The Internet is Grading Fujifilm in 2025 – And These are My Votes

With 2025 basically over and the internet is grading the Fujifilm year 2025.

For example, in a lengthy podcast, these are the grades of the PetaPixel team:

  • Jordan: B-
    lots of repackaging of same tech. He likes X half concept, but not the camera. AF needs to improve
  • Chris: B-
    no new lenses (admin note: that’s not correct). Autofocus has to improve
  • Gordon: A
    a lot of releases in different formats. Squeezing last drops out of 5th generation. His guess: next year X-Pro4 will introduce new sensor
  • Jaron: A
    Jaron agrees with Gordon. We got LUT’s. X half deserves praise for a company trying something different.

Fuji X Weekly graded every single release:

  • GFX100RF: A+
  • X half: B-
  • X-E5: A
  • GFX Eterna 55: A-
  • X-T30 III: B+
  • XF23mmF2.8: A-
  • XC13-33mm: C
  • GF32-90mm: A

Overall he gives it a B ranking.

And my votes?

I’ll rank it from best to worst.

  • X-E5: A++++++…. taking a breath… +++++++++++

I might be biased… or maybe I am not? ;) It’s the most enjoyable Fujifilm camera I have ever used. Looks great, feels great, I love the film sim dial, trusted 40MP X-Trans V image quality. It’s my all-time favorite Fujifilm camera to date.

I own the XF27mmF2.8, which is awesome. But the XF23mmF2.8 from an image quality point of view is even better. Wonderful little lens

It makes a whole lot of sense that Fujifilm released a medium format version of the X100, and they did a great job. Some might want IBIS, a faster lens etc, but then you don’t get the compact size. And in my opinion Fujifilm did well to prioritize size, especially considering the massive flexibility of the GFX files.

So often I have seen people complaining Fujifilm does not care about affordable entry level, that everything is too expensive. Well, this lens addresses this huge criticism, and it does it with an astonishing image quality.

Again, this addresses the complain of the lack of entry level cameras with EVF in the Fujifilm ecosystem. Keeps the loved X-T30 form factor with X Processor 5 boost.

The price is simply too high—on that, I think we can all agree. The concept itself may also be a bit too experimental for some, and that’s a fair criticism.

Still, I will always applaud Fujifilm when they dare to do something different in an otherwise increasingly monotonous camera market. This is their way of trying to offer a genuinely different photographic experience. Sometimes it works, sometimes it doesn’t—but at least Fujifilm is willing to try.

The X Half itself is highly divisive—some love it, others don’t. I haven’t had the chance to shoot with it yet, so I can’t pass final judgment, but there are definitely some features that intrigue me.

Well, I guess it’s a good lens for filmmakers, maybe even a stunning lens. So the “C” is not for the lens itself, but for the need of such a lens: are there really so many filmmakers shooting GFX out there?

I said I am worried…. and I still keep being worried about this project, especially since, unlike I hoped, I don’t see any benefits trickle down for other X/GFX cameras. Nothing wrong with the camera itself, but it looks like an R&D resources killer.

And You?

You voted your best and worst 2025 gear here (third party AF lenses included).

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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Sony Tricked You: The Sony A7V Does Not Match the Fujifilm GFX100II in Dynamic Range – UPDATED

The Sony Trick

UPDATES: Bill Claff made an error an apologised. Here are the true results and findings

Original Article:

Photons to Photos has published their dynamic range measurements for the Sony A7V.

As soon as the chart dropped, several Fujifilm GFX shooters in our group started wondering: is it time to ditch the GFX100 series and move to Sony?

Why the sudden doubt?

Because at low ISO values, the Sony A7V appears to match the Fujifilm GFX100II in dynamic range — at least according to the Photons to Photos graph here.

But there’s a trick. 😉

As Bill Claff (the mind behind Photons to Photos) explained over on DPReview here:

Note the triangles point down which indicated Noise Reduction (NR) baked into the raw files.

Also note, no Dual Conversion Gain (DCG) was detected.

Noise Reduction (NR) makes comparisons less reliable. Unfortunately it’s hard to gauge how much of an impact NR has on the results. Note there’s even stronger NR at the very high ISO settings.

That’s why the GFX100II shows simple dots, while the Sony A7V shows downward arrows: those arrows are a warning that NR is being applied to Sony’s RAW data — meaning the “true,” NR-free performance would be worse.

The real question now becomes: how strong is Sony’s NR, and how would the A7V fare against a GFX100II if both had the same amount of noise reduction?

Also a pity there is no dual gain conversion on the Sony A7V, because that helps to improve ISO performance at higher ISO. All modern (and even older) Fujifilm cameras have dual gain. This explains why the GFX100II jumps ahead to the Sony A7V at some point – even if the Sony is agressive with noise reduction – because dual gain kicks in on the GFX100II.

UPDATE: Bill Claff says “There will be ES results shortly at PhotonsToPhotos.net. And it does look like there’s High Conversion Gain (HCG) at ISO 1000 that is obscured by the NR with Mechanical shutter.”

The Fuji Trick

And because here on FujiRumors we take pride in being 100% honest and bias-free, let’s remember something before anyone starts yelling “SONY IS CHEATING!”

Fujifilm has played its own tricks, too.

With the Fujifilm X-Pro3, Fujifilm used a different method to make the camera appear to have better dynamic range than it actually did. And yes — we called it out immediately when the results came out.

So… hopefully this little reminder will help prevent the incoming sh*tstorm from Sony fanboys in the comments. 😉

The Best Deal on the Best Dynamic Range

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VOTE: The Best & Worst Fujifilm Gear of 2025

click image to find out my personal Nr.1

I believe there won’t be any more significant gear announcements this year.

So we can already let you vote on what was your favorite Fujifilm related gear launched in 2025.

  • B&H Explora – FUJIFILM’s 2025: Three New X100VIs and a Medium-Format Cinema Camera

The list will include all Fujifilm X/GFX cameras as well as Fujinon X/G and third party AF lenses.

I hope I did not miss anything. But if I did, feel free to drop it in the comments.

Personally I have no doubt on the best gear of 2025 ;).

My personal Top 3:

My personal “flop”

Here is the gear you can vote on:

And here is the survey itself. Let’s see what ends up on top (best gear) or at the bottom (worst gear) of your list.

The Best Announcement of 2025 was..

View Results

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Which was the WORST Fujifilm announcement of 2025?

View Results

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Underrated, Misunderstood, Forgotten, Quirky – Or a Typical Fujifilm Camera Roundup

Today we have a little roundup dedicated to Fujifilm cameras.

From the Fujifilm X-Pro3, called Fuji’s quirkiest camera but full of heart and charm, to a photographer discovering thanks to the Fujifilm X-T30 II that a life without post processing is possible ;), to the Fujifilm X-M5, which is almost forgotten already, but is and remains Fujifilm’s most underrated camera of 2025, the Fujifilm X half misunderstanding and more.

We will include also a few Fujfiilm X-E5 reviews (also vs. Leica M EV1).

Enjoy your weekend :)

Review Roundup

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Fujifilm Used Gear Holiday Savings at BHphoto

BHphoto has some nice savings on used Fujifilm (related) gear. Some ar marked as “used holiday savings“. I’m not entirely sure what that label specifically means, but I guess it likely indicates a limited-time discount available during the holiday period.

These are just some of the used offers. The full list can be checked out here.  There are also the Holiday 2025 Head Start deals running.

X Lenses

X Cameras

GFX Gear

About a Forgotten Fujifilm Camera, the Fujifilm X-T6, the Soul of Photography, Rumored Firmware Update and More – Top 10 October Articles

October was a month packed with rumors, thanks to the announcements of the Fujifilm X-T30III and XC13-33mmF3.5-6.3.

But interestingly, it wasn’t the X-T30III news that caught your attention the most.

By far the most-read article was the one about the Fujifilm XF1 — and the lesson Fujifilm had to learn from it. Not even the Fujifilm X-T6 buzz came close.

My (admittedly weird) “sort-of” X-E5 review squeezed into the 10th spot, which is not bad at all. But what you really wanted to read about was my switch to DxO — that one landed in 8th place.

I was also glad to see the “What We Lost When Cameras Got Better” piece reach 7th place. It proves that the FR-community isn’t just here for news and rumors — you also care deeply about the art and soul of photography itself.

Enjoy the Top 10 Fujirumors Articles of October below 👇

  1. A Forgotten Fujifilm Camera Shines on Netflix — and Teaches a Hard Lesson
  2. Fujifilm X-T6 and X-H3 with 80 Megapixel? Let’s Talk About it!
  3. A Lovely Combo: Fujifilm X-T30 III Coming with 26MP Sensor and 5th Gen Processor
  4. RUMOR: New Firmware Might Finally Bring the Fujifilm Feature I’ve Been Begging For
  5. Sorry, But the Fujifilm X-T6, X-Pro4, X-H3 (and Friends) Won’t Arrive in 2025
  6. TIME Names Fujifilm Instax Wide EVO One of Best Inventions of 2025
  7. What We Lost When Cameras Got Better — and How Fujifilm Is Trying to Give It Back
  8. I’m Leaving Capture One for DxO PhotoLab 9: Here is Why!
  9. Surprise in Japan (?): Fujifilm X-M5 Outsells Fujifilm X-E5 – But the True APS-C King Is Another One, and It Calls for Fujifilm X80
  10. About My Fujifilm X-E5, Therapy Sessions, and the Art of Letting Go!

Don’t Miss

Spooky Fujifilm 🧟‍♂️ Cameras Brought Back to Life via Firmware Update — And Let’s Talk Kaizen

Spooky Halloween is here… 🎃

It’s the night when ghosts rise from their crypts — and it reminded me that Fujifilm, too, has (or had?) a rather unnatural power: the power to bring its cameras back from the dead with a little bit of firmware Kaizen magic.

Cameras that refused to die.

Or better yet: cameras that Fujifilm simply did not allow to die — resurrected again and again through firmware updates that breathed new life into them.

Scary times in which those who wrote excellent Fujifilm camera manuals were doomed to rewrite them over and over again — slowly driven to madness by Fujifilm’s relentless Kaizen spirit, as they struggled to keep up with all the new features added to cameras that refused to stay dead.

So let’s talk about those times.

And let’s talk about where we are now and what has changed (if anything).

🧟 So it Began – The First Resurrection

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

SURPRISE: First Price Drop on Fujifilm X-E5 in Europe – save up to €150

Now that comes surprising.

In some European countries there is the first price drop on the Fujifilm X-E5. It runs across all stores. So you can find it €100 off in Germany and €141 off in Italy. In Italy also the kit version is in offer with a €150 rebate.

I haven’t noticed sales in other countries, but let us know in the comments if you notice them.

I guess sales in Europe for the Fujifilm X-E5 were not so strong. Let’s see if this price drop will give it a boost.

Also, the launch of the Fujifilm X-T30III might have affected X-E5 sales.

Order Options

Fujifilm Film Simulations (+ Dial) Earn Praise from DPReview — Even Tempting a Nikon/Sony Shooter to Switch to Fujifilm

DPReview had a podcast in which they talk about the Fujifilm X-T30 III and we already shared in our previous article (and you can see it below again).

It’s an overall very positive take on the X-T30 III, with perhaps the only minor complaint being that it’s a small camera packed with lots of dedicated controls — which can sometimes lead to accidentally pressing a button. A fair critique, but on the other hand, if it didn’t have a joystick, a couple of FN buttons, and clickable front and rear dials, people would complain about the lack of them. Personally, I’d rather have more controls, because in my experience you quickly get used to the layout, and accidental presses become much rarer over time.

But that’s not what we want to talk about today.

What I’d actually like to highlight is the last part of the video, in which they talk about the film simulation dial and film simulations in general.

Here is what they say:

  • the film simulation modes are all quite nice and generally quite subtle
  • you can shoot RAW and then use the in-camera converter to preview how your photo would look in another simulation
  • “People who don’t shoot Fujifilm often dismiss them as a gimmick,” says Richard Butler, “but it’s a gimmick I like.”
  • the new dial, he adds, reminds you to experiment: “Every time you take a shot, you think, ‘Oh, let’s see what that would look like in another film simulation.’”
  • Richard Butler says he likes the film simulation dial
  • DPReview’s Abby — who shoots Nikon and Sony and not Fujifilm — was asked if the film simulation dial is something that appeals to her. She said “I have actually debated switching to Fujifilm because of film simulations“.
  • she also pointed out that this feature is especially nice for beginners, since they can get polished, great-looking results without editing
  • having a physical dial instead of menu diving makes it even more approachable
  • many people, Abby said, “don’t want to sit down and edit things on the computer — they just want to take pictures and move on with their lives.”
  • Having the option to do that and still get photos that have nice colors and look like a more final product is a nice concept

So why hasn’t Abby switched yet? Well, adopting a new mount also means investing in new lenses — and that, of course, adds to the overall cost of the system.

That’s why I think cameras like the Fujifilm X100VI are a better fit for many non-Fujifilm shooters. You still get access to what people love about the Fujifilm system — the film simulations, the tactile controls, the colors — without having to invest in a whole new set of lenses. It’s the perfect everyday second camera for non-Fujifilm users.

Fujiflm Cameras with Film Simulation Dial