Why You Might Love the Fujifilm GFX Eterna – Even if You Hate it (Now)

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Soon Fujifilm will launch the Fujifilm GFX Eterna (as well as this new GF lens).

Right in time for the biggest video-centric photography fair, the IBC2025 in Amsterdam.

To put it down in the kindest way possible, the reaction of most of the FujiRumors community about this camera was… well… let’s say not really enthusiastic.

“What a waste of resources.”
“Fujifilm is taking the wrong path.”
“Who cares about medium format cinema cameras…”

I guess this could sum up the general feeling about it.

But today I’d like to tell you that even if you hate the concept of a dedicated medium format video camera, we all might profit from it.

You see, with the GFX Eterna, Fujifilm isn’t just dipping a toe into video — they are making a statement. A medium format cinema camera is not a half-hearted side project; it’s a commitment to filmmakers, and that commitment will force them to push video autofocus further than they ever have before.

In other words: the GFX Eterna could force Fujifilm to make their biggest autofocus leap since they launched subject detection on the Fujifilm X-H2S in 2022 – well, actually… if we really want to be precise… Fujifilm first offered subject/animal detection on this 2010 Fujifilm camera, as we told you here.

Because video autofocus is one of the most difficult challenges for any camera manufacturer to master. It’s a constantly moving target — literally — requiring lightning-fast processing, precise subject tracking, and intelligent prediction algorithms.

And you know what that means?

It means that when Fujifilm invests heavily in AF technology for video, those improvements inevitably trickle down into stills. The algorithms, refined processing, and subject recognition improvements they might develop for GFX Eterna could also make their way into X and GFX still cameras.

So even if you never plan to shoot a single frame of video in your life, this “waste of resources” could end up being one of the best things Fujifilm has done for autofocus in years.

Is this wishful thinking?

Maybe. But big leaps often come when a company steps outside its comfort zone, as Fujifilm is now doing with the GFX Eterna.

In any case, the Fujifilm GFX Eterna represents a big chance for Fujifilm, not only in regards to the camera itself, but to the necessary firmware refinements it will require.

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Fujifilm X-E5 Gets Great Reviews… and Some Truly Bizarre 1/2-Star Ratings

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The Fujifilm X-E5 has been shipping for a couple of weeks now, and customer reviews are starting to show up on major retailer sites:

Overall, the ratings are very positive. However, the average score is slightly dragged down by a handful of extremely negative reviews that, frankly, are hard to take seriously.

For example:

Well, I don’t really get them.

I mean, these are not really product flaws. You know in advance that the X-E5 has a single card slot—Fujifilm never claimed otherwise. Knocking stars off for something clearly stated in the specs feels unfair. The packaging issue is unfortunate, of course, but that’s more on shipping than on Fujifilm.

It’s like buying a compact car and then leaving a 1-star review because it doesn’t have seven seats.

On the flip side, some customers get it right. At Adorama, one reviewer awarded 5 stars but mentioned they would have preferred an ISO dial instead of the exposure compensation dial. That’s a thoughtful way to review: review the product for what it is, while adding a personal wish list on what would make the camera perfect for him.

In the end, customer reviews are a valuable tool, but it’s worth looking beyond the overall rating and reading individual experiences to get the full picture.
And of course, beyond retailer reviews, there are also in-depth write-ups and YouTube videos—which I’ll share below.

Get Yours


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The Fujifilm Fixed Lens Camera Roundup – GFX100RF, X100VI and X half

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Here is a roundup covering the following Fujifilm fixed lens cameras.

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Review Roundup

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Fujifilm Updates FAQ: Autofocus Explained, Made in Japan Lenses — and Capturing What Doesn’t Exist

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Back in 2023 we already told you about the dedicated Fujifilm FAQ page, in which Fujifilm answers all sorts of questions:

Of course these pages get updated regularly by Fujifilm, and most of them got updates throughout 2025, including the pages in which they talk about autofocus.

But there is much more and I will share just a few topics below.

They cover all sorts of more or less interesting things, such as an updated list of X/GFX lenses made in Japan and they also explain you why your camera takes pictures of something that does not exist (see below) :). They even give you ideas for X half 2-in-1 images.

Fujifilm FAQ Pages

Some Selected Questions

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