RUMOR: Fujifilm GFX Eterna Full Announcement in September

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Back in 2024 Fujifilm has announced the development of the following gear

Since then Fujifilm has released several tidbits about the Fujifilm GFX Eterna at the various trade shows.

But when will we get the full announcement?

Well, back in January 2025 an anonymous source told us it could happen June 5-8 at the Cine Gear Expo.

I did warn you to take it with a grain of salt, and I did tell you I’d give you an update on this as soon as I can.

Well…. now I can give you an update. :)

According to our trusted sources, the Fujifilm GFX Eterna should be announced in September.

We are talking of full announcement, with full specs, pre-orders and all that stuff.

But this does not mean we won’t get more details soon, and Cine Gear Expo could be a good opportunity to showcase more of the upcoming Fujifilm GFX Eterna.

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Fujifilm GFX100RF, X-M5 and X100VI Orders Resumed, but Demand is “Incredibly High”

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Due to US tariff policy, Fujifilm stopped to take orders on the Fujiiflm GFX100RF, black Fujifilm X-M5 and the Fujifilm X100VI, as we reported here.

However, it looks like stores are now opening pre-orders again, since you can pre-order it again at most stores.

At the time of this post B&H Photo has still the “request assistance notice on all of these cameras, but that should be gone any moment now.

You can place your order other stores such as at Adorama for GFX100RF here, for black X-M5 here and for X100VI here and at Moment for GFX100RF here, X-M5 here and X100VI here.

Adorama expects to have stock for all of this gear in August 2025.

Moment writes for all of them:

As of June 2nd, 2025, orders for the Fujifilm GFX100RF have resumed. Due to incredibly high demand, there is still a significant Pre-order wait.

Don’t ask me how long this will last. I know some tariffs have been lowered significantly, and that definitely helped to give shipping a chance.

But I have no idea for how long this time window will remain open.

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Fujifilm X half Owner’s Manual Available

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You can now access the owners manual for the Fujifilm X half in html format here. At the moment the PDF is not available, but once available I’ll update this article.

The Fujifilm X half introduces a host of new hardware and software features, so it’s probably a good idea to thoroughly read the owner’s manual.

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BREAKING: Fujifilm XF 23mm F2.8 Pancake Lens Coming June 12

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When Fujifilm showed us the shape of a possible XF23mm pancake lens, they had two version, one a bit longer and one ultra compact.

Well, I guess we can now say they went for the ultra compact version.

In fact, according to our trusted sources, the new pancake lens coming June 12 will be the Fujinon XF 23mm f/2.8.

As a very happy owner of the Fujinon XF27mmF2.8 R WR, I think it is a great move to keep the lens as compact as possible and give it an f/2.8 aperture.

But feel free to share your thoughts in the comments.

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RELAX: The Fujifilm X-E5 Film Simulation Dial Doesn’t Replace Any Existing Dial

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We just told you that the Fujifilm X-E5 will have a film simulation dial.

Well, our sources would like to clarify one thing: the film simulation dial will not replace any of the current dials found on the X-E4.

That means you’ll still get all the classic, tactile controls we’ve come to love from the X-E line—dedicated dials for shutter speed and exposure compensation, just like on the X-E4, X-E3, and earlier models.

So don’t worry: nothing is being taken away. Fujifilm is just adding something new without removing what already works so well.

Now, I know some of you aren’t fans of the film simulation dial. I get it, it’s a controversial one.

But as I have said before (as you can read here) on the Fujifilm X-T50 for example I prefer having the film simulation dial over the drive dial. And I think the film simulation dial is perfect for the Fujifilm X-M5, too.

And to those who ask: “Why do we need a dedicated dial for film simulations?” — I’ll counter with: Why do we need a dedicated dial for shutter speed, ISO, or exposure compensation? Technically, all of that could be assigned to command dials or function buttons.

The truth is, dedicated dials aren’t a photographic necessity—they’re a design choice. Their value lies not in their function alone, but in how they shape your shooting experience. Whether a dial makes sense depends entirely on how you shoot and what kind of interaction with the camera you enjoy.

Fujifilm’s thinking seems to be: if they can offer one more direct and intuitive way to access film simulations—without removing any existing dials—why not do it?

Look, I’d have hated it if, let’s says, the shutter speed dial had been sacrificed for the new film simulation dial. But that’s not the case and I am fine with having the film simulation dial in addition to the existing classic controls.

So keep in mind: our trusted sources confirm that no classic X-E control has been removed. So you can look forward to the Fujifilm X-E5 knowing it still honors the design philosophy that makes the X-E series so beloved.

X-E5 Specs – Rumored

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