Major Firmware Updates for Fujifilm X-T5, X-H2, X-S20 and X100VI Released with Autofocus Boost and More

At the last X Summit in February, Fujifilm promised substantial Kaizen firmware love for several cameras to come between spring and summer.

Now, after the GFX100II and X-H2S also the Fujifilm X-T5, X-H2, X-S20 and X100VI got their updates.

To see what else will come for which cameras in the near future, check out the dedicated article here.

Firmware Details

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Guess What? The Fujifilm X100VI Grabs Nr.1 Best Seller Spot in Japan at Mapcamera

The Fujifilm X100VI was release only on March 28 in Japan and orders at certain stores had been suspended due to high demand just a few days later on April 2.

But a few days are enough for the Fujifilm X100VI to skyrocket instantly at the top best selling spot at Mapcamera in Japan (one of the largest retailers in Japan).

Mapcamera says that they sold all their units “instantly”, suspended orders and still don’t know when they will accept orders again.

  1. Fujifilm X100VI
  2. Nikon Zf
  3. Sony α7RV
  4. Fujifilm X-T5
  5. Sony α7C II
  6. Sony α7IV
  7. Nikon Z8
  8. Canon EOS R6 Mark II
  9. OM System OM-1 Mark II
  10. Ricoh GRIIIx

via mapcamera

The Fujifilm X100VI: 134 X-Pert Tips by Rico Pfirstinger and New X100VI Pocket Guide

I am happy to announced that Rico Pfirstinger is working on a dedicated Fujifilm X100VI tips and tricks book, which will be released in December 2024.

I own his Fujifilm X-T5 tips and tricks book, highly recommend it and have no doubts that X100VI shooters will find tons of useful info also in Rico’s new X100VI book.

Also, RockyNook is preparing also the Fujifilm X100VI pocket guide, which will be released on September.

As a reference, there is also the Fujifilm X-T4 pocket guide (customer reviews) as well as the Fujifilm X-T3 pocket guide (customer reviews).

X100VI

Fujifilm Manager: X100VI Production Boost in 4/5 Months and The Importance of Film Simulations

Sonder Creative had an interview with a Fujifilm UK manager Andreas Georghiades:

  • Fujifilm cameras deliver film-like look from a digital camera
  • it’s since about 2 years now that people come to realize that
  • not only X100, but also X-T30 and X-T5 enjoyed increased popularity because of that
  • Fujifilm increased X100VI production, but demand is just way bigger than Fujifilm could have anticipated
  • currently production is 15,000 units per month
  • Fujifilm is looking on how to increase production
  • increased production should be achieved 4 to 5 months from now (admin note: hence summer 2024)
  • stock is coming in regularly for silver and black
  • Fujifilm marketing strategy is a lot about film simulations and show people that Fujifilm has 90 years history in knowing how color works and should it should look

Get Yours:

Fujifilm Revolutionizes X100VI Distribution With Spectacular Pop-Up Shops in Iconic Locations

Fujifilm has just announced what I consider a brilliant solution to the immense request of the Fujifilm X100VI and also a great way to make sure that scalpers won’t get their greedy hands on it.

They have now completely stopped selling the Fujifilm X100VI via regular stores and have announced there will be pop-up stores set up in these 225 stunning locations all over the world.

The 225 location have been selected together with National Geographic.

Once sold out, Fujifilm will open 1,000 more new pop-up shops here.

This ensures that only those truly dedicated to obtaining an X100VI will have the opportunity, as acquiring one will require traveling to various locations rather than simply ordering online or finding it at a local store.

Now your X100VI journey will start with a great adventure!

Press Release

Fujifilm Revolutionizes Camera Distribution with Spectacular Pop-Up Shops in Iconic Locations Worldwide, Combatting Scalpers Along the Way

[TOKYO, April 1, 2024 ] – FUJIFILM Corporation (President & CEO, Representative Director: Teiichi Goto) is thrilled to announce a groundbreaking shift in its distribution strategy with the introduction of stunning pop-up shops set amidst some of the world’s most breathtaking landscapes.

These immersive pop-up shops, located in iconic destinations ranging from serene mountain peaks to sun-kissed beaches, will offer enthusiasts the opportunity to collect their coveted Fujifilm X100VI cameras in person, adding an unforgettable element of adventure to the purchasing experience.

“By creating these unique pop-up shops in awe-inspiring locations, we’re not just selling cameras; we’re creating unforgettable memories for our customers,” said Teiichi Goto, CEO at Fujifilm. “We believe that picking up your new X100VI camera should be as extraordinary as the photos you’ll capture with it.”

In addition to providing customers with an unforgettable experience, these pop-up shops serve as an innovative solution to combat scalpers. By requiring in-person pickup in remote locations, Fujifilm aims to ensure that genuine photography enthusiasts have access to the X100VI without falling victim to scalping practices.

Fujifilm has collaborated with National Geographic to pinpoint these 225 locations for these pop-up shops, ensuring that each site offers a truly remarkable backdrop for the camera pickup experience. Additionally, once the initial batch of X100VI samples is sold out, Fujifilm plans to launch 1,000 more new pop-up shops, further expanding accessibility to the coveted cameras.

This pioneering distribution strategy underscores Fujifilm’s commitment to innovation and customer satisfaction, providing photography enthusiasts with an unforgettable opportunity to experience the magic of Fujifilm firsthand.

About Fujifilm
Fujifilm is a global leader in imaging technology, providing a wide range of products and services to meet the needs of photographers and enthusiasts around the world. With a commitment to innovation, quality, and customer satisfaction, Fujifilm continues to push the boundaries of what’s possible in the world of photography.