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Fujifilm X-E5 Pre-Orders Exceptionally Strong (Report) – And Here is the Most Popular Version

I recently reported that initial pre-orders for the Fujifilm X-E5 are twice as high as those for the X-T5—which is pretty wild. Of course, it’s important to remember that pre-orders don’t equal sales, and some cancellations are to be expected.

Still, it seems FujiRumors isn’t living in some alternate reality where the X-E5 is a hit while it flops elsewhere. In fact, the German site Photografix picked up our article and confirmed the same trend: X-E5 pre-orders are exceptionally strong on their end too, as you can read here.

So, which X-E5 version is proving most popular? Here’s the current breakdown of pre-orders at B&H:

So a total of 80% went for the X-E5 with XF23mmF2.8 lens, and 20% with the X-E5 body only. I guess I am in the minority then.

Well, I guess this explains why the XF23mmF2.8 R WR lens will ship only in December: Fujifilm has to make sure to have enough lenses to ship as a kit for the X-E5.

As far as color goes, 40% went for the silver X-E5 and 60% for the black X-E5.

I personally went for this color here.

Given the circumstances, I guess that placing an order for the X-E5 early might not be a bad idea, if you are interested in getting one still in 2025.

Oops, My Bad! Fujifilm X-E5 Has 3″ LCD (Not 3-Way Tilt) – And More Exclusive X-E5 Images Coming Soon!

The full specs of the Fujifilm X-E5 recently leaked, and as you can imagine, it’s been an intense time—lots of info to process all at once.

Amid this flood of details, I misread one spec that now needs correcting:
The Fujifilm X-E5 will feature a 3″ screen, not a 3-way tilt screen.

I’ve updated the full specs comparison accordingly, and it’s now 100% accurate.

Apologies for the mix-up… turns out I’m human too 😅

But hey—how about I make it up to you by sharing even more exclusive Fujifilm X-E5 images? Would that help smooth things over? ;)

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The Curse of the X‑E Line: Can the Fujifilm X‑E5 Break the Spell?

Fujifilm X-E – The Cursed Line

There was a time, when Fujifilm was only offering rangefinder X series cameras.

Well, that’s if you don’t consider this camera here, which I guess we’ll never know why Fujifilm called it an X series camera.

But anyway, rangefinder was Fujifilm’s quiet re-entry in the mid-higher end digital camera market (their previous attempt was this one).

And silently, on tiptoes, Fujifilm carved out its very small niche of truly passionate photographers.

The X-E1 is Born

The Fujifilm X-E1 was definitely one of the best expressions of this understated approach into the mirrorless camera market: no thunders, no specs brags, just beauty and joy encapsulated in a wonderful camera body.

But the Fujifilm X-E1 would become the last X-E camera with a relatively quiet and tranquil life.

Because Fujifilm’s priorities started to shift, their ambitions to grow, and the X-E line started to be on the edge of survival.

X-E2 – The Struggles Begin

Let’s begin our tale of struggles with the Fujifilm X-E2, which btw I owned and destroyed when I had to jump into the Mekong river to avoid getting smashed by the Li Phi waterfalls.

Fujifilm had the brilliant idea to launch the Fujifilm X-E2 just 3 months before they announced the Fujifilm X-T1, which came in the more popular SLR styled package and offered superior specs like weather sealing, UHS-II card slot and the largest EVF on any mirrorless camera.

The X-T1 was Fujifilm’s statement to the photography world: we want to go more mainstream now! And as a consequence it stole the show (and sales) to the X-E2.

The Fujifilm X-E2 was followed by the Fujifilm X-E2S, which is basically an X-E2 with an auto button. So we can ignore that one.

The X-E3 Problem

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

LEAKED: Fujifilm X-E5 Full Specs and Price

Here is the pricing for the Fujifilm X-E5:

  • Fujifilm X-E5 Body: $1699
  • Fujifilm X-E5 with XF23mmF2.8: $1,899

Main Specs

  • Classic Style, Ultimate Flexibility
  • Iconic X100VI looks, with the flexibility of interchangeable lenses
  • Refined Rangefinder-Style Design
  • Beautifully machined aluminum top-plate with offset viewfinder
  • Dial in Your Own Look
  • Customizable Film Simulation dial lets you access your own recipes
  • Create With Confidence
  • Up to seven stops of in-body image stabilization
  • Cutting Edge Quality
  • 40.2-megapixel sensor with digital teleconverter option
  • Fully Featured Viewfinder
  • Electronic viewfinder with multiple viewing modes

Highlights

  • Get the stunning looks of the iconic FUJIFILM X100VI with the added creative flexibility of interchangeable lenses. A similar size and weight to the popular fixed lens X100VI, FUJIFILM X-E5 delivers the same analog controls and a film-camera-inspired user experience but gives you the option to switch lenses to suit your creative needs. X-E5 is compatible with over 40 X Mount optics and accessories, including the all-new XF23mmF2.8 R WR, so the perfect image is always within reach.
  • With its offset viewfinder, FUJIFILM X-E5 echoes the timeless style of rangefinder film cameras and features a stunning machined aluminum top-plate. Aesthetically beautiful, the top-plate exudes quality and durability thanks to its premium look and feel as well as delivering a precise, angular design. Perfect for those who favor more traditional camera operation, X-E5 offers analog controls for quick, easy access to core functions, while additional features such as the Bluetooth connectivity button – placed on the base like a film rewind button – enhance the camera’s nostalgic feel.
  • A first for X Series cameras, FUJIFILM X-E5 features a customizable Film Simulation dial. Neatly placed under the aluminum top-plate with a circular window providing an easy view of the active mode, the dial provides fast access to Fujifilm’s unique Film Simulation modes that deliver stunning results straight out of camera. Additionally, the dial has three customizable settings, which give users the option to create and save their own recipes for instant recall in the field.
  • Sometimes the best images are made when lighting is low and, thanks to the in-body image stabilization (IBIS) on FUJIFILM X-E5, you’ll be able to tackle these situations in complete confidence. Providing up to seven stops of benefit at the center of the frame and six stops at the edges, the IBIS system features a new algorithm and upgraded gyro sensor to deliver an improved performance that helps keep crucial images free from camera shake.
  • Image quality is assured with FUJIFILM X-E5 thanks to the latest 40.2-megapixel X-Trans 5 HR sensor and X-Processor 5 imaging engine. This combination brings additional functionality, including a lower base ISO of 125 and deep learning AI-powered subject detection AF across a broader range of subjects. The higher resolution also unlocks a two-step digital teleconverter feature, which crops into the sensor to provide a 1.4x or 2x zoom, giving further in camera flexibility.
  • Thanks to its detailed electronic viewfinder, FUJIFILM X-E5 lets you see every detail when viewing images. As well as providing an accurate preview of the scene, it also provides some additional functions that deliver an experience similar to an optical viewfinder. These include three Surround View modes which allow the selection of a black, semi-transparent or line outline showing the image’s aspect ratio and what is outside of it to better anticipate subjects moving into frame, plus a Simple View option, which emulates the viewfinder from an analog film SLR.

Specs

Camera Width (mm) 124.9
Camera Height (mm) 72.9
Camera Depth (mm) 39.1
Camera Minimum Depth (mm) 33
Camera Width (in) 4.92
Camera Height (in) 2.87
Camera Depth (in) 1.54
Camera Minimum Depth (in) 1.3
Camera Body Weight Approx. 445g including battery and memory card, Approx. 396g excluding battery and SD memory card
FPS Eligible No
Family Type Hardware
Warranty Duration 365
Number of Effective Pixels 40.2 million pixels
Image Sensor 23.5mm x 15.6mm (APS-C) X-Trans CMOS 5 HR with primary color filter
Sensor Cleaning System Ultra Sonic Vibration
Storage Media SD Card (-2GB) / SDHC Card (-32GB) / SDXC Card (-2TB) / UHS-I / UHS-II / Video Speed Class V90 *Please visit https://fujifilm-x.com/support/compatibility/cameras/ to check memory card compatibility.
Still Image File Format – DCF Compliant with Design rule for Camera File system (DCF2.0)
Still Image File Format – JPEG Exif Ver.2.32 Exif 2.32 is a digital camera file format that contains a variety of shooting information for optimal printing
Still Image File Format – TIFF 8bit / 16bit RGB (In-camera Raw Conversion Only)
Number of Recorded Pixels – [L] [4:3] 6864 x 5152 [3:2] 7728 x 5152 [16:9] 7728 x 4344 [5:4] 6432 x 5152 [1:1] 5152 x 5152
Number of Recorded Pixels – [M] [4:3] 4864 x 3648 [3:2] 5472 x 3648 [16:9] 5472 x 3080 [5:4] 4560 x 3648 [1:1] 3648 x 3648
Number of Recorded Pixels – [S] [4:3] 3456 2592 [3:2] 3888 x 2592 [16:9] 3888 x 2184 [5:4] 3264 x 2592 [1:1] 2592 x 2592
Number of Recorded Pixels – Vertical Panorama [L] 2160 x 9600
Number of Recorded Pixels – Horizontal Panorama [M] 6400 x 1440
Digital Tele-Converter 2.0x, 1.4x, OFF
Lens Mount FUJIFILM X Mount
Sensitivity Standard Output STILL: AUTO1/ AUTO2/ AUTO3/ ISO125~12800 (1/3 step) MOVIE: AUTO/ ISO125~12800 (1/3 step)
Sensitivity Extended Output [STILL:} ISO64/ ISO80/I SO100/ ISO25600/ ISO51200 [MOVIE:] ISO25600
Exposure Control TTL 256-zone metering/ Multi/ Spot/Average/ Center Weighted
Exposure Mode P (Program AE)/ A (Aperture Priority AE)/ S (Shutter Speed Priority AE)/ M (Manual Exposure)
Exposure Compensation [STILL:] -5.0EV~+5.0EV (1/3EV step)/ [MOVIE:] -2.0EV~+2.0EV (1/3EV step)
Image Stabilizer Mechanism Image sensor shift mechanism with 5-axis compensation
Image Stabilizer Compensation Effect Center 7.0 stops and Periphery 6.0 stops (based on CIPA standard). Pitch/ Yaw/ Roll compensation, with XF35mmF1.4 R lens attached.
Image Stabilizer Digital Image Stabilization Yes, movie mode only
Image Stabilizer IS MODE BOOST Yes, movie mode only
Shutter Type Focal Plane Shutter
Synchronized Shutter Speed for Flash Mechanical Shutter: 1/180sec. or slower
Continuous Shooting Electronic Shutter Approx. 20fps (1.29x Crop) (JPEG: 168 frames, Compressed RAW: 66, Lossless Compressed RAW 32, Uncompressed RAW: 17 frames, Compressed RAW + JPEG: 21 frames, Lossless Compressed RAW + JPEG: 20 frames, Uncompressed RAW + JPEG: 17 frames) Electronic Shutter Approx. 13fps (1.29x Crop) (JPEG: 1000+ frames ,Compressed RAW: 94, Lossless Compressed RAW: 25, Uncompressed RAW: 21 frames, Compressed RAW + JPEG: 48, Lossless compressed RAW + JPEG: 31, Uncompressed RAW + JPEG: 19) Electronic Shutter Approx. 10fps (1.29x Crop) (JPEG: 1000+ frames ,Compressed RAW: 536, Lossless Compressed RAW 21, Uncompressed RAW: 18 frames, Compressed RAW + JPEG: 24 frames, Lossless compressed RAW + JPEG: 24 frames, Uncompressed RAW + JPEG: 19 frames) Electronic Shutter Approx. 13fps (JPEG: 163 frames, Compressed RAW: 46, Lossless Compressed RAW 43, Uncompressed RAW: 23 frames, Compressed RAW + JPEG: 61 frames, Lossless compressed RAW + JPEG: 37 frames, Uncompressed RAW + JPEG: 21 frames) Electronic Shutter Approx. 8.9fps (JPEG: 1000+ frames, Compressed RAW: 68, Lossless Compressed RAW 28, Uncompressed RAW: 21 frames, Compressed RAW + JPEG:36 frames, Lossless compressed RAW + JPEG: 23 frames, Uncompressed RAW + JPEG: 21 frames) Mechanical Shutter Approx. 8fps (JPEG: 1000+ frames, Compressed RAW: 79, Lossless Compressed RAW 22, Uncompressed RAW: 20 frames, Compressed RAW + JPEG: 30 frames, Lossless compressed RAW + JPEG: 21 frames, Uncompressed RAW + JPEG: 20 frames) Mechanical Shutter Approx. 5.0fps (JPEG: 1000+ frames, Compressed RAW: 1000+ frames, Lossless Compressed RAW 56 frames, Uncompressed RAW: 24 frames, Compressed RAW + JPEG: 81 frames, Lossless compressed RAW + JPEG: 27 frames, Uncompressed RAW + JPEG: 21 frames) Mechanical Shutter Approx. 4.0fps (JPEG: 1000+ frames, Compressed RAW: 1000+ frames, Lossless Compressed RAW 1000+ frames, Uncompressed RAW: 29 frames, Compressed RAW + JPEG: 1000+ frames, Lossless compressed RAW + JPEG: 34 frames, Uncompressed RAW + JPEG: 26 frames) Mechanical Shutter Approx. 3.0fps (JPEG: 1000+ frames, Compressed RAW: 1000+ frames, Lossless Compressed RAW 1000+ frames, Uncompressed RAW: 60 frames, Compressed RAW + JPEG: 1000+ frames, Lossless compressed RAW + JPEG: 1000+ frames, Uncompressed RAW + JPEG: 34 frames) Recordable frames depends on recording media Speed of continuous shooting depends on shooting environment and shooting frames”
AE Bracketing AE Bracketing (Frames: 2, 3, 5, 7, 9 Step: by 1/3EV step, up to ±3EV steps) Film Simulation bracketing (Any 3 types of film simulation selectable) Dynamic Range Bracketing (100%, 200%, 400%) ISO sensitivity Bracketing (±1/3EV, ±2/3EV, ±1EV) White Balance Bracketing (±1, ±2, ±3) Focus Bracketing (AUTO, MANUAL) Multiple Exposure Yes (Max. 9 frames)- Additive, Average, Bright, Dark HDR Mode (AUTO, 200%, 400%, 800%, 800%+) Advanced filter Toy camera, Miniature, Pop color, High-key, Low-key, Dynamic tone, Soft focus, Partial color (Red / Orange / Yellow / Green / Blue / Purple)
Focus Mode Single AF/ Continuous AF/ MF
Focus Type Intelligent Hybrid AF (TTL contrast AF / TTL phase detection AF)
Focus Low-light Performance Contrast: -4.0EV Phase Detection: -7.0EV *XF50mmF1.0 attached
AF Frame Selection Single point AF: 13×9/ 25×17 (Changeable size of AF frame) Zone AF: 3×3/ 5×5/ 7×7 from 117 areas on 13×9 grid Wide/Tracking AF AF-S: Wide/ AF-C: Tracking All
White Balance Auto (WHITE PRIORITY, AUTO, AMBIENCE PRIORITY)/ Custom1 – 3/ Color temperature selection (2500K~10000K)/ Preset Daylight, Shade, Fluorescent Light-1, Fluorescent Light-2, Fluorescent Light-3, Incandescent Light, Underwater
Self-timer 10sec./2sec.
Interval Timer Shooting Yes (Setting : Interval, Number of shots, Starting time, Interval timer shooting exposure smoothing)
Flash EF-X8 Guide Number approx. 11 (ISO200・m) / approx. 8 (ISO100・m)
Flash Sync Mode EF-X8: 1st Curtain/ 2nd Curtain Shoe Mount Flash: 1st Curtain/ 2nd Curtain AUTO FP (HSS) Synchronized terminal: N/A
Flash Mode TTL (TTL AUTO / STANDARD / SLOW SYNC. ) / MANUAL / MULTI * When EF-X500 is set/ OFF Synchronized terminal MANUAL
Hot Shoe Yes (Dedicated TTL Flash compatible)
Viewfinder EVF 0.39 inch approx. 2.36 million dots OLED Color Viewfinder Coverage of viewing area vs. capturing area: approx. 100% Eyepoint: approx. 17.5mm (from the Rear End of the camera’s Eyepiece) Diopter adjustment: -4~+2m-1 Magnification: 0.62× with 50mm lens (35mm equivalent) at infinity and Diopter set to -1.0m-1 Diagonal angle of view: approx. 31° (Horizontal angle of view: approx. 26° ) Built-in eye sensor”
LCD Monitor 3.0 inch Tilt-Type (Three Direction) Touch Screen Color LCD Monitor Aspect Ratio 3:2 Resolution: Approx. 1.04 million dots
Touch Screen Shooting Mode Shooting, AF, Focus Area, OFF, Double Tap Setting (ON/OFF), Touch Function Setting (ON/OFF), EVF Touch Screen Area Setting
Touch Screen Playback Mode Swipe, Pinch-in / Pinch-out, Double-tap, Drag
File format (Movie) MOV: HEVC/ H.265, Linear PCM / Stereo sound (24bit / 48KHz sampling) |MPEG-4, AVC/ H.264, Linear PCM / Stereo sound (24bit / 48KHz sampling) MP4: MPEG-4, AVC/ H.264, AAC
Movie Compression All Intra/Long-GOP
File Size / Frame Rate / Recording Time 6.2K [16:9] – 6240×3150 29.97p/ 25p/ 24p/ 23.98p 200Mbps/ 100Mbps/ 50Mbps/ 25Mbps/ 8Mbps DCI 4K [17:9] – 4096×2160 59.94p/ 50p/ 29.97p/ 25p/ 24p/ 23.98p 200Mbps/ 100Mbps/ 50Mbps/ 25Mbps/ 8Mbps 4K [16:9] – 3840×2160 59.94p/ 50p/ 29.97p/ 25p/ 24p/ 23.98p 200Mbps/ 100Mbps/ 50Mbps/ 25Mbps/ 8Mbps Full HD [17:9] -2048×1080 59.94p/ 50p/ 29.97p/ 25p/ 24p/ 23.98p 200Mbps/ 100Mbps/ 50Mbps/ 25Mbps/ 8Mbps Full HD [16:9] – 1920×1080 59.94p/ 50p/ 29.97p/ 25p/ 24p/ 23.98p 200Mbps/ 100Mbps/ 50Mbps/ 25Mbps/ 8Mbps Full HD High speed rec. [17:9] – 2048×1080 240p/200p/ 120p/ 100p 200Mbps(recording) For recording movies, use a SD memory card with UHS Speed Class 3 or higher. For recording movies in 360Mbps, use a SD memory card with Video Speed Class 60 or higher. Selectable bitrate will be changed depends on the setting. Recording length can shorten depending on the temperature and/or shooting conditions
Film Simulation Mode 20 modes (PROVIA/Standard, Velvia/Vivid, ASTIA/Soft, Classic Chrome, REALA ACE, PRO Neg.Hi, PRO Neg.Std, Classic Neg., Nostalgic Neg., ETERNA Cinema, ETERNA BLEACH BYPASS, ACROS, ACROS + Ye Filter, ACROS + R Filter ACROS + G Filter, Black & White, Black & White + Ye Filter, Black & White + R Filter, Black & White + G Filter, Sepia)
Clarity setting ±5 steps
Monochromatic Color Yes
HDR Mode AUTO, 200%, 400%, 800%, 800%+
Grain Effect Roughness STRONG, WEAK, OFF, Size LARGE, SMALL
Color Chrome Effect STRONG, WEAK, OFF
Color chrome Blue STRONG, WEAK, OFF
Smooth Skin Effect STRONG, WEAK, OFF
Dynamic Range Setting DR100%: No limit、DR200%: ISO250 or more、DR400%: ISO500 or more
Dynamic Range Setting (Movie) DR100%: No limit、DR200%: ISO250 or more、DR400%: ISO500 or more
Advanced Filter Toy camera Miniature Pop color High-key Low-key Dynamic tone Soft focus Partial color (Red / Orange / Yellow / Green / Blue / Purple)
Wireless Transmitter Standard IEEE802.11a/b/g/n/ac (standard wireless protocol)
Wireless Transmitter Encryption WEP/WPA/WPA2 mixed mode
Wireless Transmitter Access Mode Infrastructure
Bluetooth® Standard Bluetooth Ver. 4.2 (Bluetooth low energy)
Bluetooth® Operating frequency 2402〜2480MHz
Terminal – Digital Interface USB Type-C (USB3.2 Gen2x1)
Terminal – HDMI Output HDMI connector (Type D)
Terminal – Others ø3.5mm, stereo mini connector (Microphone), Hot shoe
Power Supply NP-126S Li-ion battery (included)
Battery Life for Still Images Economy Mode Approx. 400 frames, Normal Mode Approx. 310 frames *When XF35mmF1.4 R is set
Actual Battery Life for Movie Capture 6.2K Approx. 45min. (29.97p) 4K Approx. 45min. (59.94p) Full HD Approx. 45min. (59.94p)
Continuance Battery Life for Movie Capture 6.2K Approx. 70min. (29.97p) 4K Approx. 70min. (59.94p) Full HD Approx. 80min. (59.94p)
Operating Temperature 0°C-40°C/ 32°F-104°F
Operating Humidity 10% – 80% (no condensation)
Start Up Period Approx. 0.5sec.
Camera Item Includes Li-ion battery NP-W126S Headphone Adapter Shoulder strap Clip attaching tool Body cap
Weather Resistant No
Image Processing Engine X-Processor 5

BREAKING: First Leaked Image of the Fujifilm X-E5 — The Most Beautiful X-E Camera Ever Made!

Maybe you are having a barbecue with friends.

Maybe you’re out on a road trip, music on, windows down.

Or maybe you’re just enjoying a quiet Sunday, far from work and deadlines.

Whatever (hopefully pleasant) activity you’re up to, I hope you’ll forgive me for briefly interrupting, because I’ve got something exciting to share: the first leaked image of the Fujifilm X-E5.

You can see it in all its beauty above. And for a larger more detailed view, check out the image below.

We notice:

  • the return of the MCS switch (like on the X100VI)—missing on the X-E4, and I’m glad to see it back
  • a viewfinder selector similar to the one on the X100VI, likely functioning like the one on the GFX100RF
  • a bit of a grip, unlike the flat front of the X-E4
  • back to the more traditional strap eyelets, instead of the rectangular and bigger ones on the X-E4.
  • a small wheel on the left side, maybe the diopter adjustment dial
  • no “X-E5” logo on the front left—replaced by a square AF assist lamp. Honestly, that’s a design decision I welcome
  • clearly the sexiest X-E camera ever made
  • and while you can’t see it in the image… trust me, this thing’s going to sell like hot cakes!

Make sure to stay tuned on FujiRumors on June 12 at 5AM New York time for the announcement.

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Fujifilm X-E5 and XF23/2.8 Official Teaser: “An Essential X Series Rangefinder-Style Camera is Coming”

Fujifilm has just released a teaser video (see below) for the upcoming Fujifilm X-E5, set to be officially announced on June 12 at 5AM New York time. In the video, Fujifilm says:

there is another rangefinder-style series that’s just as essential when telling the story of our X series history

I am so happy to hear these words from Fujifilm. The Fujifilm X-E line is my favorite in the lineup, and the fact that they now call it “essential” for the X series somehow touches me, especially considering how close it once came to being discontinued.

I think I’m emotional about this video because it feels like a promise: a sign that Fujifilm is committed to continuing the X-E series going forward. And the X-E line is a huge reason why still I shoot Fujifilm today.

Sorry for this little rush of emotions. Let me recollect myself and focus on rumors.

And what we can see based on the underexposed image shared by Fujifilm is… well, actually not much.

  • I guess we can see a command dial on the front
  • maybe there is an X100VI alike viewfinder selector on the front, just as the Fujifilm GFX100RF has it. If that’s true, then it will probably work like on the GFX100RF
  • if that’s the XF23mmF2.8 pancake lens mounted on the X-E5, then we can say it is really super compact. Probably weighting around 80 gram, so more or less like the Fujinon XF27mmF2.8

These are not rumors, just speculation based on the image shared by Fujifilm.

And yes, we rumored it has a film simulation dial in addition to existing X-E4 dials. But on these images we can’t notice anything. But it has to be somewhere on the Fujifilm X-E5.

→ feel free to join the X-E5 Live Blog on FujiRumors on June 12 at 5AM EDT

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RUMOR: Fujifilm X-E5 IBIS Yes or No? – The Truth Revealed!

→ IBIS: Yes or No? This says it all :)

This is probably the question I have received most about the upcoming Fujifilm X-E5.

Will the Fujifilm X-E5 have IBIS?

And trust me, I feel the pressure to be absolutely right with this one.

So, while nothing is 100% sure in the rumor world, I’d say that I can now give you the answer with a 99% confidence.

Ready?

Some will be happy about it, others not. As always. But here is the answer.

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

Fujifilm FY2024: Pro Imaging Revenue Up 21%, but Risks of $140M Loss due to U.S. Tariffs – Price Hikes and Product Strategy Change Likely

Once again Fujifilm has published very positive sales figures as far as their imaging division goes.

  • Professional Imaging: Revenue ¥50.1 billion (up 20.9% YoY)
  • Digital camera sales grew mainly in Europe, the U.S. and China
  • Robust sales of the four models launched last year — X100VI, GFX100S II, X-T50 and X-M5— boosted revenue.

However, things might go worst in 2025, with Fujifilm estimating an overall operating income loss of USD140 million. That’s a 6% loss on their overall estimated income for the fiscal year 2025.

The potential impact on the projected full-year operating income of ¥331.0 billion is estimated to be a negative USD 140 million as a baseline, with a fluctuation range of USD ±100 million, taking into account such measures as reevaluating our supply chain, further reducing costs, and restructuring our product and pricing strategies to minimize the impacts. Potential impacts from future tariff negotiations between the U.S. and other countries, as well as reduced product demand resulting from reciprocal tariff applications, are not included in this estimate due to the difficulty of making a reasonable assessment at this time.

Fujifilm is trying to respond in several ways to the new circumstances, including a “revised” product and pricing strategy. What they mean by that is I guess pretty obvious: increased pricing and delayed product launches (or no more product launches/shipments at all in USA).

For example, I’d not be surprised if the upcoming Fujifilm X Half would not be even sold in USA.

In response to the U.S. tariff policy, the Company will pay close attention to future dynamics and take swift and necessary measures — such as reviewing our supply chain, further reducing expenses, and revising our product and pricing strategies — to minimize any negative impact on the company-wide performance.

Look, Fujifilm as a company will survive this. I am not worried about them.

But I don’t know if all the smaller photography stores will be able to get through this uncertain and tough period. That’s what I worry about.

via Fujifilm here, here and here

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