Fujifilm has announced the GFX100RF, a fixed-lens medium format camera, at its X Summit event in Prague. It uses a 102MP sensor, paired with the X-Processor 5 chip found in the rest of the company’s lineup and a 35mm (28mm equiv.) F4 lens with a leaf shutter – a first for the GFX lineup.

The company says it’s the “most compact and lightweight” model in the GFX series. It comes in at 735g, which is slightly lighter than the GFX50R, which weighs 775g. It also says the “RF” stands for “Rangefinder style Fixed lens.” The emphasis is on style – the camera doesn’t feature an actual optical passthrough window, but instead uses a 5.76M dot EVF with 0.84x magnification – the same found on the GFX100 S II. There’s also a 3.2″ LCD, with a redesigned user interface to match the 3:2 aspect ratio.

The lens gives a 28mm equiv. field of view. Image: Fujifilm

The company says it designed the 35mm F4 lens with compactness in mind, trying to keep the unit small despite the large sensor it has to cover. The lens doesn’t have any optical image stabilization, and the sensor is also unstabilized. The leaf shutter allows you to sync flash “at any shutter speed,” according to the company. The camera also features a built-in ND filter.

The top plate is made out of aluminum, and the company says it tried to make the camera feel even more luxurious than the X100VI, giving the controls a “precise and tactile feel.” The camera will be available in black and silver finishes.

On stage, Divisional Manager of Fujifilm’s Professional Imaging Group Yuji Igarashi said the camera is “a combination of two things: our cutting-edge technology and our history of film cameras.” The camera features a dial for controlling your aspect ratio, simulating the shooting experience from several of the company’s film cameras, and letting you shoot images in 1:1 and even 65:24.

Image: Fujifilm

The camera also features a lever to control the “digital teleconverter,” letting you crop in to several different focal lengths in-camera: 45 (35mm equiv.), 63 (50mm equiv.), and 80mm (63mm equiv.).

We’re here on the ground to cover the event, but you can also watch along on YouTube.

Developing… Check back soon for updates.

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Canon posted a teaser across its social media channels, promising that something is coming soon. The post features two cameras shrouded in shadow, with a large “V” between them and the date March 26. “In one week, a new chapter begins! We promise it’s worth the wait,” says the Instagram caption. “Subscribe to our YouTube channel at the link in our bio to be among the first to know!”

Of course, as a teaser, details are minimal. But the photo does provide some worthwhile details. One of the cameras is less hidden in shadow than the other, revealing a bit more. It looks remarkably like the Canon PowerShot V1, which was recently released in Asia during CP+. You can even make out the 8.2-25.6mm lens, which is what the V1 features. So, it seems like a safe bet to guess that we will see a broader release of the new compact vlogging camera.

The second camera, though, is much darker. Even when brightened, it doesn’t reveal any additional details. However, the giant “V” in the image suggests that both cameras will fall in the company’s V series of vlogging and creator cameras. It looks to be only slightly larger than the PowerShot V1, though the lens seems quite a bit larger than the V1’s. It’s hard to tell if it’s another fixed-lens compact or if it could be an interchangeable lens system for vloggers.

Luckily, the announcement is only a week away, so we don’t need to wait much longer to find out what Canon is hinting at.

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In our interview with Yuji Igarashi, Fujifilm’s Divisional Manager, Professional Imaging Group, he seems to hint at more affordable models, aimed at first-time photographers.

“I think now that cameras have become quite expensive, that’s maybe why young people are going to second-hand cameras for their first camera,” he says: “I think maybe there’s a gap for young people to start shooting with digital cameras.”

“Maybe there’s a gap for young people to start shooting with digital cameras”

The public awareness generated by the X100V and VI puts them in a good position, he suggests: “We’re getting a lot of interest from the younger generation. The younger generation and also a more female audience. Because in the past it was a more male-dominated industry.”

“That’s an opportunity for expansion: the younger generation, both male and female.”

This audience isn’t necessarily familiar with cameras, he suggests: “I think you know many people are the first-time buyers of cameras, so I think that’s a huge difference. People who were coming to our system maybe five or ten years ago had experience in shooting with other cameras and then starting with X-series, whereas now we’re seeing people for whom X-series is the first camera in their entire life, so they’re comparing their experience to smartphones, rather than comparing to other cameras.”

“Now we’re seeing people for whom X-series is the first camera in their entire life”

“To be honest, we’re still trying to figure out what is the right camera. Of course many young people are interested in X100, X-M5, X-T30 and even X-T5 so they’re quite diverse: we can’t really categorize that audience.”

But, he hinted, addressing this audience might mean an expansion beyond its existing models. “They want what’s right for them,” he says: “it’s not like there’ll be one camera that’s right for everyone.”

“I think [X100VI] has helped raise awareness of other X-series cameras,” says Igarashi Photo: Richard Butler

Could be compact

Could there be room in Fujifilm’s lineup for a compact camera, again, we wondered. “I think there is demand for compact cameras,” says Igarashi.

“I think that smartphones have actually helped people get into photography because everybody takes pictures. So I think there’s potential for compact cameras.”

The younger generations’ relationship with photos is different from their established users, he suggests: “When young people now take a picture and then look back at a picture they took maybe 10, 15 years ago, it may look almost exactly the same because image quality has remained very good.”

“I think there’s a lot of potential in compact cameras as long as we can provide something unique”

“So they’ve never experienced this kind of nostalgia in their images. I think second-hand compact cameras are perhaps unique because the images look kind of old and the body looks old and gives this nostalgic feeling to it.”

“For my generation, when we were children we had film cameras: we already experienced that, so it’s not a new thing for us, but it’s a new thing for a younger generation.”

“I think there’s a lot of potential in compact cameras as long as we can provide something unique, and provides a unique experience for the users.”

Must be engaging

Experience, is a critical consideration Igarashi says: “I think that the shooting experience is probably the most important thing that distinguishes smartphones,” he says: “For our cameras, at least.”

“I think that experience is what young people are looking for: the fact that you’re intentionally capturing this moment in time, the way you want to capture it.”

“Smartphones can be a great tool, but I think there’s more emotion you can add by using a camera to capture the scene.”

Interview conducted by Dale Baskin and Richard Butler, at the CP+ 2025 show in Yokohama, Japan. Answers edited for flow.

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