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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Huge Storage Deals at BHphoto Today and Spring Deals Ending

Storage Deals

BHphoto has a huge storage deals running for world storage day

I personally went for the Samsung T9 for compact storage media (and I am very happy with it), and that’s in offer at BHphoto, too.

Spring Savings

This is the last day of 15% Sping Savings on Viltrox lenses.

Viltrox Deals – 15% savings (end today)

Accessories

More Third Party Lenses

SmallRig Deals

Last Day to Save 15% on Viltrox Lenses

This is the last day of 15% Sping Savings on Viltrox lenses.

Viltrox Deals – 15% savings (end today)

Accessories

More Third Party Lenses

SmallRig Deals

Save Big on Viltrox Lenses (End April 1), SmallRig, Third Party Lenses, Accessories and More

There are plenty of spring deals running at several stores.

Definitely worth to highlight is the 15% rebate on Viltrox lenses that you can find at Amazon here, BHphoto here and Adorama here that will end April 1.

Best Selling Spring Deals so Far

  1. SanDisk 128GB Extreme UHS-I
  2. Viltrox 28mm F4.5 XF Pancake
  3. SmallRig Thumb Grip with Hot Shoe Cover with founding year of Fujifilm engraved
  4. llano NP-W235 Dual Battery Fast Charger with Built-in 12400mAh Power Bank
  5. Anker Nano Charger, USB-C Foldable PPS Fast Charger – save 43%

Viltrox Deals – 15% savings (end April 1)

Accessories

More Third Party Lenses

SmallRig Deals

Amazon Spring Sales Started – Here are Selected Fujifilm Related Deals

Amazon has launched its big Spring Sales all over the world.

I have selected some Fujifilm related deals from Amazon USA, Amazon Canada, Amazon Germany, Amazon UK and quick access to Fujifilm deals also at Amazon Italy here and Amazon France here.

You can check out your local Amazon for deals here.

Amazon USA Deals

Amazon Canada Deals

Amazon DE Deals

Amazon UK Rebates

Amazon IT

Amazon FR

26 Fujifilm Products win “iF Design Award 2025” – Including “Film Simulations”

A total of 26 Fujifilm products have won the iF Design Award 2025.

This is a testament on how healthy of a company Fujifilm is. Not because they won the awards, but because they have so much money to waste on these meaningless stuff.

That’s all as far as photographic equipment goes. Then there are MRI machines, Bronchoscopes and more things. If you want to see the full list go here.

Top Selling Cameras in Japan in February

These were the top 10 at Mapcamera in February.

  1. Fujifilm X100VI
  2. Nikon Z50II
  3. Ricoh GR IIIx
  4. Ricoh GR III
  5. Sony A7C II 
  6. Fujifilm  X-T50 
  7. Panasonic LUMIX DC-TZ99
  8. Nikon Zf
  9. Leica D-LUX8
  10. Sony A7IV

Also BCN* announced which cameras sold the most in the Japanese market in February. I marked in bold the Fujifilm cameras on this list:
*BCN collects data of about 40% of the Japanese electronics and online stores.

  1. Sony VLOGCAM ZV-E10 II Double Zoom Lens Kit Black
  2. Canon EOS R10 RF-S18-150 IS STM Lens Kit
  3. Nikon Z 30 Double Zoom Kit
  4. Canon EOS R50 Double Zoom Kit Black
  5. Canon EOS R50 Double Zoom Kit White
  6. Sony VLOGCAM ZV-E10 Power Zoom Lens Kit Black
  7. Sony VLOGCAM ZV-E10 II Power Zoom Lens Kit Black
  8. Sony α6400 Double Zoom Lens Kit Black
  9. Fujifilm X-M5 XC15-45mm Lens Kit Silver
  10. Nikon Z50II
  11. Sony VLOGCAM ZV-E10 Double Zoom Lens Kit Black
  12. Nikon Z fc 16-50 VR Lens Kit Silver
  13. Panasonic LUMIX G100D W Kit
  14. Sony α6700 High Magnification Zoom Lens Kit
  15. Nikon Z50II Double Zoom Kit
  16. Sony α6400 Double Zoom Lens Kit Silver
  17. Sony VLOGCAM ZV-E10 II Double Zoom Lens Kit White
  18. Canon EOS R50 RF-S18-45 IS STM Lens Kit White
  19. Canon EOS R100 Double Zoom Kit
  20. Canon EOS R50 RF-S18-45 IS STM Lens Kit Black
  21. OM Digital Solutions OLYMPUS PEN E-P7 EZ Double Zoom Kit Silver
  22. Fujifilm X-T50 XC15-45mm Lens Kit Silver
  23. Panasonic LUMIX G100D K Kit
  24. Nikon Z 30 16-50 VR Lens Kit
  25. Nikon Z 50 Double Zoom Kit
  26. Canon EOS Kiss X10 Double Zoom Kit Black
  27. Fujifilm X-T5 XF16-50mm Lens Kit Silver
  28. Sony α7C II Zoom Lens Kit Black
  29. Canon EOS RP/RF24-105 IS STM Lens Kit
  30. Sony VLOGCAM ZV-E10 II Power Zoom Lens Kit White
  31. Sony α7C II Body Black
  32. Sony α7C II Zoom Lens Kit Silver
  33. Nikon Z f 40mm f/2(SE) Lens Kit
  34. Nikon Z fc 16-50 VR Lens Kit Black
  35. Nikon Z50II 18-140 VR Lens Kit
  36. Nikon Z50II 16-50 VR Lens Kit
  37. OM Digital Solutions OLYMPUS OM-D E-M10 Mark IV EZ Double Zoom Kit Silver
  38. Fujifilm X-T50 XC15-45mm Lens Kit Black
  39. Sony α6700 Body
  40. Canon EOS R10 RF-S18-45 IS STM Lens Kit
  41. Nikon D7500 18-140 VR Lens Kit
  42. Canon EOS R7 RF-S18-150 IS STM Lens Kit
  43. Sony α7C II Body Silver
  44. Nikon Z8
  45. OM System OM-3 12-45mm F4.0 PRO Lens Kit
  46. Fujifilm X-T50 Body Black
  47. Canon EOS R100 / RF-S18-45 IS STM Lens Kit
  48. Panasonic LUMIX G100D V Kit
  49. Nikon D7500
  50. Sony VLOGCAM ZV-E10 Double Zoom Lens Kit White

Fujifilm Managers “a Bit Scared” by Stacked Sensor GFX, X100VI Production, Fixed Lens GFX and if Skipping Full Frame was Key for Fuji’s Success

image courtesy: Phototrend

The French website photorend interviewed several Fujifilm managers at CP+:

In short:

  • Phototrend asks: “was skipping full frame the key to Fujifilm’s success“?
  • the managers answer: “I think the current trend has nothing to do with whether or not we avoid full format. The key factor to our success is that we launch attractive products and services that meet the expectations of our customers.”
  • among the younger generations and women, the sales volume of Fujifilm products is increasing. They want to capture images that stand out from those taken with a smartphone
  • The key to our success lies in the attractiveness of our products.
  • China is the engine of Fujifilm’s sales and is at the top of all the countries where we market our products
  • Demand for X100VI continues to grow. Fujifilm is making progress in matching demand
  • a large format version of the X100 would be very different from the X100
  • “even if we had to develop such a product, I don’t know how much bigger or heavier it would be compared to the X100 series.”
  • Fujifilm believes that the cinema market is growing strongly, that’s why they make GFX Eterna. This market is therefore just as important to Fujifilm as photography.
  • GFX Eterna minimal rolling shutter is 50 ms in full format 4K 16:9. NOTE: Fujifilm managers told CineD that readout speed is 15ms. Probably phototrend made an error with the transcription
  • when making MK II lenses like the XF16-55mmF2.8 II, the goal Nr.1 is to improve image quality and resolution, followed by reducing size and weight, and then optiomize autofocus and ergonomics.
  • the goal is to maximize the benefits of the APS-C system with compact optics.
  • Fujifilm does not consider the Fujifilm X-M5 an entry level camera. It is essential for Fujifilm to attract new users.
  • As far as GFX for sports goes, currently Fujifilm is working on increasing bursts rates and optimizing autofocus to make sports photography more accessible to GFX shooters
  • the Fujifilm manager says he would love to see stacked sensor technology arrive to GFX. But he doesn’t know how much it would cost… “it scares me a little“!
  • Fujinon GF/XF 500mmF5.6: sharing the design is a brilliant idea (except for rear optical parts of the lens, where design is different due to different sensor size).
  • For fixed-focal length telephoto lenses, the size is determined by the aperture and focal length, not by the size of the sensor.
  • AI can be used for image quality, autofocus, stabilization, video, automatic white balance, exposure, distortion compensation, subject detection and more
  • For Fujifilm it is important to have direct communication with its customers
  • At the X-Summit in Tokyo, Fujifilm asked participants to vote on lenses Fujifilm should develop. “Direct communication with customers is a fundamental principle for us. We really want to understand what lenses are interesting for photographers“.
  • “Of course, we cannot meet all market demands—we also have to take commercial considerations into account—but we prioritize our customers’ expectations.”

Fujifilm Q3 Financial Results: Professional Imaging Segment up 25.6% YoY

The Fujifilm Q3 Financial Results (October-December 2024) have just been shared.

We can see that Instax makes about twice as much revenue as Fuji’s professional imaging segment. That’s impressive, considering that at the same time the R&D investments for Instax products are significantly smaller than for the X and GFX system.

But also the X and GFX series are doing well, as “brisk sales of digital cameras continued to drive revenue growth” with a 25.6% YoY revenue growth.

Professional Imaging – Revenue ¥58.9 billion (up 25.6% YoY)

  • Digital camera sales grew mainly in China. Strong sales of the four models launched last year – X100VI, GFX100S II, X-T50 and X-M5– contributed to higher revenue.
  • Development of our filmmaking camera FUJIFILM GFX ETERNA, which features rich, true-to-life visuals through a large format sensor, is underway, with launch planned in 2025

Consumer Imaging – Revenue ¥110.6 billion (up 7.9% YoY)

  • Revenue increased driven by steady sales of the instax instant photo systems.
  • In addition to the instax mini 12, strong sales of new high-value added products, including the instar WIDE 400 wide format camera launched in July and Link 3, contributed to higher revenue.
  • The instax WIDE Evo, the high-end hybrid instant camera which offers versatile shooting expressions with its most extensive range of effects in the instax series, was launched today (February 6, 2025).

In the Imaging segment, consolidated revenue amounted to ¥426.7 billion (up 15.8% year-over-year). Operating income amounted to ¥115.0 billion (up 29.3% year-over-year). In the consumer imaging business, steady sales of the instax instant photo systems drove revenue higher. In September 2024, we launched the smartphone printer instax mini Link 3, which can print smartphone images on card-sized instax film. Sales grew steadily during the year-end sales season, along with the instant camera line-up. We will continue to expand the world of the instax instant photo system that allows people to enjoy on-the-spot photo printing.

In the professional imaging business, brisk sales of digital cameras continued to drive revenue growth. In November 2024, we launched the FUJIFILM X-M5 mirrorless digital camera, the lightest in the X series. We also announced the development of our first-ever filmmaking camera, the FUJIFILM GFX ETERNA. We will continue to feature outstanding image quality with the large format sensor in the GFX series and the best balance of image quality and size in the X series, providing attractive products for digital camera users and the film industry.

You can access all charts and details at the Fujifilm page here.

Viltrox AF 28mm f/4.5 XF First Images

The ultra-thin Viltrox AF 28mm f/4.5 is definitely nothing new, since it already exists for Sony E mount.

But now it’s coming also for Fujifilm X mount and you can see the first images of it mounted on the Fujifilm X-M5 in this article, as shared by the Chinese Weibo account 独立摄影师联合会 here.

If you have the budget, then I still recommend the Fujinon XF27mmF2.8 R WR, which has an aperture ring, is weather sealed, faster aperture, better ergonomics, still extremely compact, optically fantastic and capable of resolving 40MP… and the list of loves for this lens could actually go on forever.

Sure, it costs about $300 more than the Viltrox AF 28mm f/4.5, but it’s worth every penny if you ask me.

The only real downside: even several years after its announcement, the Fujinon XF27mmF2.8 R WR is still quite compilcated to find in stock: BHphoto says they should get some units soon, on Amazon you can find some second hand units (often overpriced), Adorama has also none available, it’s on backorder at Moment and good luck finding it anywhere else.

But hey, we are at just a humble 4 years after its announcement… we can’t expect Fujifilm to give us stable stock on gear so quickly ;).