Godox V100 Flash Announced

The Godox V100 has been launched.

  • Compatible with FUJIFILM TTL
  • Output: 100W
  • Auto Zoom Control; Zoom Range: 28-105mm
  • Built-In 2W Modeling Lamp
  • Tilts -7 to 120°, Rotates 330°
  • Round Head Design
  • 1.7 sec Recycling Time
  • Advanced Cooling System
  • LED Touch Screen Controls

Fujifilm X100VI Language Addition Service in Japan

Starting from 2025, the Fujifilm X100VI cameras sold in Japan will come in only two languages: Japanese and English.

That’s something we have already seen with the Fujifilm X-M5, which also comes in Japanese and English in Japan as we reported here.

So keep that in mind if you plan on buying the X100VI in Japan and your native language is not English or Japanese.

Fujifilm offers a paid language addition service, in case you need it.

As FR-reader Speed pointed out in our X-M5 article here:

these are countermeasure to prevent malicious scalpers taking advantage of the weak yen ( and tax free ). I think this is just a measure to prevent malicious scalpers from reselling. This is not surprising. There are too many malicious scalpers who buy cameras in Japan and then resell them to China.

As annoying as this might sound, ultimately this is an attempt to protect genuine customers. And with “genuine” I mean customers who buy gear to use it, and not those who buy multiple cameras with the sole purpose to resell it at a higher price.

In theory, Fujifilm could not care less: a camera sold to a scalper brings them just as much money as a camera sold to a genuine photography lover. But it is nice to see they do try to find ways to make life a bit more difficult to scalpers.

Language settings for the high-end compact digital camera “FUJIFILM X100VI”

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Fujifilm Revives X-H2/S Bundle Deal (save $1,210) and Adds XF16-55mmF2.8 to Current X Deals

Fujifilm has added some deals to the current savings.

They brought back the huge bundle offer on X-H2/S (free 325 GB CFexpress Type B card and FT-XH file transmitter grip), which was live for a few days only during Black Friday. Now it’s online again until December 29.

You also get to save $100 on the original Fujinon XF16-55mmF2.8.

Cameras (X-H2/S deal ends Dec.29)

Zoom Lenses

Prime Lenses

Fujifilm X RAW Studio, Pixel Shift Combiner and Tether App Software Update

FUJIFILM X RAW STUDIO ver .1.25.1 – download here
The software update Ver.1.25.1 incorporates the following issue:

  1. The following changes are made to set the “Removable Volumes” access so that the connection to the camera is allowed for macOS 15 (Sequoia).
    ・A message instructing you to set as above is displayed on the main screen (See “Note” below).
    ・A link to launch the “System Settings” is added on the main screen to set the “Removable Volumes” access (See “Note” below).
    Note: The above message and link appear only with macOS 14 (Sonoma) or later.
    ⋆ macOS is trademarks of Apple Inc. in the U.S.A. and other countries.

FUJIFILM Pixel Shift Combiner ver 1.6.0 – download here
The software update Ver.1.6.0 incorporates the following issue:

Mac version

  1. The following changes are made to set the “Removable Volumes” access so that the connection to the camera is allowed for macOS 15 (Sequoia).
    ・A message instructing you to set as above is displayed on the main screen (See “Note” below).
    ・A link to launch the “System Settings” is added on the main screen to set the “Removable Volumes” access (See “Note” below).
    Note: The above message and link appear only with macOS 14 (Sonoma) or later.
    ⋆macOS is trademarks of Apple Inc. in the U.S.A. and other countries.
  2. A new function is added to separate folders for each “PIXEL SHIFT MULTI SHOT photography” when storing captured images.
  3. The display area for “Check shot results in a magnified view” is expanded.

Windows version

  1. A new function is added to separate folders for each “PIXEL SHIFT MULTI SHOT photography” when storing captured images.
  2. The display area for “Check shot results in a magnified view” is expanded.

FUJIFILM TETHER APP ver 1.31.1 – download here
The software update Ver.1.31.1 incorporates the following issue

  1. The following changes are made to set the “Removable Volumes” access so that the connection to the camera is allowed for macOS 15 (Sequoia).
    ・A message instructing you to set as above is displayed on the main screen (See “Note” below).
    ・A link to launch the “System Settings” is added on the main screen to set the “Removable Volumes” access (See “Note” below).
    Note: The above message and link appear only with macOS 14 (Sonoma) or later.
    ⋆macOS is trademarks of Apple Inc. in the U.S.A. and other countries.

Fujifilm UK Manager on Niche Products Expansion, Instant Gratification with Film Simulations, Adapting to Market Habits and More

Part 2 of the interview Fujifilm UK manager Theo Georgiades went online (part 1) and can be read at amateurphotographer here.

In short:

  • Focus on reaching a new audience, including younger people and first-time photographers (hence not only younger people)
  • Quality straight out of camera is a bigger thing now
  • Instax and Film Simulations are so popular because many people want instant results
  • we’ve had film simulation for the last 10 years but it’s really taken off since 2023 with our recent cameras
  • New generation consumers exhibit different shopping behaviors.
  • Earlier camera launches (e.g., X-T1, X-T2, X-T3) led to corresponding spikes in lens sales.
  • Current buyers of camera kits seem content with the included equipment, showing less interest in additional lens purchases.
  • Smartphone generation tends to prefer owning one or two lenses.
  • Lens popularity now depends on the user type and the camera launched (e.g., 70-300mm X-Mount and primes remain popular).
  • Fewer people purchase multiple lenses upfront compared to earlier trends.
  • New users typically start with their camera and kit lens, investing in additional lenses over time.
  • Adapting to these new market habits is essential for the brand.
  • The X-M5 has gained popularity among new audiences, unlike earlier X-M or X-A models, which performed modestly in regions like the UK but thrived in Asia.
  • Traditional users often prefer cameras with viewfinders, like the X-T50 or X-S20, while newer audiences, such as content creators and step-up smartphone users, are accustomed to shooting via screens.
  • Shifts in shooting preferences, like not needing a viewfinder, have removed previous barriers, enabling product diversification.
  • This evolution allows Fujifilm to cater to a wider audience and explore niche features in future products.
  • Increasingly, people are gravitating toward dedicated devices like Instax, X Series, or GFX, moving away from reliance on smartphones to avoid distractions.
  • A new film camera? The manager has 25 years of experience with Fujifilm and has learned to “never say never”
  • Film photography is experiencing a significant resurgence, evidenced by increasing film sales.
  • Film cameras are gaining popularity
  • But businesses must differentiate between long-term opportunities and short-term trends.
  • Fujifilm continues to leverage its Instax range of instant film cameras and printers to meet market demand.
  • The GFX line was launched in 2016 with the goal of diversifying Fujifilm’s offerings.
  • The aim was to grow the medium format market, which had become stagnant, while also challenging the full-frame market.
  • The quality of video from the GFX sensor has continuously improved.
  • GFX remains a key focus for Fujifilm, and the company is excited about its future.
  • Fujifilm is committed to pushing the GFX line further and not becoming complacent (hence also GFX Eterna announcement)

I guess the part that got me pumped the most was when he talked about “becoming more adventurous with niche features in the coming years“.

We got hint of some of those “adventures” already:

And we have a Fujifilm X-Pro4 (or X-Pro5 or X-Pro6) that takes so much time to come, and this makes me think it could come with some “adventurous niche features” too.

Yes, I know. If I was in charge of Fujifilm, the company would go broke within a few months, because I am really just mostly drawn into their niche product lines. And I have zero interest in hybrid cameras, as my Fuji’s don’t shoot video at all. But in order to survive as a camera company, Fujifilm does have to offer more mainstream products too and “adapt to the market”. So I guess I have to put my heart in peace and accept that part of the R&D goes into products and features that I don’t care about (for example, I do not have any interest in the upcoming GFX Eterna).

But if adapting to the market helps Fujifilm to survive and maybe even thrive, than so be it. It’s just good to know that Fujifilm does not lose its soul and keeps niche products and features on their roadmap.