The Fujifilm X Summit Announcement Strategy – No New Products Until March?

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Fujifilm has just released its traditional New Year Greetings video.

And notably, there was no announcement of any upcoming X Summit.

So… does this mean we shouldn’t expect an X Summit anytime soon?

Not necessarily.

In the past, Fujifilm has sometimes used its New Year Greetings to announce future X Summits.
For example, in 2023, they revealed an X Summit scheduled for April 2023. As many of you will remember, that event was later canceled.

On the other hand, during the 2025 New Year Greetings, Fujifilm didn’t announce any X Summit at all. Then, on March 6, they suddenly announced an X Summit for March 20 — giving the community just two weeks’ notice.

And that’s probably the key point.

Announcing an X Summit months in advance, building expectations, and then canceling it is a disappointment for the entire community. It creates hype, anticipation — and then frustration.

So it wouldn’t be surprising if Fujifilm increasingly chooses a safer strategy:
announce X Summits only shortly before they actually happen.

Not always — but more often.

It reduces risk, avoids cancellations, and ensures that when an X Summit is announced, it’s almost guaranteed to happen.

In short: just because Fujifilm didn’t announce any X summit today, it does not mean we can’t get one still in the first quarter of 2026.

As we have seen here, Q1 is traditionally the hottest period for camera announcements.

Also, CP+ in Japan starts on February 26. So if Fujifilm is planning any product announcements for CP+, we should see an X Summit teaser by mid-February.

If we don’t, it likely means there won’t be any announcements tied to CP+.

That said, there’s also a recent precedent: last year Fujifilm skipped CP+ announcements entirely and instead unveiled the GFX100RF on March 20 — outside the CP+ noise cycle. Less buzz, less competition for attention, and more visibility and focus on the GFX100RF itself.

Sometimes, silence isn’t absence — it’s strategy.

Let’s hope Fujifilm will make Q1 super exciting also this time.

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Fujifilm 2026 New Year Greetings: Big Product Plans, March 5 Event and the Future of X-Mount Lenses

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Fujifilm has published its traditional New Year greetings:

  • in 2025 Fujifilm introduced a total of 5 cameras and 3 lenses
  • sensor size varies from 1″ to large format, from everyday carry camera to filmmaking camera
  • 2025 introduced a broader range of produts
  • 2026 marks a special year for all of us
  • 200 years since photograph was invented by Jospeh Nicéphore Niépce
  • many commemorative events are being scheduled
  • Fujifilm, as a photographic company, will bring new products and news to add to the excitement
    – NOTE: if you want to know what’s coming, just bookmark this link and keep following
  • look forward to it
  • GFX Challenge Grant Program updates
  • in the past years, Fujifilm has launched X summit to unveil new products and features
  • but there are many stories to yet fully cover within the products already announced
  • for example, X mount has 40 lenses
  • so, besides X summit, Fujifilm wants to create an opportunity to dive deep into the existing lens lineup
  • Fujiilfm announces a new event called “Focus on Glass”. I will take place on March 5 at 1PM GMT
    – philosophy of X mount lenses
    – distinctive features of X mount lenses
    – new lens ideas that Fujifilm wants to bring to life sometime in the future
  • product team will participate to the event and talk about the products they’d like to bring to life in future
  • some ideas are currently under development
  • the talk will indicate what the future may hold for X mount lenses
  • Fujifilm is considering launching a webpage where you can vote for your favorite lens idea
  • Fujifilm is eager to engage with us and hear our feedback

Personally I can’t think of any better way to celebrate 200 years of photography than launching a few still-centric cameras such as the Fujifilm X-T6 and Fujifilm X-Pro4.

The March 5 event looks very interesting and I am happy they are launching a new type of event beyond the traditional X summit. I will let you know all the details also regarding the lens survey page as soon as avaialble. So just stay tuned on FujiRumors.

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Fujifilm X-T6, X-Pro4, X-H3, X100VII with 46 Megapixel Sensor? – Speculation Based on Fujifilm GFX180

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We told you that there will be a Fujifilm GFX180. it won’t happen very  soon, but it will come at some point.

And the Fujifilm GFX180 might even tell us more about the future of the Fujifilm APS-C system and the X-Trans 6 sensor.

Why?

Well, Fujifilm usually uses the same sensor for the X system and GFX system, with the only difference that the GFX sensor is about 4 times bigger.

This means:

  • 26MP APS-C sensor (X-S20 & Co) = 102MP on GFX (GFX100S & Co)

Now, if we were to apply the same logic to the rumored Fujifilm GFX180 sensor, then we would get this

  • 180MP on GFX = about 45.8MP on APS-C

This means that I would not be surprised if the Fujifilm X-T6, but also the Fujifilm X-Pro4, the Fujifilm X-T60, the Fujifilm X-E6, Fujifilm X100VI and the Fujifilm X-H3 would come with a 46 megapixel sensor.

This means a slight increase in resolution for APS-C, which is definitely welcome.

Other questions remain open, with the main one being if it will be a DGO or DCG sensor.

Regarding the “more megapixel are bad for low light photography”, make sure this read this debunking article.

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First Third Party Autofocus Lenses for Fujifilm GFX Coming Soon and Two More Brands Working on It – REPORT

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Apparently the first third party autofocus lenses for the Fujifilm GFX system are coming, and they will be manufactured by a Chinese lens maker according to a report shared on the Chinese social media platform Weibo by the account 独立摄影师联合会 here.

If I should place a bet, I’d say Viltrox is the hottest candidate. But also Venus Optics could be an option, since they have the Laowa 200mm f/2.0 AF that was rumored to come also for GFX.

And not only that.

Always according to the same source, there are two more brands working on autofocus lenses for Fujifilm GFX. But the first to come will be a Chinese lens maker, which is said to announced them “soon”.

Sigma has often signaled interest for the GFX system and in fact also first patents has surfaced online. So Sigma is another hot candidate. And you can’t rule out Tamron either at this point.

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