Fujifilm to Bring Improved Image Quality and Colors to Vivo X200 Ultra Phone – Report

According to rumors surfaced on the web, Vivo is cooperating with Fujifilm for the next Vivo X200 Ultra smartphone.

The phone will use Zeiss optics, and as far as I understand, Fujifilm will provide the imaging software in order to get “more professional results” through image quality improvements and better color reproduction.

Now, I have no idea how reliable these rumors are. But if true, then Vivo has shown lots of wisdom ;).

Anyway…

We remind you that Fujifilm patented its own foldable smartphone, and we reported about it here.

And yes, software can play a significant part in the image quality results. In fact, it was Fuji’s software that convinced them to go with GFX, as we told you here.

via gsmarena via JohnnyManuel_89

Kipon Leica S to Fujifilm GFX Autofocus Adapter Available Now

Kipon has launched their Leica S to Fujifilm GFX adapter, as spotted by a fellow FR reader, who shared the link in the comments to our earlier article (THANKS!).

The adapter is already available for sale at the Kipon website here and it should be available at some point also at BHphoto here and Amazon here.

More details below.

Description

KIPON Leica S-GFX AF allows you to use the Leica S medium format (45*30mm) lens on the Fujifilm GFX medium format (44*33mm) camera, and realizes autofocus function. The adapter is compatible with a wide range of Leica S-series lenses, including zoom lenses.

Leica S-GFX AF is equipped with the new generation MCU (Microcontroller Unit) which delivers accurate autofocus with stable performance. Taking into consideration that Leica S lenses are equipped with traditional motors, we optimized the software algorithm during the development to ensure the lens can focus as fast as possible, maximized the usability.

Leica S-GFX AF supports Eye-AF, EXIF information transmisssion, PDAF, etc. The adapter comes with a Type-C port for firmware update. We will supply firmware upgrade if necessary.

We start to deliver from Jan 20, 2025.

Features

  1. Durable, high quality
  2. Made of Alum or Brass, with perfect surface finishing and super precise design
  3. Fast and accurate autofocus
  4. Support Eye-AF, EXIF information transmisssion, PDAF, etc.
  5. Type-C firmware update
  6. Infinity focus is available
  7. Removable tripod support

The Big Accessories Roundup: Kipon 0.62x GFX Focal Reducers, X100VI Protective Case, Batteries, Tilta Factory Tour and More

Flash / Accessories / eBooks

Today we have a major accessories roundup. It goes from batteries, the Fuji X Weekly Protective Case for Fujifilm X100VI / X100V / X100F, tripods and much more.

Also a very interesting Tilta Factory tour by CineD is linked below.

At the very bottom you can find the press release for the Kipon 0.62x focal reducers for GFX.

And since we also talk about batteries, we will refer also to a series of articles on FujiRumors, in which we talked about batteries:

Accessories Roundup

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

Fujifilm UK Manager on Niche Products Expansion, Instant Gratification with Film Simulations, Adapting to Market Habits and More

Part 2 of the interview Fujifilm UK manager Theo Georgiades went online (part 1) and can be read at amateurphotographer here.

In short:

  • Focus on reaching a new audience, including younger people and first-time photographers (hence not only younger people)
  • Quality straight out of camera is a bigger thing now
  • Instax and Film Simulations are so popular because many people want instant results
  • we’ve had film simulation for the last 10 years but it’s really taken off since 2023 with our recent cameras
  • New generation consumers exhibit different shopping behaviors.
  • Earlier camera launches (e.g., X-T1, X-T2, X-T3) led to corresponding spikes in lens sales.
  • Current buyers of camera kits seem content with the included equipment, showing less interest in additional lens purchases.
  • Smartphone generation tends to prefer owning one or two lenses.
  • Lens popularity now depends on the user type and the camera launched (e.g., 70-300mm X-Mount and primes remain popular).
  • Fewer people purchase multiple lenses upfront compared to earlier trends.
  • New users typically start with their camera and kit lens, investing in additional lenses over time.
  • Adapting to these new market habits is essential for the brand.
  • The X-M5 has gained popularity among new audiences, unlike earlier X-M or X-A models, which performed modestly in regions like the UK but thrived in Asia.
  • Traditional users often prefer cameras with viewfinders, like the X-T50 or X-S20, while newer audiences, such as content creators and step-up smartphone users, are accustomed to shooting via screens.
  • Shifts in shooting preferences, like not needing a viewfinder, have removed previous barriers, enabling product diversification.
  • This evolution allows Fujifilm to cater to a wider audience and explore niche features in future products.
  • Increasingly, people are gravitating toward dedicated devices like Instax, X Series, or GFX, moving away from reliance on smartphones to avoid distractions.
  • A new film camera? The manager has 25 years of experience with Fujifilm and has learned to “never say never”
  • Film photography is experiencing a significant resurgence, evidenced by increasing film sales.
  • Film cameras are gaining popularity
  • But businesses must differentiate between long-term opportunities and short-term trends.
  • Fujifilm continues to leverage its Instax range of instant film cameras and printers to meet market demand.
  • The GFX line was launched in 2016 with the goal of diversifying Fujifilm’s offerings.
  • The aim was to grow the medium format market, which had become stagnant, while also challenging the full-frame market.
  • The quality of video from the GFX sensor has continuously improved.
  • GFX remains a key focus for Fujifilm, and the company is excited about its future.
  • Fujifilm is committed to pushing the GFX line further and not becoming complacent (hence also GFX Eterna announcement)

I guess the part that got me pumped the most was when he talked about “becoming more adventurous with niche features in the coming years“.

We got hint of some of those “adventures” already:

And we have a Fujifilm X-Pro4 (or X-Pro5 or X-Pro6) that takes so much time to come, and this makes me think it could come with some “adventurous niche features” too.

Yes, I know. If I was in charge of Fujifilm, the company would go broke within a few months, because I am really just mostly drawn into their niche product lines. And I have zero interest in hybrid cameras, as my Fuji’s don’t shoot video at all. But in order to survive as a camera company, Fujifilm does have to offer more mainstream products too and “adapt to the market”. So I guess I have to put my heart in peace and accept that part of the R&D goes into products and features that I don’t care about (for example, I do not have any interest in the upcoming GFX Eterna).

But if adapting to the market helps Fujifilm to survive and maybe even thrive, than so be it. It’s just good to know that Fujifilm does not lose its soul and keeps niche products and features on their roadmap.

Fujifilm UK Manager says Fujifilm Ranks 3rd in UK, X100VI Waiting Decreased, X-Pro/X-E Love and a Surprising Best Seller

image courtesy: amateurphotographer

Theo Georgiades, general manager of Fujifilm Imaging Solutions UK, gave an interview to amateurphotographer which you can read here.

Most surprising to me: this camera here is the 3rd best selling Fujifilm camera in UK after the X100VI (1st) and X-T5 (2nd)

In short:

Market Share

  • Our recent product launches have really set us apart from other brands… we’ve always been a bit different.
    (Fujifilm launched the Fujifilm X100VI, X-T50 (with film simulation dial), GFX100SII (medium format) and X-M5
  • We’re trying to create our own niche in the marketplace
  • Especially in the UK, Fujifilm has proven that we can be strong on our own without having a full-frame offering.
  • Fujifilm is now number three the UK market in terms of sales value, behind only Canon and Sony
  • That includes all camera types, including compacts

X100VI Demand

  • X100VI was a huge success and GFX system is growing
  • The demand for the Fujifilm X100VI was not underestimated but exceeded expectations.
  • Forecasting for a new product launch is approached prudently to avoid overstocking.
  • The launch day response for the X100VI was unprecedented, with overwhelming orders globally.
  • Criticism of planning is deemed unfair, as it overlooks the complexities of the background processes.
  • Fujifilm quickly recognized the unexpected demand and acted swiftly to increase production.
  • Developing and launching a camera takes up to two years, making rapid supply increases challenging.
  • Fujifilm began ramping up production within days of the X100VI’s announcement.
  • Since September, allocations to retailers have increased, and waiting times have significantly decreased.
  • Customers now experience shorter wait times of a couple of months instead of six, despite high demand.

Best Sellers

  • in UK, the X100VI surpassed sales of X-T5, although they are pretty close
  • X-T30 II is third, which went viral similar to X100VI
  • X-T50 had a really good start, then a bit of a dip, and has now started to pick up again

Film Simulation Dial

  • film simulation dial has attracted lots of new users

X-Pro and X-E line

  • Fujifilm has plans for new X-Pro and X-E cameras.
  • The Covid lockdown caused semiconductor costs to skyrocket, impacting production timelines.
  • Rising costs forced all brands to reprioritize product development cycles
  • The X-Pro and X-E series remain important to Fujifilm and are valued by the company and enthusiasts alike.
  • Development takes time, but Fujifilm is committed to these camera lines.

So the Fujifilm X-Pro and X-E line will both continue and Fujifilm says “we love those lines“. So they both will continue.

BREAKING: Fujifilm GFX100RF First Specs: No IBIS, GF35mmF4 Lens and Coming March 2025

As we told you yesterday, an anonymous source contacted us with the details about the upcoming fixed lens Fujifilm GFX camera.

First off: THANKS for the help!!! And second: it’s all very accurate according to my trusted sources, except for one thing (and at this point you know what). If you want, we can chat 100% anonymously via Signal to talk about it.

So these are the first specs of the Fujifilm GFX RF.

  • Name: Fujifilm GFX100RF
  • 100 Megapixel
  • No IBIS
  • GF35mmF4 Lens
  • Coming March 2025 (it’s unclear if this is the date for the announcement of for the shipping… or maybe even both? I will let you know if I figure that out).

No IBIS makes sense, considering that it will be very compact for a medium format camera. In fact, we told you it will be “about the size of the Fujifilm X-Pro3“.

Also 35mm was to expect, as we always told you it will be a 28mm equivalent lens (hence 35mm on GFX). We also told you it will be an f/3.2 lens, but we were not sure if it was f/3.2 on GFX or f/3.2 Full Frame equivalent. Well, we can now say it will be f/3.2 FF DOF equivalent (hence f/4 of GFX)

Related articles:

CineD Fujifilm Manager Interview: GFX Eterna Affordable Premium Cinema Camera and More than Just a GFX100II Rehousing

CineD had another interview with a Fujifilm manager (first interview here).

This time they talk to Yuji Igarashi-san. You can see the video above as well as a quick summary of the interview:

  • Fujifilm calls it a filmcamera and not a cinema camera because of Fujifilm’s heritage
  • this year Fujifilm celebrates its 90th anniversary
  • Fujifilm started with film stock for cinema
  • Fujifilm is in the business since a long time and still makes lots of cinema lenses, so Fujifilm is familiar with the film industry
  • X-T2 was firs 4K capable camera
  • Fujifilm continued to put more features in their still cameras
  • then Fujifilm came with more hybrid cameras
  • GFX100 II is also a hybrid camera where you can switch quickly between stills and video
  • the decision to make a cinema camera was made when the large format GFX100 camera has been used for actual video production
  • Fujifilm started to get lots of feedback from productions to bring a dedicated GFX cinema camera
  • when asked how they are going to market it agains competitors, the Manager says that the main carachteristics and unique selling point of the GFX Eterna is the color reproduction
  • another selling point are the optics, such as the GF32-90mmF3.5
  • another selling point is of course the large format sensor
  • Fujifilm won’t make just this camera and that’s it. Fujifilm is now committed to this product lineup, so Fujifilm will also invest in making more lenses
  • you can use the newly designed lenses like the GF32-90mm, but also all other G mount lenses. There are Premista and Cabrio lenses and then there is also the PL mount adapter coming
  • Pricing: if you look at GFX system, photographers shooting stills and aspiring to shoot medium format, but that was often too expensive and they had to rent it. Fujifilm brought that medium format to a more affordable price
  • Fujifilm wants to achieve the same also with the GFX Eterna [admin note: meaning making it more affordable compared to competitors.]
  • still a premium product, but a more “affordable premium”
  • when asked about concerns that the GFX Eterna is just a rehoused GFX100 II, the manager answers: “One of the reasons why we announced this product so early is that we wanted to get feedback and make sure when we launch it it’s a proper launch so there are no quirks and so. The current GFX100II needs rigs and changes to be used for cinema production. Fujifilm wants to make the workflow as seamless as possible with the GFX Eterna. If Fujifilm would just put the GFX100II in a box, it would not take Fuji 2 or 3 years to develop the GFX Eterna. The reason it takes so long is that Fujifilm wants to make sure they are covering all the points that potential users could be concerned about.

How Many Cameras and Lenses Does Fujifilm Release Every Year? And What it Could Mean for 2025

Some asked us how much gear Fujifilm releases every year.

So we decided to check back the last 3 years (2024 included, since there won’t be any more announcements) to see what the current pace at Fujifilm is. Below are the results.

Gear released in 2024 – 4 cameras and 4 lenses

Gear released in 2023 – 2 cameras and 4 lenses

Gear released in 2022 – 3 cameras and 4 lenses

So, overall we see: we get 4 lenses a year for X/GFX system combined.

2024 was more focused on the X series with 3 lenses for the X system and only one lens for the GFX system.

As far as cameras goes, we can get 2 to 4 cameras a year.

What does it mean for 2025?

CAMERAS in 2025:

As of today, the state of the rumors as far as cameras coming in 2025 goes is the following:

If Fujifilm maintains the pace it set in 2024, there could be room for one or maybe even two more camera releases in 2025, considering that the 1″ sensor camera might not be counted in the lineup we discussed earlier, which focused solely on APS-C and medium format models.

LENSES in 2025:

Fujifilm has quite consistently released around four lenses each year, combining both X and GFX series models.

So far I have no rumors about future lenses, which means you have four slots you can fill in with your wishes. :)

If anyone out there can maybe give us a hint on future X and GF lenses, feel free to reach out to FujiRumors. Your help would be greatly appreciated.

Overall, 2025 remains a significant mystery, but I’m hopeful that our trusted sources (and maybe some new ones) will be able to shed light on some of the unknowns and provide insights that will make us even more excited for what’s to come.

Until then, keep shooting, keep enjoying life… and every now and then, keep checking in on FujiRumors ;).

Sigma CEO: “We Need to Make Really Good Lenses for Fujifilm GFX to Become the Master of Optics”

Already at the beginning of the year, the Sigma CEO said “if we want to master optics, we need to support Medium Format”

Well, the Sigma CEO has renewed his interest in making lenses for GFX, as you can read below.

Q: Have you guys considered making any optics for the Fuji GF system or like a larger sensor medium format system?

G: Okay, so a question about future roadmaps related to Fuji GFX systems.

K: Yes, I do personally. My vision for the company’s future is to become the number one optics brand or “master of optics”. In order to become such a premium brand, we need to make such –  really, really good lenses for that format. So, I would like to challenge.

Nothing really new and basically just the same statement he made earlier. But readers asked me about again, so I thought it might be good thing to highlight that Sigma has interest in making such lenses.

And sure, I know he’s always emphasized that it’s just his personal opinion that they should make it. But some opinions carry more weight than others, and since he’s the head of Sigma, we can be pretty confident that he’ll strongly advocate for the development of GFX lenses.

Also, remember that the reason Sigma was hesitant to offer X-mount lenses (after Fujifilm lifted their restrictive policy on third-party support) was due to the need for a larger market share in the Fujifilm X system. Sigma isn’t going to invest R&D in making lenses for systems that don’t promise a return on investment. So the fact that Sigma’s CEO is now advocating for G-mount lenses could indicate that the GFX market share has grown large enough to be appealing for Sigma.

You can read the full Q&A and interview at the Sigma Blog here.

Fujifilm’s New Camera Coming with New Sensor Size (Never Used Before by Fujifilm)

We told you that Fujifilm will launch an all new camera, and that that camera will have an all new sensor.

So speculations arose about maybe a 50MP BSI sensor for the GFX system, or a stacked 40MP sensor, a monochrome sensor and what not.

But apparently we have to think different, because our sources would like me to clarify that it will feature a sensor size never used by Fujifilm so far on any of their digital cameras.

So could it be the rumored XPan panorama sensor for the TX-3? That would definitely have a new sensor size.

But nope, it’s also not that. The Fujifilm TX-3 is actually still debated inside Fujifilm and would eventually make its appearance earliest in 2028 for the reasons we explained here.

For your reference, here are the sensors used so far by Fujifilm (and hence won’t be used by this camera):

  • it’s does not have a Medium Format GFX sensor
  • it does not have an APS-C sensor
  • it does not have have a 2/3-inch sensor (Fujifilm X30, X20, X10)
  • none of the smaller sensors that we find in Fujifilm Finepix cameras

Oh, that’s trusted stuff, so you can put aside doubts and perplexities and just enjoy guessing what Fujifilm might have in store for us.

Speaking of fun, I’ll include a survey below with various sensor size options—feel free to submit your guess in the poll.

The new Fujifilm camera will use this sensor:

View Results

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