Camera rumors in 2025: what cameras are coming, officially and otherwise!

Fujifilm rumors 2025

The Fujifilm rumors are as reliable as a Japanese train at this point, with plenty of water cooler talk proving to be prescient.

As was extensively rumored, the Fujifilm GFX100RF launched as the most audacious "compact" camera on the market – but that title was quickly usurped by the Fujifilm X Half, being the world's first digital half-frame camera and offering a "Film Camera Mode" inspired by the likes of the Camp Snap and Flashback One35.

With rumors that Fujifilm will unleash even more cameras this year, what else is on the way from the creative powerhouse?

Fujifilm X-Pro4

Fujifilm has confirmed that a successor to the Fujifilm X-Pro3 is in development, but precious little else is known about the former flagship camera other than the "high expectations" from both the company and consumers.

So what could a Fujifilm X-Pro4 look like? Well, first of all, I wouldn't bank on it necessarily being called that. As we've seen with the Fujifilm X-T50, it's possible that the company will leapfrog the nomenclature in order to bring it line with the current lineup – so we could actually be looking at a Fujifilm X-Pro5.

I expect the signature hybrid viewfinder to stay, along with the "hidden" rear screen – as that's something that will help differentiate this camera from the increasingly crowded X system product line.

I personally think that Fujifilm will keep the smaller secondary "film sim panel" on the back, in similar fashion to the X Half – and it wouldn't at all surprise me if it adopts some of that camera's other features. Maybe not the film lever, but Film Camera Mode seems like an obvious one.

With some of the criticism being thrown at the X Half, I wonder if a similar concept but with an APS-C sensor and full-fat features (like RAWs, burst shooting and 4K) would make the X-Pro5 the camera that many ultimately wanted the X Half to be.

Fujifilm GFX Eterna

In November we had the big reveal of the Fujifilm GFX Eterna filmmaking camera – and note that Fujifilm is very much stressing filmmaking rather than calling this a cinema camera, apparently keen to market the device to as broad a range of consumers as possible.

The announcement itself was scant on specifics, though the company that the Eterna uses the same sensor and processor as the Fujifilm GFX 100 II. While there will almost certainly be some cinema- filmmaking-specific fine-tuning, the core technology will likely be exactly the same; what's different here is the form factor.

In a sense, this is basically the same as how the Sony A7S III tech was put in a video-friendly frame and upcycled into the Sony FX3. So the Eterna will have all the ports and connectivity and riggability and filmmaking-friendly menus and controls, but will essentially be a GFX 100 II modified for filmmaking.

No Fujifilm film camera?

Despite film cameras experiencing a renaissance so great that many of the iconic brands – from Pentax to Rollei to Kodak – are all back in the game, Fujifilm has no plans to launch a new film camera of its own.

"For now, I don't think a new film camera is on the agenda," Franck Bernard, director of Fujifilm France's photo division, told Phototrend. He went on to suggest that the current boom may not quite be what everyone thinks.

"I would, however, qualify the idea of ​​a 'return to film'. As a film manufacturer, we have access to market data and know whether this is really a large-scale phenomenon. It is true that there is a real craze for film, particularly among young people, who are looking to understand and learn.

"However, we also see its limits. We know exactly what we are offering: disposable cameras, films… There is indeed a return to film, but its importance should be put into perspective."

Fujifilm in the UK left the door slightly more open, telling Amateur Photographer "to never say never…" but added the same asterisk: "However, any business needs to analyze the prospects for a long-term opportunity over a short-term fad."

So, there you have it: a company that used to make film cameras, and still makes film, will probably not be making a new film camera.

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