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Fujifilm 2017 Rewound: Top Highlights Month by Month

Fujifilm 2017 Rewinded

2017 was another exciting Fuji X year, and in order to cover it properly, I have shared almost 1,000 blog posts.

A lot of things happened, and maybe some of you might have missed something. So I have checked back all articles and selected some highlights for you. No FujiRumors rumors are included in this list.

It was not easy to pick out a few highlights… but below you can find the list month by month. Let us know what you consider the highlight of 2017.

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Fujifilm Vision 2019: “We Work Toward Capturing No.1 Market Share in Premium Mirrorless Market” (Medium-Term Plan VISION2019)

Wow… now that’s an ambitious goal.

Fujifilm just published their new medium-term management plan, called VISION2019, covering a three year period from the fiscal year ending March 2018 (FY2018/3) to the fiscal year ending March 2020 (FY2020/3.).

And regarding their imaging division they write:

  • In digital cameras, work toward capturing No.1 market share in the premium mirrorless camera market, promoting the X Series that continues to evolve with outstanding image quality, fast speed and mobility, alongside the medium-format GFX Series that uses a large sensor, 1.7 times bigger than that of full-frame cameras, to pursue the pinnacle of image quality.
  • Reinforce the lineup of its highly reputable interchangeable lenses to continue to achieve increased revenues and profits in the mirrorless system business as a whole.
  • Broaden the lens business by expanding the lineup of 4K broadcast lenses, launched ahead of the rest of the world, as well as the lineup of lenses for the fast-growing new video production market, including online video.
  • With regard to the “INSTAX” instant camera and film, expand the sales of existing products and promote its square-format products for greater proliferation. Expand printing service solutions with added convenience, e.g. incorporating AI, to boost printing demand from smartphones to maintain the upward trend in profits.
  • FY2020/3 targets: 380 billion yen in revenues, 45 billion yen in operating income and 11.8% in operating income ratio

The competition is obviously very strong, especially from Sony, who are dominating, as we can also see from the AmazonUS mirrorless bestseller charts. But it’s good to see Fujifilm so confident about their present and future products, such as the sensor stabilizied Fujifilm X-T2S and of course the Fujifilm GFX 100S.

And you know what would sound really PREMIUM, too? That XF33mmF1.0!

Now, I want you to get quickly to the comments down below, so I won’t copy & paste the entire long press release here on FujiRumors. But if you want to read more, also about the medical, documents & co solutions and goals, check out the Fujifilm page here.

Fujinon XF50mmF2 Admiringlight Review: “It Continues Fuji’s Excellent Reputation for Creating Quality Optics.” + Kevin Mullins’ Suprising Gem

FUJINON XF 50mm F2 WR Reviews

Earlier Articles shared today on FujiRumors:

  • Sony Officially Shows the New 100 Megapixel BSI Medium Format Sensor for Fujifilm GFX 100s – More here
  • Fujifilm GFX: See FLM L-Bracket Mounted on GFX (+ 2 More GFX L-Brackets), Touchy Feely, Experience in Mongolia – More here

Kevin Mullins: Fujifilm 50mm F2 ~ A Surprising Gem at “This is where the little lens has taken me surprise; I’m using it all the time when shooting weddings and guess what? I’m really enjoying using it. The 50mm F2 is a brilliantly built, epically quick and phenomenally fast lens. I love it.”

Admiringlight: Fujifilm Fujinon XF 50mm f/2 R WR Review at admiringlight: “The 50mm f/2 provides great value and high-end imaging in a small package, and continues Fuji’s excellent reputation for creating quality optics.


  • Very solidly constructed and compact lens
  • Wonderful haptics on the aperture and focus rings
  • Reasonably fast and very accurate autofocus
  • Quite sharp at any aperture, even into the image corners
  • Very pleasing bokeh
  • Good control of lateral chromatic aberration, flare and vignetting
  • Affordable


  • Longitudinal CA can cause a magenta or green fringe in front of or behind the focus point
  • A touch of pincushion distortion

Fujifilm XF50mm: USA BHphoto, Adorama, AmazonUS EU: AmazonDE, AmazonUK, WexUK, ParkCamerasUK, PCHstore AUS: CameraPro

The Era of Fujifilm X100V is Coming and the Fujifilm X100F Gets its Last Glorious Roundup!

Match Technical EP-2F Thumbs Up Grip for Fujifilm X100F

Here on FujiRumors we have always reserved a special place to what you guys voted the by far most sexy camera in the entire Fujifilm world, the Fujifilm X100 line.

In fact, the Fujifilm X100 lives in a world of its own… a world where specs do not really seem to mean a lot.

Just see our massive Fujifilm X100 group, which, among all our Fujifilm X/GFX groups, is the one with less gear talk of all.

This is a natural consequence of the philosophy behind this camera: keep it simple, focus on creating images.

One camera, one lens. Now go out and shoot.

And yet…

there is a rare time, when even X100 shooters focus a tiny bit more on gear. And that’s when a successor is about to come out. And that’s fully understandable.

FujiRumors already shared a couple of X100V rumors, but that’s not what we talk about today.

Today, just before the X100V hits the market, we dedicated an own article to the beautiful Fujifilm X100F, an extremely successful camera that sold far more than X100/S/T.

X100F (save $200): BHphoto, Adorama, AmazonUS, Focuscamera

Let’s start:

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

DPReview TV: What Happened to Fujifilm’s Kaizen

Fujifilm built a reputation for bringing continuous improvements to its products, a process frequently referred to as ‘Kaizen’.

In 2019, however, we saw major firmware updates from almost every camera company except Fujifilm.

So now Chris and Jordan ask, “What happened to Kaizen?”

Especially now, that the Fujifilm X-Pro3 is out with many major improvements (and the same sensor/processor of X-T3), many hoped for a big firmware update that will bring the X-Pro3 goodness also to other cameras.

But Chris remembers, that delaying the firmware love for the Fujifilm X-T3 and X-T30, is also a way to protect Fujifilm X-Pro3 sales for a little bit longer.

And guys, honestly, Fujifilm is a company that at the end of the day has limited resources and has to make profits.

So I understand if they delay their firmware, and I am fine to wait a little bit longer to get my firmware love. It’s a compromise: Fuji makes more money, and I still get what I want, just a bit later.

And as a long time Fujifilm lover (and blogger), I remember this discussion popping up so many times already.

In fact, back in 2015 I wrote this article, where we discuss the future of Kaizen already, as already back then, people were worried that Fujifilm abonded their Kaizen philosophy. Of course all discussions ended, once Fujifilm released again several huge updates.

The point is, there can’t be updates all the time and non stop. Sometimes, it just takes a bit longer.

Sure, it was not a great 2019 Fujifilm Kaizen year, but I am confident that in 2020, we will be able to “download a new camera” again ;).

I mean, Fujifilm also publicly asked us Fujifilm users, which firmware we would like next, and 14,000+ of you voted on their new favorite firmware features.

This alone shows that they do care, and that improving their cameras via firmware is always a goal Fuji has in mind, but they can that only do when:

  • they have enough resources to develop it
  • the firmware is mature and ready
  • the “market-moment” is right, meaning for example a new firmware won’t affect sales of a brand new camera all too badly.

So, be patient, and Kaizen love will be back :).

Exclusive: Fujifilm X100V Release Month and Price Leaked – Read Now on FujiRumors!

Fujifilm X100V

As you can see from our Fujifilm camera release timeline, Fujifilm usually released a new X100 camera every two years, but this time, they waited unusually long, and we gave you 3½ reasons why Fujifilm is wating so long.

But at some point, it had to happen, and now I can tell you when.

The Fujifilm X100V will see the light of the day in February 2020.

Moreover, our sources tell us that the price should be around $1,500, but that’s just the current estimate. However, in terms of price, things can change from here until launch, but right now Fujifilm is gravitating towards this price tag.

Previous X100V rumors:

Follow FujiRumors on Facebook, Flipboard, Youtube, Instagram, RSS-feed and Twitter

Don’t forget to:

Top Fujifilm X100 related articles you should check out.

How to Fine Tune Your Fujifilm Film Simulation to Get the Ultimate Vintage Look

Let’s Go Vintage

As lovely as Fujifilm’s film simulations come out of the box, there is always a way, to fine tune them to taste, simply by changing some settings quickly in the camera.

For example, so did Pete:

  • click here – This Guy Fine Tuned his Fujifilm Film Simulation Settings Inspired by the Work of Great Film Photographers. See “Chrome Eggleston” & More

Today I would like to share the film simulation receipts of FR-reader Ritchie Roesch, which I stumbled upon in the comments to this article here.

I will share only one here on FujiRumors. For the rest, check out the links I will provide below:

NOTE: Some profiles require newer Fujifilm cameras that have the Color Chrome effect or certain film simulations not available in older cameras


Film Simulation Recipes

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

3½ Reasons Why Fujifilm is Waiting so Long to Release the Fujifilm X100V

Fujifilm X100V

When I recently posted the huge Fujifilm camera release timeline, I made one single error, that thankfully you guys corrected in the comments.

I calculated, that the Fujifilm X100 series got a refresh every 2 years, which is absolutely correct. But then, based on that refresh cycle, I said that the X100V should come two years after the X100F (which was announced in January 2017).

But this would mean the Fujifilm X100V should have hit the market in January 2019, which evidently it has not. Our sources say it will come at some point in 2020.

Now, not to justify my error, but, well, I run FujiRumors 365 days a year non stop, and I wrote that particular article in a bar, drinking beer, while waiting for the rain to stop and finally go out shooting again with my X-E3, as you can see here. Well, at this point I’ll just say is that it rained a lot that day ;)

I apologize if I confused you guys, so I felt I need to address this in a dedicated article.

But also, this is a good opportunity to quickly discuss, why Fujifilm is waiting so long, to finally give us a successor to the Fujifilm X100F.

Down below 3½ reasons for that:

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

Updated Fujifilm 2019/2020 Camera and Lens Release Timeline

Fujifilm Timeline

It’s high time to update our older Fujifilm 2019/2020 camera and lens release timeline.

This is just an approximate timeline and expect to see updates to this list over the next few weeks and months.

For now, this is mainly just an update to the list we shared back in January.

All rumors are as always exclusive information. When I just make some guess, I will highlight that for you in the notes.

  • IMPORTANT NOTE: We are talking about release timeline, not announcement timeline.

How Many Lenses a Year?

  • as we told you here, at the current pace and current resources, Fujifilm can release about 2/3 GF and 2/3 XF lenses a year
  • the list below contains 1 XF and 1 GF lens
  • hence we can expect to see 1/2 more XF and 1/2 more GF lenses to join the list
  • Fujifilm has given up options to vote which lenses should come next

Fall 2019

Coming 2020

Expect 1 or 2 more X as well as GF lenses. My guess:

  • GF 21mm F4 Tilt Shift
  • XF 10mm F2

Probably NOT Coming 2019/2020

* our sources say it will not be released in 2019, and probably not even in 2020. But Fujifilm managers confirmed here, that the X-H line will continue

Top Possible Bonus Gear in 2020

* based on this old rumor rumor
** wishful thinking based on XF10 disappointment
*** no rumors. but please, FUJI, PLEASE!!!
**** no rumor, just a mere wild guess

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