I have seen those pictures before and one thing bothers me. If you look at an enlargement of those photos, the controls for the machine suggest that it is a playback-only machine (no record button, no controls for input or output volume, etc).
The deck will be available in three versions at three price points. Lowest price and the one in the picture is playback only. Next up adds recoding and the top level is "pro" with balanced inputs.
Base price is a surprisingly "reasonable" 4000 Euros but the linked article suggests the manufacturer is hoping to make its margin on tape sales -- although if they were strictly following the printer/ink model they would not allow the machine to play anyone else's tapes (which I am pretty certain is not the case)