Fujifilm Finally Proves the Doubters Wrong with the X-E5

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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.

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