Why We Still Need the Fujifilm X-E5 (Despite X-M5)

After comparing the X-M5 size to the X-E4, some have argued that the X-M5 renders a potential Fujifilm X-E5 redundant.

Why would Fujifilm offer two rangefinder-style cameras that are nearly identical?

I can see their point to some extent. The X-M5 shares the same rangefinder design, is slightly smaller, packs the powerful 5th-gen processor, and is more affordable.

While the X-M5 could certainly pose a challenge to the X-E5 in terms of sales, there are several reasons why the future X-E5 could still be a more attractive option over the X-M5.

For example:

  • the Fujifilm X-E5 will have an EVF

For me, the EVF alone is already a strong reason to choose the Fujifilm X-E5 over the X-M5.

But let’s consider what else Fujifilm could do to further distinguish the X-E5 from the X-M5. Keep in mind, this is purely speculative, not based on any rumors.

If Fujifilm were to implement all of the features mentioned above on the X-E5, we’d be looking at the closest thing to perfection in the X series lineup. ;)

And even if not all of the mentioned features are included, there would still be a strong need for the Fujifilm X-E5, and fortunately for us, it’s set to arrive in 2025.

Feel free to let us know in the comments what you’d like to get on the X-E5 in terms of hardware features.

Fujifilm Manager: X and GFX Series Hold 40% Market Share (Excluding Full Frame) but Struggle a Bit with Product Availability

image courtesy of Phototrend
image courtesy of Phototrend

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.

Fujifilm X-M5 vs X80: Has the X80 Dream Just Been Shattered?

The Fujifilm X-M5 is incredibly compact.

In fact, it’s so small that it raises the question: does this crush our hopes of ever seeing a Fujifilm X80?

During the launch videos yesterday, I noticed a size comparison between the Fujifilm X-M5, X70, and X-E4 in a FujiFanboys video which you can see here (camerasize.com hasn’t added the X-M5 to their database yet). The comparison shows that the X-M5 is nearly the same size as the X70 and only slightly heavier (340g vs. 355g).

The X-M5 also offers interchangeable lenses, which is both an advantage and a drawback—it still requires a lens, making the overall setup larger.

For the X-M5 to match the portability of the X70, Fujifilm would need to expand its pancake lens lineup. Currently, they only have the XF18mmF2 and XF27mmF2.8, and while the XF18mmF2 is a pancake, it’s almost twice the length of the XF27mmF2.8 (40.6mm vs. 23mm).

Given the current lens options, a Fujifilm X80 with an 18mmF2.8 lens would still be unbeatable in terms of portability, with the added flexibility of the WCL-X70 conversion lens.

However, if Fujifilm could update the XF18mmF2 to a more compact version or release an XF18mmF2.8 pancake lens, it could spell the end for any remaining hope for an X80.

At this point I do not know what Fujifilm’s plans are in this regard. I have no rumors about any XF18mmF2 refresh nor of an X80. But let us know in the comments what you think about it and if you’d prefer Fujifilm to invest now in a XF18mmF2 successor or in an X80.

LEAKED: First Image of XF16-55mmF2.8 MKII mounted on X-M5

Above you can see the first real life image of the very compact Fujifilm X-M5 coupled with the new Fujinon XF16-55mmF2.8 MKII.

We know it is the new XF16-55mmF2.8 II because right next to the red-badge XF logo there is a switch.

I know, some of you might suggest that this is the OIS switch, but it is not.

If you want to get a much better look at the Fujifilm X-M5, check out these images as well as the size comparison with the Fujifilm X-E4.

FR-Reader Wishlist Corner: The One Thing Where Leica Q3 Beats Fujifilm X100VI and More Firmware Wishes

FR-reader Wishlist Corner

Recently we published a bunch of gear/hardware related wishes we have received from the Fujifilm community.

Now it is time to share a bunch of firmware wishes.

by Oli

Here is a link to my blog post about my experiences with the X100Vi and the WCL as a “poor man’s Leica Q”.
I guess you might be able to read German: shashindo.de/fuqi/ (google translated).

There is actually ONE reason why the Leica Q3 is “better” than the Fujifilm X100VI: The handling of the metadata!

Leica writes the crop focal length and crop pixel size in the metadata!
It’s too bad that Fujifilm doesn’t also set the crop focal length in the metadata!
It would also be nice to find the name of the custom setting (aka film simulation) here in the EXIF data. Well, you can still have wishes…

Thought you might be interested ;-)
Or in case you do have access to Fuji Development department somehow, maybe you can drop this there… :-D

by Keith

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

Fujifilm X-E5 in 2025: The Perfect Dial is…? – VOTE

If you thought the film simulation dial of the Fujifilm X-T50 was a one-time experiment by Fujifilm, then forget about it.

Hate it or love it, it is here to stay and it will be used also on the upcoming Fujifilm X-M5.

Of course the question now is: will there be also other future Fujifilm cameras that will use that dial?

Well, we can safely assume that higher end cameras won’t use the film simulation dial. I simply can’t believe Fujifilm would put one on the Fujifilm X-Pro5 or Fujifilm X-T6 or Fujifilm X-H3 or Fujifilm X-H3S.

But as we can see on X-T50/X-M5, on mid-low end cameras Fujifilm might as well use that dial.

So now the question comes up: will maybe the Fujifilm X-E5 have a film simulation dial, too?

I do not have the answer to that question.

But what I can do until I find the answer, is to ask you which dial you’d like on the Fujifilm X-E5.

I guess the most realistic options are either a shutter speed dial or a film simulation dial.

I don’t believe that Fujifilm would put the very complicated to manufacture and assemble combined ISO/Shutter dial on the X-E5. I mean, I’d be happy to pay the extra price for that dial, since it is my favorite dial offered by Fujifilm. But it would make the camera more expensive and slower to manufacture, which are dealbreakers for Fujifilm, especially considering how disastrous the shipping of the X-E4 was.

Fujifilm must make sure the errors of the X-E4 are not repeated. The X-E5 must be produced in sufficient numbers. And that dial is just too cumbersome to make.

And yet, out of curiosity, I will give you also that dial option to vote on. Just to see if I am the only one who’s in love with that dial or if there are also others who’d pay a bit more for an X-E5 just to get that dial.

I want a Fujifilm X-E5 with...

View Results

Loading ... Loading ...

Market Share 2023: Fujifilm 430,000 Units Sold and 6% Market Share

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

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

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.

Lady Gaga with Fujifilm X-T3, Apple and Microsoft United by Fujifilm Love, Ben Affleck and Ana de Armas using Fujifilm and More – Famous X Shooters and Fuji in Ads

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)

 _ _ _

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

Fujifilm X-E5 Wishes, Fujicaflex TLR GFX, X-M5 Hopes, X50 Revival, GFX 50S III Needs – FR-readers Wishlist Corner

FR-Readers Wishlist Corner

It’s time to dedicate some space here on FujiRumors to your wishes and ideas as far as future Fujifilm cameras goes.

Hence, down below are a few emails with Fujifilm camera wishes I have received.

And yes, I have also received lots of non-camera wishes, which I will share in another future FR-reader wishlist roundup.

As for the rumors… guys, don’t worry… there will be plenty of them. ;)

Oh… and the Fujifilm X-E5, Fujifilm X-M5 and Fujifilm X50 you see above are all just renderings I made. But if somebody out there has the real images (of any upcoming camera or lens) and wants to share the joy with the FR-community, feel free to drop me a message.

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

Latest and Greatest vs. Oldie but Goldie: this Fujifilm Roundup Has it All

Mixed Zone

I guess it is a bit normal that we are drawn to the latest and greatest, the newest and most shiny stuff.

But truth is: there is PLENTY of wonderful gear out there that has its age, but still delivers wonderfully.

And look guys, I know what I talk about, because I did just photograph a family day trip on the mountains with my X-E3 today ;).

So I thought about making a roundup of a different kind: include all the latest and greatest stuff (the 5th generation cameras and the newest lenses), but also the older gear we hardly ever talk about now (4th gen. cameras or older and older lenses).

I hope there will be something among it that you’ll appreciate as much as I did.

Latest & Greatest

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