This Is the Fujifilm Gear That Dominated Sales in 2025

→ click here to find out top camera, top XF lens and top third party AF lens

There have been many announcements in 2025 and you already voted your most loved and hated gear here.

But one thing is to vote with a push of a button, the other thing is to “vote” using our hard earned money.

For example: did you know that you voted the Fujifilm X half as by far the most hated camera of 2025, but in 2025 it was the 4rd best selling camera on FujiRumors?

So let’s take a look at what the best selling gear in 2025 was.

NOTE: the data is based on FujiRumors affiliate sales at BHphoto.

Top 20 Best Selling Gear in 2025

Conclusions:

The massive success of the Fujifilm X-E5 also pushed the XF23mmF2.8 to the top of the ranking.

We also see a nice “revival” for the XF27mmF2.8 thanks to the X-E5. Remember, the X-E5 was initially available as body-only, so many people didn’t want to wait for the XF23mmF2.8 kit to finally drop and went for the XF27mm pancake instead to get an ultra-compact combo right away.

The X100VI is still selling very strong, even though it is still mostly out of stock in the USA.

In a year that wasn’t really full of joy for the GFX system, the Fujifilm GFX100RF is the only GFX gear to make the ranking, but it did so quite impressively.

Finally, while Viltrox has been the king of third-party autofocus lenses for Fujifilm in the last few years, Sigma is back this year. They claimed the top spot again thanks to the very popular Sigma 17-40mm f/1.8.

Everything Fujifilm Related Announced in 2025 – Except Manual Focus Lenses

Fujifilm 2026 – What to Expect from Fujifilm

What can we expect from Fujifilm in 2026?

Well, in 2025 we have actually shared a few rumors that give us a glimpse in what will come.

For example, the time has come for Fujifilm to launch the 6th generation platform. But there is more to come.

So let’s do it like this. First we take a look at the rumors, and then we’ll make a few speculations.

What’s Coming in 2026

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Rumors, Colors and a Bit of Irony – The Best of 2025

Here are the top read articles of 2025:

  1. BREAKING: First Leaked Image of the Fujifilm X-E5 — The Most Beautiful X-E Camera Ever Made!
  2. LEAKED: Fujifilm X-E5 Full Specs and Price
  3. About Those Fujifilm X-T6, X-H3S, X-Pro4 “Rumors” and the Truth Behind Them
  4. New Firmware Updates for Fujifilm X-T5, X100VI, X-T50, X-S20, X-M5, GFX100RF and X Half
  5. BREAKING: Fujifilm X-T6 — It’s Time to Tell You When It’s Coming
  6. Fujifilm Gear Coming 2025 – Updated List and What’s Missing!
  7. BREAKING: Fujifilm X-E5 Coming in Summer, But Maybe Don’t Sell Your X-E3 or X-E4 Just Yet
  8. Meet the Fujifilm X-Half – Fujifilm’s Upcoming Digital Half Frame Camera
  9. Fujifilm GFX100RF: Full Press Release and Image Leaked
  10. Fujifilm X-Pro4 Delayed by High Expectations – Fujifilm Wants It to Be More Than Just an Upgrade

As usual, the rumors dominate the top of the ranking.  If we factor them out, here is the rumor-free ranking:

  1. New Firmware Updates for Fujifilm X-T5, X100VI, X-T50, X-S20, X-M5, GFX100RF and X Half
  2. This Recipe is Taking the Fujifilm Community by Storm – Classic Cuban Neg
  3. The Hidden Advantage Nobody Talks About – FUJIFILM 26MP vs 40MP
  4. A Forgotten Fujifilm Camera Shines on Netflix — and Teaches a Hard Lesson
  5. Fujifilm GFX100RF Fragment Edition Announced
  6. Film Pastel – A Lovely New Film Simulation Recipe
  7. WARNING: The Fujifilm X-T5 Struggles Badly With Wildlife Photography – A Real World Proof
  8. Coca-Cola Risked Everything on a Cheap Fujifilm X-T3 — The “Disaster” Is Stunning
  9. Meet FRGMT BW – Fujifilm’s First ‘Official’ Film Simulation Recipe
  10. Fujifilm’s Sony-Level Autofocus Is Already Here — Hidden in Pre-Shot Mode, Waiting to Be Unlocked

We notice a vivid interest for Fujifilm Film simulation recipe articles and of course general news or reviews articles, like new firmware updates or the Fujifilm autofocus investigation by Edvard.

But apparently, you also enjoy it when I don’t take things too seriously and allow myself a bit more sarcasm. Those articles are especially fun to write—so I’m glad you enjoy reading them as much as I enjoy writing them.

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One Cheap Camera to Rule Them All… in 2025

The camera world has changed.

I feel it in the streets.
I see it in the camera stores.
I read it in the financial reports.

It began with the forging of the great Ten Cameras of 2025.

Four top spots were taken by Fujifilm, the most inspiring and beautiful among all cameras.

Two were taken by Ricoh, immortal and clever in keeping their camera business alive against all odds.

Three were taken by Nikon, Canon, and Sony, who above all else desire to be kings of full frame.

But they were all of them deceived…

For another camera was made.

In the land of New York, among dust-covered factory machinery in Rochester, the Darkroom Lord Kodak forged, in secret, a master camera.

And into this camera, Kodak poured low costs, mass production, and an unrelenting will to flood the market.

One cheap camera to outsell them all.

  1. Kodak PIXPRO FZ55
  2. Fujifilm X-M5
  3. Nikon Z5II
  4. Fujifilm X-E5
  5. Fujifilm X half
  6. Fujifilm X100VI
  7. Ricoh GR IV
  8. Ricoh GR IIIx
  9. Sony A7CII
  10. Canon EOS R6 Mark II

In other words: these are the ten best selling cameras in Japan in 2025 at Mapcamera.

How Many Cameras and Lenses Does Fujifilm Release Every Year? And What it Could Mean for 2026

2026 – A Big Fujifilm Year?

2026 could potentially be a huge year for Fujifilm. Fujifilm is going to start to upgrade their cameras to the 6th generation platform.

But how many cameras – and also lenses – can we expect to get in 2026?

Well, let’s take a quick look at how much gear Fujifilm announced in the past years.

Gear released in 2025 – 4 cameras and 3 lenses

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

Cameras in 2026

So, will there be more than just the two already rumored cameras in 2026?

If we look at Fujifilm’s history (not a rumor), the answer is very likely: yes.

As you can see above. Fujifilm rarely limits itself to just two camera announcements in a year—especially when a new generation of technology is involved. A platform transition usually triggers a cascade of releases, not just a single camera.

If 2026 is truly the beginning of the 6th-generation era, then what we already rumored could just be the tip of the iceberg.

And if Fujifilm maintains the pace it set in 2024 and 2025, there could be 2 more cameras in addition to the ones we already rumored.

It’s your time to guess what else could come ;).

Lenses in 2026

Fujifilm has quite consistently released around four lenses each year, combining both X and GFX series models, except for 2025, when we got 3 lenses.

So far I have no rumors about future lenses, which means you have three/four slots you can fill in with your wishes. :)

Let’s Make it an Awesome Rumor Year :)

If anyone out there can maybe give us a hint on future X and GF lenses, feel free to reach out to FujiRumors. Your help would be greatly appreciated.

Overall, 2026 remains a significant mystery, but I’m hopeful that our trusted sources (and maybe some new ones) will be able to shed light on some of the unknowns and provide insights that will make us even more excited for what’s to come.

Until then, keep shooting, keep enjoying life… and every now and then, keep checking in on FujiRumors ;).

Can You Trust FujiRumors?

Another year is over.

And it was another year filled with rumors.

But the true question now is: was FujiRumors even worth your time? Were our rumors accurate? Or did I fell to the temptation to share fake (and even AI generated) rumors for the sake of traffic?

Well, there is only one way to find it out: check every single rumor we have shared in 2025 and see if it turned out to be right or wrong.

  • 83 rumors shared in 2025
  • 5 rumor still to be verified
  • 76 correct rumors out of 77 verifiable rumors
  • 1 wrong rumor (half of the rumor – the more important one – was accurate, but the other half not)
  • 1 rumor not in ranking
  • 98,7% correct rumors

You’ll be the judge.

All I can say is a HUGE THANKS to everybody, who helped me out with the rumors. Without your guidance I’d be lost in a jungle of fake rumors… and the world of Fujifilm would be just way less fun and entertaining. :).

Corporate Propaganda?

And I can hear already some say: yes, you can trust in terms of rumors, but FujiRumors is biased and won’t cover the bad news around Fujifilm, since this blog just spreads corporate propaganda.

Well, to this critique I’ll only say that the most negative video about Fujifilm in 2025 was shared by Edvard. Well, as soon as that video went online, I worked for hours to make a lengthy and super accurate summary of this video in which I report about every single negative thing he says about Fujifilm, and published it instantly in full length and glory. So quite the opposite is true: even the most critical Fujifilm content gets maximum visibility on FujiRumors.

Sure, I love my Fujifilm gear. I guess that is easy to guess from many of my articles. But this does not prevent me from being objective or to express my negative opinions, as I recently did here.

Keep this in mind: this blog is run by a guy with zero connections to Fujifilm. Fujifilm does not pay me, does not send me free gear, does not invite me to events, does not request specific articles, does not give me early access to new products, does not offer me discounts, and does not lend me equipment.

The only support I get for what I do on FujiRumors comes from you, the guys reading these lines. And I owe you the best and most objective coverage on the known Fujifilm universe ;).

2025 Rumor Check

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Fujifilm’s Sony-Level Autofocus Is Already Here — Hidden in Pre-Shot Mode, Waiting to Be Unlocked

Here We Are Again

When Fujifilm broke autofocus with last year’s firmware updates, Edvard was one of the YouTubers who delivered the most detailed, methodical, and technically grounded coverage of the issue.

Some people don’t like his tone. Others dislike the sarcasm or the way he presents his findings. That’s fine. None of that matters.

What matters is that his findings were legitimate.

And because they were legitimate, we shared several of his videos here on FujiRumors. And so we will do again today.

It’s a long video, which I will sum up below for you – a short version and a more detailed version.

Certain YouTubers Ignore Reality ;)

But before we get into the test results, I need to address something.

Sometimes, you hear accusations that “FujiRumors is a Fujifilm propaganda machine.”

I mention this now because in Edvard’s video, there’s a YouTuber who was “featured” and who, last year, claimed I deliberately don’t report on Fujifilm AF problems—that I only push propaganda.

There’s just one problem with that narrative.

Beyond the fact that when large YouTubers discredit FujiRumors it obviously hurts the blog’s reputation (you then see angry comments towards me), the real issue is something else:

At the time the YouTuber made those claims, I had already shared on FujiRumors his very own video in which he rants against Fujifilm autofocus—along with many other critical videos and several articles on the same topic.

That’s a textbook example of cognitive bias: ignoring observable facts, blanking out reality, and repeating a story that fits one’s pre-existing beliefs rather than what actually happened.

Facts, however, don’t care about narratives.
And FujiRumors will continue to report both the good and the bad—regardless of who finds that inconvenient.

FujiRumors exists for Fujifilm camera users, not for Fujifilm as a corporation. And that’s why, once again, we have to talk about autofocus.

The Findings in Short

NOTE: extensive summary of the 34+ minutes video below

Edvard noticed that in pre-shot mode – when you half press the shutter button and the camera starts saving images on the camera – the camera has a terrific autofocus.

Focus transitions from far to near (and back) are smooth and confident. Subject tracking is excellent. You can actually hear the lens making constant micro-adjustments, a clear sign that the camera is performing many AF calculations per second. There is no hesitation, no stalling halfway through a focus pull—just continuous, fluid, sold, sticky AF behavior.

In fact, it’s so smooth and fast that at minute 4:52 he literally says:

This is Sony-like autfocus, guys!

And that’s where the real problem emerges.

The moment you fully press the shutter, autofocus behavior changes. The camera appears to perform fewer AF calculations, the lens moves in larger steps, and the result is visible hunting—especially when transitioning between near and far subjects.

Interestingly, fast burst modes help. On his X-T3, shooting at 30fps with a 1/100s, Edvard reports “the smoothest tracking I have ever seen on a Fujifilm camera.”

Which leads to an unavoidable conclusion:

The autofocus performance is already there.

Fujifilm just needs to bring the Pre-Shot AF behavior to all shooting modes.

Conclusions

Rather than seeing Edvard’s video as an attack on Fujifilm, it should be seen as good news: the performance photographers are asking for already exists inside the camera. It just needs to be unlocked more consistently.

If Fujifilm manages to bring that Pre-Shot autofocus behavior to all shooting modes, then this discussion ends overnight—and Fujifilm autofocus suddenly becomes a non-issue for everyone.

And that’s exactly why it’s important to talk about these things.

The Test in Depth

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Fujifilm Camera Ownership Ranking: GFX Increases and the Real Ranking of Sony, Canon, and Nikon among FR-readers

The Ranking Results

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4.5 years ago I launched a survey on FujiRumors here, asking which camera system you own.

And since that was such a long time ago, I decided to launch a new survey again recently.

So what has changed in these 5 years?

Let’s check it the survey results first:

2021: I own Fujifilm X APS-C system only (58%)
2025: I own Fujifilm X APS-C system only (52%)

2021: I own Fujfilm X APS-C system + other systems (Sony, Canon etc.) (25%)
2025: I own Fujfilm X APS-C system + other systems (Sony, Canon etc.) (25%)

2021: I own both, the Fujifilm X and the GFX system (6%)
2025: I own both, the Fujifilm X and the GFX system (8%)

2021: I don’t own any Fujifilm Camera (4%)
2025: I don’t own any Fujifilm Camera (4%)

2021: I own Fujifilm GFX MF system + other systems (Sony, Canon etc.) (3%)
2025: I own Fujifilm GFX MF system + other systems (Sony, Canon etc.) (3%)

2021: I own Fujifilm X, Fujifilm GFX + other systems (Sony, Canon, etc) (2%)
2025: I own Fujifilm X, Fujifilm GFX + other systems (Sony, Canon, etc) (5%)

2021: I own Fujifilm GFX MF system only (2%)
2025: I own Fujifilm GFX MF system only (3%)

Ups and Downs

(-) The number of Fujifilm APS-C only shooters only has decreased by 6%.

(+) We see a 2% increase in GFX + Fujifilm X shooters (now 8%).

(+) There is a 3% increase in GFX + Fujifilm X + other brands shooters (now 5%).

(+) And finally a 1% increase in Fujifilm GFX only shooters (now 3%)

Same Same

(=) 25% still own Fujifilm APS-C + other systems

(=) 4% of people reading this blog do not own any Fujifilm camera yet

(=) 3% of people shoot Fujifilm GFX + other systems

Summary:

In 2021, 91% of readers owned a Fujifilm X series camera
In 2025, 90% of readers own a Fujifilm X series camera (-1%)

In 2021, 13% of readers owned a Fujifilm GFX camera
In 2025, 19% of readers own a Fujifilm GFX camera (+6%)

In 2021, 30% of Fujifilm X/GFX shooters also owned another system
In 2025, 33% of Fujifilm X/GFX shooters also own another system (+3%)

The number of people not owning a Fujifilm camera is stable at 4%.

Conclusions:

The Fujifilm X system remains the dominant choice among FujiRumors readers, with APS-C ownership barely shifting over the past 4.5 years (from 91% to 90%). What has changed is how people build their kits around it. Fewer photographers are sticking exclusively to APS-C, while more are expanding into GFX or mixing Fujifilm with other brands.

GFX shows the strongest momentum: its ownership has grown from 13% to 19%, driven both by X shooters adding medium format to their setup and by a small rise in GFX-only users. Multi-system ownership is also up, with 33% of Fujifilm shooters now pairing their Fuji gear with other brands.

Despite these shifts, the share of readers who don’t own any Fujifilm camera at all remains unchanged at 4%.

In short: the X system is still the backbone of the community, but GFX and multi-system hybrid setups are steadily on the rise, with GFX experiencing the biggest rise.

What This Means:

A 1% drop in Fujifilm APS-C ownership is negligible. Especially considering that if rumor sites covering other brands would launch the same survey, they’d probably see a sensible increase in Fujifilm owners (for example, Canon, Sony and Nikon shooters adding a Fujifilm X100VI to their camera gear setup).

But when it comes to FujiRumors readers, there are 6% less people shooting only with APS-C (from 58% to 52%), with most adding the GFX to their personal linuep.

And yet, despite more photographers expanding their kits with other systems, the majority remain loyal to their Fujiflim APS-C cameras with only a -1% drop. That probably indicates that no matter if they buy an additional Full Frame or Medium Format system, they still value the advantages of owning a Fujifilm APS-C system.

At the same time the rise of Fujifilm GFX is slow but steady. And quite frankly, the GFX system would explode and reach immense numbers overnight, if only Fujifilm would make this GFX camera, which Fujifilm has already shown us in its mock-up version. But we got the Fujifilm GFX Eterna 55 instead… oh well…

Last but not least, only an additional 3% of FR-readers are “flirting” with other systems and have added a non-Fujifilm system to their lineup (30% in 2021 and now 33%).

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X Lenses

GFX Gear

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These Cyber Money Deals Won’t Make You Miss Black Friday – But Only For 1 Day!

Cyber Monday deals are now live, with new and great deals, that won’t make you miss Black Friday at all.

The problem: many deals end today.

Deal Pages

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Today’s Selected New Deals:

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Third Party (AF) Lenses

Viltrox
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Voigtlander
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Fujifilm GFX100RF Wide Conversion Lens Option

Recently, I wrote an article about yet another WCL and TCL conversion lens set coming to the X100 system—this time from Viltrox. In that piece, I also expressed my hope that someone would finally create conversion lenses for the Fujifilm GFX100RF as well.

Well, while we don’t have any conversion lens specifically designed for the GFX100RF, it looks like the Ricoh GW-4 wide conversion lens actually works fine also on the Fujifilm GFX100RF.

I have found a video about it and also a blog post, you can find both of them below.

Summary of the video:

  • The Ricoh GW-4 wide-angle converter delivers surprisingly high image quality on the GFX100RF.
  • Sharpness remains strong, both in the center and corners, even with 100MP files.
  • Contrast stays consistent with the native lens; no noticeable loss in micro-contrast.
  • Minimal corner softness at typical landscape apertures (f/11–f/16).
  • Distortion is very low for a wide-angle converter and easily corrected when visible.
  • Flare control is good — lamps and bright light sources show no major artifacts.
  • Vignetting is minor and natural-looking, often negligible in real use.
  • Overall: delivers a clean, wide 21mm-equivalent image without the usual compromises of cheap add-on lenses.

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