Nikkei has published the global sales number and market share of digital stills and video cameras sold in 2023. The numbers are based on data from CIPA and JEITA and have been reported by the Japanese website dclife.

Here are the numbers for 2023:

1. Canon … 3.34 million units (46.5%)
2. Sony … 2 million units (27.9%)
3. Nikon … 810,000 units (11.3%)
4. Fujifilm … 430,000 units (6.0%)
5. Panasonic … 260,000 units (3.6%)
6. OM Digital … 180,000 units (2.5%)
7. Ricoh Imaging … 60,000 units (0.8%)

Nikkei writes that the decline in the global market share of digital cameras is slower than before, and the demand for high-performance mirrorless cameras is increasing. Nikkei says “high-performance mirrorless is strong, and the market is recovering“.

This is more in less in line with the market share given to us by Techno Research System, which is limited to mirrorless cameras, though.

• Canon 41,2%
• Sony 32.1%
• Nikon 13.2%
• Fujifilm 8%
• Other brands 5.5%

Considering that Fujifilm has no dedicated video camera, nor DSLRs in offering, it is safe to assume that the vast majority of the 430,000 units are X and GFX camera sales. Not sure if the (almost dead) Fujifilm Finepix line is included in the list, but even if it would, it would be a negligable number.

Let’s put context to these numbers.

In 2023, Fujifilm launched 2 cameras

• Fujifilm GFX100 II
• Fujifilm X-S20

Moreover, in 2023 Fujifilm kept struggling to produce and ship what they had announced in previous years.

• X-T5 sales suspension in Japan in 2023
• X-S20 sales suspension in Japan in 2023
• Chronic shipping struggles for X100V
• X-E4 shipping debacle, discontinued in 2023 with harldy ever being in stock due to Fuji’s incompetence to produce what people actually ordered

The list could go on forever, but bare with me if I stop it here to avoid to turn this article into a rant.

All I’ll say is that the number, 430K, is way below of what Fujifilm could have shipped if only they figured out a proper way to produce more gear rather than relying on creative, flawed and no-cost solution like using blockchain to improve parts procurement.

They did not increase production (except now for the X100VI). They did not hire more workers. They did not expand factories. They just accepted things as they are and so we got to absurd situation like the one of the X-E4, which was launched in January 2021. I noticed the X-E4 in stock only once in October 2021 and then it was mainly out of stock everywhere until it got discontinued in 2023 while tons of people still had one on pre-order.

The Fujifilm CEO calls this a “normal” situation, but I have not seen other brands struggle as much with deliver as Fujifilm. Sure, it’s not all Fuji’s fault, as nobody could have thought that Fujifilm’s popularity would expload like this. But the years passed, and Fujifilm failed to adjust to the new high demand.

Anyway… it is what it is.

Fujifilm sold 430,000 cameras in 2023. But it could have been easily twice as much if they’d have been able to ship their gear properly worldwide.

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)

 _ _ _

The Rise of Fujifilm…

Fujifilm has announced the financial results for the first quarter of the fiscal year 2024 (April 1st, 2024 to June 30, 2024).

In short we can say the professional imaging division is growing strong with revenue up +33.8% compared to last year.

Always in terms of revenue, the professional imaging division (+33,8%) grew even stronger than the Instax division (+17.8%). Now the revenue difference between Instax and professional photography gear is of 18.5 billions of Yen (74.6 for Instax and 56.1 for X, GFX and Fujinon lenses) compared to the gap of 21.2 in 2023.

No wonder that the Fujifilm CEO called their photography business their new goldmine.

• Fujifilm CEO Teiichi Goto: “We Have Found a New Gold Mine in the Photography Business”

With all these great numbers, Fujifilm increased their imaging division financial forecast for 2024:

• + 6.3% revenue (from 480 to 510 billions of Yen).
• +12% operating income (from 100 to 112 billions of Yen).

Despite…

So all good and keep going like this, Fujifilm?

Well, not really. We will always find something to moan about. ;)

And particularly, it’s a pity to see that these wonderful data coming in despite Fujifilm having had much more trouble to ship their gear than any other brand.

I can only imagine how the numbers would have skyrocketed, if only Fujifilm would have been capable of matching the terrific demand there is for their cameras and lenses.

Dear Fujifilm:

you have to understand that meeting your sales targets is not enough. What you have to meet is the true demand for Fujifilm gear.

That’s why I can’t find huge joy in the numbers you’ve shared today: I keep thinking at the figures you could have achieved, if only you’d have been able to produce more gear with proper hard work and solid investments instead of trying out some creative solutions that brought no results.

• Fujifilm CEO: Supply is Normal, Overproduction Would Force Discounts and Reduce Brand Strength and Gear Value
• Fujifilm to Use Blockchain to Optimize Supply Network of Digital Camera Parts

The Report

Godox has just announced the new Godox AD600Pro II All-in-One Outdoor Flash.

A curiosity: anyone out there who has used both, Godox and Profoto speedlights? Because my impression is that the Godox gear is a no brainer, but maybe there are strong arguments in favor of Profoto gear.

One that comes to my mind is that it seems Fujifilm cooperates more closely with Profoto, because certain bugs happen only with Godox gear and not with Profoto gear.

Key Features

• One-Tap Sync with Optional X3 Trigger
• Compatible with Most TTL Systems
• 600Ws, 1/512 to 1/1 Power Output
• Up to 360 Full-Power Flashes
• Flash Duration: 1/220 to 1/11,760 sec
• 1/8000 sec High-Speed Sync
• 0.01-0.9 sec Recycling Time
• 40W Bi-Color LED Modeling Lamp
• Upgraded TFT Screen for Onboard Control
• Includes Battery & Charger

Godox AD600Pro II
BHphoto – Amazon – Adorama

Wait, a Fujifilm X-T4 infrared camera?

If that sounds new to you, here is recap:

• back in 2023 BHphoto shortly listed a Fujifilm X-T4 extended spectrum on their website
• BHphoto later on removed the X-T4 IR saying it is now discontinued
• Fujifilm X-T4, X-H2 and GFX100II Extended Spectrum appeared hidden inside the Fujifilm X App

Well, now the Fujifilm X-T4 IR Extended Spectrum is back at BHphoto, this time even more affordable than at its original listing (now $1,899 instead of $2,199).

I find dedicated IR version a great way to give “older” cameras a new life.

I just wish they were made available for the large public, since as of now sales restrictions apply that you can read at the dedicated BHphoto page (click “CONFIDENTIAL DOCUMENT”). Included in the list of people who can purchase it are “professional artists” and “professional qualified Buyers and videographers that intend to use the purchased Infrared and Extended Spectrum Products for the creation of fine art.”

Capture One has announced that REALA ACE support has been added in Capture One 16.4.4 for the following Fujifilm cameras: GFX100II, GFX100SII, X100VI, X-H2, X-H2s, X-S20, X-T5, X-T50.

You can download the latest Capture One 16.4.4 here and view the release notes here.

Of course I have the perpetual license, so no Reala Ace for me.

At the end I’ll have to give up on the idea to stick with perpetual licenses. I will start to rent my editing software. But I am not sure it will still be Capture One.