New Fujifilm X Half Teaser Video Published

Half a year ago, we told you that the main concept behind the Fujifilm X Half would be make diptychs.

Well, here are are, 6 months later, and the latest Fujifilm X Half teaser seems to confirm that this is indeed the idea behind this camera. You can see the teaser above.

Fujifilm X Half Rumors

Fujifilm X Half – This is How the Thumb Winder Works

We recently told you that the Fujifilm X Half will have a thumb winder similar to the first ever rangefinder digital camera on the market.

But will it be just a “fake” winder like on this expensive Leica camera?

Well, now we can also give you a few more details on how it works:

  • when taking images, pull the lever to display images side by side – the “diptych mode”
  • pull the lever to take another image when you are in “analogue mode” – which we explained here
  • push the lever towards the body to see the last picture you have taken

So far this “multi-functional” thumb winder is the most intriguing part of the upcoming Fujifilm X Half for me.

But overall Fujifilm has gone very experimental with the Fujifilm X Half. I guess this is the perfect camera to take some risks and try out new concepts.

Fujifilm X Half Rumors

Fujifilm X Half: The Secondary Screen Explained (and It’s Quite Cool)

When the Fujifilm shared the first image of the backside of the Fujifilm X Half, we could notice a small vertical secondary screen on the left of the camera with “PROVIA” written on it.

Well, today we can tell you a bit more about it.

I don’t know if Fujifilm was “inspired” by this Canon camera, which first introduced the concept of a “Multi-function touch bar” on a mirrorless camera, but I guess we can say Fujifilm took that concept and enhanced it.

Here is why.

That little screen is an LCD touch screen. You can use to swipe and select your film simulation, but also to select/change menu settings. I don’t know if you can do even more with it, like zooming into an image or other things.

And it’s different to the little screen we find on the Fujifilm X-Pro3, which also shows the film simulation, but it is not a touch screen and you can’t use it to swipe through film simulations or settings.

I look forward to see that little touch screen in action in just a few days.

Fujifilm X Half Rumors

Fujifilm FF250001 and FF250003 Registered: Fujifilm X-E5 and One More Camera

Two Fujifilm camera registrations have now surfaced (again) on the web and have been shared by E8M at the Chinese social media platform Weibo here.

One of the two has to be the Fujifilm X-E5, which will come this summer. More likely it will be the FF250001, given the better Wireless.

The other one could be pretty much anything else. The single frequency wireless suggest a lower end model, though. The Fujifilm X-M5 has single frequency, too.

There is also the FF240003 registered, but for that one we have detailed sketches and we know it will be the Fujifilm X Half.

B&H Photo has listed the Fujifilm X-Half teaser on their website.

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

Fujifilm Europe Massive Sell Out of 5th Generation Cameras and Lots of XF/GF Lenses

Last week, Fujifilm UK launched significant rebates on nearly every 5th-generation X-Series camera—excluding the new X-M5 and the wildly popular X100VI. Now, the rest of Europe has followed suit, with similar discounts rolling out across the continent.

But keep in mind: rebates might vary by country, and even within the same market, prices can differ between retailers. The discounts listed here (in €) reflect current German store promotions, but your local deal might be slightly different.

And don’t forget to compare prices across multiple stores as there might be differences. For example:

You know why this is happening, right?

It’s all going to be impossible to sell once this beautiful camera is out ;).

  • ATTENTION 1: In Germany these are Cashback Deals
  • ATTENTION 2: AmazonDE is not listed among the authorized reseller for these particular cashback deals. However, I will list AmazonDE below, because in some cases they have better or same prices. Please compare prices. Fotokoch, Fotoerhardt and Calumet are all eligable for cashback.

X Series Camera + Kit Deals*

X Series Lenses

GFX Deals in UK

* alle Angaben ohne Gewähr

Fujifilm X-Half Coming with about 10mm lens and f/2.8 aperture

When we leaked the very first image of the Fujifilm X-Half, the resolution was quite low and some parts of it were hidden behind red markings.

For example, we could not read the focal length of the lens and only badly read its aperture.

But today I can be more specific.

The Fujifilm X-Half will come with an around 10mm lens and an f/2.8 aperture. That’s according to our trusted sources.

Considering it sports a 1″ sensor, this means it is a about 27mm FF equivalent lens.

Rumored Specs

Fujifilm X-Half Coming with New “Film Roll Mode” and This is How it Works

The Fujifilm X-Half will be quite more experiential than what we think.

Not only will it be a digital half frame camera, and we explained how it works here.

It will come with other new concepts, one of them we can explain to you today.

The Fujifilm X-Half has a mode that, when enabled, will not allow you to change settings or see pictures before your reach a certain number of pictures (for example 36 pictures).

Now, I don’t know how Fujifilm is going to call this mode, but I’ll call it the “film roll mode”, because, like shooting on film, you can’t review your images immediately or swap rolls after each shot.

Rumored Specs

 

LEAKED: Fujifilm X-Half US Dollar Price (but Pre-Tariffs)

So, Fujifilm is now teasing a new camera with the phrase “Half the Size, Twice the Story“.

This is old news for FujiRumors readers, since it’s months now that we tell you that Fujifilm will launch a half frame camera with 1″ sensor and that it will be called Fujifilm X-Half.

But what we haven’t leaked so far is the price.

So let’s do it today.

According to our sources, the price for the Fujifilm X-Half was set at around $700.

But ATTENTION: this was the price set BEFORE Trump announced the huge tariffs.

We know:

The Fujifilm X-Half is made in China. So it will be subject to 145% import taxes (as it stands now).

So let’s do the math: 700 USD + 145% = 1,715 USD.

I don’t know the value of the X-Half at import, but if it would be around $500, that would still make bump the price to 1,225 USD.

In short: the Fujifilm X-Half will be impossible to sell in USA for that price.

Unless Fujifilm works out some magic to absorb or bypass tariffs, or if tariffs aren’t removed between now and May 22 when the announcement happens, I would not be surprised if Fujifilm would simply not sell it in USA initially.

NOTE: I always keep track of every rumor I share, so at the end of the year I can see how many I got right or wrong. This time I will put this rumor in a section “not in ranking”, because tariffs are a crazy variable and I am sure that not even Fujifilm US itself knows if they’ll be able to sell it for $700 on May 22 (as they planed) or not.

Rumored Specs

BHphoto Lists Fujifilm X-Half on Their Website, But Tariffs Might Make it Impossible to Sell in USA

BHphoto has now listed the Fujifilm X-Half on their website.

We know: the announcement is May 22 at 1AM New York time.

The problem is that we also know it is made in China, hence subject to 145% tariffs.

I doubt with such tariffs the Fujifilm X-Half will be shipped to USA as it will be basically impossible to sell.

Rumored Specs