Fujifilm X-A7 Discontinued after Only 11 Months: Fujifilm X-A8 Coming or X-A7 Failure?

The Fujifilm X-A7 is actually a lovely little entry level camera launched just almost a year ago and hit the market about 11 months ago.

But now it is already marked as discontinued at BHphoto here, it’s on low stock or backordered at Adorama here and it’s unavailable also at AmazonUS here (where you might find some via third party only) and FocusCamera.

For a long time, the Fujifilm X-A line was an absolute best seller in Asia, especially in Thailand. In fact, pushed by the X-A line, Fujifilm was able to outsell all other camera brands (Canon included) and reach an incredible 50% mirrorless market share.

Don’t believe me, but check out the official Fuji-data leaked by FujiRumors here and other Fujifilm manager statements listed below.

Now the options are two:

  1. the camera is going to be replaced already and we will soon get a Fujifilm X-A8
  2. the X-A line lost its magic appeal in Thailand and sold terribly bad

Looking at the Fujifilm X-A line release timeline, we can see that there was a successor about ever 16 to 18 months. If Fujifilm would stick with that, then the Fujifilm X-A8 should come in early 2021. So in my opinion, it’s a bit too early to discontinue the X-A7, but maybe Fujifilm doesn’t think so, or they are really going to replace the X-A7 earlier than expected.

More likely in my opinion is that the X-A line just lost its magic in Asia, especially in Thailand, and that it fell victim to the rise of smartphones and to COVID-19.

Fujifilm X-A line success story:

  • Fujifilm managers said in March 2018 to dpreivew: “In Thailand, our market share for mirrorless is over 40%.”
  • Fuji Guys Billy said in February 2017, that “Fujifilm is Nr.1 brand in Thailand“. He does not specify if DSLR is included, but it seems from the video he is including DSLR cameras, too.
  • in 2016 a source told me that “Fujifilm was the best-selling MILC in 2015, outselling all the Canon interchangeable lens cameras (DSLR and those EOS-M lines) combined“
  • a Manager said to Spanish website in 2016, that ““there is a little known fact: in Thailand, for example, X-A series outsells Canon!”

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Mid-2020 Rumor Check: What We Got Right, What Wrong and What’s Still to Come… and About the Fujifilm X-T3 Firwmare Update

Rumors 2020

Half a year of rumors is over, and it was probably the most successful we ever had on FujiRumors.

With a total amount of 44 rumors shared, we are currently sharing more rumors than ever in the years before.

The Fujifilm X-T4 was without a doubt the big one in 2020, and I frankly can’t remember if FR ever leaked so much about one single camera, as we did with the Fujifilm X-T4.

At this point BIG thanks to all our sources, for helping me to keep the Fuji X community on fire. Being a Fuji X/GFX shooter is just more fun, if every now and then we get something hot to talk about… ;).

But…

Sharing rumors is one thing, sharing accurate rumors is another. And since we don’t want you to believe in fake rumors like the death of Fujifilm X-H2 or fake X-T3 firmware leak 4.00, we try to honor the time you decide to spend reading FujiRumors by delivering dry and verified rumors.

Did it work out well so far in 2020?

Let’s check it:

  • 497 blog post published so far in 181 days (about 3 blog posts a day)
  • 44 rumors shared in 181 days (2020)
  • 9 rumors still to be verified and 2 rumors not in ranking (details below)
  • 32 correct rumors out of 33 verifiable rumors
  • 1 wrong rumor out of 33 verifiable rumors
  • 97% correct rumors

Where is the Fujifilm X-T3 Firmware Update?

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Top 10 April Articles: Fujinon X Roadmap Rumors, X-H2 Confirmed, Firmware Updates, X Mount is Open (Sigma?), Tokina for Fuji X

Here are the Top 10 most read articles in April, that, in case you missed, you should definitely go back and check out!

  1. Fujifilm Releases Several New Firmware Updates
  2. Fujifilm Manager Toshihisa Iida: “We Open X Mount to Third Parties. X-H Line Continues. No GFX Fixed Lens Camera & More”
  3. VOTE NOW the SIGMA Lens You Want for Fujifilm X
  4. Viltrox 33mm f/1.4 Pre-Sale Started and Shipping April 21
  5. Top 20 Fujifilm Manager Statments about Fujifilm X-H2, X100V/X-T3 Firmware, Monochrome, Open X Mount, Fixed Lens GFX and More
  6. Major Fujifilm X-T3 and GFX100 Firmware Update Coming May/June
  7. Hooray! Fujifilm X-E4 Shows Up in Internal Fujifilm Roadmap Again!
  8. Fujifilm Issues Official Statement Regarding Fujifilm X100V Overheating Reports
  9. Tokina to Launch Three Fujifilm X Mount Lenses in 2020
  10. Fujifilm X Lens Roadmap: Two Fujinon MK II Lenses Coming Between Now and March 2021 plus XF50mmF1.0 and XF70-300mmF4-5.6 [now we know all 4 lenses on the roadmap. Only to determinate which exactly the 2 mark II lenses will be].

Top 3 Runner Ups

  1. It’s a Triumph: FUJIFILM Wins Top 2 World Press Photo Awards and Even More… Despite not Being Full Frame ;)
  2. Fujifilm Manager: X100V/X-T3 Firmware, Fujifilm X-H2 will Come, Zero Monochrome Chances, 32 Megapixel Limit for Current XF Lenses & More
  3. FR-readers Wishlist Corner: Fujifilm X-TSony, Firmware Upgrade Suggestions, Lens Wishes and Much More

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Fujifilm X-T4: First Bug Reports (Menu and IBIS) and Wishlist

Many FujiRumors readers are getting their long awaited Fujifilm X-T4 in these days. As a consequence, I also already get the first firmware suggestions and possible bug reports.

by Gerald & Richard

Loving the X-T4 but why the regression in the Q menu so custom simulation names aren’t shown?

the Q menu custom items can’t be renamed as it is possible on X-T3

So, even if you set the custom names, they will not appear in the display when pressing the Q button (as they do on X-T3 & Co).

Ok Fuji, I want a firmware fix before I even get my X-T4 ;).

by Albert (video below)

Just thought i would share my findings about the IBIS in the X-T4. Fingers crossed they release a firmware update for this.

by Kirill

I just got my pre-ordered X-T4 several days ago. After setting it up similarly to what I had on my previous X-T3, I came up a couple of ideas for even greater customization:

Drive dial in video
Currently, the DRIVE dial only controls camera behavior in STILL mode. Why not propagate it into MOVIE mode, as well? I suggest that each DRIVE setting activate a dedicated video profile. Just a few (potentially predefined, but modifiable) example profiles:

    1. HDR mode
      Activates the F-Log video recording.
    2. CL mode
      Activates 120 fps  slo-mo recording.
    3. CH mode
      Activates 240 fps slo-mo recording.

Dedicated Fn-button customization for STILL and MOVIE modes.
This could further improve the (already almost perfect) camera usability. As an example, the Fn1 button can be customized for triggering different actions, depending on currently selected recording mode:

    1. STILL mode
      Turns depth-of-field preview on and off.
    2. MOVIE mode
      Turns zebras on and off.

I’ve read several times that Fujifilm executives may follow your blog and listen to customer feedback. Maybe, there is a (albeit small) chance that these thoughts can materialize?

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→ Top X-T Community: Fujifilm X-T facebook group
→ Top X-T Page: Fujifilm X-T Page

Major Fujifilm X-T3 and GFX100 Firmware Update Coming May/June

Let me first say things how they are.

Fujifilm NEVER announced any major firmware update for Fujifilm X-T3. The rumor of a Kaizen X-T3 update has been published here on FujiRumors a few months ago. And it was only a rumor.

Pressed by questions, Fujifilm managers later on just vaguely answered that such a firmware is “under consideration“.

Another thing is the huge update for Fujifilm GFX100. That firmware has been promised by Fujifilm back in February here. The main course of the meal: pixel shift multishot for 400 megapixel images.

Anyone salivating? ;)

Now back to the rumors.

According to our sources, both, the Fujifilm X-T3 as well as the Fujifilm GFX100 firmware updates should be released in the first half of 2020 (which May/June).

I asked if it could come out already in April, but my sources are sure it won’t be April.

And now a mandatory warning!

While I am 100% sure Fujifilm’s current plans are the ones I said above, after almost a decade of my life dedicated to Fujifilm blogging, I can tell you that if there is one thing, that can experience sudden plan changes at any time, then it’s firmware updates.

Fujifilm has a deadline, but especially with firmware updates, those can change quickly. The firmware will be released, only when ready.

And yet, the plan is to come out with both, X-T3 and GFX100 firmware within the first half of the year.

That’s it for now.

But if you want more, just keep us following us ;).

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Fujifilm Manager: “I think There will be a Fujifilm X-E4, but it Might Skip one Sensor/Processor Generation”

I know, here on FujiRumors we told you that Fujifilm decided to drop the Fujifilm X-E line, which means there won’t be any Fujifilm X-E4.

It’s one of those rumors, I hope to be wrong with all my heart (but I am very confident I am not).

Now, the X-E line was always walking on a thin line, and it risked to be dropped already in the past, as you know from my X-E3 love letter.

These days I am scanning the web for any statement regarding the X-E4, that can give me some hope.

I searched long, and I found a short statement made by Italian Fujifilm manager Massimo Vaghi in a 2+ hour long Fujifilm X-T4 and X100V live chat.

He says:

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COVID-19: My Best Friend Postpones His Wedding, But I Keep my Fujifilm X-T4 Pre-order ;)

I owe you an update.

Back in January I told you how my best friend asked me to photograph part of his wedding.

In a follow up post, we had a vivid discussion on which gear I should use, which to buy and also other things, like how I should deal with the official photographer and much more.

The 56mm f/1.2 was top recommended, and I bought it immediately (although living under lockdown, I can only annoy my cat so far with it).

The main dilemma? Fujifilm X-T4, yes or no?

I thought about it a few days, and then, right at the Fujifilm X-T4 announcement day, I pre-ordered it for these 5 reasons.

And now comes the update.

Due to COVID-19, my friend decided to postpone his wedding to June 2021. That’s a pity, but also a fully understandable decision he made. He surely does not want his guests to go around with masks and be afraid of shaking hands on his wedding.

And my X-T4?

Sure, I won’t photograph my friends’ wedding in June, but I also won’t stop photographing!

Hence, once this situation is over, I can’t wait to get my Fujifilm X-T4 and use it on my travels and on my wonderful Dolomites again.

Oh… and Happy Easter, my fellow Fuji friends ;)

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→ Top X-T Community: Fujifilm X-T facebook group
→ Top X-T Page: Fujifilm X-T Page

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Fujifilm Manager Talks X-T4 and More: “We Want to Continue Fujifilm X-H Line. Fujifilm X-T3 Firmware Update under Consideration”

Mapcamera interviewed one of Japanese top managers Mr. Takashi Ueno. They talk about Fujifilm X-T4.

The interview is quite long and in Japanese, so for your convenience I have summed it up all in English down below.

And just in case it was needed, he confirms that there will be a Fujifilm X-H2, as FujiRumors always told you and never doubted for a second, even when the whole universe was saying differently.

In fact, I tell you this: at no point in time, Fujifilm ever considered stopping the X-H line. The line they canceled is another one, and we told you here.

The only thing: the Fujifilm X-H2 is still very far away.

Trust me guys… I know what I talk about, and if you want to be the first to know and be guided accurately through the Fujifilm world, all you need to do is to follow FujiRumors.

In fact, I am working on further explosive rumors. Some will totally surprise you, others will probably disappoint you. When time has come, when things are double checked, when green light is given, you will get it all!

And now… the interview.

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Fujifilm Manager Interview

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