3 Minutes
DJI eyes full-frame mirrorless debut
DJI, the company best known for drones and action cameras, is reportedly preparing to enter the full-frame mirrorless market. According to posts on DJI‑Rumors, the new system could be announced on September 15. If true, the launch would add another high-profile camera reveal to a busy September that already includes Apple, Canon, and Sigma news.
Expected mount, design and imaging pedigree
L‑mount compatibility
Rumors indicate DJI’s camera will adopt the L‑mount ecosystem, the same standard used by Leica, Panasonic, and Sigma. L‑mount support would give photographers immediate access to a broad range of lenses from established manufacturers, accelerating adoption for pros and hybrid creators.
Design cues and ergonomics
Leaked imagery and a short teaser suggest a compact, boxy body reminiscent of Sony’s FX3 but with an integrated electronic viewfinder placed toward the corner. The form factor targets hybrid filmmakers and run‑and‑gun videographers who demand a small footprint without sacrificing full‑frame image quality.
Features — what to expect
Imaging hardware and autofocus
While DJI hasn’t confirmed specs, industry chatter points to a full‑frame sensor and advanced autofocus possibly benefiting from technologies developed in partnership with Hasselblad. DJI’s work with Hasselblad on products such as the X2D II 100C — including LiDAR‑assisted autofocus development — suggests the company can contribute notable imaging and AF innovations.
Video and stabilization
Given DJI’s heritage in gimbals and action cameras, expect strong in‑camera stabilization, professional video codecs, and filmmaker‑friendly features aimed at content creators who need reliable full‑frame video performance.
Comparisons and market relevance
DJI’s entry would position it against camera heavyweights from Sony, Canon, and Nikon while differentiating through strengths in stabilization, drone and gimbal integration, and Hasselblad collaboration. If the camera truly supports L‑mount, it gains immediate lens flexibility that smaller new entrants often lack.
Advantages, use cases and target users
Advantages
DJI’s advantages include deep imaging experience across drones, Osmo action cams, and 360 rigs, plus access to Hasselblad’s high‑end imaging know‑how. This blend could yield a competitive autofocus system, robust stabilization, and a camera that bridges stills and cinematic video.
Use cases
Potential buyers include video creators who prioritize compact full‑frame bodies, drone pilots seeking seamless workflow between aerial and ground cameras, and photographers wanting access to the expanding L‑mount lens ecosystem.
Timing, teaser details and a note of caution
A teaser shared by DJI‑Rumors reportedly shows a dark, moody glimpse of the camera and lists a September 15 launch at 8:00 AM. Observers noted the teaser uses “EST” rather than “EDT,” an oddity that adds skepticism to the rumor until DJI issues an official announcement.
For now, these details remain unconfirmed. Still, a September 15 reveal would put DJI squarely into the conversation for the next generation of full‑frame mirrorless cameras, blending its stabilization, imaging partnerships, and ecosystem advantages to challenge established brands.
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