Fujifilm X-E5 and XF23/2.8 Official Teaser: “An Essential X Series Rangefinder-Style Camera is Coming”

Fujifilm has just released a teaser video (see below) for the upcoming Fujifilm X-E5, set to be officially announced on June 12 at 5AM New York time. In the video, Fujifilm says:

there is another rangefinder-style series that’s just as essential when telling the story of our X series history

I am so happy to hear these words from Fujifilm. The Fujifilm X-E line is my favorite in the lineup, and the fact that they now call it “essential” for the X series somehow touches me, especially considering how close it once came to being discontinued.

I think I’m emotional about this video because it feels like a promise: a sign that Fujifilm is committed to continuing the X-E series going forward. And the X-E line is a huge reason why still I shoot Fujifilm today.

Sorry for this little rush of emotions. Let me recollect myself and focus on rumors.

And what we can see based on the underexposed image shared by Fujifilm is… well, actually not much.

  • I guess we can see a command dial on the front
  • maybe there is an X100VI alike viewfinder selector on the front, just as the Fujifilm GFX100RF has it. If that’s true, then it will probably work like on the GFX100RF
  • if that’s the XF23mmF2.8 pancake lens mounted on the X-E5, then we can say it is really super compact. Probably weighting around 80 gram, so more or less like the Fujinon XF27mmF2.8

These are not rumors, just speculation based on the image shared by Fujifilm.

And yes, we rumored it has a film simulation dial in addition to existing X-E4 dials. But on these images we can’t notice anything. But it has to be somewhere on the Fujifilm X-E5.

→ feel free to join the X-E5 Live Blog on FujiRumors on June 12 at 5AM EDT

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Debunked: Fujifilm Will NOT Announce Two Cameras on June 12 – Only Fujifilm X-E5 Coming in the Next Weeks

The… Rumor… (Sort of..)

So we know, Fujifilm has currently registered three unreleased cameras:

  • FF250001 – Fujifilm X-E5 (maybe not? important note at the bottom)
    Multi-frequency Wireless
  • FF250002 – Fujifilm GFX Eterna
    Multi-frequency Wireless
  • FF250003 – unknown
    Single Frequency Wireless

Recently, the Chinese weibo account E8M claimed he received information that two new Fujifilm cameras will be announced within the next three weeks – see here.

Well, to my knowledge that’s not correct.

From what I know, only one X/GFX camera will be announced in that timeframe: the Fujifilm X-E5.

E8M also reported that both FF250003 and FF250001 have appeared in the Bluetooth certification database – see here -, and that this implies both cameras are launching soon.

But again — to my knowledge — that’s not the case.

I have huge respect for E8M, because he is the best in spotting camera registrations that are made public on the internet for everyone and this is why I follow him with great dedication.

However, when it comes to rumors, I’d take them with a grain of salt.

As a reference in regards to E8M rumors, check out this list of rumors here and the rumors about the new X-Trans V sensor.

So, I invite everyone to follow E8M since he is fantastic, but take his “rumors” with a grain of salt.

But of course take also my rumors with a grain of salt. It’s all just rumors and I can be wrong too. With that said… just trust me ;).

An Instax?

Bottom line: in terms of X and GFX gear, only the X-E5 will be coming in the next few weeks.

As for other gear like a new Instax camera — maybe. That’s possible. But Instax models usually don’t appear under “FF…” registrations, so that’s a different story.

The True Question – Fujifilm X-T6 and Co?

More interesting, however, is a question raised by FR-reader Mistral:

Could it be that FF250003 (with single-band Wi-Fi) is actually the Fujifilm X-E5, and FF250001 (with dual-band Wi-Fi) refers to an entirely different, possibly higher-end camera?

That’s a possibility. If that’s the case, then FF250001 might not be the Fujifilm X-E5 after all — and that could open the door again for exciting high-end cameras like the Fujifilm X-T6, Fujifilm X-Pro4, Fujifilm X-H3, or Fujifilm X-H3S to arrive later in 2025.

But as of now, my best bet is that the FF250001 is the Fujifilm X-E5.

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Fujifilm FY2024: Pro Imaging Revenue Up 21%, but Risks of $140M Loss due to U.S. Tariffs – Price Hikes and Product Strategy Change Likely

Once again Fujifilm has published very positive sales figures as far as their imaging division goes.

  • Professional Imaging: Revenue ¥50.1 billion (up 20.9% YoY)
  • Digital camera sales grew mainly in Europe, the U.S. and China
  • Robust sales of the four models launched last year — X100VI, GFX100S II, X-T50 and X-M5— boosted revenue.

However, things might go worst in 2025, with Fujifilm estimating an overall operating income loss of USD140 million. That’s a 6% loss on their overall estimated income for the fiscal year 2025.

The potential impact on the projected full-year operating income of ¥331.0 billion is estimated to be a negative USD 140 million as a baseline, with a fluctuation range of USD ±100 million, taking into account such measures as reevaluating our supply chain, further reducing costs, and restructuring our product and pricing strategies to minimize the impacts. Potential impacts from future tariff negotiations between the U.S. and other countries, as well as reduced product demand resulting from reciprocal tariff applications, are not included in this estimate due to the difficulty of making a reasonable assessment at this time.

Fujifilm is trying to respond in several ways to the new circumstances, including a “revised” product and pricing strategy. What they mean by that is I guess pretty obvious: increased pricing and delayed product launches (or no more product launches/shipments at all in USA).

For example, I’d not be surprised if the upcoming Fujifilm X Half would not be even sold in USA.

In response to the U.S. tariff policy, the Company will pay close attention to future dynamics and take swift and necessary measures — such as reviewing our supply chain, further reducing expenses, and revising our product and pricing strategies — to minimize any negative impact on the company-wide performance.

Look, Fujifilm as a company will survive this. I am not worried about them.

But I don’t know if all the smaller photography stores will be able to get through this uncertain and tough period. That’s what I worry about.

via Fujifilm here, here and here

Just launched: Up to 50% off on Lexar storage

Lexar launched new deals:

Note: the Lexar 256GB 1667 is among the officially recommended SD-Cards by Fujifilm.

Fujifilm Recommended SD-Cards for GFX100RF

Brand Series Model number *1 Capacity
Angelbird AV PRO SD V90 MK2 AVP064SDMK2V90 64GB
Angelbird AV PRO SD V90 MK2 AVP128SDMK2V90 128GB
Angelbird AV PRO SD V90 MK2 AVP256SDMK2V90 256GB
Angelbird AV PRO SD V90 MK2 AVP512SDMK2V90 512GB
Angelbird AV PRO SD V60 MK2 AVP064SDMK2V60 64GB
Angelbird AV PRO SD V60 MK2 AVP128SDMK2V60 128GB
Angelbird AV PRO SD V60 MK2 AVP256SDMK2V60 256GB
Angelbird AV PRO SD V60 MK2 AVP512SDMK2V60 512GB
Angelbird AV PRO SD V60 MK2 AVP1T0SDMK2V60 1TB
Delkin Devices BLACK V90 DSDBV9032 32GB
Delkin Devices BLACK V90 DSDBV9064 64GB
Delkin Devices BLACK V90 DSDBV90128 128GB
Delkin Devices BLACK V90 DSDBV90512 512GB
Delkin Devices POWER V90 DDSDG200032G 32GB
Delkin Devices POWER V90 DDSDG200064G 64GB
Delkin Devices POWER V90 DDSDG2000128 128GB
Delkin Devices POWER V90 DDSDG2000256 256GB
Exascend CATALYST EX128GSDV60 128GB
Exascend CATALYST EX256GSDV60 256GB
Exascend CATALYST EX512GSDV60 512GB
Exascend CATALYST EX64GSDU2 64GB
Exascend CATALYST EX128GSDU2 128GB
Exascend ESSENTIAL EX64GSDU2-S 64GB
Exascend ESSENTIAL EX128GSDU2-S 128GB
Exascend ESSENTIAL EX256GSDU2-S 256GB
HOMAN UHS-II SD Card HM64GBSDV90 64GB
HOMAN UHS-II SD Card HM128GBSDV60 128GB
KIOXIA EXCERIA PRO KSDXU-A256G 256GB
Lexar Professional 1667x SILVER LSD64GCBG1667 64GB
Lexar Professional 1667x SILVER LSD128CBG1667 128GB
Lexar Professional 1667x SILVER LSD256CBG1667 256GB
Lexar Professional SILVER PRO LSDSIPR064G-BNNNG 64GB
Lexar Professional SILVER PRO LSDSIPR128G-BNNNG 128GB
Lexar Professional SILVER PRO LSDSIPR256G-BNNNG 256GB
Lexar Professional SILVER PRO LSDSIPR512G-BNNNG 512GB
Lexar Professional SILVER PRO LSDSIPR001T-BNNNG 1TB
Lexar Professional 1800x GOLD LSD1800064G-BNNNG 64GB
Lexar Professional 1800x GOLD LSD1800128G-BNNNG 128GB
Lexar Professional 1800x GOLD LSD1800256G-BNNNG 256GB
Lexar Professional 1800x GOLD LSD1800512G-BNNNG 512GB
Lexar Professional 2000x GOLD LSD2000064G-BNNNG 64GB
Lexar Professional 2000x GOLD LSD2000128G-BNNNG 128GB
Lexar Professional 2000x GOLD LSD2000256G-BNNNG 256GB
Nextorage NX-F2PRO NX-F2PRO64G/INE SYM 64GB
Nextorage NX-F2PRO NX-F2PRO128G/INE SYM 128GB
Nextorage NX-F2PRO NX-F2PRO256G/INE SYM 256GB
Nextorage NX-F2SE NX-F2SE128G/INE SYM 128GB
Nextorage NX-F2SE NX-F2SE256G/INE SYM 256GB
Nextorage NX-F2SE NX-F2SE512G/INE SYM 512GB
OWC Atlas Pro OWCSDV60P0064 64GB
OWC Atlas Pro OWCSDV60P0128 128GB
OWC Atlas Pro OWCSDV60P0256 256GB
OWC Atlas Pro OWCSDV60P0512 512GB
OWC Atlas Pro OWCSDV60P1000 1TB
OWC Atlas Ultra OWCSDV90U0064 64GB
OWC Atlas Ultra OWCSDV90U0128 128GB
OWC Atlas Ultra OWCSDV90U0256 256GB
OWC Atlas Ultra OWCSDV90U0512 512GB
ProGrade Digital COBALT 300R V90 PGSD64GBCKNA 64GB
ProGrade Digital COBALT 300R V90 PGSD128GBCKNA 128GB
ProGrade Digital COBALT 300R V90 PGSD256GBCKNA 256GB
ProGrade Digital COBALT 300R V90 PGSD512GBCKNA 512GB
ProGrade Digital Gold 250R V60 PGSD64GBKNA 64GB
ProGrade Digital Gold 250R V60 PGSD128GBKNA 128GB
ProGrade Digital Gold 250R V60 PGSD256GBKNA 256GB
ProGrade Digital Gold 250R V60 PGSD512GBKNA 512GB
SanDisk Extreme PRO UHS-II V90 SDSDXDK-064G-xxxxx*2 64GB
SanDisk Extreme PRO UHS-II V90 SDSDXDK-128G-xxxxx*2 128GB
SanDisk Extreme PRO UHS-II V90 SDSDXDK-256G-xxxxx*2 256GB
SanDisk Extreme PRO UHS-II V90 SDSDXDK-512G-xxxxx*2 512GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-064G-xxxxx*2 64GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-128G-xxxxx*2 128GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-256G-xxxxx*2 256GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-512G-xxxxx*2 512GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-1T00-xxxxx*2 1TB
SONY SF-E V60 SF-E64 64GB
SONY SF-E V60 SF-E128 128GB
SONY SF-E V60 SF-E256 256GB
SONY TOUGH SF-G V90 ‎SF-G32T 32GB
SONY TOUGH SF-G V90 ‎SF-G64T 64GB
SUNEAST Ultimate Pro V90 SE-SDU2064GA300 64GB
SUNEAST Ultimate Pro V90 SE-SDU2128GA300 128GB
SUNEAST Ultimate Pro V90 SE-SDU2256GA300 256GB
SUNEAST Ultimate Pro V90 SE-SDU2512GA300 512GB
SUNEAST Ultimate Pro V60 SE-SDU2064GC280 64GB
SUNEAST Ultimate Pro V60 SE-SDU2128GB280 128GB
SUNEAST Ultimate Pro V60 SE-SDU2256GB280 256GB
SUNEAST Ultimate Pro V60 SE-SDU2512GB280 512GB
SUNEAST Ultimate Pro V60 SE-SDU2001TB280 1TB
Wise SD-S SD-S128 128GB
Wise SD-N SD-N128 128GB
Wise SD-N SD-N256 256GB
Wise SD-N SD-N512 512GB

*1 Model name could be different depending on the market.
*2 Where xxxx is “JNJIP/GHJIN” in Japan, “ANCIN” in the U.S.A., “CNCIN” in Canada, “ZN4IN” in China, and “GN4IN” for Global.

Fujifilm X-M5 Black Kit Shipping

I have received messages from FR-readers (thanks), that also the black Fujifilm X-M5 kit has started shipping at BHphoto.

The black Fujifilm X-M5 is one of three cameras Fujifilm has officially declared will be pulled from pre-orders now because of the US tariffs.

Also the Fujifilm GFX100RF and the X100VI suffer the same faith.

23 Fujifilm Products Win Red Dot Design Award 2025 and This is How Much it Costs Fujifilm

23 Fujifilm products have won the Red Dot Design Award 2025.

As far as photography related gear goes, these are the winners:

This might cost Fujifilm at least 100K+ USD.

And I am not making this number up randomly.

In fact, RedDot has a public price list on how much licensing fees cost (something between 5K and 12K).

The most “basic” package is the “Winner Package Regular” which costs 4,900 Euro.

But depending on which package you purchase, you can also end up paying 12,800 Euro for a single award. Plus, you can also purchase optional extras that can cost many thousands of Euro on top of it. And then there are also the registration fees that have to be paid upfront.

So let’s assume Fujifilm went for the most basic package, they have spend 112,700 Euro (130,000 USD) to purchase the RedDot Brag Right awards.

And consider that Fujifilm is just one company. Tons of other companies pay lots of money too to “win” these awards. Now you can figure it our yourself how much money these “Award” companies make with these awards.

Press Release

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

First Official Fujifilm X-Half Teaser Launched

Fujifilm has just published a video (see below) with the first teaser of a new camera and the catchphrase “Half the Size, Twice the Story“.

It is the long rumored Fujifilm X-Half, although in the comments to the various posts Fujifilm made I read about Fujifilm X-Pro4 (or X-Pro5) and Fujifilm X-E5 speculations.

But “Half Size, Twice the Story” perfectly matches with the way the camera operates and we explained it here.

How long until the announcement?

I don’t know. But as a reference, with the Fujifilm GFX100RF the announcement (March 20) happened about 2 weeks after the first teaser on March 6.

If we apply this to the Fujifilm X-Half, then it means the announcement could happen in very early May. But that’s not a rumor, just a speculation based on how Fujifilm managed teasers in the recent past.

Rumored Specs

Meet the Fujifilm X-Half – Fujifilm’s Upcoming Digital Half Frame Camera

When I first shared rumors about a 1″ inch sensor Fujifilm half frame camera coming, plenty of readers attacked me saying I mislead people by calling it a half frame camera.

The logic: it’s just a regular 1″ sensor, so it is not a proper half frame camera.

But…

… if the fact that it has a vertical LCD

… and the fact that it is intended to mainly create diptych images

… is not enough

… then here is another hint…

… the name of the camera will be Fujifilm X-Half.

I guess Fujifilm won’t call it “X-Half” because it is half as big as a Fujifilm GFX100RF.

My humble guess is that it will carry the name “X-Half” because Fujifilm will market it as a half frame camera. And if we look at how it works, then this might even make sense.

Fujifilm Gear Coming 2025 – Updated List and What’s Missing!

Last year we investigated how much gear Fujifilm launches every year (see list below). The result: between 2 to 4 cameras a year and 4 lenses a year.

So let’s see at which point we are in 2025 so far.

Gear (to be) released in 2025

So we have 4 cameras coming for sure in 2025, which matches Fujifilm’s best years in terms of number of cameras released. And while we can always hope for a 5th camera, it is also possible that in terms of cameras, this is all we get. What is sure: the Fujifilm X-Pro4 will not come in 2025.

If you look at lenses, Fujifilm has pretty much consistently released 4 lenses a year. So far we know of one coming for sure, the Fujinon GF32-90mmF3.5, and one being rumored, the Fujinon XF23mm pancake. If Fujifilm were to match the previous years, then there could be still 2 more lenses coming in 2025.

At this point in time, I have no idea which additional lenses could come, but I hope that maybe sources will reach out to us and give us a hint of what’s to come. And if that happens (and if sources agree), I will share it will all of you here on FujiRumors.

In the meantime, these are the lenses the FR community wants based on Fujifilm’s suggestions, and these are the most wanted lenses based on our own mega survey.

Gear released in 2024 – 4 cameras and 4 lenses

Gear released in 2023 – 2 cameras and 4 lenses

Gear released in 2022 – 3 cameras and 4 lenses

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DUNE Cinematographer Greig Fraser Tests Fujifilm GFX Eterna

Greig Fraser, cinematographer of the Dune blockbuster movies and author of the highly rated Dune: Exposures book, is apparently already testing a working unit of the upcoming Fujifilm GFX Eterna filmcamera.

We can see that from an story shared by Greig on his Instagram page a few days ago here.

The Fujifilm GFX Eterna will be released this year, along with the first dedicated GF video-centric lens, the Fujinon GF32-90mmF3.5.

Speaking of Dune: Chiabella James, author of the book Dune Part 1 – The Photography took the behind the scenes images of the Dune movie with Fujifilm APS-C gear, as we reported here.

Fujifilm and Hollywood always had a special feeling.

From Avatar to Mission Impossible, from Oppenheimer to Dunkirk and Joker. Fujifilm gear is used at the biggest movie sets of this world.

Not enough? Then Fujifilm…

  • won the world wildlife photography award (story here)
  • made the cover of the TIME magazine (story here)
  • won the World Photography Arts&Culture Award 2015 (story here)
  • won the First Prize of the World Press Photo Category “Stories (stroy here)
  • made the front page of the Wall Street Journal (story here)
  • were good enough for God’s work (story here)
  • captured America’s most hated man (story here)
  • distracted a French presidential candidate during his interview (story here)