Fujifilm CEO: Supply Issues Resolved, Production Increased – Now Able to Estimate Delivery Times

Fujifilm released its fiscal report for Q2 2024.

We noticed that once again the growth for the imaging division was very strong.

And it was very strong despite Fujifilm having had major supply problems since at least 2+ more years.

But things are slowly going better, at least according to the Fujifilm CEO, who in a Q&A for shareholders said this [google translated]:

The supply and demand issue that has been bothering us has been resolved, and we have increased production, so we are no longer in a situation where we don’t know when we will be able to get our hands on it.

We have now reached a point where we can roughly estimate when we will be able to deliver the product to our customers.

Let me say it is debatable whether the supply issue has been really “resolved”, considering that customers are still facing long wait times, like early X100VI buyers, who are still waiting months for their orders. But maybe there is a google translation issue with it. Maybe the CEO wanted to say they are “moving towards a solution”.

Not to talk about lenses such as the Fujinon XF27mmF2.8 R WR, which was announced in 2021, I saw in stock once in 2022, and then I could not find it anywhere up until today.

Besides that, here is what the CEO also said:

  • Fujifilm will grow its imaging business mainly with instax and digital cameras
  • currently there are 2 to 3 new Instax products a year and Fujifilm is looking to increase this trend
  • more investments into marketing, but it seems he refers more about Instax in this case, as they see Instax growth potential in China and India

via Fujifilm via dclife

Watch Out Fujifilm: Ricoh GRIV Coming First Quarter 2025 and Monochrome Version to Follow Later On

According to a source (thanks!!!), the popular Ricoh GRIII will get a successor pretty soon.

In fact, I have been told that the Ricoh GR IV (not to mistake with the Ricoh GR Digital IV) is set to be announced in the first quarter of 2025.

And possibly even more exciting than that, later on next year, Ricoh will also launch a monochrome version of it, which for now we will simply call the Ricoh GR IV m.

So again:

  • Ricoh GR IV in first quarter 2025
  • at some point in 2025 (after the GRIV), there will be also a monochrome Ricoh GR IV M.

Here on FujiRumors we have been long asking for a monochrome X100 camera (or X-Pro). Sadly Fujifilm has not delivered so far, but I am happy to see other brands giving more options in this regard, so we do not have to go for the super expensive Leica offering.

One more reason for Fujifilm not only to work hard to ship as many X100VI’s as possible before the new Ricoh GRIV drops, but also to finally consider to give us a monochrome camera before other brands eat up too much of that market niche.

Fujifilm Imaging President Discusses Recovery from Supply-Demand Imbalance in 2024

image courtesy: phileweb
image courtesy: phileweb

Koji Matsumoto, the president of Fujifilm Imaging, age an interview in Japanese to phileweb here.

In summary:

  • X100VI, X-T50 and GFX100S II sales are strong
  • The balance between supply and demand has collapsed, but it has recovered this year
  • X100VI and others are still in a difficult situation “but we are gradually loosening back orders”
  • Fujifilm’s CEO notes that smartphone ease-of-use has increased global demand for instant and mirrorless cameras [admin note: I guess he means that more people take pictures now than ever and now many smartphone users aspire to take even better pictures using a proper camera]
  • the fact that demand has increased dramatically globally is the root of the problem of product supply. The supply is not keeping up. Fujifilm apologizes for the inconvenience

How Many Cameras and Lenses Does Fujifilm Release Every Year? And What it Could Mean for 2025

Some asked us how much gear Fujifilm releases every year.

So we decided to check back the last 3 years (2024 included, since there won’t be any more announcements) to see what the current pace at Fujifilm is. Below are the results.

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

So, overall we see: we get 4 lenses a year for X/GFX system combined.

2024 was more focused on the X series with 3 lenses for the X system and only one lens for the GFX system.

As far as cameras goes, we can get 2 to 4 cameras a year.

What does it mean for 2025?

CAMERAS in 2025:

As of today, the state of the rumors as far as cameras coming in 2025 goes is the following:

If Fujifilm maintains the pace it set in 2024, there could be room for one or maybe even two more camera releases in 2025, considering that the 1″ sensor camera might not be counted in the lineup we discussed earlier, which focused solely on APS-C and medium format models.

LENSES in 2025:

Fujifilm has quite consistently released around four lenses each year, combining both X and GFX series models.

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

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, 2025 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 ;).

Fujifilm Manager: X and GFX Series Hold 40% Market Share (Excluding Full Frame) but Struggle a Bit with Product Availability

image courtesy of Phototrend
image courtesy of Phototrend

The French website Phototrend had the opportunity to interview Franck Bernard, Director of the imaging division at Fujifilm France. You can read the full interview here and the summary below.

  • Fujifilm is doing very well, both X and GFX series
  • the only things Fujifilm suffers from a little is the availability of products
  • Based on GFK data (largest German market research company), outside of Full Frame, Fujifilm is market leader with 40% market share thanks to X and GFX system
  • X-M5: there was still demand for cameras in this price segment especially among young people
  • AI will only bring benefits to the photographic business in general, and especially on the print side. Facilitate the production of a photo album, with a minimum of clicks: AI will be able to help us a lot
  • XF16-55mmF2.8 II completely redesigned lens
  • next generation linear motors used on XF16-55mmF2.8 II  are smaller than the ones in the older generation
  • improvements in ED, Super ED and aspherical lenses has also allowed to reduce weight and gain compactness
  • no OIS because most Fujifilm cameras now have IBIS
  • X-M5 comes in brown package to reduce Co² emissions (reduce colors, packaging, carton consumption and, if possible, the number of cables)
  • film simulation contribute the the “return to film” trend. But while there is a notable resurgence of interest in film photography, especially among younger people, its impact should be viewed with caution, as the market remains limited to specific products like disposable cameras and film
  • Fujifilm has no new film camera on the agenda
  • success of X100VI was unimaginable. The X100VI is an iconic product
  • X100VI production has been increased, but supply is complex and deliveries are not made overnight
  • X100VI is not cannibalizing sales of other Fujifilm cameras

I don’t know if the GFK data is for France or Europe only, or if it is about worldwide data. But 40% market share outside of Full Frame might not be a horrible position to be in.

Unfortunately, Fujifilm has been heavily impacted by shipping challenges. Even if I were to underestimate the numbers, it’s likely that if all the X100VI, X-T5, X-E4, and other cameras ordered had been shipped in a timely manner, Fujifilm’s market share outside of full-frame cameras could easily be 60% to 70%.

But it is what it is.

I get that Fujifilm can’t suddenly build four new factories just because they’ve become a trendy brand. There’s the risk that, once the trend fades, they’d be left with four underused factories, turning it into a poor investment.

So they have to increase the production with what they currently have available in terms of manufacturing power.

But then I don’t understand decisions like keeping the old XF16-55mmF2.8 still in production (according to reports at CineD) even though there is now the new XF16-55mmF2.8 II on the market.

Wouldn’t it be better to focus the limited production capacity on making more lenses of the new version? Or stop making the old XF16-55 and free up manufacturing power to make the one lens that has become almost impossible to find all over the world, the Fujinon XF27mmF2.8 R WR.

With a few more strategic decisions, I believe Fujifilm could improve the ongoing supply shortage situation.

Fujifilm X Summit LIVE STREAM Starts NOW – WATCH LIVE on FujiRumors!

The Fujifilm X Summit Live Stream starts now. You can follow it here on FujiRumors (live event summary below).

LIVE EVENT COVERAGE BELOW

Down below the whole event summed up (refresh the page frequently):

  • three new products coming
  • right away the unveil the name of all three products that are coming
  • they introduce the designer of Fujifilm cameras. He is probably the man who has designed the most number of film cameras in the world
  • X series seems to have a timeless design, but there are always small challenges
  • X-T50 and X100VI have received very positive feedback in terms of design and operation

Fujifilm X-M5

  • X-M series is reborn
  • perfect camera as first MILC camera or everyday camera
  • introducing the X-M5
  • 355 gram weight
  • has film simulation dial
  • has PSAM dial
  • new user interface (looks cool!)
  • multidirectional micorphone
  • X-Trans IV and X-Processor 5
  • very fast and precise AF
  • 6.2K open gate
  • 4K/60p
  • 3 strategicallly placed micorphones with new microphone direction setting (reducing background noise and wind filter)
  • high quality audio without need of external microphone
  • USB connection via X App for larger than 4GB files

XF500mmF5.6

  • 43 X mount lenses released since 2012
  • XF500mmF5.6 aims to establish Fujifilm as a top brand
  • 762mm equivalent lens in only 335 gram
  • highest resolution in XF lineup
  • suppress axial chromatic aberration
  • fast linear AF (0.33 seconds focus acquisition)
  • enhanced OIS (5.5 stops)
  • a pinncale red badge lens
  • a look inside the lens factory (lens polishing)
  • some lens elements are so thin that one can distort them just by touching them

XF16-55mmF2.8 II

  • one of the most popular XF lenses is the XF16-55mmF2.8
  • the entire X summit is recorded with the XF16-55mmF2.8 II
  • 37% weight reduction (410g)
  • image quality has been enhanced (less chromatic aberration and purple fringing, minimized ring patterns in bokeh, enhanced minimum focus distance)
  • weather resistant and linear motor
  • aperture click switch for smoother video recording
  • future firmware will improve aperture smoothness for video on several models. X-M5 already has this smooth aperture in conjunction with the new XF16-55
  • precise assembly
  • red badged lenses to be manufactured also outside of Japan, but with identical quality

Availability and Price

  • X-M5: $799 body and $899 for the XC15-45 kit – coming mid November
  • XF16-55mmF2.8II: $1,199 – coming end November
  • XF500mmF5.6: $2,999 – coming end November

One more thing

  • they tease more cameras coming
  • the cameras are hidden under a towel (you can see here)
  • timing has yet to be decided

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.

New Amazon Prime Deals: Save Additional 20% on Reconditioned & Open Box Fujifilm Gear

 

Amazon has launched a 20% rebate on selected used items.

Relevant and of potential interest for Fujifilm shooters are:

Third Party Batteries

Other deals

General Amazon Prime Deal Pages

BHphoto Fall Deals – 2 Days Only

Adorama Flash Franzy Sale – 2 Days Only

BHphoto and Adorama Launch Their Own 2 Days Only Deals

At FujiRumors, we always emphasize that competition is a positive force. The stronger Fujifilm’s competitors become, the more it drives Fujifilm to innovate and improve.

This concept also applies to major online retailers, who strive to outdo each other by offering better deals to attract customers.

And so it happens that exactly on the days when Amazon launched their massive Prime Deal days, also BHphoto here and Adorama here strike back with their own 2 days only deals.

So we do recommend you to compare prices among several stores to see who is offering the best deal on gear you might be interested in (including your local stores).

Top Picks

Amazon Prime Deals – 2 Days Only

BHphoto Fall Deals – 2 Days Only

Adorama Flash Franzy Sale – 2 Days Only

Selected Amazon Deals

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.