Market Share 2023: Fujifilm 430,000 Units Sold and 6% Market Share

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Nikkei has published the global sales number and market share of digital stills and video cameras sold in 2023. The numbers are based on data from CIPA and JEITA and have been reported by the Japanese website dclife.

Here are the numbers for 2023:

  1. Canon … 3.34 million units (46.5%)
  2. Sony … 2 million units (27.9%)
  3. Nikon … 810,000 units (11.3%)
  4. Fujifilm … 430,000 units (6.0%)
  5. Panasonic … 260,000 units (3.6%)
  6. OM Digital … 180,000 units (2.5%)
  7. Ricoh Imaging … 60,000 units (0.8%)

Nikkei writes that the decline in the global market share of digital cameras is slower than before, and the demand for high-performance mirrorless cameras is increasing. Nikkei says “high-performance mirrorless is strong, and the market is recovering“.

This is more in less in line with the market share given to us by Techno Research System, which is limited to mirrorless cameras, though.

  • Canon 41,2%
  • Sony 32.1%
  • Nikon 13.2%
  • Fujifilm 8%
  • Other brands 5.5%

Considering that Fujifilm has no dedicated video camera, nor DSLRs in offering, it is safe to assume that the vast majority of the 430,000 units are X and GFX camera sales. Not sure if the (almost dead) Fujifilm Finepix line is included in the list, but even if it would, it would be a negligable number.

Let’s put context to these numbers.

In 2023, Fujifilm launched 2 cameras

Moreover, in 2023 Fujifilm kept struggling to produce and ship what they had announced in previous years.

The list could go on forever, but bare with me if I stop it here to avoid to turn this article into a rant.

All I’ll say is that the number, 430K, is way below of what Fujifilm could have shipped if only they figured out a proper way to produce more gear rather than relying on creative, flawed and no-cost solution like using blockchain to improve parts procurement.

They did not increase production (except now for the X100VI). They did not hire more workers. They did not expand factories. They just accepted things as they are and so we got to absurd situation like the one of the X-E4, which was launched in January 2021. I noticed the X-E4 in stock only once in October 2021 and then it was mainly out of stock everywhere until it got discontinued in 2023 while tons of people still had one on pre-order.

The Fujifilm CEO calls this a “normal” situation, but I have not seen other brands struggle as much with deliver as Fujifilm. Sure, it’s not all Fuji’s fault, as nobody could have thought that Fujifilm’s popularity would expload like this. But the years passed, and Fujifilm failed to adjust to the new high demand.

Anyway… it is what it is.

Fujifilm sold 430,000 cameras in 2023. But it could have been easily twice as much if they’d have been able to ship their gear properly worldwide.

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Fujifilm X-Pro4 (X-Pro5?) Coming with Improved Hybrid Viewfinder (and What I Hope it Will be)

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Today we have an update regarding the Fujifilm X-Pro4… or however it will be called, maybe even Fujifilm X-Pro5. That name would make sense, since Fuji Guy Billy said he can see the X-Pro line getting the 5th generation goodness, hence I think there is a possibility that Fujifilm could call it X-Pro5.

We have been informed by a source, who was right in the past (THANKS), that there will be an improved hybrid viewfinder on the X-Pro4/X-Pro5.

I don’t know yet what the improvement will look like. Is it just a higher resolution EVF? A larger viewfinder?

But what I really hope is the same what Thomas B. Jones said in his latest X-Pro5 whishlist video (see below in German): the return of the slot-in magnifiers.

So what’s that?

Well, if you are not familiar with the X-Pro line, up until the Fujifilm X-Pro2, the X-Pro line offered a slot-in magnifier for 0.36x and 0.60x magnification mode in the OVF.

This has been changed on the Fujifilm X-Pro3, which offers a fixed 0.52x magnification which is great if you are shooting with Fujifilm’s  23mm, 33mm or 35mm lenses (which most X-Pro users do).

However, with lenses like the Fujinon XF18mmF1.4, the image that hits the sensor is larger than the one that can be displayed on the OVF.

The return of the slot-in magnifier could solve this problem and make the XF18mmF1.4 the perfect match for the next X-Pro camera.

But again, I do not know what the change the hybrid viewfinder will have, nor if it will be something minor or major. But if I hear anything more, I will let you know here on FujiRumors.

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Fujifilm TX-3 Digital Panoramic Camera: Fujifilm Debating Between Bayer or X-Trans Sensor

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Here is a little update regarding the Fujifilm TX-3… and in case you missed the previous episodes:

To be clear, I call it the Fujifilm TX-3 not because it will surely be called this way (I don’t know the name yet), but because it is basically the digital successor the XPan/TX- series, the Fujifilm TX-1and TX-2 65×24 panoramic film cameras.

Anyway, the update is this one:

The options for such a sensor are currently two: a cropped medium format Bayer sensor or a doubled X-Trans sensor.

Or, in other words, the decision would be between a Bayer sensor (cropped GFX) or an X-Trans sensor (doubled APS-C sensor).

Let us know which one you’d go for in the survey below.

And the image above is a rendering made by Pavel which we shared in a dedicated article here.

My personal preference? Both layouts have their Pros and Cons (as we elaborated here). But since this would be a camera for stills, I’d ultimately go for X-Trans if possible. Optimized processing speed is not so relevant for a camera that is not really intended to shoot video or sports/action photography.

Last note: this is not a rumor in the sense that it gives you the final answer on Fujifilm’s decision. I can’t give answers to questions that not even Fujifilm Japan itself has yet answered. But I thought that this time I would anticipate this insight, not waiting for the final decision, but letting you know about the current state of Fujifilm’s decision making, because I am very interested in what you guys would want Fujifilm to use.

The Fujifilm TX-3 Digital Panoramic Camera Should Have

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Lady Gaga with Fujifilm X-T3, Apple and Microsoft United by Fujifilm Love, Ben Affleck and Ana de Armas using Fujifilm and More – Famous X Shooters and Fuji in Ads

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Famous X Shooters and Fujifilm in Ads

It’s been a long time that I have not done a “famous X Shooter” roundup and a roundup of Fujifilm gear used in ads.

Today I am going to catch up with it by delivering a rather big one :).

Thanks to everybody who has passed what they’ve spotted around!

Lady Gaga

Lady Gaga, a renowned American singer, recently starred in a T.V. commercial where she is seen using a Fujifilm X-T3 camera! The commercial is for Nurtec ODT, a migraine medicine. You can see the full ad on YouTube here (screenshot above)

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TTartisan 100mm f/2.8 2x Macro Lens for Fujifilm X and GFX Announced

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Last year TTartisan announced the TTartisan 100mm f/2.8 Macro 2x lens with tilt and shift functionality.

Now they have removed the Tilt-Shift feature and they released the TTartisan 100mm f/2.8 2x Macro.

It’s a manual focus lens and it can focus as close as 0.25 meters (0.8 feet). Magnification 2:1 and weight of 700-748g.

You can check out charts and full details at the dedicated Amazon page here.

Is this lens that could be useful for your photography? Well, make your research and I will share a review below for you to check out.

Personally I own the spectacular Fujinon XF80mmF2.8 macro and that’s more than I deserve for my humble macro photography skills. But yeah, even though I got it during one of the official Fujifilm rebates, it still costs much more than the TTartisan 100mm f/2.8 Macro.

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