Fujifilm Manager: X and GFX Series Hold 40% Market Share (Excluding Full Frame) but Struggle a Bit with Product Availability

image courtesy of Phototrend
image courtesy of Phototrend

The French website Phototrend had the opportunity to interview Franck Bernard, Director of the imaging division at Fujifilm France. You can read the full interview here and the summary below.

  • Fujifilm is doing very well, both X and GFX series
  • the only things Fujifilm suffers from a little is the availability of products
  • Based on GFK data (largest German market research company), outside of Full Frame, Fujifilm is market leader with 40% market share thanks to X and GFX system
  • X-M5: there was still demand for cameras in this price segment especially among young people
  • AI will only bring benefits to the photographic business in general, and especially on the print side. Facilitate the production of a photo album, with a minimum of clicks: AI will be able to help us a lot
  • XF16-55mmF2.8 II completely redesigned lens
  • next generation linear motors used on XF16-55mmF2.8 II  are smaller than the ones in the older generation
  • improvements in ED, Super ED and aspherical lenses has also allowed to reduce weight and gain compactness
  • no OIS because most Fujifilm cameras now have IBIS
  • X-M5 comes in brown package to reduce Co² emissions (reduce colors, packaging, carton consumption and, if possible, the number of cables)
  • film simulation contribute the the “return to film” trend. But while there is a notable resurgence of interest in film photography, especially among younger people, its impact should be viewed with caution, as the market remains limited to specific products like disposable cameras and film
  • Fujifilm has no new film camera on the agenda
  • success of X100VI was unimaginable. The X100VI is an iconic product
  • X100VI production has been increased, but supply is complex and deliveries are not made overnight
  • X100VI is not cannibalizing sales of other Fujifilm cameras

I don’t know if the GFK data is for France or Europe only, or if it is about worldwide data. But 40% market share outside of Full Frame might not be a horrible position to be in.

Unfortunately, Fujifilm has been heavily impacted by shipping challenges. Even if I were to underestimate the numbers, it’s likely that if all the X100VI, X-T5, X-E4, and other cameras ordered had been shipped in a timely manner, Fujifilm’s market share outside of full-frame cameras could easily be 60% to 70%.

But it is what it is.

I get that Fujifilm can’t suddenly build four new factories just because they’ve become a trendy brand. There’s the risk that, once the trend fades, they’d be left with four underused factories, turning it into a poor investment.

So they have to increase the production with what they currently have available in terms of manufacturing power.

But then I don’t understand decisions like keeping the old XF16-55mmF2.8 still in production (according to reports at CineD) even though there is now the new XF16-55mmF2.8 II on the market.

Wouldn’t it be better to focus the limited production capacity on making more lenses of the new version? Or stop making the old XF16-55 and free up manufacturing power to make the one lens that has become almost impossible to find all over the world, the Fujinon XF27mmF2.8 R WR.

With a few more strategic decisions, I believe Fujifilm could improve the ongoing supply shortage situation.

Fujinon XF16-55mmF2.8 R LM WR II Pre-Orders Now also at Amazon US

You can now pre-order the Fujinon XF16-55mmF2.8 R LM WR II also at AmazonUS here.

And look, I know it sucks to have to wait months to get your gear shipped, which has sadly become a standard with Fujifilm.

But since pre-orders just launched, Amazon likely has a short waiting list for now. So, if you’re interested in this lens and place your order on Amazon soon, you could secure a higher spot in the waiting list and potentially receive your lens sooner.

However, the list is bound to fill up quickly.

Also, it’s worth giving your local store a call to ask about their waiting list. Unfortunately, I can’t do that for you—I can’t check every store’s backlog worldwide. Instead, I try to provide the best info by comparing larger online retailers.

But if you work at a local store, feel free to inform our readers in the comments to this post on how the situation is at your store.

Fujifilm Teases Two Cameras Coming in 2025, but there Will Be Even More Cameras than That

The X Summit just took place and you can find it here and the full live coverage here.

Everything happened as expected and we got all this gear.

But at the very end of the event Fujifilm had this “one more thing” moment in which they said:

there is one more thing. We are currently developing new cameras. Although the timing is yet to be determined, we hope to bring you exciting news next year

The Fujifilm Japan manager than gives a glance under both towels and seems to be visibly excited about what’s hidden there.

Now, I know some might moan and wish for a proper teaser instead of this.

But guys, you know very well that everything you need to do is to follow FujiRumors if you want to get a glimpse into the future of Fujifilm. ;)

So let’s look at what these cameras could be.

The fact that one towel is white and the other black might suggest that one represents a GFX camera and the other an X series camera, as GFX gear typically comes in white boxes while X series gear comes in black boxes (although, it seems the X-M5 ships in brown boxes as we reported here).

Additionally, the camera under the white towel is noticeably larger than the one under the black towel, further supporting our assumption.

If I should place a bet, I’d say under the white towel hides the fixed lens Fujifilm GFX, which should come in the first half of 2025. But that’s just a guess of mine.

More complicated is to guess what’s under the black towel.

Since it is definitely a very small camera, I’d say it’s either the 1″ sensor half frame camera or the Fujifilm X-E5, which will both come at some point in 2025.

But again: that’s all just blind speculation on my side. There could be any other camera under those towels.

In fact, let us know in the comments what you’d like to hide under those towels.

What I can say for sure: we won’t get only 2 cameras in 2025. In fact, we have already rumored three cameras to come until now and why not, there could be even more coming. We got 4 cameras in 2024, so why not make it at least 4 (or more) also in 2025? ;).

Because there are even more cameras waiting to get the 5th generation treatment, right X-Pro?

Fujifilm X Summit LIVE STREAM Starts NOW – WATCH LIVE on FujiRumors!

The Fujifilm X Summit Live Stream starts now. You can follow it here on FujiRumors (live event summary below).

LIVE EVENT COVERAGE BELOW

Down below the whole event summed up (refresh the page frequently):

  • three new products coming
  • right away the unveil the name of all three products that are coming
  • they introduce the designer of Fujifilm cameras. He is probably the man who has designed the most number of film cameras in the world
  • X series seems to have a timeless design, but there are always small challenges
  • X-T50 and X100VI have received very positive feedback in terms of design and operation

Fujifilm X-M5

  • X-M series is reborn
  • perfect camera as first MILC camera or everyday camera
  • introducing the X-M5
  • 355 gram weight
  • has film simulation dial
  • has PSAM dial
  • new user interface (looks cool!)
  • multidirectional micorphone
  • X-Trans IV and X-Processor 5
  • very fast and precise AF
  • 6.2K open gate
  • 4K/60p
  • 3 strategicallly placed micorphones with new microphone direction setting (reducing background noise and wind filter)
  • high quality audio without need of external microphone
  • USB connection via X App for larger than 4GB files

XF500mmF5.6

  • 43 X mount lenses released since 2012
  • XF500mmF5.6 aims to establish Fujifilm as a top brand
  • 762mm equivalent lens in only 335 gram
  • highest resolution in XF lineup
  • suppress axial chromatic aberration
  • fast linear AF (0.33 seconds focus acquisition)
  • enhanced OIS (5.5 stops)
  • a pinncale red badge lens
  • a look inside the lens factory (lens polishing)
  • some lens elements are so thin that one can distort them just by touching them

XF16-55mmF2.8 II

  • one of the most popular XF lenses is the XF16-55mmF2.8
  • the entire X summit is recorded with the XF16-55mmF2.8 II
  • 37% weight reduction (410g)
  • image quality has been enhanced (less chromatic aberration and purple fringing, minimized ring patterns in bokeh, enhanced minimum focus distance)
  • weather resistant and linear motor
  • aperture click switch for smoother video recording
  • future firmware will improve aperture smoothness for video on several models. X-M5 already has this smooth aperture in conjunction with the new XF16-55
  • precise assembly
  • red badged lenses to be manufactured also outside of Japan, but with identical quality

Availability and Price

  • X-M5: $799 body and $899 for the XC15-45 kit – coming mid November
  • XF16-55mmF2.8II: $1,199 – coming end November
  • XF500mmF5.6: $2,999 – coming end November

One more thing

  • they tease more cameras coming
  • the cameras are hidden under a towel (you can see here)
  • timing has yet to be decided

IT’S OVER: No More X or GFX Related Announcements This Year

We are done.

It’s over.

Today, on October 14 at 9AM New York time, we will witness the last X/GFX announcements of the year.

Yes, I know that Fujifilm had one of its all-time most important announcements (X-T5) in November. But if our sources are accurate, then we will wrap up the 2024 announcements season on October 14.

Everything  X/GFX related that Fujifilm has still in the pipeline for 2024 should come on today. So we are talking about:

But do not despair. We have LOTS of stuff to talk about soon anyway. The rumors will keep coming also in 2024 ;).

Fujifilm Launches “FUJINON Lens XF16-55mmF2.8 R LM WR II”

Fujifilm Launches “FUJINON Lens XF16-55mmF2.8 R LM WR II”
– The new large-aperture standard zoom lens offers improved descriptive performance
– 37% lighter than its predecessor
– New function “Smooth aperture control” suited for movie recording

October 14, 2024

TOKYO, October 14, 2024 – FUJIFILM Corporation announces the launch of the “FUJINON Lens XF16-55mmF2.8 R LM WR II” (XF16-55mmF2.8 R LM WR II) globally from end of November 2024. The lens is a new lineup of the “XF lens” interchangeable lens lineup for the mirrorless digital camera X Series that offers outstanding image quality and compact size and weight.

** CLICK HERE to Read the Rest of the Article **

Fujifilm Launches “FUJINON Lens XF500mmF5.6 R LM OIS WR”

Fujifilm launches FUJINON Lens XF500mmF5.6 R LM OIS WR

– A Masterpiece of Super-Telephoto Lenses That Redefines Mobility
– Combining Pinnacle Optical Performance and Compact Design in the XF Lens Series, Making Dream Super-Telephoto Photography More Accessible

TOKYO, October 14, 2024 – FUJIFILM Corporation announces the launch of the “FUJINON Lens XF500mmF5.6 R LM OIS WR” (“XF500mmF5.6 R LM OIS WR”) globally from end of November 2024. The lens is a new lineup of the “XF lens” interchangeable lens lineup for the mirrorless digital camera X Series that offers outstanding image quality and compact size and weight thanks to its unique color reproduction technology.

** CLICK HERE to Read the Rest of the Article **

XF16-55mmF2.8 II: Smaller, Lighter, and Yet Overall Better Image Quality than Its Predecessor

We already told you that the new XF16-55mmF2.8 will be about 30% smaller and lighter than its predecessor.

In fact, recent leaks suggest it might be 37% lighter. You can also see a size comparison with the old version here and the first leaked image here.

But unlike many feared, this size and weight reduction will not come at the expense of image quality.

On the contrary: I have been told that the image quality of the upcoming Fujinon XF16-55mmF2.8 MKII will be overall better to the one of the MK I version.

ATTENTION: what does “overall better” mean? Sharper? Better handling of backlight situations? Less flares? More beautiful sunstars? Less fringing? I don’t have the answer to this. Nor do I know how big (or small) the improvement will be, and which areas they will eventually affect. Just because the new XF16-55 will be overall “better” it does not mean it will be better in every single aspect.

Stay tuned on FujiRumors… we have more stuff to talk about ;). I mean lots more stuff.

Fujifilm Confident in New Autofocus – Says It’s “Nailed” Ahead of Early November Firmware Release – REPORT

Fellow Fujifilm shooter photorabz was at the Salon de la Photo photography fair in Paris.

There he had the chance to talk to Fujifilm reps about the upcoming firmware updates and this is what he was told (video below):

  • Fujifilm is working on the firmware since May
  • the firmware is for X-H2S, X-H2, GFX100 II, X-S20, X100Vi, X-T5 and maybe also the X-T4
  • Fujifilm told him that this time they nailed it very well
  • Fujifilm is very happy with this new firmware and they are very optimistic
  • the firmware will be announced on October 14, but it will be released, he thinks, in early November

As usual, I believe it only when I see it.

And actually, we might already see the newest AF algorithm in action with the X-M5 on October 14.

US Dollar Price for Fujinon XF16-55mmF2.8 II and XF500mmF5.6

We leaked the price for the Fujinon XF16-55mmF2.8 II and the Fujinon XF500mmF5.6 in £ and € already in this article.

Well, I have received information about the price in US Dollar, which is not yet multiple checked but I share it anyway, because the announcement is close and I don’t know if I’ll be able to get it multiple confirmed. So take it with a grain of salt for now.

But the price I hear is the following:

If accurate, then the price of the new Fujinon XF16-55mmF2.8 II in USA will remain identical to the one of its predeccessor. That’s not the case in Europe, where we will get a €/£ 50 price jump.

As far as the XF500mmF5.6, it should cost $500 less than it’s sibiling, the Fujinon GF500mmF5.6. That’s more or less in line with the pricing in Europe, where we have about the same price gap between the two lenses.

I have no information about the Fujifilm X-M5 price, but I’d say it’s likely to cost around $799, considering it costs €899 in Europe. But that’s just an educated guess, not a rumor.