truly define a photographer’s skill, or is it just a tool to bring creative vision to life? 

This question is at the core of Alex Armitage’s insightful exploration of the ongoing rivalry between Fujifilm, Canon, Hasselblad, and Nikon.