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Is Hasselblad launching a new camera today, to celebrate its 80th birthday?

Hasselblad teaser
(Image credit: Hasselblad)

UPDATE: Hasselblad has announced a special edition camera to commemorate its 80th anniversary: the Hasselblad 907X Anniversary Edition Kit (opens in new tab).

While not a new camera, this kit is limited to 800 units and comprises the Hasselblad 907X 50C (opens in new tab) along with a control grip, an optical viewfinder and a new silver version of the Hasselblad XCD 30mm f/3.5 (opens in new tab) lens.

Read the full story here (opens in new tab)

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ORIGINAL STORY: Hasselblad could be launching a new H System camera today – or at least, that's our wishful thinking, after watching the manufacturer's new teaser video. 

Titled "Beyond Classic", the teaser bears the date 28 September 2021 with a 13:00 CEST – that's today at 07:00 EST / 12:00 BST / 21:00 AEST.

The video (below) appears to show a lens barrel featuring the cutout "H" patterning that fits the design language of the Hasselblad H system, with a short reveal of a Hasselblad badge similar to that on the side of classic-shaped bodies like the Hasselblad 907X (opens in new tab).

• Read more: Best medium format cameras (opens in new tab)

It seems reasonable, therefore, to assume that this is a part of the H system product line, rather than a successor to the Hasselblad X1D II 50C (opens in new tab). So what exactly could that look like? 

For those unfamiliar with Hasselblad's product lines, the H System is the manufacturer's top-end series of professional medium format DSLR cameras. And unlike the company's X system, or the Fujifilm GFX line, these cameras boast true medium format sensors, which are larger than the cropped sensors seen in the likes of the Fujifilm GFX 100S (opens in new tab)

A post shared by Hasselblad (@hasselblad) (opens in new tab)

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"The highly professional H System represents the ultimate in image quality and resolution with 100 and 400-megapixel solutions," says the official blurb from Hasselblad. 

"A completely modular design, H System cameras can be easily combined with multiple accessories, lenses, and backs, offering flexibility and convenience for a range of photographic needs."

The current king of the H series is the Hasselblad H6D-400C (opens in new tab) – a $48,000 / £43,500 camera capable of whopping 400MP images, albeit by pixel shift technology. Could we be seeing a successor to the 400C, with a brand new camera back? 

Could Hasselblad even be bringing the mirrorless revolution to the H System, and give us a mirrorless version of the 100C or 400C? We won't have to wait much longer to find out…

Read more: 

Hasselblad 907X review (opens in new tab)
Hasselblad X1D II review (opens in new tab)
Hasselblad X1D review (opens in new tab)
Best Hasselblad lenses (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.