Fujifilm Wants You To Believe X-T30 II is in Full Production and No X-T30 III is Coming in October

Fujifilm X-T30 II Discontinued? The Confusion Explained

For a short time, B&H Photo marked the Fujifilm X-T30 II as discontinued (it’s now back to showing “out of stock”).

Not only that—B&H even sent out an email to customers waiting for the X-T30 II, saying the camera had been discontinued and suggesting alternatives. (I have the screenshot if you’d like to see it 😉).

And usually, when a store marks something as discontinued, it’s because the manufacturer told them there won’t be any more unit coming so they should not offer it for sale on their store anymore.

At that point, it looked like a clear case: B&H had “officially discontinued” the X-T30 II, and we reported it as such.

But then Fujifilm stepped in. In comments given to Petapixel, Fujifilm stated:

  • the X-T30 II is an “active part” of Fujifilm’s lineup and still being produced
  • no hints to any X-T30 II successor have been given to Petapixel

Where We Stand

I run a rumor site. I don’t have the luxury of firing off emails to Fujifilm HQ and getting official statements on demand. I have to work with what’s in front of me. And in this case, we had:

So yes, in the article we wrote: “B&H Photo has now officially discontinued the X-T30 II.”

Petapixel later called our report a “false rumor” and “inaccurate.” Fair enough—they can confirm things directly with Fujifilm, while I can only report what retailers are showing. That makes them inherently better positioned to be “more accurate.”

But fact is: we never shared the X-T30 II discontinuation as a “rumor.” We simply reported what we saw listed on B&H Photo, backed up by the emails they themselves sent out.

Still, I’ll offer an apology—not because our reporting was wrong (B&H really did list and email the X-T30 II as discontinued), but because some readers misinterpreted it as an official Fujifilm announcement. We clearly showed the screenshot and explicitly wrote in the article that B&H had discontinued it, not Fujifilm. If that distinction was overlooked, then it’s not because the facts were inaccurate, but because the article was read in a way it was never written. And yes, I’ll take responsibility for making things clearer next time, even though also publishing screenshots and quoting B&H directly can be misunderstood.

The real problem was for readers who only saw the headline. I started it with “Fujifilm Clears the Way for X-T30 III”, which wasn’t a factual report but my editorial interpretation of why B&H removed the X-T30 II from their website. If someone stopped at the headline and didn’t check the screenshot or read the full article, it’s understandable how they could misunderstand. Once I realized this, I updated the headline to include “at B&H Photo”, making it clear in the headline what the article and screenshot already showed: the discontinuation refers to the retailer—not Fujifilm.

I will take this as a lesson for the future, and thanks to PetaPixel for pointing this out: it’s not enough to make a 100% accurate report. I also have to make clear that every type of reader, from the one who reads full articles to the ones who barely fly over the headline, get the correct message.

But Let’s Get Serious Now 😉

If the X-T30 II is truly such an “active” product, why has Fujifilm Japan de-listed nearly all models from their website, leaving only the silver kit—and that one is out of stock since a long time?

Why is it almost impossible to find in stock anywhere else?

Is the X-T30 II selling like hotcakes, matching the demand of the X100VI or X-E5? Or is Fujifilm quietly phasing it out?

From where I’m standing, that hardly looks like a thriving lineup.

And here’s the key point: the Fujifilm X-T30 III is coming in October. No matter how strongly Fujifilm denies it, our sources confirm it’s happening.

And what is Fujifilm actually doing right now? Are they using the remaining X-T30 II parts to produce as many units as possible before the X-T30 III launch—or have they already started X-T30 III production, repurposing parts that might otherwise have gone into the X-T30 II?

Fujifilm CONFIRMS X-T30 III possibility ;)

And take a close look at what Fujifilm actually said to Petapixel. They didn’t say, “The rumors about the X-T30 II are false because the X-T50 is its successor.” What they said was that they have no indication of an X-T30 II successor. In other words, for the first time, Fujifilm is essentially admitting that the X-T50 is not the X-T30 II’s successor—leaving the door wide open for a true replacement.

And that successor is coming soon.

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

Fujifilm Hints at Filmmaking Push – Is an APS-C X Eterna 28 on the Horizon?

Fujifilm GFX Eterna 55

When the Fujifilm GFX Eterna 55 film camera has been announced along with the film-centric Fujinon GF 32-90mmT3.5 PZ, many were skeptical about Fujifilm’s move.

And to be fair, I was too:

But over time my worries dissipated and I actually started to see the potential benefit of it, even for us hardcore stills shooters:

Now, my big question (and hope) has so far remained unanswered due to the lack of any sort of reviews on the GFX Eterna.

But there are other interesting tidbits we find out about it over time. And some of them have been shared by Fujifilm managers to PetaPixel. The manager says:

  • by announcing early, Fujifilm gathered more industry feedback, gauged reactions to the specs, and refined the camera’s features throughout development
  • the Eterna 55 challenged Fujifilm with its unique design and a completely reworked interface and menus
  • beyond features like open gate, ND filter, and a fan, the key change is a fully redesigned interface tailored to filmmaking, unlike X and GFX cameras
  • since 1934, film and color science have been in Fujifilm’s DNA, with lasting impact on cinema through lenses like Cabrio and Premista
  • the GFX Eterna 55 finally marks Fujifilm’s entry into filmmaking, backed by 90 years of innovation
  • Fujifilm aimed to make the camera attainable for smaller studios and individuals—professional-grade with premium features, yet priced within reach
  • “We see GFX Eterna 55 as the first digital camera dedicated to filmmaking. Our intention is to expand the product offerings available to current and emerging filmmakers“
  • The GFX Eterna 55 is Fujifilm’s first digital filmmaking camera, offering signature color and 10 film simulation 3D-LUTs, with more solutions to follow

Fujifilm GFX Eterna 28

I remember when we first discussed the Fujifilm GFX Eterna here on FujiRumors, many wondered why Fujifilm didn’t just use their excellent APS-C X-Trans sensor: faster readout, less rolling shutter, lower heat, and plenty of other advantages for filmmakers.

Perhaps the comment from a Fujifilm manager about “expanding” their offerings for filmmakers hints at exactly that—a potential APS-C film camera, possibly named Fujifilm X Eterna 28.

Why 28?

The “55” in GFX Eterna 55 refers to the diagonal of the medium format GFX sensor. By the same logic, an APS-C filmmaking camera could be named X Eterna 28, reflecting its 28 mm sensor diagonal.

GET YOURS

RUMOR: Fujifilm X-T30 III Coming in October

The Fujifilm X-T30 III will be announced in October.

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Fujifilm’s Secret Lens Roadmap EXPOSED — Are These Really the Next 7 X-Mount Lenses?

The Hidden Roadmap?

I honestly can’t even remember the last time Fujifilm officially updated its Fujinon X-mount roadmap. If I’m not mistaken, the most recent one dates all the way back to 2021.

Since then, years have passed and Fujifilm has consistently refused to provide any updates.

That’s frustrating.

But even without roadmap, Fujifilm did hint on possible future lenses several times in the past, for example:

So is the 2024 lists real and rocksolid roadmaps as some call it?

Well, let’s fact check it.

The 2019 “Roadmap”

Some of the lenses shared in 2019 came to life, but many others not.

And we got other lenses instead never listed on the 2019 list.

So no, the 2019 list was not a roadmap.

The 2024 “Roadmap”

The list of 2024 is in part more vague (no precise indication of focal length and aperture), but on the other hand gives us other possible specs, like size and weight.

From that list, as of today two of those lenses have already been released, with a third one just around the corner.

So while it might seem that Fujifilm is working through that 2024 list by one, there are a few important disclaimer to make.

  • The 2024 list does not mention any MKII lenses

This is unrealistic.

I’m sure Fujifilm is quietly developing long-awaited MKII versions—perhaps even of some iconic lenses—but they’re wise enough not to list them publicly as “under study.” After all, even hinting at a successor too early could hurt sales of the current models.

  • Time Passes, Plans Change

The longer time passes, the greater the chance this list will change.

Remember, Fujifilm typically releases about two to three X-mount lenses every two years.

The 2024 list came out at the start of the year, and it took Fujifilm two full years to deliver just three of the lenses from it.

With seven still remaining, and at the current pace, Fujifilm wouldn’t complete the list until around mid-2028.

However, since it generally takes about two years to develop a lens from scratch, a lens green-lit today could realistically hit the market by 2027—still ahead of that 2028 timeline to work through the remaining releases.

And the further away a lens is, the more it is likely that Fujifilm will reshuffle priorities, meaning the “under study” list could change before those distant releases ever materialize.

  • Even Officially Announced Lenses Might Never Come

And let’s not forget: there have been several occasions where Fujifilm officially placed a lens on the roadmap, only to never deliver it.

Think of the XF120mm Macro, the XF33mmF1.0, or the XF56mmF1.4—lenses that were publicly promised but ultimately abandoned as Fujifilm shifted priorities and adjusted its plans.

So if even roadmap lenses can disappear, it’s even more likely that those merely listed as “under study” may never see the light of day.

The Truth

As usual, the truth is somewhere in the middle.

Given that three out of the ten lenses on the 2024 list have already been released (or are about to be), it’s fair to assume that at least a few more will eventually make it to market over the coming months and years.

But I’d be surprised if Fujifilm would stick with that list until 2028 without making any changes.

I think it is likely that by 2028 we will see also MKII lenses – maybe of this lens here (hope, not rumor) – and some never listed on any “under study” list, maybe even one that made it on the top of our own mega-survey.

So if you ever hear someone claim that the 2024 list is Fujifilm’s definitive X-mount roadmap, you now know the context—and why that simply isn’t the case.

Some of the lenses on that list will never come, other never on that list will suddenly appear and MKII lenses are always a high possibility.

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