Lot so Fujifilm products won the Good Design Award.
Amazing, isn’t it?
French Fujifilm managers gave an interview to the French website Phototrend. Here is the summary:
Market Share
Since Nikon is currently the No.3 brand, Fujifilm France aims to surpass them. And, as we’ll see below, the Fujifilm X-E5 appears to be leading that charge in 2025.
Fujifilm X-E5 Sales and About Taking Risks
Increasing Prices
Third Party Lens Bundles
The 2025 Best Seller
Here are the top 10 articles for September:
A few months ago, we estimated—based on Fujifilm’s historical sensor/processor refresh cycles—that the next sensor generation would likely arrive in late 2025 or early 2026.
To be clear, that wasn’t a rumor, just a data-driven speculation.
Following that article, some speculated that November 2025 could be the right moment, since Fujifilm has historically launched some of its most important cameras in that month (such as the X-T5).
But today I can confirm: the 6th generation platform will not be launched in 2025. So you can now rule out “late 2025” as a possibility.
That also means we won’t see the Fujifilm X-T6, X-Pro4 (or X-Pro5, X-Pro6), X-H3, X-H3S, X-T60, X-E6, X100VII, GFX100III, GFX100SIII, or GFX100RFII this year.
And yes, I know plenty of supposed “spec leaks” about these cameras are floating around—but they’re all fake, as we explained here.
Bottom line: it’s all AI-generated nonsense, stuffed with random specs. Every day there’s a new “upcoming” Fujifilm camera announcement.
Some of these videos gather tons of views and lots of comments, so I want to stress it once more: it’s fake.
And yes, I sometimes feel like a lonely Don Quixote, tilting at the windmills of fake rumors with little hope (illusion) of winning this battle. But what matters is staying true to yourself and bring excitement in the Fujifilm community only when it is real, verified, and worth celebrating. So I’ll leave the fake rumors to others. Shall they boost their traffic and make money by misleading people with all sorts of fake rumors. We’ll stay out of this game.
Anyway, the wait for the Fujifilm X-T6 and friends might be a bit longer than we’d like, but it’s much easier to stay patient when you’ve got the ultra-awesome Fujifilm X-E5 in your hands ;)
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The Best Fujifilm Communities
Last year the Fujifilm X-T4 infrared camera appeared on BHphoto.
Well, now the Fujifilm X-T4 infrared camera has been discontinued at BHphoto.
The X-T4 IR might not have had the longest life span, but it will go down with a clean 5 star rating, thanks to one person who bought and gave it an excellent review :).
And remember… somewhere in the X App secretly appeared other X/GFX infrared cameras.
According to a recent survey, the Fujifilm X-T5 is the most owned Fujifilm camera by FujiRumors readers.
No wonder that therefore I also get many emails from X-T5 owners asking me all sorts of questions. And one question that comes up quite regularly is which UHS-II SD-Cards I recommend for the Fujifilm X-T5.
And since it comes up regularly, I will answer it once for all in this article.
There is only one correct answer to this question: if possible, stick with the officially Fujifilm recommended SD-cards (list below).
*1 Model name could be different depending on the market.
*2 Where xxxx is “JNJIP/GHJIN” in Japan, “ANCIN” in the U.S.A., “CNCIN” in Canada, “ZN4IN” in China, and “GN4IN” for Global.
While the Fujifilm X-E5 body only got a super-smooth shipping, waiting times for the X-E5 with XF23mmF2.8 kit lens can be quite a bit longer.
Well, if you want the kit now, you might want to check out the X-E5 used departement at BHphoto, where you can find a few kit units available.
And there are also some X100VI and GFX100RF units available used.
Of course there are many more cameras in the used department at BHphoto.
DxO has just launched DxO PhotoLab 9.
Now all X-Trans cameras can enjoy their most sophisticated DeepPRIME XD3 X-Trans technology.
But there is a lot more, such as AI Masking. All details at the dedicated DxO PhotoLab 9 page.
DxO PureRAW 5.3 is also available now.
The latest versions also add Fujifilm GFX100RF support.
Get DxO here:
Al Mask: for advanced selections
Accelerate your editing with Al-driven subject detection and selection.
Refined Local Adjustments with vastly improved masking system
Enjoy greater flexibility and precision in localized edits with a unified and intuitive masking structure.
Localized Noise Reduction and Lens Sharpness capabilities
Target specific areas for denoising and lens sharpness using masks.
Images stacking in the Filmstrip
Organize your images more efficiently through stackable thumbnails.
Advanced Batch Renaming Tools
Rename images (inputs and outputs) consistently and efficiently using a flexible token-based system.
Support for Apple ProRAW and HEIF/HEIC Image Formats
PhotoLab 9 offers full compatibility with Apple ProRAW and HEIF/HEIC
Enhanced Noise Reduction with DeepPRIME 3 & DeepPRIME XD3 X-Trans
Lens Sharpness Optimization V2
Experience enhanced image detail thanks to the latest improvements in DxO’s lens correction engine.
Quick Access with Favorites
Add folders, projects, or drives to your favorites for quick access. This makes navigating to your most-used destinations faster and more efficient.
U Point feathering control
Diffusion slider has been added to fine tune your masks using U Points.
Projects accessible in Customize tab
In this version you can access your Projects directly from the “Customize” tab. With this improvement, managing and switching between Projects is easier than ever, streamlining your entire workflow.
Known Limitations
The latest Fujifilm financial results are out (Q1/2025 – April to June 2025).
Interestingly, Fujifilm makes an estimate of the impact of U.S. tariffs for each segment, except for the imaging division
A positive mention (strong sales) goes to the Fujifilm X100VI, Fujifilm X-T50, Fujifilm GFX100SII and Fujifilm X-M5 and as far as Fujifilm GFX100RF and X half goes, they just say they “contributed” to the results. In the Instax world sales were strong for instax WIDE 400 and instax WIDE Evo.
Also interesting: professional imaging (mainly X and GFX) is growing much stronger than consumer imaging (mainly Instax).
In the latest report, consumer imaging sales (mainly Instax) reached ¥77.3 billion, while professional imaging sales (mainly X and GFX) brought in ¥68 billion.
It’s quite astonishing that X/GFX sales are now making Fujifilm almost as much money as Instax sales, which the Fujifilm CEO called their new goldmine. I guess that’s a promising trend for our beloved X/GFX series.
In short:
Fujifilm’s imaging forecast remains the same as the one issued in May 2025, with no updates in the latest report.
We’ve already exposed how completely fake, AI-generated Fujifilm rumors are spreading like wildfire on YouTube.
Fake rumors aren’t new (just now there are many more thanks to AI) —but what is new is the rise of entire ebooks written by AI, in our case Fujifilm camera guidebooks.
Some have unfortunately purchased AI-generated guides, and little it helps them if later on they leave 1 star reviews, as the damage is done and their money is gone already.
Now that these fake guides are starting to appear in the Fujifilm space too, I want to make sure you don’t fall into the trap. So let’s take a look at how to spot the fakes—and how to find real, trustworthy Fujifilm books that are actually worth your time.
To start, let’s examine one of the most recent examples: the AI-generated “guides” for the Fujifilm X-E5.
Sometimes though, it’s not as easy. For example, the cover image might show the real camera and it all looks legit at a first glance. Example:
The cover features a real X-T50, and even the reading sample—though likely AI-generated—might look convincing at first to somebody who is not very familiar with Fujifilm cameras yet.
But here’s the trick: always check the author’s background. In this case, you’ll see that Pearson C. Brooks has published dozens of “guides” in just a few days, covering all sorts of gear and topics. Unless he’s writing a book a day, it’s not unsafe to assume the content might be AI-generated. Also, by checking his other books, we can see he wrote a Leica M11 guide using a Fujifilm GFX100RF as cover image, which does not really speak for quality content curation.
There are countless examples like this out there, so please be cautious. When in doubt, do not buy.
Stick with trusted authors—those who have a proven track record, real hands-on experience with the gear, and a genuine connection to the photography community. Your time (and money) deserves better than AI fluff.
In this regard, I can totally recommend Rico Pfirstinger’s Fujifilm books. But there is lots of other good stuff out there, such as:
Then there are 3 free ebooks published by Fujifilm (requires to join Fujifilm newsletter).
If you have any Fujifilm related ebook to recommend, feel free to drop it in the comments down below.