Fujifilm Finally Proves the Doubters Wrong with the X-E5

Over the years, Fujifilm has often released statements along the lines of: “Due to high demand, there will be delays in the shipping of camera XY.”

Every time, some people—both in the comments and across other blogs—accused Fujifilm of making this up as a marketing trick.

Here on FujiRumors, I never bought into that narrative. If Fujifilm said demand was overwhelming, I trusted that they were genuinely surprised by the demand.

And the release of the Fujifilm X-E5 has finally proven all those naysayers wrong.

Because if it really were just a marketing move, then why didn’t Fujifilm use the “high demand” excuse for one of its top sellers, like the Fujifilm X-E5?

Well, I think I know why they didn’t: because Fujifilm doesn’t use that phrase as a marketing gimmick, but only when demand truly exceeds expectations.

And this time, with the Fujifilm X-E5, it seems they were much better prepared for the launch.

Sure, the X-E5 with the XF23mmF2.8 kit is almost impossible to find in stock. But that’s no accident. Fujifilm cleverly planned ahead by pushing back the standalone release of the XF23mmF2.8 until the end of 2025. They knew the kit would be the most sought-after version, so whatever production capacity they have for the XF23mmF2.8 is now reserved exclusively for X-E5 bundle buyers.

And yes, the X-E5 body-only units sell out rather fast, but Fujifilm is capable of restocking at a reasonable pace.

So you see, when Fujifilm really says “demand exceeded expectations,” it’s because they’ve genuinely been caught off guard—not because they’re trying to pull a marketing trick on us.

With that said, let’s see how the stock status of the Fujifilm X-E5 is right now.

Worldwide

The World Looks Better in Fujifilm Colors – You Don’t Believe Me? Then See for Yourself!

Gear Detox – a Waste of Time?

From time to time, we should be reminded that light, moment and inspiration matter more than megapixel, specs and AF speed.

I mean, I am the first to admit that I also enjoy talking about gear here on FujiRumors. It’s fun—there’s just no way around it. :)

But the words we speak here, the chats we have… I don’t print them big, frame them, and hang them on a wall. I don’t print and frame the spec sheet of the latest camera.

What I do print instead are the images I’m most happy with.

And that’s what this post is about—a little roundup of photographs shared by you, the Fujifilm community. It’s a chance to pause the gear talk for a moment and just enjoy what really matters: the images.

And look… I know. These image roundups don’t get many views. They take a ton of time to make. They don’t boost traffic. I guess that’s why no rumor sites make them.

But I decided—I don’t care.

I’ll do an image roundup now, and I’ll try to do more in the future. Because they matter to me. And maybe to a few of you, too.

In a world where others make up rumors in a vile attempt to grab your attention and profit from your good faith, we go the opposite way: we don’t share the endless stream of dubious and fake rumors we receive. Instead, we focus on what matters—enjoying photographs.

I might lose time. I might lose traffic. But I’ll be proud of this article… and of the amazing Fujifilm community that is capable of creating such wonderful images.

The Best Fujifilm Communities

Film Simulation Power

For today’s image roundup we take a look at images shared at our immense Fujifilm Film Simulation Group.

You’ll see the power of Fujifilm colors in action. Enjoy :).

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by Emanuele

📸 Fujifilm x100VI
📍 Venezia, Italy
🎞️ Last Summer Roll

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Fujifilm Clears the Way for X-T30 III: X-T30 II Now Discontinued at BHphoto

Shortly before Fujifilm unveiled the gorgeous X-T50, we reported that the X-T30 II would not be discontinued alongside it.

That move puzzled many, since the X-T50 appeared to be the natural successor to the X-T30 II.

But as our earlier rumors revealed, the true replacement for the X-T30 II was still on the way—namely, the Fujifilm X-T30 III.

And now it’s almost here: the Fujifilm X-T30 III is just around the corner and B&H Photo has now officially discontinued the X-T30 II.

Thanks to the anonymous reader who informed me about it via rumor box :).

X-T** Line

Kodak Takes on Instax and X half Fun Factor with New Charmera Keychain Camera

Kodak has launched the Kodak Charmera Key Chain Digital Camera., a tiny keychain digital camera with retro looks.

While clearly more toy than tool, it taps into the same playful spirit that made Fujifilm’s Instax line a global hit and the Fujifilm X half a bestseller in some countries.

The question is whether this pocket-sized novelty can truly challenge Instax and X half as the go-to “fun camera.”

You can get it at BHphoto here and Amazon here.