This is an analysis of camera gear, originally appearing on a forum of the website DPReview.
The Panasonic GX9 is supposedly the top of the line for flat-top M43 cameras. Its computing processor and light sensor technology is the most up to date (over the GX8 and PEN-F). The Olympus E-PL line is more current I suppose, but it isn't designed to compete at this level (especially lacking an EVF). But is it really a premium camera?
I think the next GX needs a few key features to prove itself in the crowded enthusiast market, particularly against the Sony a6600 and the Fuji X-Pro 3, but also versus the a6400 and Fuji X-E3. I also see as competition the purist street cameras: the Fuji X100 (which I also now own), the Sony RX1R II, the Leica Q2 and also Leica's APS-C cameras the CL and TL2.
1. Weather Sealing. This is a huge selling point of the GX8, and solidifies any camera as a premium tool. If Lumix wanted to convince the world that the GX9 is premium, they should have added this. A real shame they didn't, as its hurt my own usage many times. I'm considering a GX8 for this reason, along with the X-Pro 3 (or 2, or X-T3). Sony also has this advantage with the a6xxx line. Ok, the PEN-F, GX80, CL, TL2 and X100F aren't sealed either, but the Q2 is, and anything designed for street photography should be.
2. IBIS. The GX9 has great Dual IS. I cannot complain about this at all. Image stabilization is clearly the m43 flagship feature over all other systems. But it should be even better. Why is the Sony a6600 rated higher by CIPA? Clearly the GX has better IS, especially for video. Panasonic needs to step it up even more, especially when Olympus is getting rated for an astonishing 7 stops or whatever. We need more reliability, and numbers that leave no doubt in people's minds: for clean, balanced video, use a Panasonic!
3. Video features. The G9 and G90 have 4K 60p. Why doesn't the GX9? I use the GX9 for a lot of B-roll kind of footage. It should be just as capable as any other Lumix camera. The GX10 needs to step it up with video quality. People harp on about cropped 4K - what bothers me more are the less flashy details: Mbps and bitrate especially. I know these aren't GH cameras, but still, GX cameras are perfectly compact, stylish cameras capable of great video. At least add the mic jack back into the series. Another reason to consider the GX8 in 2020...
4. Vlogging? Yet another video feature of the GX8 is the front-facing screen. I personally dislike the fully articulated style (which is partly why I don't have the GX8 already). What I really love are what other brands have done: the Sony a6400 has a great front-facing tilt up/down screen style. As does the Fuji X70 and plenty of compact cameras. I also love the Fuji X-T100 method. The GX7 IV or GX8 II could have this. Most of us don't vlog, but I would personally be more interested if my street MILC encouraged me to do so.
By the way, the Sony a6600 has all these features. They just implement them horribly. But one doesn't have to wonder why they're so popular. They tick so many boxes that many of us are looking for: compact body, weather resistant, tilt-down screen, front-facing screen, mic input, good video specs, stabilization. Panasonic could take a real lesson in these selling points and marketing. Meanwhile, Fuji is the truly scary competition. Panasonic (and Oly too) can learn from them as well. Make the GX10 premium in the hand, fun to hold.
5) Style. Here's where Panasonic actually has an ace up its sleeve: its Leica partnership. I admit it: I'm attracted to Leica branding, and I love my 15mm PL. If I were rich, I'd lean toward the Leica CL system, and Q2. I think Pany should double down on its Leica alliance and come out with another PL lens, even smaller/shorter than the 15mm. What reason do I have nowadays to choose the GX9+15PL over my Fuji X100F? Stabilized 4K video is the only answer, and I guess waist-level shooting. Give me more of a reason, Lumix, if you truly are competing in the premium street space.
I am glad to see the stylistic improvements of the GX9 over the GX8 and GX85 (in the straight lines of the body, the lack of L on the front, etc). Can we play this up more? A nicer grip? Add titanium like the X-Pro 3? I don't know the answer, but I think Panasonic should be thinking of this. They really do have a lot going for them, but the competition is fiercer than they might realize. It comes down to taste perhaps, and I know many of us prefer the more flowery, obvious beauty of the PEN-F over the minimalist, almost bland look of the GX9. But all-black minimalism has its appeal, and can be further accentuated. The GX9 is already the most plain black box of any camera out there. Maybe lose the Lumix branding altogether and really embrace it!