Fujifilm X-Half Announcement on May 22 at 1AM New York Time (7AM Berlin Time)

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Fujifilm started to officially tease the upcoming Fujifilm X-Half camera, as we reported here.

Well, we now can share time and date of the announcement.

The Fujifilm X-Half will be announced May 22 at 1AM New York time (7AM Berlin time).

Rumored Specs

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23 Fujifilm Products Win Red Dot Design Award 2025 and This is How Much it Costs Fujifilm

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23 Fujifilm products have won the Red Dot Design Award 2025.

As far as photography related gear goes, these are the winners:

This might cost Fujifilm at least 100K+ USD.

And I am not making this number up randomly.

In fact, RedDot has a public price list on how much licensing fees cost (something between 5K and 12K).

The most “basic” package is the “Winner Package Regular” which costs 4,900 Euro.

But depending on which package you purchase, you can also end up paying 12,800 Euro for a single award. Plus, you can also purchase optional extras that can cost many thousands of Euro on top of it. And then there are also the registration fees that have to be paid upfront.

So let’s assume Fujifilm went for the most basic package, they have spend 112,700 Euro (130,000 USD) to purchase the RedDot Brag Right awards.

And consider that Fujifilm is just one company. Tons of other companies pay lots of money too to “win” these awards. Now you can figure it our yourself how much money these “Award” companies make with these awards.

Press Release

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First Official Fujifilm X-Half Teaser Launched

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Fujifilm has just published a video (see below) with the first teaser of a new camera and the catchphrase “Half the Size, Twice the Story“.

It is the long rumored Fujifilm X-Half, although in the comments to the various posts Fujifilm made I read about Fujifilm X-Pro4 (or X-Pro5) and Fujifilm X-E5 speculations.

But “Half Size, Twice the Story” perfectly matches with the way the camera operates and we explained it here.

How long until the announcement?

I don’t know. But as a reference, with the Fujifilm GFX100RF the announcement (March 20) happened about 2 weeks after the first teaser on March 6.

If we apply this to the Fujifilm X-Half, then it means the announcement could happen in very early May. But that’s not a rumor, just a speculation based on how Fujifilm managed teasers in the recent past.

Rumored Specs

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It’s Over: No More Preorders on Fujifilm GFX100RF and X-M5 in USA (for Now)

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So it happened, exactly as we told you here: the pre-order options for the Fujifilm GFX100RF and for the black X-M5 are being removed from stores all over the US, as you can see for example also at the GFX100RF BHphoto page here and the X-M5 black BHphoto page here.

Some stores still accept pre-orders though, such as Adorama here and every now and then Amazon shortly opens GFX100RF pre-orders, too.

But also they will soon stop to take pre-orders.

I guess (not rumor) this is what will happen to all Fujifilm gear once current stock sells out. So if you are interested in any gear, it might not be a bad idea to buy it now before it’s all gone.

Cameras like the Fujifilm X-T5 are made in China, so currently subject to 145% tariffs. Other gear is made in Japan and the Philippines, which have a current tariff rate of 10%, at least until the 90 days deadline is over and after that they might go back to higher tariffs, if Japan and the Philippines are not able to make a deal with the current US administration that avoids this worst case scenario.

Anyway, the little good news: some Fujifilm GFX100RF units have reached US soil before the tariffs kicked in – as we reported here. However, it remains to see if there will be enough units to ship out all pre-orders.

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