You might have to hold the zoom button and turn one of the command wheels, or enter the zoom and then turn a command wheel. It varies in different systems. Also note 10x might exceed your actual resolution, that also varies depending on sensor and screen resolution.

Yup, that's annoying as fuck to set but it went up to 16x. And but AF no work because it bumps back to 1x for that, MF works though! Fun shit I learned today. Thanks!