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Fujifilm recently announced the development of the Fujifilm GFX Eterna.

And look, I have nothing against it.

On the contrary: I know many filmmakers love the GFX 100 megapixel and I am aware that many others asked for a Fujifilm Cinema camera since a long time. So it’s great that Fujifilm now delivers one.

But…

… at the same time I am also a little bit worried.

You see, Fujifilm does not have the largest R&D in the camera industry.

And as we calculated recently, Fujifilm does release about 4 lenses each year (combining X and GF lenses).

• How Many Cameras and Lenses Does Fujifilm Release Every Year? And What it Could Mean for 2025

Now, it’s nice to hear Fujifilm saying that they are committed to their new cinema camera line and that they will release more lenses besides the Fujinon GF32-90mmT3.5 for it That’s important to know for people, who will invest in this system.

But this is also where my concern arises: with the current pace constrained by R&D limitations, Fujifilm is producing a maximum of four lenses annually. Now, with the launch of a new cinema camera system that requires a dedicated range of lenses as quickly as possible, the situation becomes even more challenging.

Unless Fujifilm expands its R&D efforts for the digital camera segment, we might see fewer than four lenses per year for the photo-focused X and GFX systems.

And quite honestly, with 4 still lenses a year we are already at a minimum. Getting even less than that would be a bummer for me.

I hope Fujifilm has considered this and won’t simply divert resources from their photo-centric systems to the cinema camera lineup. Instead, they should expand their overall R&D efforts to maintain at least the current pace of producing four photo-centric lenses per year.

I will try to investigate this with my sources and if I have any updates I will let you know here on FujiRumors.

The French website Phototrend had the opportunity to interview Franck Bernard, Director of the imaging division at Fujifilm France. You can read the full interview here and the summary below.

• Fujifilm is doing very well, both X and GFX series
• the only things Fujifilm suffers from a little is the availability of products
• Based on GFK data (largest German market research company), outside of Full Frame, Fujifilm is market leader with 40% market share thanks to X and GFX system
• X-M5: there was still demand for cameras in this price segment especially among young people
• AI will only bring benefits to the photographic business in general, and especially on the print side. Facilitate the production of a photo album, with a minimum of clicks: AI will be able to help us a lot
• XF16-55mmF2.8 II completely redesigned lens
• next generation linear motors used on XF16-55mmF2.8 II  are smaller than the ones in the older generation
• improvements in ED, Super ED and aspherical lenses has also allowed to reduce weight and gain compactness
• no OIS because most Fujifilm cameras now have IBIS
• X-M5 comes in brown package to reduce Co² emissions (reduce colors, packaging, carton consumption and, if possible, the number of cables)
• film simulation contribute the the “return to film” trend. But while there is a notable resurgence of interest in film photography, especially among younger people, its impact should be viewed with caution, as the market remains limited to specific products like disposable cameras and film
• Fujifilm has no new film camera on the agenda
• success of X100VI was unimaginable. The X100VI is an iconic product
• X100VI production has been increased, but supply is complex and deliveries are not made overnight
• X100VI is not cannibalizing sales of other Fujifilm cameras

I don’t know if the GFK data is for France or Europe only, or if it is about worldwide data. But 40% market share outside of Full Frame might not be a horrible position to be in.

Unfortunately, Fujifilm has been heavily impacted by shipping challenges. Even if I were to underestimate the numbers, it’s likely that if all the X100VI, X-T5, X-E4, and other cameras ordered had been shipped in a timely manner, Fujifilm’s market share outside of full-frame cameras could easily be 60% to 70%.

But it is what it is.

I get that Fujifilm can’t suddenly build four new factories just because they’ve become a trendy brand. There’s the risk that, once the trend fades, they’d be left with four underused factories, turning it into a poor investment.

So they have to increase the production with what they currently have available in terms of manufacturing power.

But then I don’t understand decisions like keeping the old XF16-55mmF2.8 still in production (according to reports at CineD) even though there is now the new XF16-55mmF2.8 II on the market.

Wouldn’t it be better to focus the limited production capacity on making more lenses of the new version? Or stop making the old XF16-55 and free up manufacturing power to make the one lens that has become almost impossible to find all over the world, the Fujinon XF27mmF2.8 R WR.

With a few more strategic decisions, I believe Fujifilm could improve the ongoing supply shortage situation.