Fujifilm Aims to Become Nr.2 in Terms of Worldwide Camera Sales (Currently 3rd) – REPORT

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.

Fujifilm X-E5 in 2025: The Features You Want (and My Wishes)

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).

Fujifilm Launches Dedicated Fujifilm Film Simulation Website

Fujifilm has launched its dedicated Fujifilm Film Simulation page.

You can see how Fujifilm devides film simulations in two main categories: the “all-rounder types”  and the “individialist types“.

By clicking on each film simulation you get a description about each film simulation.

They also explain how “Grain Effect“, “Color Chrome Effect” and “Color Chrome FX Blue” affect your images.

Just out of curiosity, I wonder which is your favorite “allrounder” and which one your “individualistic” film simulation. Feel free to vote the survey below.

You can check out the dedicated Film Simulation page here.

Pre-Orders

VOTE

My favorite all-rounder Film Simulation is...

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_ _ _

My favorite individualistic stye film simulation is...

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Fujifilm X Summit Starts NOW – WATCH LIVE on FujiRumors

Fujifilm X Summit – LIVE COVERAGE
(Refresh for Updates)

Fujifilm X Summit – The Full Coverage Live!

  • two cameras and two lenses to be unveiled today
  • demand for X100VI demand far exceeded expectations
  • Fujifilm is now increasing production capacity for X100VI and commited to ship all ordered units
  • X-T50 introduced
  • new rounded shape
  • slightly larger than X-T30, but feels smaller in hands
  • better ergonomic feel overall
  • enhanced holding experience
  • film simulation dial
  • 40MP
  • X-Processor 5
  • AF performance of X-T5
  • IBIS newly arranged and developed to have 7 stops IBIS in compact body
  • XF16-50mmF2.8-4.8 introduced
  • 240g – lightest XF zoom
  • internal zoom
  • weather resitant
  • standard zoom for all situations
  • 11 elements in 9 groups with 3 spherical and 3 ed lenses
  • close up performance is very important (0.3x magnifcations, 24cm close focus from sensor)
  • Fujinon GF500mm f/5.6 R LM OIS WR
  • GFX100 II is flagship model launched in 2023
  • GF500 for wildlife
  • longest GF lens (396 FF equiv.)
  • weight: 1375 gram
  • no image quality compromise
  • 21 elements, 2 super ED and 5 ED lenses
  • 6 stops OIS
  • autofocus with linear motor
  • Fujifilm GFX100S II introduced
  • GFX series is not only for professionals, but also enthusiasts
  • newly developed 102MP sensor (not the one of GFX100II and also not the one of GFX100S)
  • X Processor 5
  • highest IQ among GFX series
  • improved pixel structure allows base ISO 80
  • wider dynamic range and lower noice
  • subject detection
  • autofocus algorithm improved
  • 8 stops IBIS
  • 883 grams (lightest 102 MP GFX camera)
  • Outro
  • X-T50 $1,399
  • X-T50 with 16-50 $1,799
  • XF16-50 $699
  • GF500mm $3499
  • GFX100S II $4,999
  • New Film Simulation Special content website launched
  • collaboration with World Press Photo foundations

Get Yours

Event Slides

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Introducing FUJIFILM X-T50

Fujifilm Launches Mirrorless Digital Camera “FUJIFILM X-T50”

– Compact and lightweight body with approx. 40.2 megapixel sensor and the latest image processing engine
– Newly equipped with Film Simulation dial to enjoy a wide variety of color tones

 

Press Release

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Fujifilm X-T50 Full Specs and Images Leaked

We can share the full press text, specs and images of the Fujifilm X-T50 (THANKS).

It will be officially announced at 1AM New York time along with:

Fujifilm X-T50 Press Text PDF here

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VOTE NOW: Which Fujifilm Gear Coming May 16 Are You Looking Forward Most

On May 16, at 1AM New York time (7AM Berlin time), Fujifilm will launch 4 new items:

I was wondering: out of all this new Fujifilm gear, which one are you looking forward the most? Vote the survey below.

Which Fujifilm gear are you looking forward the most?

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Fujifilm Asked, You Decided: These are the Fujinon XF Lenses You Want Next!

Your Most Wanted Lenses

A few months ago Fujifilm asked 200 journalists which lenses they’d like to see next for the X mount system.

Fujifilm proposed them 10 lenses that you can see here.

Well, we thought 200 votes are not enough, so we asked the FujiRumors community to vote on the Fujifilm suggested X mount lenses, and you guys dropped over 8K votes so far.

Now it is time time see the results and share some addition thoughts.

So, as far as most wanted lenses goes, this is the result:

  1. 38% – XF 23mm Pancake
  2. 13% – Super-Telephoto Prime lens XF 400mm or longer
  3. 13% – Compact Wide Zoom Lens at F2.8
  4. 10% – Super Zoom Lens XF 16-200mm
  5. 8% – XF 120mmF2
  6. 7% – Super Wide-angle Fast Lens for Astro Photography
  7. 6% – Tele-Photo Zoom Lens at F4
  8. 2% – Affordable Thin Standard Zoom Lens – XC Lineup
  9. 2% – Affordable Wide Zoom Lens – XC Lineup
  10. 1% – Fish-Eye Lens

Some thoughts…

The Winners

Already back in our mega-survey of 2022, the Fujinon XF23mmF2 pancake lens grabbed the first spot. So at this point this is a no brainer for Fujifilm. Just go and make it. FujiRumors even already shared a fan made rendering here.

Also very much wanted: a compact wide f/2.8 zoom lens. And actually this was kind of the top lens too in our survey. In fact, there were a couple of wide zoom lenses you suggested, and if we were to sum them up into a Fujinon XF 14-30mm f/2.0, then that would be the true most wanted lens by the FujiRumors community. But yes, our wish was mostly f/2, but we’d be fine with f/2.8 too.

Another hot lens would be the XF16-200mmm. Now it depends on the aperture range, but overall I think I’d be already happy with a XF 16-135mm f/4 for my needs. But if they can make it compact enough, then I’d take the 200mm too.

The Losers

I once saw Chris of PetaPixel TV expressing his wish for more affordable and compact XC lenses in one of his videos.

However, it looks like the vast majority of Fujifilm users couldn’t care less about more XC lenses.

As far as fisheye lenses goes, also here, no real wish for some. And I know who wants one, already owns one of the lovely third party MF versions out there and you don’t really need autofocus on a fisheye lens anyway.

Fujinon XF 8mm F2.8, XF 10mm F2.8 and XF 15mm F2.8 Patents Spotted

New Fujifilm patents surfaced on the web. They are for the following Fujinon lenses:

  • Fujinon XF 8mm f/2.8
  • Fujinon XF 10mm f/2.8
  • Fujinon XF 15mm f/2.8

Probably just variation of patents shared in the last 10+ years, such as:

The patents have been spotted by the Japanese website asobinet.

And remember, Fujifilm has also patented this foldable smartphone, so that one has to come soon, too :).

More seriously: Fujifilm recently said they have 10 lenses currently under study. Look up at those to see a more realistic list of lenses that might come at some point.

Fujifilm Patent Details

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Fujifilm X-T50: The Hated Film Simulation Dial Gains it First Believer (SonyAlphaRumors) and I also Prefer it Over the Drive Dial

When we shared the image of the new film simulation dial of the Fujifilm X-T50, it triggered a massive reaction that lead to almost 300 comments and quite frankly I was surprised by the negativity in those comments.

To sum them up: the dial is useless. One can press a button to access all film simulations anyway. It would have been better to keep the drive dial there.

But there is a flaw in this thought.

Because the exact opposite is also true: why do you need a Drive dial?

I mean, I don’t have a Drive dial on my Fujifilm X-E3, but all I need to do is to press a button and I can access all options very quickly.

And for that matter, why do you need an ISO dial? Or a shutter dial? Also there I can press a button, and access all options quickly too and then scroll through them with the command dial.

ISO dial, Drive dial, Shutter dial, Film Simulation dial: one could argue there are all useless, since you can access all options with a simple press of a button anyway.

If a dial makes sense or not solely depends on how you shoot and what kind of experience you are looking for.

I for example change much more often the film simulation than the Drive dial settings. So, for me personally, I prefer to have the Film Simulation dial rather than the Drive dial.

And for all those, who play around with Film Simulations much more than with the Drive options, a dedicated FS dial might make more sense than a dedicated Drive dial.

So, Fujifilm decided that Film Simulations are more important for potential X-T50 customers than the Bracketing options on the Drive mode, hence they decided to offer a dedicated dial for it. Just turn it, and you’ll instantly see the film simulation applied on the screen of your camera right on the field. And, as we have been told, the dial also works in video mode.

Last but not least: lots of FujiRumors readers might be sceptical right now, but there is one guy who seems very convinced that this is a brilliant move: it’s Andrea from SonyAlphaRumors, who even made a video about it and explains why he thinks this is a great move by Fujifilm in this article here.

SonyAlphaRumors acknowledges that Film Simulations are a big deal and in several videos vehemently asked for Film Simulations also on Sony cameras!

Maybe he got convinced by the Film Simulation glory after he saw an image I took with my GFX and he texted me asking how I managed to get those colors. And I told him I did not edit anything… just set the camera on Astia and that’s it. You can read there story here.

So, the Sony guy sees lots of sense in this dial. Honestly, I also prefer it over the Drive dial. Although my top choice would have been an ISO dial. But between Drive and Film Simulation, I pick the Film Simulation dial with joy.