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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A Look into 2025 Fujifilm Rumors (and Beyond) and the Ultimate 2024 Rumor Check

Rumor 2025+ Overview with Rating

Time to check how accurate our rumors were in 2024 and get an outlook on the remaining rumors for 2025 (and beyond) with reliability ranking.

As usual, I will be brutal and merciless in my rumor accuracy rating.

How brutal?

Well, here are two examples.

I told you the X100VI would be basically same in size of X100V despite having IBIS. The difference is 1mm. Well, turns out it is 2mm thicker. So while it is substantially an accurate rumor, I list it as wrong.

Also, we misunderstood a source regarding the X100VI silver color. We needed only 3 hours to clarify this misunderstanding and correct it. But still, for 3 hours only, an inaccurate info was online.

WIth that said, here is how things went:

  • 99 rumors shared in 2024
  • 24 rumors still to be verified
  • 72 correct rumors out of 75 verifiable rumors
  • 3 wrong rumors (normal people would say 1 wrong rumor -not about Fujifilm-, but I am brutal to myself)
  • 96% correct rumors

The Remainng Rumors for 2025 and Beyond

HIGH RATING*
* 75% to 99% correct

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Fujifilm UK Manager on Niche Products Expansion, Instant Gratification with Film Simulations, Adapting to Market Habits and More

Part 2 of the interview Fujifilm UK manager Theo Georgiades went online (part 1) and can be read at amateurphotographer here.

In short:

  • Focus on reaching a new audience, including younger people and first-time photographers (hence not only younger people)
  • Quality straight out of camera is a bigger thing now
  • Instax and Film Simulations are so popular because many people want instant results
  • we’ve had film simulation for the last 10 years but it’s really taken off since 2023 with our recent cameras
  • New generation consumers exhibit different shopping behaviors.
  • Earlier camera launches (e.g., X-T1, X-T2, X-T3) led to corresponding spikes in lens sales.
  • Current buyers of camera kits seem content with the included equipment, showing less interest in additional lens purchases.
  • Smartphone generation tends to prefer owning one or two lenses.
  • Lens popularity now depends on the user type and the camera launched (e.g., 70-300mm X-Mount and primes remain popular).
  • Fewer people purchase multiple lenses upfront compared to earlier trends.
  • New users typically start with their camera and kit lens, investing in additional lenses over time.
  • Adapting to these new market habits is essential for the brand.
  • The X-M5 has gained popularity among new audiences, unlike earlier X-M or X-A models, which performed modestly in regions like the UK but thrived in Asia.
  • Traditional users often prefer cameras with viewfinders, like the X-T50 or X-S20, while newer audiences, such as content creators and step-up smartphone users, are accustomed to shooting via screens.
  • Shifts in shooting preferences, like not needing a viewfinder, have removed previous barriers, enabling product diversification.
  • This evolution allows Fujifilm to cater to a wider audience and explore niche features in future products.
  • Increasingly, people are gravitating toward dedicated devices like Instax, X Series, or GFX, moving away from reliance on smartphones to avoid distractions.
  • A new film camera? The manager has 25 years of experience with Fujifilm and has learned to “never say never”
  • Film photography is experiencing a significant resurgence, evidenced by increasing film sales.
  • Film cameras are gaining popularity
  • But businesses must differentiate between long-term opportunities and short-term trends.
  • Fujifilm continues to leverage its Instax range of instant film cameras and printers to meet market demand.
  • The GFX line was launched in 2016 with the goal of diversifying Fujifilm’s offerings.
  • The aim was to grow the medium format market, which had become stagnant, while also challenging the full-frame market.
  • The quality of video from the GFX sensor has continuously improved.
  • GFX remains a key focus for Fujifilm, and the company is excited about its future.
  • Fujifilm is committed to pushing the GFX line further and not becoming complacent (hence also GFX Eterna announcement)

I guess the part that got me pumped the most was when he talked about “becoming more adventurous with niche features in the coming years“.

We got hint of some of those “adventures” already:

And we have a Fujifilm X-Pro4 (or X-Pro5 or X-Pro6) that takes so much time to come, and this makes me think it could come with some “adventurous niche features” too.

Yes, I know. If I was in charge of Fujifilm, the company would go broke within a few months, because I am really just mostly drawn into their niche product lines. And I have zero interest in hybrid cameras, as my Fuji’s don’t shoot video at all. But in order to survive as a camera company, Fujifilm does have to offer more mainstream products too and “adapt to the market”. So I guess I have to put my heart in peace and accept that part of the R&D goes into products and features that I don’t care about (for example, I do not have any interest in the upcoming GFX Eterna).

But if adapting to the market helps Fujifilm to survive and maybe even thrive, than so be it. It’s just good to know that Fujifilm does not lose its soul and keeps niche products and features on their roadmap.

Cyber Monday Deals Live Now

The Cyber Monday deals have arrived:

Top Picks

Fujifilm USA Deals

Cameras

Zoom Lenses

Prime Lenses

New Courses and eBooks

Third Party Lenses & Adapters

Peak Design

Peak Design has just launched its Black Friday sale with 20% discount on almost everything they offer directly at Peak Design store.

SmallRig Deals

Software deals:

Third party accessories:

  • 25% off on LLano chargers at Amazon.
  • 15% off on the ZHIYUN CINEPEER Weebill 3E at Amazon.
  • Save big on Neewer accessories at Amazon.

SD and CFexpress cards:

Storage deals:

  • 15% off on the WD 20TB Elements Desktop External Hard Drive at Amazon and BHphoto.
  • 39% off on the Crucial X10 Pro 1TB Portable SSD sold by Amazon and BHphoto.
  • 47% off on the SAMSUNG T7 Shield 2TB Portable SSD sold by Amazon and BHphoto.
  • 29% off on the SanDisk 8TB Desk Drive SSD at Amazon and BHphoto.
  • 36% off on the SanDisk 4TB Extreme Portable SSD at Amazon and BHphoto.
  • 20% off on the LaCie Rugged Mini 2TB External Hard Drive at Amazon and BHphoto.

Fujifilm Europe Deals

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Ricoh Beats Fujifilm, Firmware Love, GFX100RF Specs and More – Top 10 November Articles

Here are the top 10 articles for November. Interestingly, the rumor about the Ricoh GR IV and GR IV M is by far the most read article, which proves my point even further: we need a monochrome Fujifilm as soon as possible and we need a Fujifilm X70 successor. There is a huge interest for such cameras, and Fujifilm should grab a piece of that market share before it is too late.

  1. Watch Out Fujifilm: Ricoh GRIV Coming First Quarter 2025 and Monochrome Version to Follow Later On
  2. FINALLY: New Autofocus Firmware and New Features Released for Fujifilm X-H2, X-H2S, and GFX100 II
  3. Fujifilm GFX100RF is the Name of the Upcoming Rangefinder Fixed Lens Camera
  4. Firmware Updates for Fujifilm X-T2, X100F, X-T20, X-E3, X-Pro2 and GFX50S
  5. Fujifilm GFX Fixed Lens Camera “About the Size” of Fujifilm X-Pro3
  6. Fujifilm GFX Fixed Lens Camera Lens Patents Spotted – GF35mm F3.5, GF40mm F3.5 and GF50mm F3.5
  7. Fujifilm Autofocus Feedback: Mostly Positive and The Curious Case of the X-T3 (or the Root of All Autofocus Issues?)
  8. Fujifilm’s Upcoming Half Frame Camera: Welcome to Diptych Heaven!
  9. Fujifilm GFX100RF First Specs: No IBIS, GF35mmF4 Lens and Coming March 2025
  10. Fujifilm GFX Eterna Filmmaking Camera Development Announcement with Expected 2025 Release

Do Not Miss

Evergreen

Black Friday Deals Are Here

Top Gift Card Deal

Save up to 20% on selected gift cards at Amazon.

Black Friday Pages

The Black Friday Deals are now in full swing.

For the full list of Fujifilm related deals check out this BHphoto page.

Top Fujifilm Deals

Make sure the deal runs at your official Fujifilm retailer. If for example the CFexpress card is out of stock they might bundle it with another item and the savings could be different.

Fujifilm USA Deals

Cameras

Zoom Lenses

Prime Lenses

More Black Friday Deals

New Courses and eBooks

Third Party Lenses & Adapters

Peak Design

Peak Design has just launched its Black Friday sale with 20% discount on almost everything they offer directly at Peak Design store.

SmallRig Deals

Software deals:

Third party accessories:

  • 25% off on LLano chargers at Amazon.
  • 15% off on the ZHIYUN CINEPEER Weebill 3E at Amazon.
  • Save big on Neewer accessories at Amazon.

SD and CFexpress cards:

Storage deals:

  • 15% off on the WD 20TB Elements Desktop External Hard Drive at Amazon and BHphoto.
  • 39% off on the Crucial X10 Pro 1TB Portable SSD sold by Amazon and BHphoto.
  • 47% off on the SAMSUNG T7 Shield 2TB Portable SSD sold by Amazon and BHphoto.
  • 29% off on the SanDisk 8TB Desk Drive SSD at Amazon and BHphoto.
  • 36% off on the SanDisk 4TB Extreme Portable SSD at Amazon and BHphoto.
  • 20% off on the LaCie Rugged Mini 2TB External Hard Drive at Amazon and BHphoto.

Fujifilm Europe Deals

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

Fujifilm Black Friday: Buy X-H2/S and Get Free FT-XH Vertical Grip and 325GB CFexpress TypeB Card (save $1,210)

Black Friday USA Deals

Buy a Fujifilm X-H2 body or with XF16-80 kit or Fujifilm X-H2S body and get a free FT-XH vertical grip and Delkin Devices Black CFexpress Type B 325G card.

Total saving of $1,210. Ends December 1.

Make sure the deal runs at your official Fujifilm retailer. If for example the CFexpress card is out of stock they might bundle it with another item and the savings could be different.

For example, Amazon has the deal available, Adorama has the deal too, but BHphoto at the moment only with grip.

More Fujifilm USA Deals

Cameras

Zoom Lenses

Prime Lenses

New Courses and eBooks

Sirui 40mm T1.8 AF Anamorphic Lens

Third Party Lenses & Adapters

Peak Design

Peak Design has just launched its Black Friday sale with 20% discount on almost everything they offer directly at Peak Design store.

Other Black Friday Deals

FieldMade

Black Friday Pages

SmallRig Deals

Software deals:

Third party accessories:

  • 25% off on LLano chargers at Amazon.
  • 15% off on the ZHIYUN CINEPEER Weebill 3E at Amazon.
  • Save big on Neewer accessories at Amazon.

SD and CFexpress cards:

Storage deals:

  • 15% off on the WD 20TB Elements Desktop External Hard Drive at Amazon and BHphoto.
  • 39% off on the Crucial X10 Pro 1TB Portable SSD sold by Amazon and BHphoto.
  • 47% off on the SAMSUNG T7 Shield 2TB Portable SSD sold by Amazon and BHphoto.
  • 29% off on the SanDisk 8TB Desk Drive SSD at Amazon and BHphoto.
  • 36% off on the SanDisk 4TB Extreme Portable SSD at Amazon and BHphoto.
  • 20% off on the LaCie Rugged Mini 2TB External Hard Drive at Amazon and BHphoto.

Fujifilm Europe Deals

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

FINALLY: New Autofocus Firmware and New Features Released for Fujifilm X-H2, X-H2S, and GFX100 II

Fujifilm has finally released the long promised autofocus update for the Fujifilm X-H2, X-H2S and GFX100II. Also new features have been added and bugs fixed.

No firmware update for X-T5 & Co yet, but Fujifilm has also promised that one to come within 2024. So do not panic. It’s coming, too according to official Fujifilm statements.

Feel free to let us know in the comments what your impressions are.

Full Firmware Details and Download Links

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

Fujifilm X-M5 Review: Autofocus is A Great Surprise – PhotoTrend

One of the most prestigious French photography websites, PhotoTrend, has now published its Fujifilm X-M5 review.

I will only highlight what they said about its autofocus.

And yes, they do talk very good about it.

And yes, there are people who told you the X-M5 autofocus is total garbage.

And yes, they based their judgments on 1.5 seconds of video extrapolated from hours of launch video.

And yes, that’s not really a smart way to judge the autofocus.

Why?

Well, look at the Sony A1II.

There have been lots of A1II launch videos, and when I looked at the one of Tony Northrup, I saw the Sony A1II occasionally focusing on hats and shoulders rather than faces and eyes as you can see in this screenshot and this screenshot – video here.

Now I could extract those few seconds of video and go out and claim the Sony A1II struggles to track eyes. But I won’t do that, because it would not be fair towards the Sony A1 II.

It’s better to wait for full reviews with production cameras. And today we have one, from Phototrend. You can trust them or not.

My personal position is: I am curious about what reviewers say, but I will wait for my X-T5 AF boost firmware to make final judgements.

With that said, here is what Phototrend says about the Fujifilm X-M5 autofocus.

Thanks to the X-Processor 5, the Fujifilm X-M5 benefits from the latest autofocus improvements. And we might as well say it: the latter bluffed us several times.

From a technical point of view, the body has an AI-doped hybrid AF, with 425 AF points (and 117 selectable positions). But above all, it takes advantage of the intelligent detection / tracking modes of the subject, already present on the other boxes in the range.

And in the field, the detection and monitoring of the subject are very effective. Humans or animals: the eye is detected instantly, even when the subject occupies only a small place in the frame. A point that portraitists (and lovers of wildlife photography) should appreciate.

In addition, the box always offers modes dedicated to birds and vehicles (trains, cars, planes, motorcycles). Enough to seduce fans from all walks of life. Especially since the detection is extremely effective.

In plain language: the autofocus of the X-M5 is very efficient. In general, the development is carried out without delay. Pumping phenomena are very rare, even in (very) low light. Caution, however, with certain zooms or fixed focal lengths (especially a little old), whose AF motorization can sometimes be less fast.

Finally, note that the number of “false positives” is particularly low. Fujifilm would therefore have corrected the few small problems suffered by the X-S20.

You can read the full review in original French language at phototrend.

Fujifilm Launches X Deals in Europe

Fujifilm has launched new Fujifilm X deals in Europe. They pretty much match the deals in USA, although there are some differences.

The deals are instant rebates in UK and I think also in France, but they are cashback deals in Germany, which means in Germany, after your purchase, go to this page and claim your money back.

If you buy at Amazon, make sure to buy gear shipped and sold by Amazon to access the Cashback. But attention: Amazon Germany is listed among the official retailers, but not Amazon France. In UK its an instant rebate and that works also on Amazon UK.

I have not yet found the deals listed in Italy and other countries, so make sure to check out the conditions in your country before purchasing. Select the promotion in your country on this page here. And you can always give your local retailer a call, they also know all the details of the deals.

Deals in Europe

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Lenses

Deals in USA

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