SURPRISE: Never Rumored Before Fujinon Lens (APS-C) Coming in 2025

the image is just an AI rendered image, not the real lens
the image is just an AI rendered image, not the real lens

And so, all of a sudden and out of nowhere, a message from a trusted sources reaches my Inbox and says: there will be a new Fujinon lens coming in 2025.

And if you think it must be this lens here, then think different. Because according to our sources, it will be a lens for the Fujifilm X system (not GFX).

Fujifilm has so far announced only this X mount lens in 2025. So we will get at least a second one 2025.

Drop your dreams now! ;)

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DJI’s Full Frame Mirrorless Camera Is Coming — Panic for Sony/Canon/Nikon, Zero Worries for Fujifilm

The already highly overcrowded full frame digital camera market might soon get a new competitor: DJI.

In fact, strong rumors shared by DJI-Rumors (via L-rumors) say that on September 15, DJI will launch its first full frame digital mirrorless camera.

If you think that’s nonsense, I remind you that DJI already has a medium format mirrorless camera on the market, the Hasselblad X2D, because Hasselbad is owned by DJI.

Since they make a mirrorless digital cameras already, it’s not impossible that they might soon also offer a full frame mirrorless camera. Plenty of brands have their hands on multiple sensor sizes, so why not DJI too?

The new DJI full frame mirrorless camera will enter a highly overcrowded market, where Sony, Canon, Nikon, Panasonic, Sigma and Leica all have their full frame cameras offerings.

So while all brands will soon scrutinize DJI’s new full frame camera, it is mainly those offering FF cameras who will be most worried about it.

Fujifilm has no full frame camera and so far they have kept their word given to us in 2018: “we will NEVER go Full Frame“.

Sure, Fujifilm will look with interest at the DJI FF camera, but on the other side they are also those less worried about it, as it is not a market they are into.

Fujifilm made a clear choice:

  • Medium Format: for those who want the best possible image quality at a “payable” price
  • APS-C: if image quality is not the absolute and irrevocable paramount for you and you are therefore willing to accept compromises, then, since you are fine with compromises anyway, APS-C is the best balanced system in terms of size, price, features etc. – so at least say industry insiders from PetaPixel, DPReview and more

This was Fujifilm’s decision. May it be right or wrong, only time will tell.

But so far it seems Fujifilm is living a rather quiet and relatively successful life outside the overcrowded full frame market and they can look at the DJI full frame with no worries as opposed to other brands, who went all-in with full frame and now have a new and strong competitor coming.

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DxO PhotoLab 9/PureRAW 5.3 Released: Unrivaled Noise Reduction for All X-Trans Files, AI Masking and More

DxO has just launched DxO PhotoLab 9.

Now all X-Trans cameras can enjoy their most sophisticated DeepPRIME XD3 X-Trans technology.

But there is a lot more, such as AI Masking. All details at the dedicated DxO PhotoLab 9 page.

DxO PureRAW 5.3 is also available now.

The latest versions also add Fujifilm GFX100RF support.

Get DxO here:

New in PhotoLab 9

Al Mask: for advanced selections
Accelerate your editing with Al-driven subject detection and selection.

  • Automatically select key subjects such as sky, people, clothes, background, hair, vehicles, and more. You can also use click or bounding box to manually select your subject.
  • Al masks can be combined with all other masking tools for the most challenging needs

Refined Local Adjustments with vastly improved masking system
Enjoy greater flexibility and precision in localized edits with a unified and intuitive masking structure.

  • Combine all masking tools together (Al Mask, Control Points, Control Lines, Gradients, Brushes…).
  • Sub-masks let you create more precise masks for each image.
  • Easily access actions such as Invert Mask Effect and Duplicate Mask.
  • Gizmo displays have been redesigned for clarity and usability.
  • A one-time engine migration is required to edit local corrections created in earlier DxO PhotoLab versions.

Localized Noise Reduction and Lens Sharpness capabilities
Target specific areas for denoising and lens sharpness using masks.

  • With the Local Denoising and Local Lens Sharpness Optimization, it’s now easier than ever to fine-tune your most challenging images.

Images stacking in the Filmstrip
Organize your images more efficiently through stackable thumbnails.

  • Virtual copies are automatically grouped into collapsible stacks.
  • Manual controls include: create, group, ungroup, sort by date, and re-stack virtual copies.
  • Stack display states (collapsed/expanded) are preserved across filtering and project navigation.

Advanced Batch Renaming Tools
Rename images (inputs and outputs) consistently and efficiently using a flexible token-based system.

  • Leverage metadata tokens (e.g. EXIF, IPTC, shot date, counter) and custom text to build naming schemes.
  • Create, save, and reuse custom renaming presets.
  • A Find & Replace function is now available in the export dialog, with optional case sensitivity and live preview.

Support for Apple ProRAW and HEIF/HEIC Image Formats
PhotoLab 9 offers full compatibility with Apple ProRAW and HEIF/HEIC

  • ProRAW images from iPhones can now be opened and processed, with built-in tone mapping enabled by default.
  • HEIF/HEIC image formats are now fully supported.

Enhanced Noise Reduction with DeepPRIME 3 & DeepPRIME XD3 X-Trans

  • DeepPRIME 3, introduced in PhotoLab 8.5, takes our machine-learning based approach to RAW conversion one step further: our new neural network performs denoising, demosaicing and the correction of chromatic aberrations all simultaneously and with unprecedented efficiency.
  • DeepPRIME XD3 X-Trans follows the same approach but utilizes a significantly larger model and more training data. As a result, it retains eXtra Detail, while also delivering silky-smooth bokeh at the same time.
    After 6 months of public beta, PhotoLab 9 contains the final version, which is faster and produces cleaner images than the beta. The older DeepPRIME XD was removed.
  • The original PRIME denoising, revolutionary when introduced back in 2013, but now obsolete, was removed.
  • A live preview option allows you to visualize both global and local denoising effects at any zoom level.

Lens Sharpness Optimization V2
Experience enhanced image detail thanks to the latest improvements in DxO’s lens correction engine.

  • The calibration process and the sharpening algorithm were reworked from the ground up to ensure homogenous results across all camera gear and shooting conditions (feature will roll out progressively).
  • The intensity slider now runs from 0 to 200, with 100 being our recommendation of “just the right” amount of sharpening for the given image.

Quick Access with Favorites

Add folders, projects, or drives to your favorites for quick access. This makes navigating to your most-used destinations faster and more efficient.

U Point feathering control

Diffusion slider has been added to fine tune your masks using U Points.

Projects accessible in Customize tab

In this version you can access your Projects directly from the “Customize” tab. With this improvement, managing and switching between Projects is easier than ever, streamlining your entire workflow.

Known Limitations

  • Bayer RAW files are not supported yet by DeepPRIME XD3 (X-Trans only).
  • HEIF/HEIC SUPPORT
  • Lightroom IPTC tag not read
  • GPS coordinates are displayed as 0 in Samsung HEIC image
  • On MacOS 15.6 and Tahoe beta 6, predefined Al masks are not returning any result in GPU/ANE modes.
    Current workarounds are to switch to CPU mode or to use MacOS 15.5 or earlier.

PhotLab 9 Press Release

** CLICK HERE to Read the Rest of the Article **

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

My Fujifilm X-E5 is Shipping… and These Are the 3 Film Simulation Recipes I Will You Put on the Dedicated Dial (for Now)

I want to be ready for the day my Fujifilm X-E5 arrives.

So I did my homework and I read the X-E5 user manual.

And one thing I have to do, is to decide which film simulation recipes to share first on the dedicated film simulation dial.

Well, I think I’ve made up my mind and here they are

Of course this is just the combo I decided to use to start with. Over time I will make some changes and adjustments. Very likely one recipe will have to make space for a black and white recipe. But for now these will be the first three I dial onto my X-E5 dial.

But what about you? If you got yourself an X-E5, which three film simulation recipes will you store on the film simulation dial?

Feel free to list your top 3 in the comments.

Shipping Now

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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

 

Fujifilm X-T30 III – More Than Just a Name Change?

So, we told you that the Fujifilm X-T30 II successor won’t be called Fujifilm X-T40, but Fujifilm X-T30 III.

And this made some panic. So let’s talk about it.

At a first glance this might seem like a very negligible detail, but let’s try to understand why Fujifilm picked X-T30III over X-T40 or X-T300.

Take a look at the Fujifilm X-T30 vs X-T30II specs comparison.

You will notice that the specs are identical, except for one minor detail: the X-T30II has a better LCD screen.

So, at least with the jump from X-T30 to X-T30II, the “MKII” indicated a negligible specs bump.

Now, some feared that following the same scheme, also the jump from X-T30II to X-T30III will mean a negligible specs boost. But I don’t think that will be the case.

You see, the X-T30II was born during the global parts shortage caused by COVID. To keep production of the X-T30 running at a steady pace, Fujifilm had to adapt and use whatever components were available—in this case, a higher-resolution LCD. That small change was enough for Fujifilm to rebrand the camera as the X-T30II.

In short: it was just a name change… and I think this won’t be the case this time.

You see, unlike the X-T30II, the upcoming Fujifilm X-T30III isn’t the result of a parts shortage. It emerges from a clear need Fujifilm has identified: a more affordable, lower-tier model that still offers an electronic viewfinder.

That’s why I believe this time the upgrade will be more significant. Most of all, I expect it to feature Fujifilm’s 5th-generation processor, the latest firmware, and an overall boost in specifications—all driven by these two key improvements.

But since price matters, Fujifilm could choose to save costs in other areas—for example, by keeping the X-T30II’s exact same body, with no design changes like those seen on the X-T50. The trade-off? No IBIS.

But that’s all just speculation.

What’s sure is that it will be called Fujifilm X-T30 III and it will be launched in 2025.

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The Fujifilm X-T30 II Successor Name Unveiled

Today we can share with you the name of the Fujifilm X-T30 II successor.

Some said it would be called Fujifilm X-T40.

Some said it will be an X-T300.

But according to our trusted sources, the Fujifilm X-T30 II successor will be called Fujifilm X-T30 III.

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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