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

Save BIG on TONS of Fujifilm X and GFX Gear in UK – X-T5, X-H2, X-H2S, X-T50, XF and GF Lenses and More

Fujifilm UK has launched huge deals on plenty of Fujifilm X and GFX gear. Here is the full list.

X Series Camera + Kit Deals

X Series Lenses

GFX Deals in UK

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

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

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

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

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 **