Fujifilm has updated some of its software to support the new Fujifilm GFX100SII and the Fujifilm X-T50.
Andrea Cimini (yes, the guy who explained the advantage of APS-C over FF for low light event photography) was at the Italian launch event for the Fujifilm X-T50, XF16-50mmF2.8-4.8, GFX100SII and GF500mmF5.6 (video below).
The video is Italian and he runs over the latest gear with his usual captivating way.
But there is one sentence said by Andrea that I’d like to highlight today.
During the presentation Fujifilm said that right now they are the 3rd brand in terms of worldwide sales but they want to dethrone the current second best selling brand.
I am not sure how Fujifilm is currently the 3rd best selling brand.
I mean, they might still be the 3rd best selling brand in terms of mirrorless camera sales (but we got no update on this since 2020), but if we include DSLR the last data we have says Fujifilm is 4th.
So as Andrea in the video also suggest, Fujifilm might include their Instax division in this ranking, which I guess technically is still Fujifilm imaging division, but it would be like BMW saying they want to overtake VW car sales, but include their motorbike sales in the equation: you can do it, they are all motorised vehicles, but it’s not really fair.
Anyway, dear Fujifilm, I’d have an idea on how you would become Nr.1 overnight with only your mirrorless gear: how about you ship all gear people can’t currently find in stock?
And I speak not only about the Fujifilm X100VI, but at your own online store in Japan you have marked all your X/GFX cameras as out of stock. The shortages are chronic. There are periodical and prolonged order stops in certain parts of the world. Some of the shortages we had in Asia are now spreading also to the West (see X-T5 bodies at BHphoto).
Anyway, of course the above was a meeting with the Italian press and the marketing tends to fly high during these events. And I am certainly happy to see Fujifilm aiming to grow and take over market positions. But I wonder how this can happen if even gear launched 2+ years ago is mostly out of stock for years.
Oh well, I certainly wish Fujifilm all the best. But I’d be happy also with the 4th spot as long as we get our gear in a reasonable time.
Somewhere in the comments somebody claimed: the Fujifilm X-T50 is now the best looking camera among X series cameras.
And while I totally agree that Fujifilm X-T50 has gained in sexiness with its new rounded design over the more boxy design of its predecessors, I am not sure if I’d call it the best looking one.
It would certainly be very high in the ranking for my taste, but I believe the Fujifilm X100VI still holds the throne as best looking Fujifilm camera.
Is this essential to know which X series camera is the best looking one?
Nope
Does it change the fate of the photography universe?
I don’t think so.
But it adds a bit of uplifting lightness into a discussion that is often way to heated in the photography forums, where we battle about the curve quality of the bokeh balls in the top right corner of the image and where we count the number of false color pixels after a 27 stops shadow recovery.
So, feel free to add lightness to this world by telling us in the survey and in the comments which camera you consider the most beautiful one.
The cameras you can vote on are:
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So we have shared the rumor about the Fujifilm X-E5 coming in 2025.
I guess X-E line lovers now have mixed feelings, between the joy of the line not being axed and the frustration of still having to wait so long.
Personally, the Fujifilm X-E5 camera is the one camera I will instantly pre-order. I mean, my lovely Fujifilm X-E3 starts to show its age compared to the my Fujifilm X-T5.
And I am not really that interested in the specs, as long as it has the 5th generation processor, the latest autofocus goodness and the new Reala Ace film simulations.
The lack of any of the three features I mentioned above would be a dealbreaker for me.
Nice to have would be the 40MP sensor, IBIS and a simple tilt screen, but no dealbreaker if they are not available on X-E5.
One more thing I hope for and would make the X-E5 perfect for me, would be the combined ISO/Shutter dial we find on the Fujifilm X100VI and X-Pro3. That would be beyond awesome if Fujifilm would put that on the X-E5.
Anyway, that’s my quick features wishlists.
Let us know in the comments which features you’d like the Fujifilm X-E5 to offer (and which ones not).
After Amazon Germany, now also other Amazon Europe branches are taking preorders on the Fujifilm X-T50:
