Fujifilm has just released its traditional New Year Greetings video.

And notably, there was no announcement of any upcoming X Summit.

So… does this mean we shouldn’t expect an X Summit anytime soon?

Not necessarily.

In the past, Fujifilm has sometimes used its New Year Greetings to announce future X Summits.
For example, in 2023, they revealed an X Summit scheduled for April 2023. As many of you will remember, that event was later canceled.

On the other hand, during the 2025 New Year Greetings, Fujifilm didn’t announce any X Summit at all. Then, on March 6, they suddenly announced an X Summit for March 20 — giving the community just two weeks’ notice.

And that’s probably the key point.

Announcing an X Summit months in advance, building expectations, and then canceling it is a disappointment for the entire community. It creates hype, anticipation — and then frustration.

So it wouldn’t be surprising if Fujifilm increasingly chooses a safer strategy:
announce X Summits only shortly before they actually happen.

Not always — but more often.

It reduces risk, avoids cancellations, and ensures that when an X Summit is announced, it’s almost guaranteed to happen.

In short: just because Fujifilm didn’t announce any X summit today, it does not mean we can’t get one still in the first quarter of 2026.

As we have seen here, Q1 is traditionally the hottest period for camera announcements.

• These Are Fujifilm’s Favorite Months to Announce New Cameras

Also, CP+ in Japan starts on February 26. So if Fujifilm is planning any product announcements for CP+, we should see an X Summit teaser by mid-February.

If we don’t, it likely means there won’t be any announcements tied to CP+.

That said, there’s also a recent precedent: last year Fujifilm skipped CP+ announcements entirely and instead unveiled the GFX100RF on March 20 — outside the CP+ noise cycle. Less buzz, less competition for attention, and more visibility and focus on the GFX100RF itself.

Sometimes, silence isn’t absence — it’s strategy.

Let’s hope Fujifilm will make Q1 super exciting also this time.

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What can we expect from Fujifilm in 2026?

Well, in 2025 we have actually shared a few rumors that give us a glimpse in what will come.

For example, the time has come for Fujifilm to launch the 6th generation platform. But there is more to come.

So let’s do it like this. First we take a look at the rumors, and then we’ll make a few speculations.

What’s Coming in 2026

When does Fujifilm Usually Announce New Cameras?

As we have seen here, 2026 could potentially be a huge year for Fujifilm.

But the big question now is: when will all that good stuff come?

To get a clearer picture, I went back to 2018 and analyzed which months Fujifilm announced its cameras. Based on that data, the months below are ranked from most popular to least popular in terms of camera announcements.

In Months:

• September: 7 cameras
• May: 7 cameras
• January: 5 cameras
• February: 5 cameras
• October: 3 camera
• July: 1 camera
• March: 1 cameras
• June: 1 cameras
• November: 1 cameras
• April: 0 cameras
• August: 0 cameras
• December: 0 cameras

So, September and May are the hottest months.

However, if we look at quarters, then we get a slightly different picture.

In Quarters

• Q1 – January to March – 11 cameras
• Q2 – April to June – 8 cameras
• Q3 – July to September – 8 cameras
• Q4 – October to December – 4 cameras

The first three months of the year are usually the hottest period for camera releases. And that’s no coincidence.

The Japanese fiscal year ends on March 31, and Fujifilm has a long history of launching high-selling cameras before that deadline. The reason is simple: strong product launches before the end of the fiscal year help Fujifilm present better sales numbers to investors in the final annual report.

In other words, if Fujifilm has a camera it expects to sell well, the January–March window is often when it makes its move.

In Semesters

• first half of the year – 19 cameras
• second half of the year – 12 cameras

The first half of the year clearly wins.

Conclusions

If past years are a reliable indication of Fujifilm’s future, then we should expect a strong first half of the year — with the first three months being especially active.

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