Camera rumors in 2023: what cameras are coming, officially and otherwise!

Hasselblad rumors 2023

Hasselblad 907X Anniversary Edition Kit

(Image credit: Hasselblad)

Once the go-to name for medium format photography, Hasselblad has given ground to Fujifilm in recent years thanks to affordable cameras like the Fujifilm GFX 100S (opens in new tab) and Fujifilm GFX 50S II (opens in new tab) democratizing the larger sensor landscape (even if these aren't true medium format-sized sensors).

Hasselblad still makes some of the best medium format cameras (opens in new tab) in the world, though, and continues to bring to market more traditional form factors such as the Hasselblad 907X (opens in new tab) – keeping not just the technology, but the spirit of medium format photography alive. 

That said, its most recent technological innovations have taken the form of Hasselblad optics being used in the flagship Oppo Find X5 Pro (opens in new tab) camera phone. So what else does the iconic Swedish brand have up its sleeve?

Hasselblad 907X / Hasselblad CFV 100C

(Image credit: Rod Lawton/Digital Camera World)

With the introduction of a 100MP (100C) Hasselblad X2D, the question stands, it stands to reason that the company will introduce a 100MP digital back for the Hasselblad 907X (opens in new tab) modular system. 

The successor to the current CFV II 50C would, nomenclature dictates, be the Hasselblad CFV 100C – and since the entire purpose of a modular camera system is to have interchangeable backs, it seems only a matter of time until Hasselblad produces one with the new 100MP sensor.

Which, in turn, would suggest a new bundle that would surely be the Hasselblad 907X 100C. It's surely only a matter of time…

The Hasselblad verdict

After a few years of mainly licensing its name, if not its optics, to smartphone companies and DJI drones, Hasselblad finally unleashed a long-awaited new 100MP medium format body. Will it upgrade the 907X line, accordingly?

More camera rumors: Canon rumorsNikon rumorsSony rumorsOlympus rumorsFuji rumors Panasonic rumorsSigma rumors (opens in new tab)

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The editor of Digital Camera World, James has 21 years experience as a magazine and web journalist and started working in the photographic industry in 2014 (as an assistant to Damian McGillicuddy, who succeeded David Bailey as Principal Photographer for Olympus). In this time he shot for clients as diverse as Aston Martin Racing, Elinchrom and L'Oréal, in addition to shooting campaigns and product testing for Olympus, and providing training for professionals. This has led him to being a go-to expert for camera and lens reviews, photographic and lighting tutorials, as well as industry analysis, news and rumors for publications such as Digital Camera Magazine (opens in new tab)PhotoPlus: The Canon Magazine (opens in new tab)N-Photo: The Nikon Magazine (opens in new tab)Digital Photographer (opens in new tab) and Professional Imagemaker, as well as hosting workshops and demonstrations at The Photography Show (opens in new tab). An Olympus and Canon shooter, he has a wealth of knowledge on cameras of all makes – and a fondness for vintage lenses and instant cameras.

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