Fujifilm FY2024: Pro Imaging Revenue Up 21%, but Risks of $140M Loss due to U.S. Tariffs – Price Hikes and Product Strategy Change Likely

Once again Fujifilm has published very positive sales figures as far as their imaging division goes.

  • Professional Imaging: Revenue ¥50.1 billion (up 20.9% YoY)
  • Digital camera sales grew mainly in Europe, the U.S. and China
  • Robust sales of the four models launched last year — X100VI, GFX100S II, X-T50 and X-M5— boosted revenue.

However, things might go worst in 2025, with Fujifilm estimating an overall operating income loss of USD140 million. That’s a 6% loss on their overall estimated income for the fiscal year 2025.

The potential impact on the projected full-year operating income of ¥331.0 billion is estimated to be a negative USD 140 million as a baseline, with a fluctuation range of USD ±100 million, taking into account such measures as reevaluating our supply chain, further reducing costs, and restructuring our product and pricing strategies to minimize the impacts. Potential impacts from future tariff negotiations between the U.S. and other countries, as well as reduced product demand resulting from reciprocal tariff applications, are not included in this estimate due to the difficulty of making a reasonable assessment at this time.

Fujifilm is trying to respond in several ways to the new circumstances, including a “revised” product and pricing strategy. What they mean by that is I guess pretty obvious: increased pricing and delayed product launches (or no more product launches/shipments at all in USA).

For example, I’d not be surprised if the upcoming Fujifilm X Half would not be even sold in USA.

In response to the U.S. tariff policy, the Company will pay close attention to future dynamics and take swift and necessary measures — such as reviewing our supply chain, further reducing expenses, and revising our product and pricing strategies — to minimize any negative impact on the company-wide performance.

Look, Fujifilm as a company will survive this. I am not worried about them.

But I don’t know if all the smaller photography stores will be able to get through this uncertain and tough period. That’s what I worry about.

via Fujifilm here, here and here

Fujifilm Europe Massive Sell Out of 5th Generation Cameras and Lots of XF/GF Lenses

Last week, Fujifilm UK launched significant rebates on nearly every 5th-generation X-Series camera—excluding the new X-M5 and the wildly popular X100VI. Now, the rest of Europe has followed suit, with similar discounts rolling out across the continent.

But keep in mind: rebates might vary by country, and even within the same market, prices can differ between retailers. The discounts listed here (in €) reflect current German store promotions, but your local deal might be slightly different.

And don’t forget to compare prices across multiple stores as there might be differences. For example:

You know why this is happening, right?

It’s all going to be impossible to sell once this beautiful camera is out ;).

  • ATTENTION 1: In Germany these are Cashback Deals
  • ATTENTION 2: AmazonDE is not listed among the authorized reseller for these particular cashback deals. However, I will list AmazonDE below, because in some cases they have better or same prices. Please compare prices. Fotokoch, Fotoerhardt and Calumet are all eligable for cashback.

X Series Camera + Kit Deals*

X Series Lenses

GFX Deals in UK

* alle Angaben ohne Gewähr

Fujifilm X-Half Coming with about 10mm lens and f/2.8 aperture

When we leaked the very first image of the Fujifilm X-Half, the resolution was quite low and some parts of it were hidden behind red markings.

For example, we could not read the focal length of the lens and only badly read its aperture.

But today I can be more specific.

The Fujifilm X-Half will come with an around 10mm lens and an f/2.8 aperture. That’s according to our trusted sources.

Considering it sports a 1″ sensor, this means it is a about 27mm FF equivalent lens.

Rumored Specs

Fujifilm X-Half Coming with New “Film Roll Mode” and This is How it Works

The Fujifilm X-Half will be quite more experiential than what we think.

Not only will it be a digital half frame camera, and we explained how it works here.

It will come with other new concepts, one of them we can explain to you today.

The Fujifilm X-Half has a mode that, when enabled, will not allow you to change settings or see pictures before your reach a certain number of pictures (for example 36 pictures).

Now, I don’t know how Fujifilm is going to call this mode, but I’ll call it the “film roll mode”, because, like shooting on film, you can’t review your images immediately or swap rolls after each shot.

Rumored Specs

 

LEAKED: Fujifilm X-Half US Dollar Price (but Pre-Tariffs)

So, Fujifilm is now teasing a new camera with the phrase “Half the Size, Twice the Story“.

This is old news for FujiRumors readers, since it’s months now that we tell you that Fujifilm will launch a half frame camera with 1″ sensor and that it will be called Fujifilm X-Half.

But what we haven’t leaked so far is the price.

So let’s do it today.

According to our sources, the price for the Fujifilm X-Half was set at around $700.

But ATTENTION: this was the price set BEFORE Trump announced the huge tariffs.

We know:

The Fujifilm X-Half is made in China. So it will be subject to 145% import taxes (as it stands now).

So let’s do the math: 700 USD + 145% = 1,715 USD.

I don’t know the value of the X-Half at import, but if it would be around $500, that would still make bump the price to 1,225 USD.

In short: the Fujifilm X-Half will be impossible to sell in USA for that price.

Unless Fujifilm works out some magic to absorb or bypass tariffs, or if tariffs aren’t removed between now and May 22 when the announcement happens, I would not be surprised if Fujifilm would simply not sell it in USA initially.

NOTE: I always keep track of every rumor I share, so at the end of the year I can see how many I got right or wrong. This time I will put this rumor in a section “not in ranking”, because tariffs are a crazy variable and I am sure that not even Fujifilm US itself knows if they’ll be able to sell it for $700 on May 22 (as they planed) or not.

Rumored Specs

BHphoto Lists Fujifilm X-Half on Their Website, But Tariffs Might Make it Impossible to Sell in USA

BHphoto has now listed the Fujifilm X-Half on their website.

We know: the announcement is May 22 at 1AM New York time.

The problem is that we also know it is made in China, hence subject to 145% tariffs.

I doubt with such tariffs the Fujifilm X-Half will be shipped to USA as it will be basically impossible to sell.

Rumored Specs

Fujifilm GFX100RF Now Shipping in USA

It might seem nothing special, but given the circumstances it is quite a good news this time.

The Fujifilm GFX100RF started shipping in USA as reported over at the massive Fujifilm GFX group.

So our previous report that a first Fujifilm GFX100RF shipment reached US soil before the tariffs hit was accurate.

But that might well be the only good news. Pre-orders have basically stopped in USA as we reported here.

It remains to see if enough GFX100RF units arrived to the US to ship out at least all pre-orders. But I doubt that.

Fujifilm X-Half Announcement on May 22 at 1AM New York Time (7AM Berlin Time)

Fujifilm started to officially tease the upcoming Fujifilm X-Half camera, as we reported here.

Well, we now can share time and date of the announcement.

The Fujifilm X-Half will be announced May 22 at 1AM New York time (7AM Berlin time).

Rumored Specs

23 Fujifilm Products Win Red Dot Design Award 2025 and This is How Much it Costs Fujifilm

23 Fujifilm products have won the Red Dot Design Award 2025.

As far as photography related gear goes, these are the winners:

This might cost Fujifilm at least 100K+ USD.

And I am not making this number up randomly.

In fact, RedDot has a public price list on how much licensing fees cost (something between 5K and 12K).

The most “basic” package is the “Winner Package Regular” which costs 4,900 Euro.

But depending on which package you purchase, you can also end up paying 12,800 Euro for a single award. Plus, you can also purchase optional extras that can cost many thousands of Euro on top of it. And then there are also the registration fees that have to be paid upfront.

So let’s assume Fujifilm went for the most basic package, they have spend 112,700 Euro (130,000 USD) to purchase the RedDot Brag Right awards.

And consider that Fujifilm is just one company. Tons of other companies pay lots of money too to “win” these awards. Now you can figure it our yourself how much money these “Award” companies make with these awards.

Press Release

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

First Official Fujifilm X-Half Teaser Launched

Fujifilm has just published a video (see below) with the first teaser of a new camera and the catchphrase “Half the Size, Twice the Story“.

It is the long rumored Fujifilm X-Half, although in the comments to the various posts Fujifilm made I read about Fujifilm X-Pro4 (or X-Pro5) and Fujifilm X-E5 speculations.

But “Half Size, Twice the Story” perfectly matches with the way the camera operates and we explained it here.

How long until the announcement?

I don’t know. But as a reference, with the Fujifilm GFX100RF the announcement (March 20) happened about 2 weeks after the first teaser on March 6.

If we apply this to the Fujifilm X-Half, then it means the announcement could happen in very early May. But that’s not a rumor, just a speculation based on how Fujifilm managed teasers in the recent past.

Rumored Specs