Fujifilm GFX100RF Coming with New Crop Zoom Lever under Shutter Button

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The Fujifilm GFX100RF is coming with more ergonomic novelties than we could have expected.

Not only it will feature a dedicated aspect ratio dial on the back of the camera, but our sources have told us that it will also have a “crop zoom lever” placed under the shutter button.

I don’t know you, but with these kind of rumors really get me excited. The more tactile controls it gets, the better it is.

Stay tuned for more rumors.

Fujifilm GFX100RF Rumors

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

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

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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.

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Fujifilm X100VI Teardown: Between Surprises and Simplicity

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Kolarivision has disassembled the Fujifilm X100VI that they pre-ordered back in February and have just received recently.

You can see the teardown in the video above and access the article at kolarivision

The “Surprise”

  • Three screws fastened the sensor cover to the frame
  • This turned out to be a huge surprise. We thought we would be able to access the sensor after removing those screws, but we found that this part, the sensor cover, was just another layer of removal that needed to be done. What’s more—there is a PCB right behind the sensor! We have never seen this in a camera before
  • Lo and behold, the PCB part was simply a part of the sensor itself

The Simplicity

  • Fujifilm mirrorless cameras are typically hard to disassemble due to complex internal designs.
  • The Fujifilm X100VI is an exception, with a quick and easy teardown process.
  • Modern fixed-lens mirrorless cameras are generally simpler in design compared to older fixed-lens models.

In Stock Check

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Fujifilm UK Manager says Fujifilm Ranks 3rd in UK, X100VI Waiting Decreased, X-Pro/X-E Love and a Surprising Best Seller

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image courtesy: amateurphotographer

Theo Georgiades, general manager of Fujifilm Imaging Solutions UK, gave an interview to amateurphotographer which you can read here.

Most surprising to me: this camera here is the 3rd best selling Fujifilm camera in UK after the X100VI (1st) and X-T5 (2nd)

In short:

Market Share

  • Our recent product launches have really set us apart from other brands… we’ve always been a bit different.
    (Fujifilm launched the Fujifilm X100VI, X-T50 (with film simulation dial), GFX100SII (medium format) and X-M5
  • We’re trying to create our own niche in the marketplace
  • Especially in the UK, Fujifilm has proven that we can be strong on our own without having a full-frame offering.
  • Fujifilm is now number three the UK market in terms of sales value, behind only Canon and Sony
  • That includes all camera types, including compacts

X100VI Demand

  • X100VI was a huge success and GFX system is growing
  • The demand for the Fujifilm X100VI was not underestimated but exceeded expectations.
  • Forecasting for a new product launch is approached prudently to avoid overstocking.
  • The launch day response for the X100VI was unprecedented, with overwhelming orders globally.
  • Criticism of planning is deemed unfair, as it overlooks the complexities of the background processes.
  • Fujifilm quickly recognized the unexpected demand and acted swiftly to increase production.
  • Developing and launching a camera takes up to two years, making rapid supply increases challenging.
  • Fujifilm began ramping up production within days of the X100VI’s announcement.
  • Since September, allocations to retailers have increased, and waiting times have significantly decreased.
  • Customers now experience shorter wait times of a couple of months instead of six, despite high demand.

Best Sellers

  • in UK, the X100VI surpassed sales of X-T5, although they are pretty close
  • X-T30 II is third, which went viral similar to X100VI
  • X-T50 had a really good start, then a bit of a dip, and has now started to pick up again

Film Simulation Dial

  • film simulation dial has attracted lots of new users

X-Pro and X-E line

  • Fujifilm has plans for new X-Pro and X-E cameras.
  • The Covid lockdown caused semiconductor costs to skyrocket, impacting production timelines.
  • Rising costs forced all brands to reprioritize product development cycles
  • The X-Pro and X-E series remain important to Fujifilm and are valued by the company and enthusiasts alike.
  • Development takes time, but Fujifilm is committed to these camera lines.

So the Fujifilm X-Pro and X-E line will both continue and Fujifilm says “we love those lines“. So they both will continue.

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