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Panasonichas announced a new full-frame mirrorless camera that’s unashamedly targeting content creators, the Lumix S9.

In addition to the new hardware, a new dedicated Lumix Lab app has hit iOS and Android stores.

Panasonic Lumix S9 in Dark Olive color on an olive colored background

The Panasonic Lumix S9 in Crimson Red, with the 26mm F8 pancake lens attached.

Australian pricing for the latter is TBC.

We’ve seen something similar in the newFujifilm X-T50, which packs a film simulation dial.

There’s a lot to like about the Lumix S9.

Panasonic Lumix S9 in its four different color versions: green, blue, red and black

The Panasonic Lumix S9 in Crimson Red, with the 26mm F8 pancake lens attached.

The camera also lacks a viewfinder which would otherwise make viewing scenes in bright light easier.

The Lumix S9 makes sense in many ways, but it won’t be for everyone.

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Panasonic Lumix S9 in Crimson Red color, in the hand

The Panasonic Lumix S9 in Crimson Red, with the 26mm F8 pancake lens attached.