For any tech company, being responsible for the next ‘big thing’ must be a dream come true. Be it Apple with the iPhone in 2007, or GoPro in 2014 when action cameras sold like hotcakes. More recently — at least in the digital camera world — Fujifilm has taken the mantle as owner of the zeitgeist with the X100V and, more recently, the X100VI. Last week, Fujifilm revealed the GFX100RF, an all-new camera that maintains the charm of the fixed lens and analogue styling…

