RUMOR: Fujifilm is Working on a THIS Camera

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The Rumor

So, we have received a rather intriguing rumor.

According to trusted information, Fujifilm is working on a new compact camera with a 1″ sensor.

I personally had lost hope to see a new 1″ compact camera, even though after the release of the – currently substantially rebated – Fujifilm X half I saw an opportunity for one. So I am happy hear from trusted sources that Fujifilm is working on one.

** Please Get it Right **

But here is where I have to be clear… and you should read carefully.

Our sources only told us that Fujifilm is working on a compact camera with 1″ sensor.

They did not tell us if it will be the successor of a known line, or a new camera, or something super-experimental like the Fujifilm X half.

So all we can do for now is to make random speculations.

So let’s do just that, because it’s fun :).

I guess the most obvious speculation is that Fujifilm could revive any of its 2/3rd sensor cameras with a 1″ sensor. So we are talking about a successor to the Fujifilm X30, Fujifilm XQ2 or even the forgotten Netflix star, the Fujifilm XF1.

I mean, Fujifilm already took the leap to 1-inch with the Fujifilm X half, and in a previous article I wondered whether, now that Fujifilm has this sensor “in the house,” they might seize the opportunity to revive some of their beloved discontinued 2/3-inch sensor cameras, but this time with a 1-inch sensor.

In fact, I even ran a survey asking which camera you’d most like to see come back:

In the survey, the Fujifilm X30 successor came out on top.

But again: everything I know so far is about a “compact camera with 1″sensor“.

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Fujifilm Holiday Savings: What Deals Expire December 28 vs. What Lasts Until January 18

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Some of you have asked when the current Fujifilm X and GFX holiday savings will expire. Here’s the quick overview.

Most of the Fujifilm deals are running well into the new year and will officially end on January 18.

However, there is one exception you should be aware of: the $200 price drop on the Fujifilm X half is only available until December 28.

Fujifilm went super-aggressive with the GFX deals thanks to an up to $1,000 rebate which is even made better by the addition of a free CFexpress Type B and camera bag only at BHphoto.

The Top Deal – save $1,000 + Free CFexpress Type B card and Camera Bag

X Cameras

X Lenses

GFX Gear

* freebies at BHphoto include a free CFexpress Type B Card and a camera bag

Instax Gear

Fujifilm X half – save $200
BHphoto / Amazon US (black – charcoal – silver) / Adorama / Moment / Nuzira/ BestBuy / Paul’s Photo

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Boryoza GFX-XCD Adapter Coming Soon – But The Fundamental Problem Remains

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Boryoza is working on the Fujinon GF to Hasselblad XCD adapter.

It should come out in the first months fo 2026.

With this adapter, you’ll be able to use Fujinon GF lenses on Hasselblad XCD mount cameras (for example the Hasselblad X2D II).

Of course you’ll still have the one main problem that makes every Hasselblad X-D camera not an ideal choice for adapting third party lenses: since it does not have a mechanical shutter, you’ll only be able to use it with electronic shutter.

That’s a problem you don’t have in the GFX world, because it has a mechanical shutter and it’s actually a fantastic camera to work with adapted lenses. In fact, in our Fujifilm GX group there is so much awesome work shared that is done with adapted third party lenses.

Boryoza Adapters:

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The GFX Shockwave: How Fujifilm Is Breaking the Full-Frame Narrative

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GFX Rise

As we have seen, the GFX system is steadily growing. So I guess it’s time to dedicate it an image roundup.

But before we share the images (scroll to the bottom to enjoy them), I have a few thoughts to share.

A Peaceful Post

And look, guys. It’s holiday time, Christmas is near and the last thing I want is that we jump on each other and fight in the comments about little things.

That’s why I don’t want to publish anything controversial that could trigger hate in our hearts, divergent opinions in the comments and a good dose of sh*tstorm towards my humble person.

So I thought: what could a super-peaceful topic be? One we all agree upon?

And well, I found it after once again I read a comment that pops up regularly in the comments and on forums: Fujifilm’s marketing is contradicting, as they initially said sensor size does not matter, but then released the GFX.

Now that should be a non-controversial and peace-triggering discussion, right?

So let me share my point of view, which of course is not an opinion, but an irrefutable truth nobody shall dare to question!*
*I am kidding, guys

Full Frame’s Contradiction?

Fujifilm always said it: sensor size is not everything.

In fact, smaller sensors have a series of advantages, from speed, size, price and more, which we have listed here. And also in terms of computational photography the smaller the sensor, the easier you can make its magic work. So a smaller sensor might be even more future proof from this point of view.

But that’s just BS according to Sony, Canon and Nikon, who neglect their APS-C lineup and delivered the opposite message: a bigger sensor is always better.

And look, this narrative was fine…

… until the Fujifilm GFX came along.

Suddenly there was a camera on the market, with a sensor 70% bigger… of fuller… than full frame and in some cases even smaller bodies than some full frame cameras.

At this point the full frame mantra “a bigger sensor is always better” was no longer a proper marketing or forum phrase, as this would implicitly mean that full frame shooters could level up their game and get 70% better “Image quality” (whatever that means) by using the Fujifilm GFX system.

So the new full frame narrative became: sensor size is not everything. Smaller sensors have advantages in terms of speed, size, price and more.

That’s correct, but does it sound familiar?

You got it, that’s exactly what Fujifilm said right from the beginning: sensor size is not everything. Finally also the Full Frame world got this message.

Look, everything is a compromise, a balance, a matter of choices and priorities. And there is no “best” system. Sensor size is just one of the many aspects to take into account when choosing your system.

Fujifilm’s Contradiction?

So we established it by now: many Full Frame supporters contradicted themselves by first saying that a bigger sensor size is always better and then adopting Fujifilm’s point of view that a bigger sensor is actually not always better.

But did Fujifilm contradict itself too?

Because if sensor size is not everything, why even bother launching the GFX system?

Well, I see no contradiction, and here is why.

First off: when launching a second system, Fujifilm did not look at the market as a whole, but at their own offering. And from their point of view, precisely because sensor size is not everything, the difference between APS-C and Full Frame was not enough to justify an additional FF system.

Add to that the plethora of advantages that X-Trans offers (less color noise, less moire, more pleasing film-like grain and more), and going Full Frame made even less sense.

And yes, some trashtalked X-Trans for having some flaws, but we debunked those a long time ago with hardcore facts.

So, for Fujifilm, the combination APS-C and X-Trans was the way to go.

But Fujifilm also realized one thing: there are photographers out there, who can make compromises on many things, but not on image quality – and here is where the Fujifilm GFX system comes in.

If you are anyway willing to compromise on image quality for other benefits (smaller size, more affordable, faster sensor readout, etc), then APS-C is probably the sweetspot (as DPReview, Petapixel and other claimed here).

But if you are not willing to sacrifice on image quality (without breaking your bank account) then Fujifilm GFX is the way to go: it will give you the best image quality possible at a reasonable price.

Yes, you are going to spend more money, you will have bigger lenses, the sensor readout will be slower and what not. But if you can accept those compromises, you’ll be rewarded with the best image quality you can find on the market in a still portable (I talk out of experience) and fairly priced package.

So, there is no contradiction: for Fujifilm it just made sense to offer APS-C for those, who want a balanced system and GFX for those who can’t compromise in image quality. It’s consistent and logical.

I am not here saying this was the right choice. Only time will tell. But it’s a choice I understand from Fujifilm’s point of view.

Enough Talk

And now to the true point of this article: the images!

I went through the work shared at our Fujifilm GFX group and selected some images.

This is just a little taste of what the GFX system can do for you ;).

Esteban Gil – shared here
GFX100 You shouldn’t use non native lenses on the GFX.
My cheap laowa 17mm: Hold my beer
Magbox+AD300

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