Fujinon XF23mm f/2.8 Lens Coming in Black and Silver

At a time when Fujifilm continues to discontinue silver-colored lenses, the upcoming Fujinon XF23mm f/2.8 pancake lens will buck the trend by launching in both black and silver versions.

Discontinued Silver XF/XC Lenses

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Future Fujinon X Mount Lenses Proposed by Fujifilm (with Suggested Specs) – Vote What Should Be Next

Last year Fujifilm shared a list of 10 X mount lenses that are under consideration.

You guys voted and guess what? Fujifilm delivered (or will deliver soon) your top two most requested lenses.

The first one they gave us was the Fujinon XF500mmF5.6 and the next one will come this year, and it’s the Fujinon XF23mm pancake.

Now there are eight more on the list, and I thought it is high time to launch a new survey with the 8 remaining lenses to see if your wishes have changed also considering that in the meantime we got lenses from third parties like the Tokina atm-x 11-18mm f/2.8, which might change your priorities on what we need from Fujifilm next. Also, maybe the release of super compact cameras like the lovely Fujifilm X-M5 might now increase demand for certain lenses such as compact XC lenses.

So, feel free to vote what you want below.

Also, thanks a lot to Hiergeist for making a chart with approximate size of these potential future lenses based on preliminary details shared by Fujifilm itself, like size, weight and diameter.

You can read the potential specs shared by Fujifilm for all those lenses here.

My personal favorite?

Well, you might know how much I LOVE this lens here, so probably my top pick would be the one lens, that could replace it, such as the XF16-200mm. But let us know yours by voting below.

Which lens should Fujifilm make next? - max. 1 selection

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Approximate Specs of Potential future lenses

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Fujifilm Gear Coming 2025 – Updated List and What’s Missing!

Last year we investigated how much gear Fujifilm launches every year (see list below). The result: between 2 to 4 cameras a year and 4 lenses a year.

So let’s see at which point we are in 2025 so far.

Gear (to be) released in 2025

So we have 4 cameras coming for sure in 2025, which matches Fujifilm’s best years in terms of number of cameras released. And while we can always hope for a 5th camera, it is also possible that in terms of cameras, this is all we get. What is sure: the Fujifilm X-Pro4 will not come in 2025.

If you look at lenses, Fujifilm has pretty much consistently released 4 lenses a year. So far we know of one coming for sure, the Fujinon GF32-90mmF3.5, and one being rumored, the Fujinon XF23mm pancake. If Fujifilm were to match the previous years, then there could be still 2 more lenses coming in 2025.

At this point in time, I have no idea which additional lenses could come, but I hope that maybe sources will reach out to us and give us a hint of what’s to come. And if that happens (and if sources agree), I will share it will all of you here on FujiRumors.

In the meantime, these are the lenses the FR community wants based on Fujifilm’s suggestions, and these are the most wanted lenses based on our own mega survey.

Gear released in 2024 – 4 cameras and 4 lenses

Gear released in 2023 – 2 cameras and 4 lenses

Gear released in 2022 – 3 cameras and 4 lenses

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Fujifilm Deals in USA and Europe – An Overview

USA Deals – Instant Rebates

GFX Gear

X Series

EUROPE Deals – Instant Rebates

X-T50 + Lenses

GFX Deals

Note 1: in UK you can buy X-T50 body or any kit, you’ll save £210 if you add XF23mmF2 or XF50mmF2 to you purchase
Note 2: Amazon IT is an authorized retailer, but make sure it is shipped and sold by Amazon. Amazon UK is not authorized. Also Amazon DE is not listed as authorized, but I see the X-T50 deal anyway (so far) at Amazon DE at the same price of authorized dealers

A Look into 2025 Fujifilm Rumors (and Beyond) and the Ultimate 2024 Rumor Check

Rumor 2025+ Overview with Rating

Time to check how accurate our rumors were in 2024 and get an outlook on the remaining rumors for 2025 (and beyond) with reliability ranking.

As usual, I will be brutal and merciless in my rumor accuracy rating.

How brutal?

Well, here are two examples.

I told you the X100VI would be basically same in size of X100V despite having IBIS. The difference is 1mm. Well, turns out it is 2mm thicker. So while it is substantially an accurate rumor, I list it as wrong.

Also, we misunderstood a source regarding the X100VI silver color. We needed only 3 hours to clarify this misunderstanding and correct it. But still, for 3 hours only, an inaccurate info was online.

WIth that said, here is how things went:

  • 99 rumors shared in 2024
  • 24 rumors still to be verified
  • 72 correct rumors out of 75 verifiable rumors
  • 3 wrong rumors (normal people would say 1 wrong rumor -not about Fujifilm-, but I am brutal to myself)
  • 96% correct rumors

The Remainng Rumors for 2025 and Beyond

HIGH RATING*
* 75% to 99% correct

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Top Fujifilm (Related) Gear 2024 – VOTE

Top Gear 2024

So we told: there are no more Fujifilm announcements in 2024

Maybe we might still get some third party manual of even autofocus lenses (maybe the X mount version of this lens here for example), but they’d come so late in the year that I prefer to include them in the 2025 list anyway.

The list includes only Fujifilm cameras and Fujinon or third party autofocus lenses (no manual focus), which are:

  1. Fujifilm X100VI
  2. Fujifilm X-T50
  3. Fujifilm X-M5
  4. Fujifilm GFX100S II
  5. Fujinon XF 16-55mmF2.8 R LM WR II
  6. Fujinon XF16-50mmF2.8-4.8 R LM WR
  7. Fujinon XF 500mmF5.6 R LM OIS WR
  8. Fujinon GF 500mmF5.6 R LM OIS WR
  9. Viltrox AF 56mm f/1.7 X
  10. Sirui Aurora AF 85mm f/1.4 X
  11. TTArtisan AF 56mm f/1.8 X
  12. Meike AF 55mm f/1.4 X
  13. Meike AF 33mm f/1.4 X
  14. Brightin Star AF 50mm f/1.4 X
  15. Sirui Sniper AF 16mm f/1.2 X
  16. Sirui Sniper AF 75mm f/1.2 X

VOTE BELOW

My Top Fujifilm Related Product of 2024 was... (max. 1 Pick Only)

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Fujifilm X-H2S (7.10) vs Sony A6700 Autofocus Video Comparison

Fujifilm has released the new firmware for X-H2S, X-H2 and GFX100II. We have covered it already in earlier articles:

And while they all agree it is workable again, FujiRumors has shared also two videos of Edvard, which show in which areas there are still improvements to be done. Especially his findings about the X-T3 should be taken into consideration by Fujifilm. But I refer you to this article.

Now we have, for the first time, a direct side by side comparison between Fujifilm X-H2S with firmware 7.10 vs the Sony A6700.

It has been made by Sony and Fujifilm shooter photorabz using the Sigma 16mmF1.4 APS-C lens as as well as the Brightin Star 50mm F1.4 (he owns both versions, one of E mount and one for X mount).

He also tested the X-H2S with the Viltrox 75mmF1.2 outside for a shoot (stills and video) in real world conditions, where the autofocus performed much better than with firmware 7.00.

Sony A6700 vs Fujifilm X-H2S head to head:

the results are surprisingly good for Fujifilm. I really loved how the autofocus on the Fuji worked during this comparison. Sony cameras have one of the best autofocus systems out there, but now the Fujifilm is not bad all. This comparison test made me more confident to take the Fujifilm again for professional work.

Take this as one more of the many feedbacks we got in these days.

My position remains the same: it’s true that it is workable again and you can go back to work confidently again with Fujfilm gear, but it is also true that the work is not yet finished and there is room for further improvements, which is why in my previous coverage I highlighted in the headline as well as in the intro the findings that Edvard made, which I think are valuable feedback for Fujifilm.

How Many Cameras and Lenses Does Fujifilm Release Every Year? And What it Could Mean for 2025

Some asked us how much gear Fujifilm releases every year.

So we decided to check back the last 3 years (2024 included, since there won’t be any more announcements) to see what the current pace at Fujifilm is. Below are the results.

Gear released in 2024 – 4 cameras and 4 lenses

Gear released in 2023 – 2 cameras and 4 lenses

Gear released in 2022 – 3 cameras and 4 lenses

So, overall we see: we get 4 lenses a year for X/GFX system combined.

2024 was more focused on the X series with 3 lenses for the X system and only one lens for the GFX system.

As far as cameras goes, we can get 2 to 4 cameras a year.

What does it mean for 2025?

CAMERAS in 2025:

As of today, the state of the rumors as far as cameras coming in 2025 goes is the following:

If Fujifilm maintains the pace it set in 2024, there could be room for one or maybe even two more camera releases in 2025, considering that the 1″ sensor camera might not be counted in the lineup we discussed earlier, which focused solely on APS-C and medium format models.

LENSES in 2025:

Fujifilm has quite consistently released around four lenses each year, combining both X and GFX series models.

So far I have no rumors about future lenses, which means you have four slots you can fill in with your wishes. :)

If anyone out there can maybe give us a hint on future X and GF lenses, feel free to reach out to FujiRumors. Your help would be greatly appreciated.

Overall, 2025 remains a significant mystery, but I’m hopeful that our trusted sources (and maybe some new ones) will be able to shed light on some of the unknowns and provide insights that will make us even more excited for what’s to come.

Until then, keep shooting, keep enjoying life… and every now and then, keep checking in on FujiRumors ;).

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

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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Sigma 100-400mmF5-6.3 Removed from Sigma’s X Mount Lens Offering Webpage

Back in September 2023 Sigma did announce the Sigma 100-400mm f/5.6.3 for Fujifilm X mount.

And until a few weeks ago, the lens was also always listed at the official Fujifilm X mount Sigma lens page here.

Well, as spotted by a fellow FR-reader (thanks), the Sigma 100-400mmF5-6.3 has now been removed from the Sigma X mount lens selection page.

There is still the dedicated product page up here, but as you can see from the screenshot above, the lens is out of stock for all mounts, except for L-mount, which is in low stock.

The question now is if Sigma is phasing out the Sigma 100-400mmF5-6.3 and if they plan to release a replacement in the near future.

I have no answer to any of these questions, but if there is anyone out there who has it, feel free to contact me.

Anyway, if you are interested in the Sigma 100-400mmF5-6.3, it is currently available with a $100 discount at BHphoto and if the removal from the Sigma website means anything, then this might well be the last units you’ll find new on the market.

It would be a pity if this lens would have been discontinued, since it is a great low budget alternative to the Fujinon XF 100-400mm f/4.5-5.6.

Sigma X Mount Lenses

List of Sigma APS-C Lens Patents