When I recently rated all Fujifilm 2025 releases, I gave the Fujifilm GFX Eterna 55 the worst rating.

Well, I feel like some misunderstood my reasoning, and more importantly, there are some facts that passed unnoticed, but that I think justify my worries.

First off: the problem is not the camera itself. I am sure filmmakers who’ll use it will also love it.

But you see, Fujifilm operates with a relatively small R&D team and limited resources. And the GFX Eterna is not just another camera—it represents a major commitment to an entirely new product category for the company. That inevitably means a huge allocation of time, people, and money. My original fear was that this effort would drain resources from other X and GFX projects.

Of course, I also hoped that some of the technologies and improvements developed for the Eterna 55 would trickle down to other Fujifilm cameras, as I wrote back then. But so far, we haven’t really seen any meaningful benefits.

But maybe I’m just overthinking this.

Maybe Fujifilm planned everything perfectly, and the GFX Eterna isn’t draining resources from other projects at all.

After all, do we have any real evidence that Fujifilm underestimated how complex and resource-hungry this project would be?

Well, while we don’t have hard proof, there is something that largely went unnoticed—and it might be a subtle sign that things aren’t going entirely according to plan.

Here it is:

In a recent CineD interview, Fujifilm stated that the GFX Eterna 55 will receive a massive number of firmware updates throughout 2026, including many major new features. On paper, that sounds great.

But Johnnie from CineD—being the sharp and attentive interviewer he is—asked the manager obvious question: is the GFX Eterna 55 consuming more resources than Fujifilm originally anticipated? The Fujifilm manager, unsurprisingly, answered “no.”

Still, the question didn’t come out of nowhere. The whole situation gives the impression that Fujifilm rushed the camera out to meet its self-imposed 2025 timeline, even though many key features were not ready yet—and will only arrive sometime in 2026.

I tend to agree with Johnnie here. If everything had gone according to plan, those features would already be in the camera today. The fact that they’re not strongly suggests that the project required more time and resources than expected. And that, in turn, means fewer resources available for other products.

I don’t know who convinced Fujifilm that launching a dedicated cinema camera was the right move—but personally, I think it was a mistake. The GFX Eterna 55 appears to be absorbing an enormous amount of energy and resources, and the rest of the system seems to be paying the price.

But maybe I am wrong. Maybe the GFX Eterna 55 was Fujifilm’s best move in years and it will turn out to be a massive success for them. I certainly hope so for Fujifilm. But as of now, I consider it one of the most R&D wasting projects Fujifilm has ever launched.

• Fujifilm GFX Eterna 55
  USA: BHphoto / Amazon US / Adorama / Moment / BestBuy / Nuzira
  CA: Amazon CA
  UK: WexPhotoVideoUK / AmazonUK / ParkCameraUK
  GER: AmazonDE / CalumetDE
  EUR: AmazonFR / AmazonIT / AmazonES / AmazonNL
  Worldwide: Amazon of Your Country
• Fujinon GF 32-90mmT3.5 PZ
  USA: BHphoto / Amazon US / Adorama / Moment / BestBuy / Nuzira
  CA: Amazon CA
  UK: WexPhotoVideoUK / AmazonUK / ParkCameraUK
  GER: AmazonDE / CalumetDE
  EUR: AmazonFR / AmazonIT / AmazonES / AmazonNL
  Worldwide: Amazon of Your Country

• VOTE: The Best & Worst Fujifilm Gear of 2025

With 2025 basically over and the internet is grading the Fujifilm year 2025.

For example, in a lengthy podcast, these are the grades of the PetaPixel team:

• Jordan: B-
  lots of repackaging of same tech. He likes X half concept, but not the camera. AF needs to improve
• Chris: B-
  no new lenses (admin note: that’s not correct). Autofocus has to improve
• Gordon: A
  a lot of releases in different formats. Squeezing last drops out of 5th generation. His guess: next year X-Pro4 will introduce new sensor
• Jaron: A
  Jaron agrees with Gordon. We got LUT’s. X half deserves praise for a company trying something different.

Fuji X Weekly graded every single release:

• GFX100RF: A+
• X half: B-
• X-E5: A
• GFX Eterna 55: A-
• X-T30 III: B+
• XF23mmF2.8: A-
• XC13-33mm: C
• GF32-90mm: A

Overall he gives it a B ranking.

And my votes?

I’ll rank it from best to worst.

• X-E5: A++++++…. taking a breath… +++++++++++

I might be biased… or maybe I am not? ;) It’s the most enjoyable Fujifilm camera I have ever used. Looks great, feels great, I love the film sim dial, trusted 40MP X-Trans V image quality. It’s my all-time favorite Fujifilm camera to date.

• XF23mmF2.8: A+

I own the XF27mmF2.8, which is awesome. But the XF23mmF2.8 from an image quality point of view is even better. Wonderful little lens

• GFX100RF: A

It makes a whole lot of sense that Fujifilm released a medium format version of the X100, and they did a great job. Some might want IBIS, a faster lens etc, but then you don’t get the compact size. And in my opinion Fujifilm did well to prioritize size, especially considering the massive flexibility of the GFX files.

• XC13-33mm: A-

So often I have seen people complaining Fujifilm does not care about affordable entry level, that everything is too expensive. Well, this lens addresses this huge criticism, and it does it with an astonishing image quality.

• X-T30III: B+

Again, this addresses the complain of the lack of entry level cameras with EVF in the Fujifilm ecosystem. Keeps the loved X-T30 form factor with X Processor 5 boost.

• X half: B-

The price is simply too high—on that, I think we can all agree. The concept itself may also be a bit too experimental for some, and that’s a fair criticism.

Still, I will always applaud Fujifilm when they dare to do something different in an otherwise increasingly monotonous camera market. This is their way of trying to offer a genuinely different photographic experience. Sometimes it works, sometimes it doesn’t—but at least Fujifilm is willing to try.

The X Half itself is highly divisive—some love it, others don’t. I haven’t had the chance to shoot with it yet, so I can’t pass final judgment, but there are definitely some features that intrigue me.

• GF32-90mm: C

Well, I guess it’s a good lens for filmmakers, maybe even a stunning lens. So the “C” is not for the lens itself, but for the need of such a lens: are there really so many filmmakers shooting GFX out there?

• GFX Eterna 55: D

I said I am worried…. and I still keep being worried about this project, especially since, unlike I hoped, I don’t see any benefits trickle down for other X/GFX cameras. Nothing wrong with the camera itself, but it looks like an R&D resources killer.

And You?

You voted your best and worst 2025 gear here (third party AF lenses included).

• VOTE: The Best & Worst Fujifilm Gear of 2025

7Arisan has just announced three new AF lenses for Fujifilm X

• 7Artisans AF 25mm F1.8 Lite
• 7Artisans AF 35mm F1.8 Lite
• 7Artisans AF 50mm F1.8 Lite

The lenses are already available for pre-order at BHphoto, but as of now only for Sony E mount. The Fujifilm X mount version should be listed anytime soon here.

It’s closest Chinese competitors will be:

• Viltrox AF 25mm F1.7 Air
• Viltrox AF 35mm F1.7 Air
• Viltrox AF 56mm F1.7 Air

The sign-in function for network services using Facebook accounts will be discontinued at the end of February 2026

December 25th, 2025
FUJIFILM Corporation

We sincerely thank you for your continued patronage of Fujifilm products.

Sign-in to network services using Facebook accounts with the FUJIFILM XApp will be discontinued at the end of February 2026.

We kindly recommend that customers currently signed in to network services using the Facebook account switch to a non-Facebook network account as soon as possible.
For instructions on how to switch your network service sign-in, please refer to below.

Please note that the end date for signing in to network services using the Facebook account may be changed without prior notice.

We sincerely apologize for any inconvenience this may cause our customers and kindly ask for your understanding.

1. Make sure to get either “Google Account” or “Apple ID” beforehand.
2. Select [Change the FUJIFILM XApp Network Service account] through the following menu flow.
   [Settings]➔[Application Settings]➔[Network Services]➔[Change the FUJIFILM XApp Network Service account]
3. Once the “Sign-out from the FUJIFILM XApp Network Service account” message appears, select [Continue].
4. After a while, the sign-in screen for your new account will appear.
   So please select the service and sign in your new (non-Facebook) account.