The World Looks Better in Fujifilm Colors – You Don’t Believe Me? Then See for Yourself!

Gear Detox – a Waste of Time?

From time to time, we should be reminded that light, moment and inspiration matter more than megapixel, specs and AF speed.

I mean, I am the first to admit that I also enjoy talking about gear here on FujiRumors. It’s fun—there’s just no way around it. :)

But the words we speak here, the chats we have… I don’t print them big, frame them, and hang them on a wall. I don’t print and frame the spec sheet of the latest camera.

What I do print instead are the images I’m most happy with.

And that’s what this post is about—a little roundup of photographs shared by you, the Fujifilm community. It’s a chance to pause the gear talk for a moment and just enjoy what really matters: the images.

And look… I know. These image roundups don’t get many views. They take a ton of time to make. They don’t boost traffic. I guess that’s why no rumor sites make them.

But I decided—I don’t care.

I’ll do an image roundup now, and I’ll try to do more in the future. Because they matter to me. And maybe to a few of you, too.

In a world where others make up rumors in a vile attempt to grab your attention and profit from your good faith, we go the opposite way: we don’t share the endless stream of dubious and fake rumors we receive. Instead, we focus on what matters—enjoying photographs.

I might lose time. I might lose traffic. But I’ll be proud of this article… and of the amazing Fujifilm community that is capable of creating such wonderful images.

The Best Fujifilm Communities

Film Simulation Power

For today’s image roundup we take a look at images shared at our immense Fujifilm Film Simulation Group.

You’ll see the power of Fujifilm colors in action. Enjoy :).

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by Emanuele

📸 Fujifilm x100VI
📍 Venezia, Italy
🎞️ Last Summer Roll

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

Fujifilm Wants You To Believe X-T30 II is in Full Production and No X-T30 III is Coming 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:

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.

The Hidden Advantage Nobody Talks About – FUJIFILM 26MP vs 40MP

You all know I’m a big fan of Fujifilm’s 40MP sensor. In fact, when I put together my Fujifilm X-E5 wishlist, I said I’d happily pay more if it came with the 40MP over the 26MP.

But let’s be fair: the 26MP sensor paired with the X Processor 5 – as found in cameras like the Fujifilm X-S20 – is a terrific combination with its own clear advantages.

Advantages of the 26MP Sensor

  • faster sensor readout → and all the benefits that come with it, such as less rolling shutter
  • less battery drain
  • more affordable

For a full breakdown, we’ve already written a comprehensive 26MP vs 40MP Pros & Cons article here.

Today, though, I’d like to highlight something interesting from two articles by Alik Griffin, where he compared files from his Fujifilm X100V (26MP) and X100VI (40MP).

At first glance, you’d assume the main reason to prefer the X100VI would be the higher resolution. But Alik points out something else entirely that makes the 40MP sensor shine. Something that is hardly ever talked about.

Alik noticed:

Resolution

  • on a tripod, the X100VI shows a clear detail boost over the X100V, even at higher apertures—enough to justify an upgrade for tripod work.

The Grain (and Why It Matters More Than You Think)

What really impressed Alik wasn’t just the resolution, but the character of the grain. Here are some of his observations:

  • the X100VI’s smaller, tighter grain is far nicer to work with than the older models
  • the slight resolution boost, combined with the finer grain and better overall fidelity, makes the upgrade worth it
  • nicer grain with cleaner skin tones and clearer colors
  • the X100VI preserves shadow detail better and avoids the color smearing
  • everything looks better—not only at ISO 6400, but even at lower ISOs
  • the X100VI’s grain has a better shape, making it easier to clean up with noise reduction
  • beyond the added detail, the tighter pixel pitch and improved grain deliver noticeably superior image fidelity

Alik has covered the comparison in full with lots of samples at his blog at alikgriffin here and here.

One more thing… there is this myth that more pixels are worst in low light. Top industry insiders and professionals disagree with this statement:

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The Best Fujifilm Communities

From Newcomer to Legend? Fujifilm X-E5 Skyrockets in FujiRumors Ownership Rankings

A while ago we tried to evaluate the success of the brand new Fujifilm X-E5 by launching a survey on which camera the FujiRumors community owns.

8,279 people dropped a total of 17,894 votes, and here are the results.

  1. X-T5 = 13%
  2. X100VI = 7%
  3. X-T3 = 7%
  4. X-T2 = 5%
  5. X-E5 = 5%
  6. X-T4 = 4%
  7. X-H2 = 4%
  8. X-Pro2 = 4%
  9. X-H2S = 4%
  10. X-T1 = 3%
  11. X-T30/X-T30II = 3%
  12. X-E3 = 3%
  13. X-Pro3 = 3%
  14. X100V = 3%
  15. X-E2/X-E2S = 3%
  16. X-H1 = 3%
  17. X-E1 = 2%
  18. X-T50 = 2%
  19. X-S20 = 2%
  20. X-E4 = 2%
  21. X-T20 = 2%
  22. X-S10 = 2%
  23. X-Pro1 = 2%
  24. X100F = 2%
  25. X-M5 = 1%
  26. X100 = 1%
  27. X70/XF10 = 1%
  28. X10/X20/X30 = 1%
  29. X100S = 1%
  30. X-T10 = 1%
  31. X100T = 1%
  32. X-M1 = 1%
  33. X half = 1%
  34. X-A1/A2/A3/A5/A7/A10/A20 = 1%
  35. X-T100 = 0%*
  36. XQ1/XQ2 = 0%*
  37. X-T200 = 0%*
  38. XF1 = 0%*
  39. X-S1 = 0%*
    *denotes 0,4% or less

So, in less than 1 month, the Fujifilm X-E5 has already surpassed legends like the Fujifilm X-T4 and caught up with one of Fujifilm’s most sold cameras ever, the Fujifilm X-T2. And right now it is just 2% points away from catching up with the Fujifilm X-T3 and X100VI.

If we were to group it in lines, these are the results.

  1. X-T* = 32.21%
  2. X100* = 15.20%
  3. X-E* = 14.61%
  4. X-H* = 9.98%
  5. X-Pro* = 8.56%
  6. X-T** = 8.41%
  7. X-S** = 4.18%
  8. X-M* = 2.25%
  9. X70 / XF10 = 1.24%
  10. X10/X20/X30 = 1.18%
  11. X half = 0.64%
  12. X-A* = 0.56%
  13. Other = 0.51%
  14. X-T100/200 = 0.47%

The Fujifilm X-E5 has pushed the X line close to the X100 line on the 3rd spot of the most owned Fujifilm camera lines by FR-readers.

Is this a success?

That’s too early to say. But it is a solid start, actually the best start of any X-E camera so far (and by far). And this makes me confident in the future of this camera line.

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Fujifilm X-E5 Gets Great Reviews… and Some Truly Bizarre 1/2-Star Ratings

The Fujifilm X-E5 has been shipping for a couple of weeks now, and customer reviews are starting to show up on major retailer sites:

Overall, the ratings are very positive. However, the average score is slightly dragged down by a handful of extremely negative reviews that, frankly, are hard to take seriously.

For example:

Well, I don’t really get them.

I mean, these are not really product flaws. You know in advance that the X-E5 has a single card slot—Fujifilm never claimed otherwise. Knocking stars off for something clearly stated in the specs feels unfair. The packaging issue is unfortunate, of course, but that’s more on shipping than on Fujifilm.

It’s like buying a compact car and then leaving a 1-star review because it doesn’t have seven seats.

On the flip side, some customers get it right. At Adorama, one reviewer awarded 5 stars but mentioned they would have preferred an ISO dial instead of the exposure compensation dial. That’s a thoughtful way to review: review the product for what it is, while adding a personal wish list on what would make the camera perfect for him.

In the end, customer reviews are a valuable tool, but it’s worth looking beyond the overall rating and reading individual experiences to get the full picture.
And of course, beyond retailer reviews, there are also in-depth write-ups and YouTube videos—which I’ll share below.

Get Yours


Fujifilm Just Brought Digital Compact Cameras Back From the Dead – And Yet A Very Important One is Still Missing

why no successor for this camera yet?
why no successor for this camera yet?

Do you know what the awesome Fujifilm X100VI and the new Fujifilm X half have in common?

Both cameras are fueling a surprising comeback for compact digital cameras.

In fact, according to Price.com data (via デジカメinfo), interest in this category is rising fast — with monthly visits now surpassing 400,000 after years of decline.

The big driver of this revival in compact camera interest is Fujifilm.

The launch of the X100VI in March 2024 and the X half in June 2025 boosted Fujifilm to the #1 spot in Price.com’s rankings.

But it’s not just Fujifilm.

Panasonic Lumix models, Nikon compacts, and even Kodak cameras have seen renewed attention, proving that stylish, easy-to-carry cameras still have a place in a smartphone-dominated world.

Mentioned by photo.com are:

For years the data told the same story: smartphones were killing the compact camera market, and most of us accepted it as inevitable. But Fujifilm has just proven us wrong.

But with all that talk about Fujifilm’s success as far as compact cameras goes, there is one camera that they refuse to update… and it would be their most awesome ultra-compact camera ever.

Camera Market Share 2024: Fujifilm Leads Mirrorless Growth — But Budget DSLRs Still Outsell Fujifilm (or Why We Need the X-T30 III)

Nikkei has published the global shipment numbers of digital cameras sold in 2024. The numbers are based on data from CIPA and JEITA and have been reported by the Japanese website dclife.

Here are the numbers:

Mirrorless + DSLR Camera Shipments

2024

  • Canon — 2.84M units (46.6%)
  • Sony — 1.63M units (26.8%)
  • Nikon — 830k units (13.6%)
  • Fujifilm — 490k units (8%)
  • Panasonic — 160k units (2.6%)
  • OM Digital — 130k units (2.1%)
  • Pentax — 10k untis (0.2%)

Note that the Canon DSLR cameras are still outselling Fujifilm mirrorless camera sales (790,000 vs 490,000 units). Most of those DSLR cameras are cheap Canon Rebel & Co cameras.

What this tells us: there are lots of people who still enter a camera/electronic store and want an “affordable camera that takes better pictures than my phone“.

Right now, Fujifilm is falling short in this segment: the X-E5 and X-T50 are priced too high, while the X-M5 lacks a viewfinder — a feature many still consider essential for a “serious” camera. The upcoming Fujiflm X-T30 III, however, could be exactly the model to fill that gap — provided Fujifilm keeps it in the true entry-level range, which will largely depend on the features they choose to include.

Mirrorless Cameras Shipments

Mirrorless is growing for all brands, but Fujifilm has experienced the strongest growth of all.

The chart here is probably for interchangable lens cameras, because dclife has a separate ranking for “compact cameras” like the Fujifilm X100VI and Ricoh GR series. But maybe it includes also the compact cameras, we don’t know that.

2024

  1. Canon — 2.05M units (37.5%, +4.6% vs 2023)
  2. Sony — 1.63M units (29.8%, +6.5% vs 2023)
  3. Nikon — 760k units (13.9%, +20.6% vs 2023)
  4. Fujifilm — 490k units (9.0%, +28.9% vs 2023)
  5. Panasonic — 160k units (2.9%, +14.3% vs 2023)
  6. OM Digital — 130k units (2.4%, +8.3% vs 2023)

2023

  1. Canon — 1.96 million units
  2. Sony — 1.53 million units
  3. Nikon — 630,000 units
  4. Fujifilm — 380,000 units
  5. Panasonic — 140,000 units
  6. OM Digital — 120,000 units

2022

  1. Canon — 1.54 million units
  2. Sony — 1.25 million units
  3. Nikon — 530,000 units
  4. Fujifilm — 360,000 units
  5. Panasonic — 140,000 units
  6. OM Digital — 140,000 units

2021

  1. Sony — 1.4 million units
  2. Canon — 1.17 million units
  3. Fujifilm — 400,000 units
  4. Nikon — 290,000 units
  5. OM Digital — 200,000 units
  6. Panasonic — 180,000 units

via dclife

Compact Cameras Shipments

Fujifilm has increased its shipments from 50,000 units to 130,000 units. And the number could have been significntly higher if cameras like the X100VI were not in short supply in 2024. It is not known if also Instax cameras are included in this data.

Only Ricoh and Fujifilm are able to grow in the compact camera segment.

2024

  1. Sony … 470,000 units
  2. Canon … 430,000 units
  3. Fujifilm … 130,000 units
  4. Ricoh … 60,000 units

2023

  1. Sony … 470,000 units
  2. Canon … 460,000 units
  3. Fujifilm … 50,000 units
  4. Ricoh … 50,000 units

via dc.life

Fujifilm’s 6th Generation Launch Timeline :: Sony A7CR Can’t Save X-E5 Rant :: Fujifilm X-T30 III Rumors – Top August Articles

Here are the top 10 articles for August.

  1. When Will Fujifilm Launch the 6th Generation Platform? A Data-Based Prediction
  2. Viltrox Discontinues Entire f/1.4 APS-C Lens Lineup- REPORT
  3. Viltrox 56mm f/1.2 Pro Images
  4. Fujifilm X-T30 III – More Than Just a Name Change?
  5. Fujifilm CEO FY2025 Q&A: “We Have Several New Products in the Pipeline – X100VI and X half are Doing Very Well”
  6. Fujifilm X-T30III: Finally Closing the Gap?
  7. The Fujifilm X-T30 II Successor Name Unveiled
  8. Wake Up, Fujifilm: Ricoh GR IV Pre-Orders Soar, Monochrome on the Way – Where’s the X80 and X-Pro Monochrome?
  9. Fujifilm X‑E5: When Specs Lie, Complaining Fails and Even the Sony A7CR Can’t Save the Rant
  10. Sigma 17-40mmF1.8 + Fujifilm X-T5 = Match Made in Heaven (Reviews Roundup)

Don’t Miss

Wake Up, Fujifilm: Ricoh GR IV Pre-Orders Soar, Monochrome on the Way – Where’s the X80 and X-Pro Monochrome?

Ricoh GR IV: The New and The Monochrome

Our sources told us already last year that the Ricoh GR IV would come in 2025. Well, technically we told you it would come earlier in 2025, and in fact the Ricoh GRIV was disclosed a couple months ago already. But it was only a development announcement. The full announcement just happened yesterday. So yes, I still regard this as a wrong rumor (development announcement is not a full announcement), but at the same time I trust the source.

Well, at this point we remind you that according to the same source, Ricoh is also planing to launch the Ricoh GR IV monochrome. It was originally planed for 2025, but I would not be surprised if there would be a delay due to the huge pre-orders the GRIV is getting right now.

Fujifilm – Wake Up

Yes, the Ricoh GR IV is now here and it enjoys absolutely stellar pre-orders.

At this time Fujifilm has not really a camera to compete with the Ricoh GR IV, because the Fujifilm X100VI might share the fixed lens concept with it, but for the rest I think it appeals to other people: those who appreciate a viewfinder, tactile controls, vintage aesthetic, whereas the Ricoh GR IV is all about being as portable as possible.

The true competitor would be the Fujifilm X80, but Fujifilm has so far never bothered to give the Fujifilm X70 a second chance (the Fujifilm XF10 is not the X70 successor). And in my view that’s an error. The Ricoh GRIV proves that pocketable and powerful fixed lens cameras are enjoying a revival, and Fujifilm is missing out on it.

So, dear Fujifilm, come out with the Fujifilm X80 as quickly as you can!

And while it’s true that the Ricoh GRIV pre-orders are great, I dare to predict that the Ricoh GRIV M (Monochrome) will match or even exceed those pre-orders.

Look, initially I was skeptical about a Monochrome Fujifilm. But after I have seen how even the Pentax K-3 III monochrome DLSR sold like hot cakes (so much so that they had to suspend pre-orders as we reported here), I concluded that the market for monochrome cameras is far from being saturated.

In short: I think Fujifilm should launch the Fujifilm X80 and a monochrome Fujifilm camera (possibly an X-Pro monochrome).

What do you think about it?

Fujifilm Announced Further Price Increases Coming August 30

On August 1st Fujifilm did increase prices on plenty of X and GFX gear.

We already warned you that further prices increases are planed, but at the time of that article we knew only about instax gear price increases.

Well, Fujifilm has now issued a statement (read below) to several news outlets such as PetaPixel and DRPeview.

The global marketplace continues to present business challenges, driven by the volatile market conditions facing manufacturers, retailers, and consumers alike. With these changes and the instability of the marketplace, we have made the business decision to further adjust prices to accommodate for these global changes. As we navigate the current market situation, Fujifilm is doing all we can to work with our retailers and consumers to weather this storm together. We appreciate your continued support.

Last time the price increases ranged between 8 to 15%, with only one item seeing a hefty 43% price increase.

Last time the Fujifilm X-E5 and Fujifilm X half were not affected by price increases, and it seems that also this time the X-E5 and X half won’t get any price hike.

How much could the price increase be this time?

Well, given that the Fujifilm X-E5 costs $1,699 and the its DSLR styled clone, the Fujifilm X-T50, costs $1,599, it could well be that the X-T50 gets a further $100 price jump, hence a further 6% price increase. But that’s a speculation of mine.

I guess US residents now have less than two weeks left to purchase their gear at current price and avoid even worst surprises.

List of August 1st Price Increases
(more price increase to follow August 30)

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

.