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 and Fujifilm GFX 50S II democratizing the larger sensor landscape (even if these aren't true medium format sensors in strict size terms).

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

With its most recent camera being the rather brilliant Hasseblad X2D 100C, what other Hasselblad rumors are doing the rounds?

Hasselblad 907X / Hasselblad CFV 100C

(Image credit: Rod Lawton/Digital Camera World)

With the introduction of the 100MP (100C) Hasselblad X2D, the question stands, it stands to reason that the company will introduce a 100MP digital back for the Hasselblad 907X 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 rumorsLeica rumors • Ricoh rumors

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James Artaius

The editor of Digital Camera World, James has 21 years experience as a 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 like 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, photo and lighting tutorials, as well as industry news, rumors and analysis for publications like Digital Camera MagazinePhotoPlus: The Canon MagazineN-Photo: The Nikon MagazineDigital Photographer and Professional Imagemaker, as well as hosting workshops and talks at The Photography Show. He also serves as a judge for the Red Bull Illume Photo Contest. 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.