A well-known company that makes professional cameras called Hasselblad has put out a teaser ad that strongly hints that a new camera will be coming out soon. Even though we don’t know for sure, the mysterious event is set for September 7, and it seems to be for a new mirrorless camera that looks like the X series from Hasselblad.
The ad is very simple, but it gets the job done well: The teaser is posted on Hasselblad’s social media pages with a link to the company’s website, where interested viewers can sign up for a calendar alert. The teaser is just a picture of a mirrorless camera with a black background and the date and time of the unknown event.
So, the website Photo Rumors has heard that this well-known Swedish company is working on a new camera. Even though the rumor isn’t very true, it’s been going around for months, which is strange. One of the rumors about the supposed camera is that it might have a 100-megapixel sensor.
Even though Hasselblad doesn’t make new cameras as often as other brands, its cameras are almost legendary in the world of photography. Their last announcement was that the 907x would come out in August 2020, but the camera shown in this teaser has a different look and looks more like the 2019 version of the brand’s X1D II 50C.
In September, if a new camera does come out, it won’t be cheap. When it came out in 2019, the X1D cost just under $9,000, but now it only costs $5,750, which is a much better deal.
This price is more like what Fujifilm, a competitor, charges for its high-end medium-format mirrorless GFX cameras, which sell for between $5,000 and $7,000. So, the price of a new Hasselblad could range from $7,000 to $9,000.
There are rumors that more than one well-known high-end camera company is working on a new product. We’ve already said that Leica seems to be getting ready to release a new camera, which might even be able to shoot film. In the case of Leica, the news is likely to be announced in October at a brand event in Germany.