Why You Might Love the Fujifilm GFX Eterna – Even if You Hate it (Now)

Soon Fujifilm will launch the Fujifilm GFX Eterna (as well as this new GF lens).

Right in time for the biggest video-centric photography fair, the IBC2025 in Amsterdam.

To put it down in the kindest way possible, the reaction of most of the FujiRumors community about this camera was… well… let’s say not really enthusiastic.

“What a waste of resources.”
“Fujifilm is taking the wrong path.”
“Who cares about medium format cinema cameras…”

I guess this could sum up the general feeling about it.

But today I’d like to tell you that even if you hate the concept of a dedicated medium format video camera, we all might profit from it.

You see, with the GFX Eterna, Fujifilm isn’t just dipping a toe into video — they are making a statement. A medium format cinema camera is not a half-hearted side project; it’s a commitment to filmmakers, and that commitment will force them to push video autofocus further than they ever have before.

In other words: the GFX Eterna could force Fujifilm to make their biggest autofocus leap since they launched subject detection on the Fujifilm X-H2S in 2022 – well, actually… if we really want to be precise… Fujifilm first offered subject/animal detection on this 2010 Fujifilm camera, as we told you here.

Because video autofocus is one of the most difficult challenges for any camera manufacturer to master. It’s a constantly moving target — literally — requiring lightning-fast processing, precise subject tracking, and intelligent prediction algorithms.

And you know what that means?

It means that when Fujifilm invests heavily in AF technology for video, those improvements inevitably trickle down into stills. The algorithms, refined processing, and subject recognition improvements they might develop for GFX Eterna could also make their way into X and GFX still cameras.

So even if you never plan to shoot a single frame of video in your life, this “waste of resources” could end up being one of the best things Fujifilm has done for autofocus in years.

Is this wishful thinking?

Maybe. But big leaps often come when a company steps outside its comfort zone, as Fujifilm is now doing with the GFX Eterna.

In any case, the Fujifilm GFX Eterna represents a big chance for Fujifilm, not only in regards to the camera itself, but to the necessary firmware refinements it will require.

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Fujifilm CEO FY2025 Q&A: “We Have Several New Products in the Pipeline – X100VI and X half are Doing Very Well”

Recently Fujifilm presented its Q1 results for the fiscal year 2025.

Now also the Q&A has been published at Fujifilm, and here is what Fujifilm CEO Teiichi Goto hat to say about the imaging division.

To give you a concrete example from the supply chain side, Imaging was the segment most affected by U.S. tariffs. We used to produce in China, but we also have manufacturing facilities in the Philippines and in Japan, plus we use some contract manufacturers in Southeast Asia. So, we reallocated production across those locations, basically shifted manufacturing away from China, and that was one of the key responses.

[…] Q1 was indeed a very strong quarter for us. The reasons include solid performance from the instax line, WIDE 400, WIDE Evo, and also Link 3, which we launched in the previous fiscal year, all performed well. In April, we launched the mini 41, which has a classic design, and that product also generated solid numbers.

As for digital cameras, the X100VI, an X100 series, and the half-frame X half model are both doing very well, with a significant backlog of orders building up. Demand continues to be strong. We still have several new products in the pipeline, and we expect the upward trend to continue.

Now, we know that Fujifilm is going to launch at least two more cameras in 2025, the Fujifilm GFX Eterna and the Fujifilm X-T30II successor. There will also be this new GF lens.

But keep in mind that the fiscal year in Japan ends March 31, so when the Fujifilm CEO talks about “several new products in the pipeline” for this fiscal year, he means everything that will be launched between now and March 31, 2026.

Could that include also the launch of the new 6th generation platform?

Well, recently, we analyzed Fujifilm’s sensor refresh cycle. If the company were to maintain the same pace as in the past, the 6th-generation platform would likely arrive around late 2025 or early 2026. Of course, this isn’t a rumor—just speculation based on Fujifilm’s historical timeline.

Whatever the CEO ment with “products in the pipeline“, he is definitely confident that those products will contribute to the “upward trend” Fujifilm is experiencing all over the world. Sure, maybe he means just new Instax cameras or maybe some other bold X half alike experiment. But from our humble point of view, we believe that a Fujifilm X-T6 or Fujifilm X-Pro4 would not hurt the positive trend either ;).

As far as the tariffs goes and their impact on the imaging division, the CEO has to say this:

Even if inflation in the U.S. leads to weaker demand or consumer hesitation, we believe there are still plenty of other markets globally where we can absorb that impact. We can shift focus to those areas, and if we do that well, we expect the strong performance to continue through the rest of the year.

This sounds like Fujifilm is willing to accept a sales decline in the U.S., while aiming to compensate for it by strengthening its market share in other regions.

via Fujifilm

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Amazon Currently Selling Some X/GFX Gear at Pre-Tariff Price (or Lower) – LIMITED STOCK

The Deals

Amazon is currently selling some Fujifilm gear at the old “pre-tariff” price (shipped and sold by Amazon – unless specified).

NOTE: Some gear is marked as discounted, other is not marked as rebated and yet it is cheaper than regular price.

X Gear

  • XF8mmF3.5 – $869 ($899 regular price – $799 pre-tariffs)
  • XF16mmF2.8 – 11% discount ($399 instead of $449)
  • XF23mmF1.4 – 10% discount ($899 instead of $999)
  • XF30mmF2.8 Macro – 8% discount ($599 instead of  $649)
  • XF50mmF1.0 – $1,518 ($1,649 regular price – $1499 pre-tariffs)
  • XF10-24mmF4 – 9% discount ($999 instead of $1,099)
  • XF100-400mm – 6% discount ($1,972 instead of $2,099 – NOTE: pre-tariff price was $1899)

GFX Gear

  • GF23mmF4 – 5% discount ($2,659 instead of $2,799 – NOTE: pre-tariff price was $2,599)
  • GF80mmF1.7 – $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
  • GF45-100mmF4 – $2,299 ($2,499 regular price – $2,299 pre-tariffs)
  • GF100-200mmF5.6 – 7% discount ($1,999 instead of $2,149 – $1,999 pre-tariffs) – SOLD OUT, Only Available at Full Price

If you find more gear discounted, feel free to let us know in the comments.

The Curious Case

Interestingly, I have filtered the Amazon results to show me only “new” items (to get rid of all refurbished gear in the results), and some gear pops up as “FUJIFILM X Replacement Lens” at a great price, even lower than the pre-tariff price.

Some are marked as shipped and sold by Amazon, others by Amazon Japan or Germany. They are all marked as coming with free shipping.

Maybe Amazon is simply taking stock they have all over the world and re-directing it Amazon US?

In any case, make sure to check if you have to pay import taxes on it.

  • XF33mmF1.4 – $769 (currently $899 – $799 pre-tariff)
    shipped and sold by Amazon with free 30 days return policy
  • XF70-300mm – $758 (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

We still recommend to stick with gear shipped and sold by Amazon US to avoid surprises. But I wanted you to be aware why some gear is listed even cheaper: it’s because it’s coming from other Amazon branches.

The Madness :)

And just for curiosity: Amazon is selling the XF23mmF2.8 for a humble 16,482 USD :).

The Future :(

Fujifilm will further increase prices on August 30.

I have shared the full list of price increases here.

Full List of X and GFX Price Increases Starting August 30

Earlier today we reported how Fujifilm said to some news outlets that prices for certain Fujifilm gear will go up on August 30.

Well, I think we can now share the full list of price increases that will come into effect August 30.

Not all X cameras and lenses will get a price increase. What’s not in the list below is safe.

On the GFX front, pretty much everything will get a price bump.

The biggest price jump (+30%) will go to all sorts of Fujifilm accessories, which I guess are still all made in China.

Of course that’s for now just a rumor. All I can say is that last time we were spot on with the list of price increases. It does not mean that we will be also this time, but it might explain why I am confident enough to share it.

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

There could be typos in the list, but I tried to put it down as good as I can in the short time I have right now.

Fujifilm X and GFX Sales Surge in Q1/2025 — Now Close to “Goldmine” Instax Revenue

The latest Fujifilm financial results are out (Q1/2025 – April to June 2025).

Interestingly, Fujifilm makes an estimate of the impact of U.S. tariffs for each segment, except for the imaging division

  • health care = – 4.0 billion yen
  • electronics = – 1.0 billion yen
  • business innovation = – 1.0 billion yen
  • imaging = no information

A positive mention (strong sales) goes to the Fujifilm X100VI, Fujifilm X-T50, Fujifilm GFX100SII and Fujifilm X-M5 and as far as Fujifilm GFX100RF and X half goes, they just say they “contributed” to the results. In the Instax world sales were strong for instax WIDE 400 and instax WIDE Evo.

Also interesting: professional imaging (mainly X and GFX) is growing much stronger than consumer imaging (mainly Instax).

In the latest report, consumer imaging sales (mainly Instax) reached ¥77.3 billion, while professional imaging sales (mainly X and GFX) brought in ¥68 billion.

It’s quite astonishing that X/GFX sales are now making Fujifilm almost as much money as Instax sales, which the Fujifilm CEO called their new goldmine. I guess that’s a promising trend for our beloved X/GFX series.

In short:

  • Strong demand for instant photo systems and digital cameras drove revenue by 11.2% year-over-year to JPY145.3 billion and operating income surged by 28.4% year-over-year to JPY41.8 billion.
  • In the Consumer Imaging business, consistent demand for instax™ instant photo systems contributed to higher revenue.
  • In the Professional Imaging business, revenue growth was supported by the strong performance of the X Series and GFX Series cameras.

Fujifilm’s imaging forecast remains the same as the one issued in May 2025, with no updates in the latest report.

Fujifilm Announces Financial Results for the First Quarter Ended June 30, 2025

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Fujifilm X-T5, X-T50 and X100VI Firmware Updates Released

Fujifilm has released firmware updates for Fujifilm X-T5, X100VI and X-T50. Below you can find all the details and download links.

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Firmware Update Details

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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

BORYOZA GFX-Z – World’s First GFX to Z Mount Electronic AF Adapter

We already reported about the BORYOZA FX-Z AF adapter, which allows you to use Fujifilm X mount lenses on Nikon Z cameras.

At the moment the adapter is listed at Amazon Europe here and Aliexpress here.

Well, it looks like they won’t stop here.

In fact, as you can see from the image above, there is also the Boryoza GFX-Z AF adapter coming as reported by the Japanese website asobinet.

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Fujifilm X-T6 with Back-Illuminated Dials :: Dreams of Fujifilm X-T5S :: How to Re-Do the GFX :: and More :: FR-Reader Wishlist Corner

Time to catch up and share a FR-reader wishlist corner post.

by Chris

Once upon a time (2010?), Fujifilm launched the second version of a 3D camera, the Fujifilm Finepix Real 3D W3.

Stereo enthusiasts still regard this as a high point but of course its specifications (especially the sensors) are now very dated.

Do you think there is ANY CHANCE Fujifilm might produce a new version, almost certainly with enhanced video capabilities for viewing on 3D display laptops, AR/MR/VR headsets and more traditional ways?

There have been “Mickey Mouse” 3D cameras launched recently, but they are more toys than proper cameras, see e.g. XREAL Beam Pro.

by Jerry

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Don’t Hope for Fujifilm X-Pro4 in 2025 :: GFX Eterna in September and More – Mid-2025 Rumor Check

So far in 2025, we’ve had two X Summits, three brand new Fujifilm camera announcements, two X-mount lenses, and even a couple of new Instax cameras.

That’s quite a gear-packed year already!

And with all that gear also came plenty of rumors.

So let’s take a moment to look back and see how accurate we’ve been so far in 2025 thanks to our sources:

  • 59 rumors shared so far in 2025
  • 1 rumor still to be verified
  • 56 correct rumors out of 57 verifiable rumors
  • 1 wrong rumor
  • 1 rumor not in ranking
  • 98.25% correct rumors

What’s left in terms of rumors for 2025?

Well, not much actually. Which is why below I insert also rumors shared back in 2024 that still have to be verified, such as this X-Pro4 release info rumor and Fujifilm TX-3 rumors. All ranked by reliability.

Rumor Overview with Rating

HIGH RATING*
* 75% to 99% correct

  1. GFX Eterna full announcement in September (shared June 4)
  2. X-Pro3 successor not coming in 2025 (shared December 16, 2024)

MEDIUM HIGH RATING*
*50% to 74% correct

  1. Fujifilm Panoramic Digital Camera currently discussed by Fujifilm (not final decision yet) for release in 2028 (shared May 6, 2024)
    NOTE: I know that this is highly trusted, so they are discussing it. I just don’t rank it higher because this would otherwise give the impression that FujiRumors said this camera will come for sure. And in any case it is still 4 years away, so plans can change.
  2. Fujifilm TX-3 Digital Panoramic Camera: Fujifilm Debating Between Bayer or X-Trans Sensor (shared September 2, 2024)
  3. Next X-Pro coming with improved hybrid viewfinder (shared September 3, 2024)

MEDIUM LOW RATING*
*25% to 49% correct

  1. nothing

LOW RATING*
*1% to 24% correct

  1. nothing. I mean, it could be the longest list considering the number of fakes I got also in 2025. But we don’t like to bother our readers with fake stuff like others do.

THE MID-2025 CHECK

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