Spooky Fujifilm 🧟‍♂️ Cameras Brought Back to Life via Firmware Update — And Let’s Talk Kaizen

Spooky Halloween is here… 🎃

It’s the night when ghosts rise from their crypts — and it reminded me that Fujifilm, too, has (or had?) a rather unnatural power: the power to bring its cameras back from the dead with a little bit of firmware Kaizen magic.

Cameras that refused to die.

Or better yet: cameras that Fujifilm simply did not allow to die — resurrected again and again through firmware updates that breathed new life into them.

Scary times in which those who wrote excellent Fujifilm camera manuals were doomed to rewrite them over and over again — slowly driven to madness by Fujifilm’s relentless Kaizen spirit, as they struggled to keep up with all the new features added to cameras that refused to stay dead.

So let’s talk about those times.

And let’s talk about where we are now and what has changed (if anything).

🧟 So it Began – The First Resurrection

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Stranger Things: What’s Missing and What You Might Have Missed About the Fujifilm X-T30III

The Fujifilm X-T30 III and XC13-33mmF3.5-6.3 are here, and they come with a few surprises.

There are some things you might have missed, some strange omissions compared to other Fujifilm cameras like the X-E5, and even a feature that makes it oddly superior (on paper) to the X-E5 despite being substantially cheaper. Let’s dive in.

Less Film Simulations, More Flexibility

The X-T30 III’s film simulation dial lacks of dedicated Classic Neg. and Nostalgic Neg. slots, unlike all other FS dials Fujifilm has released so far. But at least you can store recipes on the FS1 to FS3 position, like on my beloved Fujifilm X-E5 (you can’t do that on X-T50 and X-M5).

One Firmware Away from Auto Subject Detection Awesomeness

In full AUTO mode, subject detection automatically switches between people, animals, and other subjects (train, car, etc.), just like on the X-S20. It’d be great to have this fully automatic detection in regular shooting modes too.

Here on FujiRumors we are asking for it since 2023 and we also have shared a simple idea on how to implement it on every Fujifilm camera with subject detection.

So please, Fujifilm. You are just a few firmware code lines away from making this happen!

EVF Strangeness

I hope to be wrong with this one, but I have not seen it mentioned anywhere: it looks like the Fujifilm X-T30 III does not have my new favorite EVF “classic display mode”. I love it on my X-E5, and I don’t understand why Fujifilm couldn’t put it also on the X-T30 III.

LCD Strangeness

The Fujifilm X-T30III is substantially cheaper than the Fujifilm X-E5, and yet it features a higher resolution LCD than the X-E5. Look, in real life this does not matter, and yet it is interesting to note that.

Instax Love

in the image size settings, besides the usual 1:1, 3:2, 16:9 etc settings, there are also “instax mini”, “instax square” and “instax wide” settings: those setting record compressed JPEG/HEIF in a shape matching those Instax formats. Shooting 1:1 format has higher resolution than 1:1 Instax Square format.

Also, you can directly print to Instax printers.

6K – Same Same, but Different

6K modes on 40MP models are cropped in wide screen shape, but on 26MP models it’s 6K open gate.

Fujifilm Launches “FUJINON Lens XC13-33mmF3.5-6.3 OIS”

Fujifilm Launches “FUJINON Lens XC13-33mmF3.5-6.3 OIS”

Achieving the smallest and lightest zoom lens for Fujifilm digital cameras at just 125g
A standard zoom lens covering wide-angle to standard focal lengths, making X Series photography more accessible than ever

Press Release

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Fujifilm Manager Sets Bold Goal: Overtake Nikon and Climb to No.3 — X-E5 Is Leading the Charge

image courtesy: phototrend
image courtesy: phototrend

French Fujifilm managers gave an interview to the French website Phototrend. Here is the summary:

Market Share

  • 12% of the market share in value of APS-C sensor hybrids
  • Including compacts like the GFX 100RF and X100VI (the best seller), Fujifilm reaches about 13–14% of the French global photo market
  • Excellent dynamic, Fujifilm is progressing in each segment
  • Fujifilm wants to become Nr.3 on the market

Since Nikon is currently the No.3 brand, Fujifilm France aims to surpass them. And, as we’ll see below, the Fujifilm X-E5 appears to be leading that charge in 2025.

Fujifilm X-E5 Sales and About Taking Risks

  • X-E5 has clearly been biggest success of the last 12 months
  • Fujifilm is offering a wide range of cameras, from X half to X-H2S, catering to different needs and budgets for young smartphone photographers seeking an upgrade
  • GFX100RF sales far beyond expectation. A great start and now sales stabilized but is curve remains healthy
  • GFX100RF has found its place between Leica Q3 or the Sony RX1R III
  • X100VI still not that easy to find, although some retailers have stock
  • X half is a bet, a new concept. For generations used to vertical format
  • Instax Pal failed in Europe. But you have to innovate and try some risks. Sometimes it will work, sometimes not
  • The GFX Eterna 55 combines this optical expertise with a cinema ambition. Fujifilm targets short movies productions with cinema quality
  • The €1500–€2500 hybrid segment is saturated, so the challenge is to either move toward more accessible models like the X-M5 or elevate the offer with tools like Eterna
  • Instax still successful, with Instax Mini 12 being the best seller. Instax Mini EVO also still selling well
  • Instax Wide EVO is also selling well
  • Instax cameras that let users preview photos before printing haven’t reduced film sales—people now print only their best shots, and they often print it multiple times to share with others

Increasing Prices

  • price has increased and except for X-M5 there is no sub-1K camera anymore
  • second hand prices are under 1K, it’s a great, sustainable and ecological alternative

Third Party Lens Bundles

  • retailers can sell XF23mmF2.8 as a kit with other Fujifilm cameras
  • the only thing Fujifilm wants to make sure of, is that retailers do not bundle third party lenses with Fujifilm cameras

The 2025 Best Seller

The Hidden Advantage Nobody Talks About – FUJIFILM 26MP vs 40MP

You all know I’m a big fan of Fujifilm’s 40MP sensor. In fact, when I put together my Fujifilm X-E5 wishlist, I said I’d happily pay more if it came with the 40MP over the 26MP.

But let’s be fair: the 26MP sensor paired with the X Processor 5 – as found in cameras like the Fujifilm X-S20 – is a terrific combination with its own clear advantages.

Advantages of the 26MP Sensor

  • faster sensor readout → and all the benefits that come with it, such as less rolling shutter
  • less battery drain
  • more affordable

For a full breakdown, we’ve already written a comprehensive 26MP vs 40MP Pros & Cons article here.

Today, though, I’d like to highlight something interesting from two articles by Alik Griffin, where he compared files from his Fujifilm X100V (26MP) and X100VI (40MP).

At first glance, you’d assume the main reason to prefer the X100VI would be the higher resolution. But Alik points out something else entirely that makes the 40MP sensor shine. Something that is hardly ever talked about.

Alik noticed:

Resolution

  • on a tripod, the X100VI shows a clear detail boost over the X100V, even at higher apertures—enough to justify an upgrade for tripod work.

The Grain (and Why It Matters More Than You Think)

What really impressed Alik wasn’t just the resolution, but the character of the grain. Here are some of his observations:

  • the X100VI’s smaller, tighter grain is far nicer to work with than the older models
  • the slight resolution boost, combined with the finer grain and better overall fidelity, makes the upgrade worth it
  • nicer grain with cleaner skin tones and clearer colors
  • the X100VI preserves shadow detail better and avoids the color smearing
  • everything looks better—not only at ISO 6400, but even at lower ISOs
  • the X100VI’s grain has a better shape, making it easier to clean up with noise reduction
  • beyond the added detail, the tighter pixel pitch and improved grain deliver noticeably superior image fidelity

Alik has covered the comparison in full with lots of samples at his blog at alikgriffin here and here.

One more thing… there is this myth that more pixels are worst in low light. Top industry insiders and professionals disagree with this statement:

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The Best Fujifilm Communities

From Newcomer to Legend? Fujifilm X-E5 Skyrockets in FujiRumors Ownership Rankings

A while ago we tried to evaluate the success of the brand new Fujifilm X-E5 by launching a survey on which camera the FujiRumors community owns.

8,279 people dropped a total of 17,894 votes, and here are the results.

  1. X-T5 = 13%
  2. X100VI = 7%
  3. X-T3 = 7%
  4. X-T2 = 5%
  5. X-E5 = 5%
  6. X-T4 = 4%
  7. X-H2 = 4%
  8. X-Pro2 = 4%
  9. X-H2S = 4%
  10. X-T1 = 3%
  11. X-T30/X-T30II = 3%
  12. X-E3 = 3%
  13. X-Pro3 = 3%
  14. X100V = 3%
  15. X-E2/X-E2S = 3%
  16. X-H1 = 3%
  17. X-E1 = 2%
  18. X-T50 = 2%
  19. X-S20 = 2%
  20. X-E4 = 2%
  21. X-T20 = 2%
  22. X-S10 = 2%
  23. X-Pro1 = 2%
  24. X100F = 2%
  25. X-M5 = 1%
  26. X100 = 1%
  27. X70/XF10 = 1%
  28. X10/X20/X30 = 1%
  29. X100S = 1%
  30. X-T10 = 1%
  31. X100T = 1%
  32. X-M1 = 1%
  33. X half = 1%
  34. X-A1/A2/A3/A5/A7/A10/A20 = 1%
  35. X-T100 = 0%*
  36. XQ1/XQ2 = 0%*
  37. X-T200 = 0%*
  38. XF1 = 0%*
  39. X-S1 = 0%*
    *denotes 0,4% or less

So, in less than 1 month, the Fujifilm X-E5 has already surpassed legends like the Fujifilm X-T4 and caught up with one of Fujifilm’s most sold cameras ever, the Fujifilm X-T2. And right now it is just 2% points away from catching up with the Fujifilm X-T3 and X100VI.

If we were to group it in lines, these are the results.

  1. X-T* = 32.21%
  2. X100* = 15.20%
  3. X-E* = 14.61%
  4. X-H* = 9.98%
  5. X-Pro* = 8.56%
  6. X-T** = 8.41%
  7. X-S** = 4.18%
  8. X-M* = 2.25%
  9. X70 / XF10 = 1.24%
  10. X10/X20/X30 = 1.18%
  11. X half = 0.64%
  12. X-A* = 0.56%
  13. Other = 0.51%
  14. X-T100/200 = 0.47%

The Fujifilm X-E5 has pushed the X line close to the X100 line on the 3rd spot of the most owned Fujifilm camera lines by FR-readers.

Is this a success?

That’s too early to say. But it is a solid start, actually the best start of any X-E camera so far (and by far). And this makes me confident in the future of this camera line.

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Fujinon XC 13-33mm F3.5-6.3 Expected Size and Specs – Shared by Fujifilm

You might remember how back in February 2024, Fujifilm shared a list of 10 lenses “under study“.

Well, one of those lenses was a vague “affordable wide angle XC zoom lens“.

Now, thanks to FujiRumors sources, that lens has a name: Fujinon XC13-33mmF3.5-6.4. And it’s coming in 2025.

Back in February Fujifilm also shared estimated specs and size about such a lens.

  • Affordable Wide Zoom Lens – XC Lineup
    – Size 40-50mm
    – 60-70mm diameter
    – weight 130-170g

FR-reader Hiergeist took the size specs shared by Fujifilm and created a rendering of such a lens mounted on the Fujifilm X-H2. In dark green you see the 40mm size/60mm diameter, in brighter green the 50mm size/70mm diameter.

For comparison, here are the specs of the current XC15-45mmF3.5-5.6 OIS PZ.

  • Fujinon XC15-45mmF3.5-5.6 OIS PZ
    – Size 44.2 mm
    – 62.6mm diameter
    – weight 135g

Now, out of the 10 lenses under study, we already got two of them. And with the XC13-33mmF3.5-6.3 on the way, we now have only 7 left on the list.

If you want to know which 7 lenses are left (and its specs), check out the article here.

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Why You Might Love the Fujifilm GFX Eterna – Even if You Hate it (Now)

Soon Fujifilm will launch the Fujifilm GFX Eterna (as well as this new GF lens).

Right in time for the biggest video-centric photography fair, the IBC2025 in Amsterdam.

To put it down in the kindest way possible, the reaction of most of the FujiRumors community about this camera was… well… let’s say not really enthusiastic.

“What a waste of resources.”
“Fujifilm is taking the wrong path.”
“Who cares about medium format cinema cameras…”

I guess this could sum up the general feeling about it.

But today I’d like to tell you that even if you hate the concept of a dedicated medium format video camera, we all might profit from it.

You see, with the GFX Eterna, Fujifilm isn’t just dipping a toe into video — they are making a statement. A medium format cinema camera is not a half-hearted side project; it’s a commitment to filmmakers, and that commitment will force them to push video autofocus further than they ever have before.

In other words: the GFX Eterna could force Fujifilm to make their biggest autofocus leap since they launched subject detection on the Fujifilm X-H2S in 2022 – well, actually… if we really want to be precise… Fujifilm first offered subject/animal detection on this 2010 Fujifilm camera, as we told you here.

Because video autofocus is one of the most difficult challenges for any camera manufacturer to master. It’s a constantly moving target — literally — requiring lightning-fast processing, precise subject tracking, and intelligent prediction algorithms.

And you know what that means?

It means that when Fujifilm invests heavily in AF technology for video, those improvements inevitably trickle down into stills. The algorithms, refined processing, and subject recognition improvements they might develop for GFX Eterna could also make their way into X and GFX still cameras.

So even if you never plan to shoot a single frame of video in your life, this “waste of resources” could end up being one of the best things Fujifilm has done for autofocus in years.

Is this wishful thinking?

Maybe. But big leaps often come when a company steps outside its comfort zone, as Fujifilm is now doing with the GFX Eterna.

In any case, the Fujifilm GFX Eterna represents a big chance for Fujifilm, not only in regards to the camera itself, but to the necessary firmware refinements it will require.

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VOTE – Which Fujifilm X Camera do You Own? – Measuring the Success (or not) of Fujifilm X-E5

It’s been over two years now when I last asked you which Fujifilm X series cameras you own.

Since then, we had plenty of new cameras an the Fujifilm X-E5 is hitting the market in these days.

So I thought it would be nice to see what has changed in these last few years.

Are fifth generation cameras now more popular than they were 2 years ago?

And especially, how successful was the Fujifilm X-E5 at least among the FujiRumors community?

IMPORTANT NOTE: if you pre-ordered the Fujifilm X-E5 (and it has not shipped yet) you qualify as an “owner” and can drop your vote in favor of the X-E5.

Which X Camera do you Own? (NOTE: Pre-Ordered Gear Qualifies as "OWNER")

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