Fujifilm Launches Mirrorless Digital Camera “FUJIFILM X-M5”

FUJIFILM X-M5 Mirrorless Digital Camera
– The lightest model in the current X series
– Equipped with a full range of functions for both stills and video
– Perfect for everyday photography

October 14, 2024

TOKYO, October 14, 2024 – FUJIFILM Corporation announces the global launch of the “FUJIFILM X-M5” (X-M5), from middle of November 2024. The X-M5 will be the latest model in the X Series, offering outstanding image quality, compact and lightweight body.

The X-M5 weighs approximately 355g*1, making it the lightest*2 camera in the X series. The X-M5 is equipped with a full range of functions, including subject detection AF that can detect moving objects such as animals and cars using AI, and 6.2K/30P movie recording function, making it possible to shoot both still images and movies.

The X-M5 is the ideal camera for a wide range of users, from first-time digital camera users to photography enthusiasts, with a compact size that makes you want to carry it with you every day and a wealth of shooting functions, while maintaining the high-quality appearance that is the hallmark of the X series, further expanding the joy of photography.

The X-M5 is equipped with the back-illuminated 26.1-megapixel “X-Trans™ CMOS 4”*3 sensor and the “X-Processor 5” high-speed image processing engine, enabling high-quality shooting. The dial is located on the top surface for switching between “Film Simulation” modes, which allows users to enjoy various color tone expressions as if they were changing photographic films. Combined with the AUTO mode on the mode dial, even first-time digital camera users can easily enjoy the richly colored image creation that is unique to Fujifilm.

In addition, powerful digital image stabilization, a high-performance built-in microphone, and in-camera SD card recording at 6.2K/30P 4:2:2 10bit support comfortable video recording. The newly added “9:16 Short Video Mode” in “Vlog Mode” makes it easy to shoot the vertical videos that are popular on social media.

*1 Including battery and memory card
*2 For current X series models.
*3 X-Trans is a trademark or registered trademark of FUJIFILM Corporation.

1. Product features
(1) Compact and lightweight body and product design that makes you want to enjoy shooting

▪ It weighs approximately 355g and measures approximately 111.9mm in width, 66.6mm in height, and 38.0mm in depth. The extremely lightweight and compact body for a mirrorless digital camera makes it easy to carry around and enjoy photography every day.
▪ Despite its compact size, the camera has the high-quality appearance of the “X series”. Symmetrically placed dials on the top surface of the warship section highlight the beauty of the camera.

▪The Film Simulation dial is conveniently placed on the lek shoulder of the top face. Users can easily switch between a total of 20 Film Simulation modes according to the subjects and scenes, making it easier to enjoy a variety of color tones in both still and moving images.
▪ The top right features a mode dial. In AUTO mode, the camera automatically recognizes the optimal shooting mode for the scene, allowing even first-time digital camera users to easily capture high-quality stills and videos.

(2) Equipped with a high-performance sensor and high-speed image processing engine to achieve high image quality and high-performance AF

▪ The X-M5 is equipped with the back-illuminated “X-Trans™ CMOS 4” sensor with approximately 26.1 megapixels and the latest high-speed image processing engine “X-Processor 5”. This allows for high image quality photography with low power consumption.
▪ The camera features the subject detection AF, developed with deep learning technology, in addition to the existing Face / Eye AF. AI is used to add the ability to detect animals, birds, cars, motorcycles, bicycles,
airplanes, trains, insects and drones*4
▪ The latest AF predictive algorithm provides high tracking performance for moving subjects and high precision AF in low-contrast environments.

*4 Set the Subject Detection Selng to “BIRD” when you want to detect insects and to “AIRPLANE” when you want to detect drones.

(3) 6.2K/30P video recording and other extensive video func^ons

▪ The X-M5 can record 6.2K/30P 4:2:2 10-bit video onto an SD card inserted in the camera, and also supports extensive video functions including 4K/60P and 1080/240P capability.
▪ The camera is equipped with powerful digital image stabilization. It is effective not only for minor camera shake but also for large shaking that occurs when shooting video while walking.
▪ For the first time in our digital camera lineup, three built-in microphones are equipped. You can choose from four microphone directivity options: surround, front, back, or front & back, depending on the situation. The camera is also the first to feature a steady-state noise reduction function, which reduces noise that continues to ring at a certain frequency, such as air conditioning noise.
▪ Vlog mode allows users to change shoo^ng conditions intuitively by touching the LCD. Improvements in the number and placement of icons make video recording even more intuitive. In addition, the new “9:16 short movie mode” allows users to easily shoot vertical videos popular on various social media and smoothly share the captured content.
▪ New bit rates of 8 Mbps and 25 Mbps have been added to the bit rates that can be selected in the “Media Recording Settings” when shooting video. This shortens the transfer time to external devices such as
smartphones, and contributes to shortening the ^me required to upload captured video directly to social media.

2. optional accessories

Cooling Fan “FAN-001″*5 (already on sale)
▪ This cooling fan can be attached to the rear panel of the camera body without a cable, supporting long hour shooting and video recording in a high-temperature condition. The power can be supplied to the fan from the camera body
Tripod Grip “TG-BT1″*6 (already on sale)
▪ This grip enhances mobility and camera’s hold while adding tripod functionality. Users can comfortably take self-portraits and low angle shots, where it is normally difficult to hold the camera in position. As a tripod, the TG-BT1 can be used for a wide range of love fujiru mors applications from group shots to tabletop still.
*5 Compatible models are FUJIFILM X-M5, FUJIFILM X-H2S, FUJIFILM X-H2, and FUJIFILM X-S20.
*6 Compatible models are FUJIFILM X-H2S (Ver.3.00 or later), FUJIFILM X-H2 (Ver.1.2 or later), FUJIFILM X-T5 (Ver.1.00 or later), FUJIFILM X-T4 (Ver.1.70 or later), FUJIFILM X-T3 (Ver.4.50 or later), FUJIFILM X-S20, FUJIFILM X-S10 (Ver. 2.60 or later), FUJIFILM X-T30 II (Ver. 1.20 or later), FUJIFILM X-T30 (Ver. 1.50 or later).

Fujifilm Launches “FUJINON Lens XF16-55mmF2.8 R LM WR II”

Fujifilm Launches “FUJINON Lens XF16-55mmF2.8 R LM WR II”
– The new large-aperture standard zoom lens offers improved descriptive performance
– 37% lighter than its predecessor
– New function “Smooth aperture control” suited for movie recording

October 14, 2024

TOKYO, October 14, 2024 – FUJIFILM Corporation announces the launch of the “FUJINON Lens XF16-55mmF2.8 R LM WR II” (XF16-55mmF2.8 R LM WR II) globally from end of November 2024. The lens is a new lineup of the “XF lens” interchangeable lens lineup for the mirrorless digital camera X Series that offers outstanding image quality and compact size and weight.

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Fujifilm Confident in New Autofocus – Says It’s “Nailed” Ahead of Early November Firmware Release – REPORT

Fellow Fujifilm shooter photorabz was at the Salon de la Photo photography fair in Paris.

There he had the chance to talk to Fujifilm reps about the upcoming firmware updates and this is what he was told (video below):

  • Fujifilm is working on the firmware since May
  • the firmware is for X-H2S, X-H2, GFX100 II, X-S20, X100Vi, X-T5 and maybe also the X-T4
  • Fujifilm told him that this time they nailed it very well
  • Fujifilm is very happy with this new firmware and they are very optimistic
  • the firmware will be announced on October 14, but it will be released, he thinks, in early November

As usual, I believe it only when I see it.

And actually, we might already see the newest AF algorithm in action with the X-M5 on October 14.

EXCLUSIVE: Fujinon XF16-55mm f/2.8 R LM WR II Press Release and Product Images Leaked

A kind source (THANKS!) has passed us the full press releases and specs sheets for the upcoming gear.

Down below you can read the press release for the Fujinon XF16-55mm f/2.8 R LM WR II.

A message to the source: Thanks a lot. You have been instantly elevated to the elite team of trusted sources. If you want, you can contact me again anonymously and give yourself a nickname, so I can eventually recognize you in future if you decide to contact me again. Thanks so much!

Press Text

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EXCLUSIVE: Fujifilm X-M5 Full Press Release Leaked and Product Images

A kind source* (THANKS!) has passed us the full press releases and specs sheets for the upcoming gear.

We start with the full press release for the Fujifilm X-M5, which you can read below.

*A message to the source: Thanks a lot. You have been instantly elevated to the elite team of trusted sources. If you want, you can contact me again anonymously and give yourself a nickname, so I can eventually recognize you in future if you decide to contact me again. Thanks so much!

Press Text

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

The Future of Fujifilm’s Autofocus Could Be Revealed with the X-M5 on October 14

Fujifilm said they are aware of the “comments” of the Fujifilm community regarding the latest autofocus issues and they promised firmware updates to fix that.

The fix will come in November for their flagship Fujifilm X-H2s, X-H2 and GFX100 II cameras, but also other fifth generation cameras such as the X-T5, X-S20 and “more”  will get firmware updates this year, as Fujifilm officially said here.

Sure, it takes time. But to a certain degree I can understand that.

Fujifilm knows they have to get it right this time, so they’re likely testing the firmware more rigorously than ever, which is surely costing a lot of time and money.

But the big question is: how well will the autofocus firmware really work?

Well, maybe we might not have to wait until November to see these autofocus improvements in action.

In fact, we could get our answers as early as October 14 with the launch of the Fujifilm X-M5.

Why?

Well, Fujifilm has been aware of the autofocus issues for months now. They already began addressing them with a firmware update back in June. Since then, they’ve continued working on the improvements, so the firmware must have evolved significantly from the June version.

And I’d not be surprised if the first camera to actually incorporate the enhanced autofocus capabilities won’t be the X-H2s, X-H2 and GFX100II in November, but the Fujifilm X-M5 coming on October 14.

After all, why not equip the brand-new Fujifilm X-M5 with the most up-to-date firmware available, especially since it’s a fresh release that requires a new firmware anyway? And maybe that’s also  why Fujifilm has published a X-M5 teaser poster where they write big “fast autofocus“.

If that turns out to be the case, if the X-M5 is indeed the first camera to feature the new AF algorithm, then by October 14, we’ll already have a glimpse of how well the latest autofocus firmware performs.

I guess that’s one more excellent reason to follow the X Summit on October 14 at 9AM New York time.

Fujifilm’s November Firmware Update: Autofocus Fixes, New Features, and More Enhancements to Come (+ My Take)

Earlier today Fujifilm has shared a video with their “October announcements“. You can check out all details in this article.

Among the others Fujifilm promised firmware updates to come in November.

First off: they did say that they got lots of feedback from customers especially regarding the autofocus. Based on that feedback, Fujifilm is now working to improve the firmware. But there is more, so let’s check it out:

The Good

  • Firmware update coming in November
  • Cameras mentioned: Fujifilm X-H2, X-H2s and GFX100 II
  • Improved Subject Tracking while video filming
  • Face/Eye detection while video filming
  • F-Log2 C for wide color gamut
  • Timecode Synchronization by Ambient Lockit devices through wired connection

The Questions

  • are other 5th generation cameras (X-T5 & Co) also getting the improved AF while filming?
  • what about AF-C tracking in stills?

The Surprises?

It almost passed unnoticed, but Fujifilm also said that they are considering further enhancements. So it looks like we are not yet done with Kaizen love for 5th generation cameras.

What could it be?

Well, I don’t have that much anymore on my wishlist, but if I could pick one thing, then I’d like to get the fully automatic subject tracking of the Fujifilm X-S20. I also suggested Fujifilm how this could be implemented on other Fujifilm cameras in this article here.

Of course, feel free to share your wish with the Fujifilm community in the comments down below.

My Thoughts

Fujifilm (like many other brands) often tends to conceal significant bug fixes under the vague term “minor bug fixes.” This article dives deeper into the issue, offering real examples of what Fujifilm has masked with this phrase—some of which were rather embarrassing. Read more here.

This time, though, Fujifilm is putting a spotlight on the autofocus improvements. To me, this signals that they’re taking it more seriously than ever, with a firm commitment to finally getting it right.

It’s also evident that while Fujifilm recognizes the issues, they’ve chosen not to rush a fix like they did with the June firmware. Instead, they’re taking extra time—and probably conducting more thorough testing—to ensure this firmware update works as intended.

I guess they’re well aware they can’t afford to get it wrong this time and it looks like Fujifilm has embraced this challenge, as evidenced by the emphasis they placed on the upcoming autofocus improvements in the video released today.

But again: I believe it only when I see it.

And the Fujifilm X-T5 & Co?

We will see what happens in November, but I would not be surprised if the Fujifilm X-T5 and other cameras would get a bunch of improvements too. Maybe not everything the flagship X-H and GFX cameras will get, but it just makes sense that some of the improvements find its way down also to lower end models.

But again, that’s a pure speculation of mine, not a rumor whatsoever.

Overall, after today’s firmware announcement I am definitely more confident. Fujifilm Japan has spoken and finally addressed the issue publicly. But I have learned not to celebrate too early and wait to see what happens in November with the new firmware.

Fujifilm Wins Awards, but Not That Many… and Why That’s Good News

Fujifilm has won awards. But not so many this time.

Maybe Fujifilm finally came to reason and understood that it does not make sense to waste lots of money into paying for winning nonsense awards.

We remind you: using the RedDot award logo for one product and one year costs thousands of dollars (something between 4K and 8K). You can actually check out yourself how much each RedDot award costs here (in addition to the registrations fees that have to be paid upfront).

There were times in which Fujifilm won 23 RedDot Awards. That’s an expensive price to pay to brag with meaningless awards.

RedDot

Red Dot Design Award 2024: Branding & Communication Design category

  • Dedicated application for “instax Pal
  • Product package of “instax Pal”
  • Visual branding activities (Visual Identity)

Idea Award

“IDEA 2024” Bronze Award winner

Fujifilm products in IDEA 2024 finalists

Fujifilm X-M5 Coming with Selfie Screen – My Hope is the Return of This Screen!

Unlike the original Fujifilm X-M1, the successor, the Fujifilm X-M5, will come with a fully articulating screen.

That’s all I know.

But I have a hope.

And my hope is that, instead of using the same screen we find on the X-S20/X-H2 etc, Fujifilm will give a comeback to the unique tilt/flip screen of the Fujifilm X-T100. I will never understand why Fujifilm dropped that concept as it allows to go in “selfie mode” but still retain the option of a simple tilt-screen function, with the screen remaining nicely centered to the camera.

I think that screen it would have made the X-S20, X-H2 and X-H2S an even more appealing camera to many. So I think Fujifilm missed an opportunity there.

But again, that’s not a rumor, just a hope of mine.

And since we are talking of dropped concepts, also the before/after split screen slider on the X-T200 screen would be nice to have. But also in this case I have no rumors, just a wish of mine.

Another curiosity: the Fujifilm X-A and X-M line, as well as the X-T*** line, where Fujifilm branded cameras, but actually manufactured by the Xacti Corporation. And as it is well known, all Xacti made cameras have all been discontinued.

Now, I have not heard that Xacti is back, so I suppose (not rumor) that this time the camera will be made by Fujifilm. But that’s not a rumor, just a speculation. Maybe it will be another Xacti made but Fujifilm branded camera. We will soon see.

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.