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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Last Hours Before Fujifilm’s Second Price Increase Kicks In – But Amazon Still Sells Some Gear at Pre-Tariff Prices

X-T5 going to cost $1,999 starting August 30
X-T5 going to cost $1,999 starting August 30

These are the last hours before the second Fujifilm price increase.

Fujifilm has officially declared to various news outlets that on August 30 there will be further price increases. According to information we have gathered, the list of price increases should be the one you can see below.

Interestingly, some Fujifilm X and GFX gear on Amazon is still listed at the pre–August 1 pricing. While certain items have already sold out, a few are still available at the original lower price—at least for now.

  • XF 8mmF3.5 – $869 ($899 regular price – $799 pre-tariffs)
  • XF 16mmF2.8 – 11% discount ($399 instead of $449)
  • XF70-300mm* – $799 (currently $899 – was $799 pre-tariff)
    *note: the XF70-300 is sold by third party sellers
  • GF120mmF4* – $2,699 ($2,949 regular price – $2,699 pre-tariffs)
    *note: the GF120mm is sold by third party sellers

Still resisting at Amazon is also the anti-deal :)

Fujifilm X/GFX NEW PRICE STARTING AUGUST 30

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

INSTAX NEW PRICE STARTING AUGUST 30

Will Fujifilm’s Upcoming Second Price Increase Revive Interest for the Original XF16-55mmF2.8 R WR?

We reported that Fujifilm will again increase prices on plenty of Fujifilm X and GFX gear (full list below).

Not affected by any increase is the original Fujinon XF16-55mmF2.8 R WR.

In fact, it is still sold for $999 at BHphoto here and $989 Amazon here (via third party). Other stores like Adorama here and Nuzira still sell it for $1,199.

So starting August 30 we will have a $400 price difference between the two lenses, which might revive the interest for the original XF16-55/2.8, which really struggled to sell even at rebated price after the launch of the XF16-55mmF2.8 MK II.

Fujifilm X/GFX NEW PRICE STARTING AUGUST 30

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

INSTAX NEW PRICE STARTING AUGUST 30

 

6 Days Left Before Fujifilm’s Second Price Increase – Amazon Still Lists Surprising XF/GF Lens Deals

On August 30, Fujifilm will implement yet another price increase in the USA, affecting a wide range of X, GFX, and Instax gear.

This marks the second price hike this month, following the one that already took effect on August 1.

Interestingly, some Fujifilm X and GFX gear on Amazon is still listed at the pre–August 1 pricing. While certain items have already sold out, a few are still available at the original lower price—at least for now.

  • XF 8mmF3.5 – $869 ($899 regular price – $799 pre-tariffs)
  • XF 16mmF2.8 – 11% discount ($399 instead of $449)
  • XF 10-24mmF4 – 9% discount ($999 instead of $1,099)
  • GF 80mmF1.7 – $2,299 ($2,499 regular price – $2,299 pre-tariffs)
  • GF120mmF4* – $2,699 ($2,949 regular price – $2,699 pre-tariffs)
    *note: the GF120mm is sold by third party sellers

Some gear at Amazon is sold at even lower price than the original launch price.

  • XF33mmF1.4 – $769 (currently $899 – $799 pre-tariff)
    shipped and sold by Amazon.com with free 30 days return policy
  • XF70-300mm – $759 (currently $899 – was $799 pre-tariff)
    shipped and sold by Amazon Japan
  • XF16mm F2.8 silver – $347 (currently $449 – $399 pre-tariff)
    shipped and sold by Amazon Germany

I’m not sure whether import taxes apply when ordering gear from Amazon Germany or Japan. What I do see is that Amazon lists free shipping—but to be safe, double-check at checkout to avoid any unexpected import fees. In any case, we always recommend using your local Amazon branch—for our US readers, that means Amazon USA.

With that said, below you’ll find the complete list of upcoming price increases.

Fujifilm X/GFX NEW PRICE STARTING AUGUST 30

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

INSTAX NEW PRICE STARTING AUGUST 30

List of Fujifilm Instax Gear Price Increase Effective August 30

We told you which Fujifilm X and GFX gear will get a price increase on August 30. You can check out the full list here.

But also Instax gear will get a price jump in USA due to tariffs. Here is the list with the new price:

INSTAX NEW PRICE STARTING AUGUST 30

Fujifilm X/GFX NEW PRICE STARTING AUGUST 30

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