UPDATE 17/03: It appears Fujifilm is aggressively pushing ahead with its GFX medium format camera lineup this year. Not only was the Fujifilm GFX 100S recently released, but it also seems that we'll be getting an update to the Fujifilm GFX 50S at some point during 2021.
We don't have many details (rumored or official) on the Fujifilm GFX 50S Mark II as of yet. However, Fuji Rumors has teased that this upcoming medium format camera will be more affordable than the recently released Fujifilm GFX 100S – which is quite the tempting proposition!
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ORIGINAL STORY: The Fujifilm GFX 100S was announced in late January, heralding a new direction for the Fujifilm GFX line-up. With a surprisingly affordable price (for a medium format camera!), a smaller DSLR-style body and better image stabilization than its predecessors, the GFX 100S gives a glimpse of the potential future of medium format.
It now appears that Fujifilm could be doubling down on this more affordable medium format dream with an upcoming GFX camera that will apparently be cheaper than the recently released GFX 100S.
This may come as a surprise to some, as Fujifilm has only launched four GFX cameras in five years (Fujifilm GFX 50S in 2017, Fujifilm GFX 50R in 2018, Fujifilm GFX 100 in 2019 and Fujifilm GFX 100S in 2021). Instead, Fujifilm has appeared to focus its attention on its medium format lenses, launching 12 of the best Fujifilm GF lenses over the past few years.
However, rumor website Fuji Rumors has recently posted an interesting bit of speculation, "According to our trusted sources, this will change in 2021. In fact, I have been told that Fujifilm will launch another GFX camera in 2021. It will be more affordable than the recently launched Fujifilm GFX 100S".
At present, there's no other information on this rumored Fujifilm GFX camera. However, we would expect that a new GFX camera would likely be launched towards the end of 2021, considering that the GFX 100S has only just been released.