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 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.

Fujifilm X-Pro4

With no sign of the Fujifilm X-Pro4 on the horizon, and rumors that the manufacturer has stopped production of the Fujifilm X-Pro3, could this be the end of the line for the beloved rangefinder series?

Fujifilm wanted the X-Pro3 to be a camera that made you “rely more on your instincts” so, in a bold move, it removed the standard rear screen for a 'hidden' one that you had to flip out. Needless to say, not everyone loved this change. And although there has been no official announcement from Fujifilm, the X-Pro3 has been listed as discontinued by a number of retailers. And with the X-T5 and X-H2 being such phenomenal cameras, is there still demand for the quirky X-Pro line?

It's always been a prestige camera for the brand, given its position as the first interchangeable lens member of the X Series family. So the daddy of the X Series is highly symbolic – and I don't think we've seen the last of it, even if it becomes an even more niche product.

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