List of Fujifilm Price Hikes Revealed – Nearly All X/GFX Gear Affected, But X-E5 Might Be Safe

We told you that Fujifilm will soon increase prices.

We have now additional details (not yet official, so take it as a rumor).

Price increase should start August 1st (same day when the new tariff-wave comes to effect).

Good news: the Fujifilm X-E5 seems to be safe from any price increase (despite our reader getting a notice about the X-E5 price increase). According to first info shared to us by FR-reader readers, this is because the note from Fujifilm came before the trade deal with Japan (thanks).

Bad News: the list might not be complete yet, though, because there are for example only 9 GF lenses on the list, but I suspect all 20 of them will get a price increase of about 10%. So let’s hope the X-E5 is so far not on the list, because no increase is planed.

Please keep in mind that everything below is still a rumor until Fujifilm makes an official announcement. That said, I wouldn’t share this if I weren’t confident that the price increases are indeed coming on August 1.

Hopefully, this gives some of you the chance to save a few bucks by buying your gear before the deadline.

With that said, here are the new prices starting August 1st (roughly about 10% price increase – some more, some less):

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

NOTE: all GF lenses will likely get a price increase. I just don’t have the details, so I won’t share them below. But if you are interested in other GF lenses, grab them now too, as price will very likely go up also for those.

Accessories

23 Fujifilm Products Win Red Dot Design Award 2025 and This is How Much it Costs Fujifilm

23 Fujifilm products have won the Red Dot Design Award 2025.

As far as photography related gear goes, these are the winners:

This might cost Fujifilm at least 100K+ USD.

And I am not making this number up randomly.

In fact, RedDot has a public price list on how much licensing fees cost (something between 5K and 12K).

The most “basic” package is the “Winner Package Regular” which costs 4,900 Euro.

But depending on which package you purchase, you can also end up paying 12,800 Euro for a single award. Plus, you can also purchase optional extras that can cost many thousands of Euro on top of it. And then there are also the registration fees that have to be paid upfront.

So let’s assume Fujifilm went for the most basic package, they have spend 112,700 Euro (130,000 USD) to purchase the RedDot Brag Right awards.

And consider that Fujifilm is just one company. Tons of other companies pay lots of money too to “win” these awards. Now you can figure it our yourself how much money these “Award” companies make with these awards.

Press Release

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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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26 Fujifilm Products win “iF Design Award 2025” – Including “Film Simulations”

A total of 26 Fujifilm products have won the iF Design Award 2025.

This is a testament on how healthy of a company Fujifilm is. Not because they won the awards, but because they have so much money to waste on these meaningless stuff.

That’s all as far as photographic equipment goes. Then there are MRI machines, Bronchoscopes and more things. If you want to see the full list go here.

EXCLUSIVE: Fujifilm GFX100RF Price Leaked

Do you remember the Fujifilm X70?

And what has the Fujifilm X70 to do with the rumor we share today?

Well, the X70 is the prime example on why rumors about the price of upcoming gear are the trickiest to share.

Because not only Fujifilm can change the price of new gear until just a few days ahead of its announcement. But as we could see with the Fujifilm X70, Fujifilm can change the retail price on gear also just a few days after its announcement. Because that’s what happened with the Fujifilm X70, which was launched at $799 but just a few days later, while it was still on pre-order, Fujifilm lowered the price to $699 as we reported here.

So should FujiRumors never share price rumors ever again?

Nope… but we give you this important disclaimer. And with that said, we can share the rumor.

According to information we have received from our sources, the price for the Fujifilm GFX100RF should be “around 5,000 USD“.

That’s more affordable than what I consider to be its closest competitor, the Leica Q3.

Fujifilm GFX100RF Rumors

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Fujifilm GFX100RF Coming in Two Colors (First Time Ever for GFX System) – And How to Pick the Right One ;)

In theory this should me a minor rumor.

And yet, I know it will be one of those, that will make future Fujifilm GFX100RF owners struggle quite a bit.

So what’s about?

Well, the Fujifilm GFX100RF will be offered in black and in silver.

Sure, nothing earth shattering.

But it is the first time ever Fujifilm is offering color options for a GFX camera.

While it’s nice to have more options, at the same time it also makes the choice harder.

So, which one should you go for?

Well, I have theory on which one is better: it’s the one that survives the assault of scalpers and that you are still lucky enough to find in stock somewhere.

And I speak out of experience.

No joke… I made the same error.

When the X100VI was launched, I miraculously found it available a few days after launch at my local store. They had one sample, all black. I wanted to grab it, but then I asked if they’ll get also the silver one. They said “probably next week“. So a week passed by, I went to the photography store and asked to see also the silver one. Answer: “All sold out. No idea when we will get new units“. I still pass there every now and then, but haven’t seen an X100VI ever again.

So, the one to get, is the one you find in stock. Silver or black, I am sure they’ll both look sexy.

Fujifilm GFX100RF Rumors

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Compose, Click, Done: How the GFX100RF New Features Reflect Fujifilm’s Photography Philosophy

With the upcoming announcement of the Fujifilm GFX100RF, two of the standout features generating buzz (and a fair bit of skepticism) are the new aspect ratio dial and crop zoom lever. Now, in the comments some of you guys said that these features are useless, because cropping and adjusting aspect ratio can be easily done in post.

But I do not think these ergonomic solutions are unnecessary. In fact, they could be more significant than they first appear, especially considering Fujifilm’s approach to photography.

Let me (try) to explain:

Cropping: One of the First Steps in Post

Personally, when I go into editing, the first two things I do to fine-tune my composition and adjust it to my creative vision is to set the right vibe by editing the colors and to crop the image if needed. Only after I am done with that, I move on to other aspects of editing.

And I think I am not alone with this.

In fact, cropping might be, for many, one of the most fundamental and frequently used steps in photo editing.

Saving Time with Intuitive Tools

While it’s true that cropping can be done later in software, it’s part of Fujifilm’s philosophy to try to get as much as possible right in-camera.

The Fujifilm Film Simulation are an example of that: for me personally, the pleasing vibe I get out of the various film simulation is a big reason why I now keep many of my images in JPEG only and do not feel the need to go into editing anymore. Maybe I’ll still sometimes use the internal RAW converter to apply different film simulation or make minor adjustments directly in camera on the fly, but that’s it. With the right colors, most of my images are done and finished in-camera and never end up in any editing software.

The aspect ratio dial and crop lever serve the same purpose of Fujifilm’s film simulations: reduce the time spent in post-processing by offering quick and intuitive access to multiple aspect ratios and cropping tools directly on the camera.

All of this means fewer clicks, sliders, and adjustments in the editing software later.

And for many professionals and enthusiasts photographers, every second saved in post can be invaluable.

Compose, Click, Done!

If I could sum up what Fujifilm means for me and more broadly what their approach to photography is, then I’d call it the “edit less and shoot more” philosophy. Or “compose, click, done!”.

Because, at least for me, using (good looking) cameras that are not only fun and inspiring to use thanks to their manual controls, but also deliver such pleasing files out of the box that I know I won’t have to edit most of them later on, frees up my mind and just makes me want to take even more images, because I know I don’t have to bother too much with editing later on.

To me, the crop lever and aspect ratio dial are consistent with this philosophy: providing tools that help photographers create finished files in-camera. They are tools for those who value efficiency and creativity, allowing us to focus on our craft rather than being tethered to our editing desks.

And look, skepticism is natural when something new comes along, but this dial and lever could prove to be a welcome addition for those who appreciate Fujifilm’s philosophy of crafting tools that prioritize the art of photography and want to get as much as possible done right in camera.

What are your thoughts?

Are the aspect ratio dial and crop zoom lever a useful addition, or do you prefer to handle these aspects of editing entirely in post? Feel free to let us know in the comments.

Fujifilm GFX100RF Rumors

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Fujifilm GFX100RF Coming with Fuji’s Most Brilliant (and Irrational) Dial

If I should pick my all time favorite dial on Fujifilm cameras, then it would be the combined shutter/ISO dial we find on the Fujifilm X100VI and X-Pro3 for example.

In fact, I would be willing to pay more for a Fujifilm X-E5, just to get that dial also there.

Now, I don’t think (speculation, not rumor) that Fujifilm will put that dial also on the X-E5, because the combined shutter/ISO dial is complicated to manufacture and hence raises the price of the camera. And I guess Fujifilm does not want to make the X-E5 too expensive, nor make it too complicated (and therefore much slower) to manufacture.

But while I am not so optimistic about the X-E5 having that dial (even though it is the most desired one as we see here), today I can tell you that the combined shutter/ISO dial will be implemented also on the upcoming Fujifilm GFX100RF.

In fact, the Fujifilm GFX100RF might be the one Fujifilm camera with the most dedicated manual controls ever made, as in addition to the combined shutter/ISO dial, it will also feature:

I understand that dedicated manual controls aren’t for everyone. However, if you’re someone (like me) who enjoys having as many dials and levers as possible, if that’s what adds to your enjoyment and sparks your inspiration, then the GFX100RF could be an outstanding choice.

Fujifilm GFX100RF Rumors

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Fujifilm GFX100RF Will NOT Have a Hybrid Viewfinder

We often refer to the upcoming Fujifilm GFX100RF as the bigger brother of the Fujifilm X100VI.

But there will be one crucial difference: according to our trusted sources (THANKS!), the Fujifilm GFX100RF will not have a hybrid optical and electronic viewfinder, but “only” an electronic viewfinder.

I guess this choice was necessary not only to contain the price (the hybrid viewfinder is an expensive part of the camera), but also to contain its size, because FujiRumors readers know that the Fujifilm GFX100RF will be “about as big” as the Fujifilm X-Pro3.

But for stuff that goes, other (and quite intriguing one) makes his debut on this camera, as we reported here.

Fujifilm GFX100RF Rumors

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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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