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Fujifilm GFX 50S Mark II to arrive in September with $4,000 price tag

(Image credit: Fujifilm / Future)

UPDATE: A new rumor has recently suggested that the Fujifilm GFX 50S could be released as soon as September, bringing another medium format Fujifilm camera to the table in 2021 following the January release of the Fujifilm GFX 100S. Rumor website Fuji Rumors has stated: "We have been informed, that the Fujifilm GFX50SMKII will start shipping in September". 

However, it's worth noting that Fuji Rumors also gives its readers a big disclaimer: "[Between] worldwide chip shortage, Fujifilm announcing delays for lots of gear and unable to deliver products they announced many months ago and what not. So telling you when the Fujifilm GFX50SII will ship is a rumor rocksolid at the moment, but at the same time don't be mad at me when at the date I'll give you know there will be like 3 Fujifilm GFX50SII shipping, and then yet another biblical waiting will begin for the rest of the cameras to ship". 

• Read more: Best Fujifilm camera

Component shortages have indeed hit the camera industry hard, with newly announced cameras such as the Nikon Z fc also being delayed. However, despite these warnings, it's still exciting to hear that we could be seeing a new Fujifilm GFX camera soon. 

Fuji Rumors also suggests that the Fujifilm GFX 50S Mark II won't be announced on 27 August, as other rumors are stating. However, they do say that the 50S Mark II will come with a $3,999 price tag and will have the same body of the Fujifilm GFX 100S (including the in-body image stabilization capabilities).

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.

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Louise Carey

With over a decade of photographic experience, Louise arms Digital Camera World with a wealth of knowledge on photographic technique and know-how – something at which she is so adept that she's delivered workshops for the likes of ITV and Sue Ryder. Louise also brings years of experience as both a web and print journalist, having served as features editor for Practical Photography magazine and contributing photography tutorials and camera analysis to titles including Digital Camera Magazine and  Digital Photographer. Louise currently shoots with the Fujifilm X-T200 and the Nikon D800, capturing self-portraits and still life images, and is DCW's ecommerce editor, meaning that she knows good camera, lens and laptop deals when she sees them.