Fujifilm Q3 Financial Results: Professional Imaging Segment up 25.6% YoY

The Fujifilm Q3 Financial Results (October-December 2024) have just been shared.

We can see that Instax makes about twice as much revenue as Fuji’s professional imaging segment. That’s impressive, considering that at the same time the R&D investments for Instax products are significantly smaller than for the X and GFX system.

But also the X and GFX series are doing well, as “brisk sales of digital cameras continued to drive revenue growth” with a 25.6% YoY revenue growth.

Professional Imaging – Revenue ¥58.9 billion (up 25.6% YoY)

  • Digital camera sales grew mainly in China. Strong sales of the four models launched last year – X100VI, GFX100S II, X-T50 and X-M5– contributed to higher revenue.
  • Development of our filmmaking camera FUJIFILM GFX ETERNA, which features rich, true-to-life visuals through a large format sensor, is underway, with launch planned in 2025

Consumer Imaging – Revenue ¥110.6 billion (up 7.9% YoY)

  • Revenue increased driven by steady sales of the instax instant photo systems.
  • In addition to the instax mini 12, strong sales of new high-value added products, including the instar WIDE 400 wide format camera launched in July and Link 3, contributed to higher revenue.
  • The instax WIDE Evo, the high-end hybrid instant camera which offers versatile shooting expressions with its most extensive range of effects in the instax series, was launched today (February 6, 2025).

In the Imaging segment, consolidated revenue amounted to ¥426.7 billion (up 15.8% year-over-year). Operating income amounted to ¥115.0 billion (up 29.3% year-over-year). In the consumer imaging business, steady sales of the instax instant photo systems drove revenue higher. In September 2024, we launched the smartphone printer instax mini Link 3, which can print smartphone images on card-sized instax film. Sales grew steadily during the year-end sales season, along with the instant camera line-up. We will continue to expand the world of the instax instant photo system that allows people to enjoy on-the-spot photo printing.

In the professional imaging business, brisk sales of digital cameras continued to drive revenue growth. In November 2024, we launched the FUJIFILM X-M5 mirrorless digital camera, the lightest in the X series. We also announced the development of our first-ever filmmaking camera, the FUJIFILM GFX ETERNA. We will continue to feature outstanding image quality with the large format sensor in the GFX series and the best balance of image quality and size in the X series, providing attractive products for digital camera users and the film industry.

You can access all charts and details at the Fujifilm page here.

Fujifilm X Summit March 20 in Prague: What to Expect… and What Not

So we told you that the next Fujifilm X Summit will take place March 20.

By the way, it will take place in the wonderful city of Prague.

I have quickly read all possible speculations about what will come, so let me set a few things right.

The only gear we can be sure will come on that day, will be the Fujifilm GFX100RF.

And the gear we can be sure will not come on that day is the Fujifilm X-E5, which will come in summer 2025.

And if the anonymous source is correct, also the Fujifilm GFX Eterna will come later (in June).

There is the 1″ half frame Fujifilm camera, but I have no idea when that one will come, so I can’t exclude that for March 20.

Of course there can be always surprises. Some early prototypes of future gear (digital X Pan TX-3 anyone?), new lens roadmaps and what not.

But whatever comes, the place to be is FujiRumors.com. We will cover everything so that you won’t miss anything. ;)

Big Fujifilm Deals in Europe on X-T50 and GF Lenses

Fujifilm has launched big deals (instant rebates) in Europe that pretty much match the big rebates we have in USA in terms of GF lens deals.

However, we also got a really great deal on the X-T50.

Here are the details:

EUROPE Deals – Instant Rebates

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

X-T50 + Lenses

GFX Deals

USA Deals – Instant Rebates

Laowa Tilt-Shift Macro Lenses for Fujifilm G Mount now at BHphoto

Late last year Venus Optics launched the Laowa 55mm f/2.8 Tilt-Shift 1x Macro and the e Laowa 100mm f/2.8 Tilt-Shift 1x Macro.

Now you can purchase them also at BHphoto (previously only at Venus Optics).

For first looks and launch videos check out our original article of December 2024.

WRONG: Fujifilm will NOT Launch a New 26MP X-Trans V Sensor

A “rumor” surfaced, that Fujifilm will launch a new non-stacked X-Trans CMOS 5 sensor with 26 megapixel. That’s at least according to information that appeared first at the Chinese Weibo social media account of E8M.

In short:

  • there is a new X-Trans V 26MP sensor coming
  • it is an evolution of the current 26MP X-Trans IV sensor
  • it’s meant for mid-range camera like the X-S30
  • it is not the X-Trans V 26MP stacked sensor of X-H2S, but kind of a non-stacked version of it.

While I respect E8M because he is a great source when it comes to spotting camera registrations that are publicly available and visible for everybody online, I can tell to all fellow Fujifilm shooters that this rumor is 100% wrong.

I know you might question FujiRumors at this point.  But I remind you just about when E8M leaked a very long list of Fujifilm rumors back in 2023.

I told you that the list of rumors he shared was wrong, even the ones he claimed were coming from super-reliable sources: for example he said the GFX100SII has retro controls, the X-Pro4 would come, the X100VI would have IBIS and OIS, the GFX25 megapixel camera is coming, the X-E5 coming is scheduled for summer 2024 and more.

I have no doubt E8M is not making up random rumors just to grab attention. I believe he shares them, because he trust somebody. But now I find myself in the uncomfortable situation to have to correct a person who I actually like to follow because it finds publicly available registrations in China often faster than others.

I will share the full rumor below, but I can tell you that it is wrong and it won’t happen.

Fuji may announce the X-Trans CMOS 5 image sensor for the next generation of mid-end video cameras (such as X-S), which is basically an evolved version of the speed and focus of X-Trans CMOS 4.

The PDAF density reaches the X-Trans CMOS 5th generation standard, and the video reading speed reaches 12bit full-pixel 60fps and 4K point-to-point 120fps, which can be regarded as a stackless version of 26M BSI stacked X-Trans 5 CMOS HS.

Compared with X-Trans CMOS 5 HR, it is more suitable for video shooting and continuous shooting.

Again, all of it is 100% wrong.

But I know this will spread around as if it was true (just as the wrong 2023 rumors did), because people don’t know the truth so they tend to believe whatever is published. But FujiRumors knows. So we stand alone, once again, trying to stop wrong information from spreading around without control.

If you want to know the truth, then better stay tuned. We have lots to talk about in 2025 ;).

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

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

A Beautiful Film Simulation Recipe, Fujifilm X-T6 Talk, X-Pro4 Truth, the X-M5 Surprise and More – Best of 2024

Unless the rumor of the century drops today and leads to an unprecedented spike in traffic, then we are basically done with 2024 and we can look back at which were the most read articles in 2024.

  1. Fujifilm to Launch Three Cameras within First Half 2024 – But the Biggest Release is Another One ;)
  2. Surprise: Fujifilm X-M5 to be Launched in Second Half of 2024
  3. Fujifilm’s New Camera Coming with New Sensor Size (Never Used Before by Fujifilm)
  4. Fujifilm X-T6 in 2024? Let’s Talk about it!
  5. Fujifilm X-Pro4: Here is the Truth!
  6. This Recipe is Taking the Fujifilm Community by Storm – Classic Cuban Neg
  7. Fujifilm X-E5: The Truth!
  8. List of Fujinon XF Lenses that Get Maximum Benefit from Fujifilm X-H2 (and X-T5) with 40 Megapixel Resolution
  9. Watch Out Fujifilm: Ricoh GRIV Coming First Quarter 2025 and Monochrome Version to Follow Later On
  10. Forget About Fujifilm X-Pro4, X-E5, GFX100SII, X-T40, X80 & Co: the Only Camera Coming February 20 is the Fujifilm X100VI
  11. Fujifilm X-Pro4 not Coming in 2024: The End of Line or the Beginning of Something Very Special?
  12. Fujifilm’s Half Frame Camera has a 1″ Sensor
  13. Fujifilm X-Pro4 (X-Pro5?) Coming with Improved Hybrid Viewfinder (and What I Hope it Will be)
  14. Fujifilm Launches Dedicated Fujifilm Film Simulation Website
  15. CONFIRMED: Fujifilm X100VI Announcement on February 20 (and More?)

Did FujiRumors get it right?

I am surprised to see such a high interest for the Fujifilm X-M5.

A bit less surprising is to see film simulation content on the top of the ranking, especially with Classic Cuban Neg, which has quickly become a Fujifilm users favorite.

This article of 2022 still gets great views, too.

I hope you enjoyed checking out FujiRumors in 2024. And if you want, stick around also in 2025, because I have the feeling it could be a very interesting year.

Love you guys!

Fujifilm UK Manager on Niche Products Expansion, Instant Gratification with Film Simulations, Adapting to Market Habits and More

Part 2 of the interview Fujifilm UK manager Theo Georgiades went online (part 1) and can be read at amateurphotographer here.

In short:

  • Focus on reaching a new audience, including younger people and first-time photographers (hence not only younger people)
  • Quality straight out of camera is a bigger thing now
  • Instax and Film Simulations are so popular because many people want instant results
  • we’ve had film simulation for the last 10 years but it’s really taken off since 2023 with our recent cameras
  • New generation consumers exhibit different shopping behaviors.
  • Earlier camera launches (e.g., X-T1, X-T2, X-T3) led to corresponding spikes in lens sales.
  • Current buyers of camera kits seem content with the included equipment, showing less interest in additional lens purchases.
  • Smartphone generation tends to prefer owning one or two lenses.
  • Lens popularity now depends on the user type and the camera launched (e.g., 70-300mm X-Mount and primes remain popular).
  • Fewer people purchase multiple lenses upfront compared to earlier trends.
  • New users typically start with their camera and kit lens, investing in additional lenses over time.
  • Adapting to these new market habits is essential for the brand.
  • The X-M5 has gained popularity among new audiences, unlike earlier X-M or X-A models, which performed modestly in regions like the UK but thrived in Asia.
  • Traditional users often prefer cameras with viewfinders, like the X-T50 or X-S20, while newer audiences, such as content creators and step-up smartphone users, are accustomed to shooting via screens.
  • Shifts in shooting preferences, like not needing a viewfinder, have removed previous barriers, enabling product diversification.
  • This evolution allows Fujifilm to cater to a wider audience and explore niche features in future products.
  • Increasingly, people are gravitating toward dedicated devices like Instax, X Series, or GFX, moving away from reliance on smartphones to avoid distractions.
  • A new film camera? The manager has 25 years of experience with Fujifilm and has learned to “never say never”
  • Film photography is experiencing a significant resurgence, evidenced by increasing film sales.
  • Film cameras are gaining popularity
  • But businesses must differentiate between long-term opportunities and short-term trends.
  • Fujifilm continues to leverage its Instax range of instant film cameras and printers to meet market demand.
  • The GFX line was launched in 2016 with the goal of diversifying Fujifilm’s offerings.
  • The aim was to grow the medium format market, which had become stagnant, while also challenging the full-frame market.
  • The quality of video from the GFX sensor has continuously improved.
  • GFX remains a key focus for Fujifilm, and the company is excited about its future.
  • Fujifilm is committed to pushing the GFX line further and not becoming complacent (hence also GFX Eterna announcement)

I guess the part that got me pumped the most was when he talked about “becoming more adventurous with niche features in the coming years“.

We got hint of some of those “adventures” already:

And we have a Fujifilm X-Pro4 (or X-Pro5 or X-Pro6) that takes so much time to come, and this makes me think it could come with some “adventurous niche features” too.

Yes, I know. If I was in charge of Fujifilm, the company would go broke within a few months, because I am really just mostly drawn into their niche product lines. And I have zero interest in hybrid cameras, as my Fuji’s don’t shoot video at all. But in order to survive as a camera company, Fujifilm does have to offer more mainstream products too and “adapt to the market”. So I guess I have to put my heart in peace and accept that part of the R&D goes into products and features that I don’t care about (for example, I do not have any interest in the upcoming GFX Eterna).

But if adapting to the market helps Fujifilm to survive and maybe even thrive, than so be it. It’s just good to know that Fujifilm does not lose its soul and keeps niche products and features on their roadmap.

Fujifilm X-Pro6 in 2026 with 6th Generation Platform? Let’s Talk About it!

We told you that there won’t be any Fujifilm X-Pro4 or Fujifilm X-Pro5 in 2025.

The fact that it takes so long made many in the comments to this post speculate that Fujifilm might just skip the 5th generation platform and use the 6th generation platform for the Fujifilm X-Pro6.

And not only some of our readers, but also guys with excellent connections to Fujifilm such as Gordon from Cameralabs in the Petapixel podcast and Ritchie from FujiXWeekly speculate that Fujifilm will skip the 5th generation and go straight for the 6th generation with the X-Pro3 successor (X-Trans VI and X Processor 6).

Now, this goes against the pretty much only thing we have heard officially from Fujifilm about the next X-Pro, which is what Fujifilm Guy Billy said.

Billy said that he can see the X-Pro getting the 5th gen specs, but the reason for the wait was that it had to be something very special.

My take?

I try to avoid speculations in this matter, because I know it matters so much to many. Which is why I will stick to rumors. And for now, I have no rumors about the Fujifilm X-Pro4, X-Pro5 ro X-Pro6 (or however it will be called), except for the fact that it won’t come in 2025 but Fujifilm is working on an improved hybrid viewfinder.

Of course the fact that it takes so long for the X-Pro3 successor to come opens up the possibility for an X-Pro on 6th generation steroids. Or maybe Fujifilm will keep the 5th gen platform as suggested by Fuji Guy Billy, but look into other ways to make it “special”, with new ergonomic solutions, some of which we could see first on the Fujifilm GFX100RF as we rumored here.

But whatever it is, I will not make any speculations right now, because people tend to mistake my random speculations for solid rumors and then turn mad on me if those speculations do not materialize. That’s OK for me most of the time, but not in regards to the Fujifilm X-Pro3 successor.

But you guys can loosen your fingers, open your mind, and type all your thoughts and speculations in the comments below.

BREAKING: Fujifilm X-Pro4 (X-Pro5) is Not Coming in 2025

Fujifilm X-Pro Line Future

I don’t know exactly how to bring you this rumor, but I guess the best way is just to deliver it straight and raw:

According to multiple of our highly trusted sources (as well as a couple of new ones) there won’t be any Fujifilm X-Pro4 or Fujifilm X-Pro5 (or any X-Pro3  successor) in 2024 and not even in 2025.

I know that’s a bummer for many Fujifilm lovers out there.

But you can trust that I made sure this is an accurate rumor. I know a huge chunk of the reputation of this rumor website depends on the X-Pro4 rumors and I would only share it if I am 110% sure.

The wait for the Fujifilm X-Pro4 or may it be called Fujifilm X-Pro5 is longer than we’d like it to be.

I just hope that this also means the next X-Pro will be something super-special and worth the wait.

And in the Meantime…

While the Fujifilm X-Pro3 successor might not come in 2025, there are plenty of other cameras Fujifilm is working on for 2025 release.

And there might even more coming.

I am personally hyped about the Fujifilm X-E5.