The 7Aritsans AF 10mm f/2.8 has now been officially unveiled in China as reported by the Chinese social media account of 7Artisans here.
It should soon be available at Amazon here and BHphoto here.
Down below you can see the images shared by 7Aritsans and other Weibo accounts such as 独立摄影师联合会 here.
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.
Worldwide
From time to time, we should be reminded that light, moment and inspiration matter more than megapixel, specs and AF speed.
I mean, I am the first to admit that I also enjoy talking about gear here on FujiRumors. It’s fun—there’s just no way around it. :)
But the words we speak here, the chats we have… I don’t print them big, frame them, and hang them on a wall. I don’t print and frame the spec sheet of the latest camera.
What I do print instead are the images I’m most happy with.
And that’s what this post is about—a little roundup of photographs shared by you, the Fujifilm community. It’s a chance to pause the gear talk for a moment and just enjoy what really matters: the images.
And look… I know. These image roundups don’t get many views. They take a ton of time to make. They don’t boost traffic. I guess that’s why no rumor sites make them.
But I decided—I don’t care.
I’ll do an image roundup now, and I’ll try to do more in the future. Because they matter to me. And maybe to a few of you, too.
In a world where others make up rumors in a vile attempt to grab your attention and profit from your good faith, we go the opposite way: we don’t share the endless stream of dubious and fake rumors we receive. Instead, we focus on what matters—enjoying photographs.
I might lose time. I might lose traffic. But I’ll be proud of this article… and of the amazing Fujifilm community that is capable of creating such wonderful images.
The Best Fujifilm Communities
For today’s image roundup we take a look at images shared at our immense Fujifilm Film Simulation Group.
You’ll see the power of Fujifilm colors in action. Enjoy :).
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by Emanuele
📸 Fujifilm x100VI
📍 Venezia, Italy
🎞️ Last Summer Roll
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Fujifilm X-T30 II Discontinued? The Confusion Explained
For a short time, B&H Photo marked the Fujifilm X-T30 II as discontinued (it’s now back to showing “out of stock”).
Not only that—B&H even sent out an email to customers waiting for the X-T30 II, saying the camera had been discontinued and suggesting alternatives. (I have the screenshot if you’d like to see it 😉).
And usually, when a store marks something as discontinued, it’s because the manufacturer told them there won’t be any more unit coming so they should not offer it for sale on their store anymore.
At that point, it looked like a clear case: B&H had “officially discontinued” the X-T30 II, and we reported it as such.
But then Fujifilm stepped in. In comments given to Petapixel, Fujifilm stated:
Where We Stand
I run a rumor site. I don’t have the luxury of firing off emails to Fujifilm HQ and getting official statements on demand. I have to work with what’s in front of me. And in this case, we had:
So yes, in the article we wrote: “B&H Photo has now officially discontinued the X-T30 II.”
Petapixel later called our report a “false rumor” and “inaccurate.” Fair enough—they can confirm things directly with Fujifilm, while I can only report what retailers are showing. That makes them inherently better positioned to be “more accurate.”
But fact is: we never shared the X-T30 II discontinuation as a “rumor.” We simply reported what we saw listed on B&H Photo, backed up by the emails they themselves sent out.
Still, I’ll offer an apology—not because our reporting was wrong (B&H really did list and email the X-T30 II as discontinued), but because some readers misinterpreted it as an official Fujifilm announcement. We clearly showed the screenshot and explicitly wrote in the article that B&H had discontinued it, not Fujifilm. If that distinction was overlooked, then it’s not because the facts were inaccurate, but because the article was read in a way it was never written. And yes, I’ll take responsibility for making things clearer next time, even though also publishing screenshots and quoting B&H directly can be misunderstood.
The real problem was for readers who only saw the headline. I started it with “Fujifilm Clears the Way for X-T30 III”, which wasn’t a factual report but my editorial interpretation of why B&H removed the X-T30 II from their website. If someone stopped at the headline and didn’t check the screenshot or read the full article, it’s understandable how they could misunderstand. Once I realized this, I updated the headline to include “at B&H Photo”, making it clear in the headline what the article and screenshot already showed: the discontinuation refers to the retailer—not Fujifilm.
I will take this as a lesson for the future, and thanks to PetaPixel for pointing this out: it’s not enough to make a 100% accurate report. I also have to make clear that every type of reader, from the one who reads full articles to the ones who barely fly over the headline, get the correct message.
But Let’s Get Serious Now 😉
If the X-T30 II is truly such an “active” product, why has Fujifilm Japan de-listed nearly all models from their website, leaving only the silver kit—and that one is out of stock since a long time?
Why is it almost impossible to find in stock anywhere else?
Is the X-T30 II selling like hotcakes, matching the demand of the X100VI or X-E5? Or is Fujifilm quietly phasing it out?
From where I’m standing, that hardly looks like a thriving lineup.
And here’s the key point: the Fujifilm X-T30 III is coming in October. No matter how strongly Fujifilm denies it, our sources confirm it’s happening.
And what is Fujifilm actually doing right now? Are they using the remaining X-T30 II parts to produce as many units as possible before the X-T30 III launch—or have they already started X-T30 III production, repurposing parts that might otherwise have gone into the X-T30 II?
Fujifilm CONFIRMS X-T30 III possibility ;)
And take a close look at what Fujifilm actually said to Petapixel. They didn’t say, “The rumors about the X-T30 II are false because the X-T50 is its successor.” What they said was that they have no indication of an X-T30 II successor. In other words, for the first time, Fujifilm is essentially admitting that the X-T50 is not the X-T30 II’s successor—leaving the door wide open for a true replacement.
And that successor is coming soon.
Today only can now save a whopping $350 on the Lexar 2TB CFexpress Type B card at BHphoto here.
You’ll end up paying $349. But only for a few more hours.
The same card costs $699 at Adorama.
