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Fujifilm to Introduce C2PA Content Authenticity to X and GFX Cameras

I did not report about it in a dedicated article, because this was part of what was included in the Fujifilm GFX100S II press release. But given the emails I am getting I thought I dedicate it an own article.

So yes, Fujifilm is going to bring C2PA / CAI content authenticity to X and GFX cameras via firmware update to several cameras in future. C2PA / CAI is an initiative formed to address the widespread issue of digital content manipulation by establishing standards for certifying the source and authenticity of media.

Membership of C2PA*1 and CAI*2 and development of a system*3 to provide context and history for digital media

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A Glimpse Into the Fujifilm Future: X-Pro4, X-E5, Digital XPan, Future XF Lenses (and More) plus 2024 Rumor Check so Far

After the Rumor Storm (and Before the Next One)

So we had 2 X summits so far in 2024 and lots of gear has been announced.

This means we also had lots of rumors about every single one of these items.

But…

A lot more rumors dropped also about gear coming well beyond that.

So, time for the great mid-2024 rumor recap and to rank for you all rumors according to their reliability.

1 millimetre and 3 hours to perfection ;)

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Fujifilm Aims to Become Nr.2 in Terms of Worldwide Camera Sales (Currently 3rd) – REPORT

Andrea Cimini (yes, the guy who explained the advantage of APS-C over FF for low light event photography) was at the Italian launch event for the Fujifilm X-T50, XF16-50mmF2.8-4.8, GFX100SII and GF500mmF5.6 (video below).

The video is Italian and he runs over the latest gear with his usual captivating way.

But there is one sentence said by Andrea that I’d like to highlight today.

During the presentation Fujifilm said that right now they are the 3rd brand in terms of worldwide sales but they want to dethrone the current second best selling brand.

I am not sure how Fujifilm is currently the 3rd best selling brand.

I mean, they might still be the 3rd best selling brand in terms of mirrorless camera sales (but we got no update on this since 2020), but if we include DSLR the last data we have says Fujifilm is 4th.

So as Andrea in the video also suggest, Fujifilm might include their Instax division in this ranking, which I guess technically is still Fujifilm imaging division, but it would be like BMW saying they want to overtake VW car sales, but include their motorbike sales in the equation: you can do it, they are all motorised vehicles, but it’s not really fair.

Anyway, dear Fujifilm, I’d have an idea on how you would become Nr.1 overnight with only your mirrorless gear: how about you ship all gear people can’t currently find in stock?

And I speak not only about the Fujifilm X100VI, but at your own online store in Japan you have marked all your X/GFX cameras as out of stock. The shortages are chronic. There are periodical and prolonged order stops in certain parts of the world. Some of the shortages we had in Asia are now spreading also to the West (see X-T5 bodies at BHphoto).

Anyway, of course the above was a meeting with the Italian press and the marketing tends to fly high during these events. And I am certainly happy to see Fujifilm aiming to grow and take over market positions. But I wonder how this can happen if even gear launched 2+ years ago is mostly out of stock for years.

Oh well, I certainly wish Fujifilm all the best. But I’d be happy also with the 4th spot as long as we get our gear in a reasonable time.

Is the Fujifilm X-T50 the Best Looking Fujifilm Camera? – VOTE NOW

Somewhere in the comments somebody claimed: the Fujifilm X-T50 is now the best looking camera among X series cameras.

And while I totally agree that Fujifilm X-T50 has gained in sexiness with its new rounded design over the more boxy design of its predecessors, I am not sure if I’d call it the best looking one.

It would certainly be very high in the ranking for my taste, but I believe the Fujifilm X100VI still holds the throne as best looking Fujifilm camera.

Is this essential to know which X series camera is the best looking one?

Nope

Does it change the fate of the photography universe?

I don’t think so.

But it adds a bit of uplifting lightness into a discussion that is often way to heated in the photography forums, where we battle about the curve quality of the bokeh balls in the top right corner of the image and where we count the number of false color pixels after a 27 stops shadow recovery.

So, feel free to add lightness to this world by telling us in the survey and in the comments which camera you consider the most beautiful one.

The cameras you can vote on are:

The Best Looking Fujifilm X Series Camera is...

View Results

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Fujifilm X-E5 in 2025: The Features You Want (and My Wishes)

So we have shared the rumor about the Fujifilm X-E5 coming in 2025.

I guess X-E line lovers now have mixed feelings, between the joy of the line not being axed and the frustration of still having to wait so long.

Personally, the Fujifilm X-E5 camera is the one camera I will instantly pre-order. I mean, my lovely Fujifilm X-E3 starts to show its age compared to the my Fujifilm X-T5.

And I am not really that interested in the specs, as long as it has the 5th generation processor, the latest autofocus goodness and the new Reala Ace film simulations.

The lack of any of the three features I mentioned above would be a dealbreaker for me.

Nice to have would be the 40MP sensor, IBIS and a simple tilt screen, but no dealbreaker if they are not available on X-E5.

One more thing I hope for and would make the X-E5 perfect for me, would be the combined ISO/Shutter dial we find on the Fujifilm X100VI and X-Pro3. That would be beyond awesome if Fujifilm would put that on the X-E5.

Anyway, that’s my quick features wishlists.

Let us know in the comments which features you’d like the Fujifilm X-E5 to offer (and which ones not).

Fujifilm X Summit Starts NOW – WATCH LIVE on FujiRumors

Fujifilm X Summit – LIVE COVERAGE
(Refresh for Updates)

Fujifilm X Summit – The Full Coverage Live!

  • two cameras and two lenses to be unveiled today
  • demand for X100VI demand far exceeded expectations
  • Fujifilm is now increasing production capacity for X100VI and commited to ship all ordered units
  • X-T50 introduced
  • new rounded shape
  • slightly larger than X-T30, but feels smaller in hands
  • better ergonomic feel overall
  • enhanced holding experience
  • film simulation dial
  • 40MP
  • X-Processor 5
  • AF performance of X-T5
  • IBIS newly arranged and developed to have 7 stops IBIS in compact body
  • XF16-50mmF2.8-4.8 introduced
  • 240g – lightest XF zoom
  • internal zoom
  • weather resitant
  • standard zoom for all situations
  • 11 elements in 9 groups with 3 spherical and 3 ed lenses
  • close up performance is very important (0.3x magnifcations, 24cm close focus from sensor)
  • Fujinon GF500mm f/5.6 R LM OIS WR
  • GFX100 II is flagship model launched in 2023
  • GF500 for wildlife
  • longest GF lens (396 FF equiv.)
  • weight: 1375 gram
  • no image quality compromise
  • 21 elements, 2 super ED and 5 ED lenses
  • 6 stops OIS
  • autofocus with linear motor
  • Fujifilm GFX100S II introduced
  • GFX series is not only for professionals, but also enthusiasts
  • newly developed 102MP sensor (not the one of GFX100II and also not the one of GFX100S)
  • X Processor 5
  • highest IQ among GFX series
  • improved pixel structure allows base ISO 80
  • wider dynamic range and lower noice
  • subject detection
  • autofocus algorithm improved
  • 8 stops IBIS
  • 883 grams (lightest 102 MP GFX camera)
  • Outro
  • X-T50 $1,399
  • X-T50 with 16-50 $1,799
  • XF16-50 $699
  • GF500mm $3499
  • GFX100S II $4,999
  • New Film Simulation Special content website launched
  • collaboration with World Press Photo foundations

Get Yours

Event Slides

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Japanese March 2024 Sales Ranking of all 5 Major Camera Stores

Here were the best selling cameras in Japan’s five major stores:

Grouped by manufacturer we have:

  • 8 Sony cameras
  • 7 Nikon cameras
  • 5 Canon cameras
  • 3 Fujifilm cameras
  • 2 Olympus cameras

In Stock Check

Fujifilm GFX Fixed Lens Camera Coming in 2025 – Your Questions and My Riddles (and Your Help?)

We just told you that Fujifilm is currently developing a fixed lens Fujifilm GFX camera.

So obviously the questions now flood my Inbox. And I can’t say much more at this point, except for that it will be released in 2025!

Another question was if it will have the hybrid viewfinder. This is something I honestly have no idea about. I hope it has one, but I would not be surprised if, in order to contain costs, Fujifilm would just go with a digital EVF.

In terms of features, we can expect the Fujifilm X100VI to be superior, given it has a smaller sensor which comes with key advantages like a faster sensor readout and less heat generation.

One big question is the lens: at this point I have heard a lot of options, but I have narrowed it down to two options that I consider the most likely one. And if you allow me to speak frankly to you: at this point I am a bit confused since both options I’ve heard come from higher ranked sources (and a few anonymous sources who also give me different options). This is why I prefer to wait a bit, get some clarity, and once I am sure of what I say I will let you know.

If anyone out there can help me out, feel free to contact me. You can do it also 100% anonymously, here is how:

Talk to FujiRumors

Thanks to those who eventually decide to contact me and help me to bring clarity to my confused mind :).

Fujifilm to Release This All New Digital Camera in 2025

The Rumor

I long wondered why Fujifilm has not made this camera yet.

So much so that I made a dedicated article and video in which I requested Fujifilm to make three cameras, including the one we talk about today.

Well, it looks like one of three cameras on my wishlist will become reality.

According to our trusted sources (thanks), Fujifilm is working on…

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Fujifilm Financial Results (April 2023 to March 2024): “Revenue and Profits Soared Thanks to Strong Digital Camera and Instax Sales”

The latest Fujifilm financial results are out for the fiscal year 2023 (April 1, 2023 to March 31, 2024).

Fujifilm sums up the performance in this single sentence:

Revenue and profits soared on strong sales of INSTAX and digital cameras

Professional Imaging

  • Revenue rose due to strong sales of Fujifilm X-S20 launched in June 2023 and Fujifilm GFX100 II launched in September 2023, in addition to the models released in the previous fiscal year.
  • In March 2024, we launched Fujifilm X100VI, the latest model in the X100 series of high-end compact digital cameras, equipped with a 40.2-megapixel sensor and the latest processor

Consumer Imaging

Achieving the INSTAX sales target of ¥150.0 billion for FY2024 one ver ahead of schedule was a major driving force behind revenue growth in Consumer Imaging

  • High value-added products, mainly INSTAX mini Evo, a hybrid instant camera incorporating digital technology, and INSTAX Pal, a “palm-top camera” launched in October 2023, performed well
  • INSTAX mini 99, the top-of-the-line analog instant camera, was launched in April 2024

Growth Strategy in the Imaging Segment

In the professional imaging business, we will expand our fan base by reinforcing the multi-brand digital camera strategy featuring the X series and the GFX series to develop potential needs of people who want more than just smartphone cameras.

You can check out all the reports here.