Fujifilm has so far vehemently denied the arrival of any X-T30 II successor.

And indeed—unlike Fujifilm’s usual practice—we’ve seen no teasers and no X Summit announcement up to now.

But despite all that, the Fujifilm X-T30 III is coming this October. In fact, we can now confirm the date.

I always thought it might end up this way, but so far all I had were my own speculations.

But now we have sort of “confirmed”, because a trusted source told me that the Fujifilm X-T30 III will indeed use the 4th generation sensor in combination with the 5th generation processor.

I think that’s a great and efficient combo that has proved to work really well already on the Fujifilm X-S20. So I applaud this decision by Fujifilm, since not only the combo works great (faster sensor readout, less heat generation, etc), but it will also allow to keep the price of the camera lower (that 40MP sensor ain’t cheap).

• Fujifilm X-T30 III*
  BHphoto / Amazon / Adorama
  * announcement in October

Fujifilm X-T30 II Discontinued? The Confusion Explained

For a short time, B&H Photo marked the Fujifilm X-T30 II as discontinued (it’s now back to showing “out of stock”).

Not only that—B&H even sent out an email to customers waiting for the X-T30 II, saying the camera had been discontinued and suggesting alternatives. (I have the screenshot if you’d like to see it 😉).

And usually, when a store marks something as discontinued, it’s because the manufacturer told them there won’t be any more unit coming so they should not offer it for sale on their store anymore.

At that point, it looked like a clear case: B&H had “officially discontinued” the X-T30 II, and we reported it as such.

But then Fujifilm stepped in. In comments given to Petapixel, Fujifilm stated:

• the X-T30 II is an “active part” of Fujifilm’s lineup and still being produced
• no hints to any X-T30 II successor have been given to Petapixel

Where We Stand

I run a rumor site. I don’t have the luxury of firing off emails to Fujifilm HQ and getting official statements on demand. I have to work with what’s in front of me. And in this case, we had:

• B&H marking the X-T30 II as discontinued
• B&H emailing customers confirming the discontinuation

So yes, in the article we wrote: “B&H Photo has now officially discontinued the X-T30 II.”

Petapixel later called our report a “false rumor” and “inaccurate.” Fair enough—they can confirm things directly with Fujifilm, while I can only report what retailers are showing. That makes them inherently better positioned to be “more accurate.”

But fact is: we never shared the X-T30 II discontinuation as a “rumor.” We simply reported what we saw listed on B&H Photo, backed up by the emails they themselves sent out.

Still, I’ll offer an apology—not because our reporting was wrong (B&H really did list and email the X-T30 II as discontinued), but because some readers misinterpreted it as an official Fujifilm announcement. We clearly showed the screenshot and explicitly wrote in the article that B&H had discontinued it, not Fujifilm. If that distinction was overlooked, then it’s not because the facts were inaccurate, but because the article was read in a way it was never written. And yes, I’ll take responsibility for making things clearer next time, even though also publishing screenshots and quoting B&H directly can be misunderstood.

The real problem was for readers who only saw the headline. I started it with “Fujifilm Clears the Way for X-T30 III”, which wasn’t a factual report but my editorial interpretation of why B&H removed the X-T30 II from their website. If someone stopped at the headline and didn’t check the screenshot or read the full article, it’s understandable how they could misunderstand. Once I realized this, I updated the headline to include “at B&H Photo”, making it clear in the headline what the article and screenshot already showed: the discontinuation refers to the retailer—not Fujifilm.

I will take this as a lesson for the future, and thanks to PetaPixel for pointing this out: it’s not enough to make a 100% accurate report. I also have to make clear that every type of reader, from the one who reads full articles to the ones who barely fly over the headline, get the correct message.

But Let’s Get Serious Now 😉

If the X-T30 II is truly such an “active” product, why has Fujifilm Japan de-listed nearly all models from their website, leaving only the silver kit—and that one is out of stock since a long time?

Why is it almost impossible to find in stock anywhere else?

Is the X-T30 II selling like hotcakes, matching the demand of the X100VI or X-E5? Or is Fujifilm quietly phasing it out?

From where I’m standing, that hardly looks like a thriving lineup.

And here’s the key point: the Fujifilm X-T30 III is coming in October. No matter how strongly Fujifilm denies it, our sources confirm it’s happening.

And what is Fujifilm actually doing right now? Are they using the remaining X-T30 II parts to produce as many units as possible before the X-T30 III launch—or have they already started X-T30 III production, repurposing parts that might otherwise have gone into the X-T30 II?

Fujifilm CONFIRMS X-T30 III possibility ;)

And take a close look at what Fujifilm actually said to Petapixel. They didn’t say, “The rumors about the X-T30 II are false because the X-T50 is its successor.” What they said was that they have no indication of an X-T30 II successor. In other words, for the first time, Fujifilm is essentially admitting that the X-T50 is not the X-T30 II’s successor—leaving the door wide open for a true replacement.

And that successor is coming soon.

• X-T30 III*
  BHphoto / Amazon / Adorama
  *announcement in October
• X-T30II
  BHphoto / AmazonUS / Adorama / BestBuy / Moment / Paul’s Photo

So, we told you that the Fujifilm X-T30 II successor won’t be called Fujifilm X-T40, but Fujifilm X-T30 III.

And this made some panic. So let’s talk about it.

At a first glance this might seem like a very negligible detail, but let’s try to understand why Fujifilm picked X-T30III over X-T40 or X-T300.

Take a look at the Fujifilm X-T30 vs X-T30II specs comparison.

You will notice that the specs are identical, except for one minor detail: the X-T30II has a better LCD screen.

So, at least with the jump from X-T30 to X-T30II, the “MKII” indicated a negligible specs bump.

Now, some feared that following the same scheme, also the jump from X-T30II to X-T30III will mean a negligible specs boost. But I don’t think that will be the case.

You see, the X-T30II was born during the global parts shortage caused by COVID. To keep production of the X-T30 running at a steady pace, Fujifilm had to adapt and use whatever components were available—in this case, a higher-resolution LCD. That small change was enough for Fujifilm to rebrand the camera as the X-T30II.

In short: it was just a name change… and I think this won’t be the case this time.

You see, unlike the X-T30II, the upcoming Fujifilm X-T30III isn’t the result of a parts shortage. It emerges from a clear need Fujifilm has identified: a more affordable, lower-tier model that still offers an electronic viewfinder.

• Fujifilm X-T40/X-T30III: Finally Closing the Gap?

That’s why I believe this time the upgrade will be more significant. Most of all, I expect it to feature Fujifilm’s 5th-generation processor, the latest firmware, and an overall boost in specifications—all driven by these two key improvements.

But since price matters, Fujifilm could choose to save costs in other areas—for example, by keeping the X-T30II’s exact same body, with no design changes like those seen on the X-T50. The trade-off? No IBIS.

But that’s all just speculation.

What’s sure is that it will be called Fujifilm X-T30 III and it will be launched in 2025.

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